What you say in the first 10 seconds of your video is crucial to getting people to watch.

Angela and Scott were live on their Video Power Up Facebook Page, where they shared their perspective.


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Angela: Good morning. We’re still live. We’re just fixing some technical glitches we have. We do that quite often when we start our videos sometimes. Don’t we?

Scott: We do. It’s true.

Angela: It is Tuesday, December 12th. I can’t believe we’re … I’m not even going to say it.

Scott: Well, what we’re talking about today is what you say in the first 10 minutes, 10 seconds, of your video is really, really crucial, and we’re going to tackle this first 10 seconds today, and we’re going to give you some tips on that. I figured I should get to that right away because that’s what we’re talking about today.

Angela: We are.

Scott: When people, for live videos, it’s maybe a little bit different, but I was thinking about it before we actually came live today, and thinking, “You know what? You should probably get to that crucial first 10 seconds right away, even in your live videos so people know what to expect or why they’re tuning in or what problem you’re going to solve or what value you’re going to give them.”

Anyway, you can get back to talking about Christmas and it being so close.

Angela: No, but you’re absolutely right. When you’re going live, there’s two things though. First thing is people take some time to join in. If you are going to deliver that message in your first 10 seconds, you need to repeat it again a little bit later when you see people joining in, like my sister, Yasmine. Hi. She’s here today with us. We’re talking about how to grab attention in the first 10 seconds of your video, but we’re really talking about prerecorded video. Live, as well. We’re seeing so much live, but I think it’s still really important for people to create marketing videos that are prerecorded, short, two-minute videos, with the first 10 seconds grabbing attention so the people who have the problem you’re going to solve know that video is for them, and they’re going to keep watching it.

For the people who don’t have that problem, they maybe aren’t your ideal audience for that video. They’re going to stop watching it and that’s okay, too.

Scott: Absolutely.

Angela: Hi, Catherine. Thank you for joining. Catherine, do you do prerecorded or live videos? I would love to know what you’re doing. Scott, what’s your first tip on grabbing attention in the first 10 seconds?

Scott: It’s hard to talk about because it’s actually … Not that it’s hard to talk about. It seems like such a simple idea. There’s 10 seconds. What exactly do you need to say in those 10 seconds? There’s actually a lot of background work you need to do in advance. You really need to look at your marketing, understand who your target audience is or your target market, and understand their pain points, understand problems that they have. You have to have a really, really solid understanding of your target audience, and what you need to get out in that first 10 seconds is you need to touch on a pain point or a problem that your target audience has and tell them how you’re going to solve it in the video if they keep watching, and you need to get that out in the first 10 seconds.

You got to do some background work. You need to understand your target audience and typical problems that’s common for them. For instance, for this video that we’re talking about today, a problem that a lot of people have who are doing video marketing is people aren’t watching their videos or they’re watching maybe the first 3 seconds or 10 seconds, and then they go off to something else because there’s something more interesting on the Internet.

What can you say in those first 10 seconds? That’s a problem that a lot of video marketers or small business owners have. That’s the pain point that we would do for a two-minute video, but I would mention that in the first 10 seconds.

Angela: For sure. You actually made a good point. Before you do your video, that homework you need to do or that piece of information you need to have isn’t just what problem you’re solving, but who you’re solving it for. Who is your audience? So that you really have an understanding of their problem, knowing who your audience is, which is just a quick demographic psychographic check, right?

Scott: Mm-hmm (affirmative).

Angela: What is their gender? What is their age? Just all of those details, that background information. I know you don’t like when I use the word avatar, but kind of find who your avatar is. Find who your ideal client is, and then when you’re doing your video, keep in mind not … How can I word this? Not how you can solve their problem by them purchasing your product or service, but by how something that you can say can solve their problem immediately without them having to purchase your product or service. Does that make sense, Scott? Did I-

Scott: Yeah. Absolutely.

Angela: Communicate that properly?

Scott: Make it in the first 10 seconds.

Angela: Well, yeah, like when you’re developing your message, when you’re developing that first 10 seconds, keep in mind … I believe that if you keep in mind, if this video is just to help them and establish you as an expert, establish you as an expert in your field, that that solution for their problem shouldn’t cost them anything as they’re getting to know you.

Scott: You’re talking about the whole two-minute video?

Angela: Well, I’m talking about the two-minute video, but I’m saying if you have an understanding that this isn’t a video that can sell or convert, it’s getting people to know you, like you, and trust you as being an expert. Keep in mind, because we actually did a workshop yesterday, and this is why I bring this up, because when people were writing their problem, as people were writing the problem of their client, what they had in mind was the solution they were going to sell them. Know that when you’re thinking of the problem, it’s not the solution you are going to sell them. It’s the information you’re going to give them to help them with their problem right now, today, for free.

Yes, we’re talking about the first 10 seconds, but as you kind of move through that, I want you to keep that in mind because if you want to get new people into your funnel, if you want to get new people and people sharing your video, you have to provide value, and the value can’t be always purchasing your product or service. The value has to be solving a problem immediately using your expertise.

Let me give an example. Let’s say you’re a marketer, and there’s one marketing that you have. You’re a marketing expert, and there’s one marketing tip you have that could change a small business person’s life if they knew that marketing tip. You could say, “Are you a small business owner who wears all the hats and needs one marketing tip that can change your entire business? Watch this video for that tip.” Right?

Scott: Yeah.

Angela: But then, in the content, don’t sell them. Don’t sell them your service in the content. You got to deliver value. I just want you people to keep that in mind. Great headlines … Great beginnings and great headlines are necessary, but you’ve got to have the meat and potatoes behind it for people to stay.

Scott: Absolutely, but even if you have the meat and potatoes there, you really need to focus on those first 10 seconds. When we teach our seminar, I tell people actually that if there’s only one thing they actually take away from the seminar and they’re going to start doing marketing videos, it’s to really focus on those first 10 seconds.

The example that I use often when I’m teaching a seminar is that of a chiropractor and saying a chiropractor has three great tips to help people with lower back pain, and say that the first tip is you drink more water and the second tip is to stretch, whatever, however many tips they have. That’s a really great, free content to establish themselves as an expert and solving people’s problem for free by not selling them anything at all. There’s that great content, but if you don’t explain to them in the first 10 seconds that you’re going to solve those problems for them, they likely won’t watch your video at all, so right off the bat, in the first 10 seconds.
It’s maybe not critical that you mention who you are and what your business is.

Angela: Catherine just mentioned that. I don’t know if you read that. Catherine said, “What’s another way to start a video besides, ‘Hi, it’s Angela from Video Power Up,” right?

Scott: Yeah.

Angela: It’s a great point because you don’t want everyone starting that.

Scott: We get that question a lot. You can start with that introduction. Hi. I’m Dr. Scott from whatever chiropractic care, but you may lose people in those first 3-4 seconds, but if you get to that pain point, of the value you’re going to give right away, being … I’m just going to try one right now. “Do you suffer from lower back pain? Today, I’m gonna talk about three tips that can solve your lower back pain instantly,” but then you have to deliver on that promise, but that only took about four or five seconds, and if you really feel compelled to introduce who you are and where you’re from, do it after that introduction or that pain point and how you’re going to solve that problem for them, but, quite often, you don’t really need to introduce who you are with social media because your pictures there, the name of your business or your logo is often there. You really don’t need to introduce yourself.

With all these videos, do you really need to be focused on not you, but focused on your target audience, always focused on them, what are their problems, how can I solve their problems. The moment you start talking about you, “Hi, I’m Scott. I’m a chiropractor. I have these certifications. I’m the best chiropractor in town. I have the most clients. I have the best products and services,” people start tuning out.

Ange talks a lot about whiskers and cheese if you’ve been to one of our seminars, and you want to deliver cheese, something that people really, really, if you were a mouse, something that people really, really want.

Angela: I think some other ways and some of the ways I like to start videos is asking the question, right?

Scott: Mm-hmm (affirmative).

Angela: “Do you have lower back pain?” Scott is like, “If you have lower back pain, I’m gonna give you three tips that you can do, implement today, that will help with your lower back pain,” or you can say, “Do you suffer from lower back pain?” Suffer from. You have to watch your language and make sure it’s not too whiskersy and mousey. Again, you have to Google whiskers and cheese for marketing to understand that if you don’t know what I’m talking about, but just posing a question. Do you have a problem getting people to watch your video? That’s the question. That could be headline.

If people have creative videos and no one’s been watching them, they’re going to be like, “Well, I do have that problem. I’m gonna watch.” Then when you start your video like that and then deliver the content, the more people will engage and watch.

Scott: Absolutely. With your video introductions in your first 3-10 seconds, Ange does the question format. Another really good one is the how-to format. It’s just like headlines. You’re basically delivering a speaking headline. Change it a bit if you don’t want it to be like a tabloid headline. The questions are great. How-to is also a great headline, as well. “In today’s video, I’m going to show you how to make sure that you don’t have lower back pain when you’re at work today.” That’s a how-to. Then you’re going to show them how to do that, or you could phrase it as a question.

There’s various ways to do your introduction, just like there’s various ways to do a headline. “Today, I’m gonna share with you three tips to help with your lower back pain.” There’s many ways to do that introduction, but you can get it out really, really fast. If you can get it out in three seconds, that’s amazing, but that’s really tricky to do.

Catherine, I agree with you. If you are really compelled to introduce yourself and your business, do it after the hook, absolutely. You can even do it at the end of the video when you’re wrapping up. A lot of people, they get through their great, valuable content, and then they get to the end and they don’t know what to say, so you could say, “Hope you enjoyed my tips today. I’m Scott Clevely from Video Power Up,” and then have some sort of call to action at the end, but we’re getting away from introducing ourselves because most people know who we are and all the information about who we are is typically embedded right into our profile or web page-

Angela: Social media.

Scott: Or our Facebook page.

Angela: One other tip, how to get people to watch your video and how to get their attention in that first 10 seconds. Start with high energy. Video, for most people … This isn’t for everyone. I know a few people who love doing video, and just doing the video alone is exciting for them because they know they’re putting themselves out there and that’s their goal, and so they’re super excited, but most people are scared to death about being on camera. It’s really not about being on camera. It’s putting themselves out there. We know so many people that we’ve taught that film their video, but just never post it.

My point is, creating video can be scary knowing that the end goal is to post it and get people to take notice of you and get more exposure. That fear might come across at the beginning of your video, and a lot of people say, “Well, that video didn’t feel like me,” and sometimes it’s the nervousness or the fear that changes your personality. Make sure that you get some great energy before you start your video, before you go into that 10 seconds.

You talked about Tony Robbins before he speaks to people. He’s backstage doing pirouettes and fist pumps, and he’s doing his own thing to make sure he’s got super great energy so the moment he comes out onto the stage, people are roaring, literally.

I’m not saying, “Do that,” but do whatever it takes to get some extra energy to lighten up, to loosen up before you do your video because you’ll feel more like you. You’ll feel more like you, and people will be attracted to that extra little bit of energy more so than they would if you’re like, “Hi. I’m gonna share a tip with you today about making your first 10 seconds count,” right?

Scott: Yeah, and smile. That’s been a big thing, too.

Angela: Yeah.

Scott: Have a smile. Start with a big smile. You might feel that it’s too big and you might think that it’s going to be one of those crazy, creepy smiles, but if you’re doing a crazy, creepy smile-

Angela: Like this?

Scott: Yeah, like Angie’s. Ask some friends. They’ll let you know, but, quite often, we think that we’re smiling big and we’re not, but smiling is definitely a great way to start your video.

If your subject’s serious [inaudible 00:14:15], you can tone down the smile during the content that you’re actually delivering, but in those first 10 seconds, you want to be approachable, you want to get that friendly smile out there so people are willing to even watch … willing to watch that first 10 seconds. Not everyone’s going to want to watch your video, but you want them to at least watch the first 10 seconds so they can determine whether or not the video’s for them. If the video’s for them, guess what? They’re your target audience. Those are the ones you want watching your video anyway. The ones that stop watching your video, that’s okay because they don’t have lower back pain, so they’re not your target audience, so don’t worry about getting 80% viewership of your videos. If you’re getting 3-6%, you’re doing great.

Angela: You’re doing great. Absolutely. That’s the other thing, too. You’re doing great if you’re getting 3- … If you’re getting 20% of the people to watch your video all the way to the end, call me. I need your secrets. Really.

Scott: Absolutely. Paula’s on there. Hey, Paula.

Angela: Hey, Paula. I want to know if you guys do anything at the beginning of your video that really works or maybe really doesn’t work. Do you feel like you’re getting too many people falling off at the beginning, or are people not engaging with your video? Post it here. If we have an answer, we will share it with you, or if we have thoughts, we’ll share that with you, or we’ll get back to you. That’s the best advice from Ang. Heart. Oh, heart you, too. Thank you.

Scott: Just looking at comments here. This is backwards.

Angela: Again, we’re talking about the first 10 seconds of your video being critical. I’m just going to do a quick recap. The first one is start with high energy. Do something that makes you feel more like you. Sometimes, it’s like shaking it off, rubbing your hands together. Some men do more exercising type things. You had an actor, and he’d get down and do 10 pushups. I’d like to see you get down and do 10 pushups.

Scott: Yeah.

Angela: Get some extra energy.

Scott: Physical. I think doing some sort of physical, something physical, to raise your energy is the best way. I do say, something people have music that they play that works with some people. It raises their energy to [inaudible 00:16:19] that song.

Angela: For me, it’s Rihanna, Work.

Scott: Work?

Angela: Work, work, work, work. Yeah, I don’t know why.

Scott: That song makes me depressed.

Angela: No, I like that song because it’s fun. It’s fun.

Scott: You can play a song that works, but, actually, physically moving and creating a vibration in yourself is a great way to do it.

Angela: Then after you’ve got that energy, deliver your value content. Tell people what you’re going to solve for them right away and how you’re going to solve it, right?

Scott: Yeah, absolutely.

Angela: Deliver that, and Catherine called it a hook. I don’t like that word, but it’s the word we use, right?

Scott: Yeah, but we don’t use hook, but it’s funny. A lot of people who watch our videos and are doing our workshop, they refer to it as a hook. You know what? It is. We might start calling that the hook because you want to hook them right away.

Angela: Tell them how you are going to help them, how you’re going to solve a problem for them, quickly, right now-

Scott: For free.

Angela: In this video, for free. Then deliver that content.

Scott: It’s 10:18, and we’re coming up to the holiday season. We do have one more live next week. We are doing one more live next week, and Ange doesn’t know this, but I’m not doing a Facebook Live on … Is it Boxing Day? The day after Boxing Day. I’m not sure that we’re going to be doing a Facebook Live because I need some downtime over the holidays. I’m sure all you other small business owners, especially you retailers out there, people who are selling products and Christmas is a high time for you guys. I’m sure it’s pretty crazy right now. I know a couple of our clients have told us that it’s absolutely insane. I’m looking forward to some downtime.

We had a great workshop yesterday. We’ve got sort of part two of that workshop tomorrow morning, and, then, for those members, we are also doing our first mastermind, online video called Mastermind tomorrow, as well, so we’re really looking forward to that. I saw Paul. I don’t know if he’s still online right here. I saw the thumbs up from you. I think you’ll be at … Hopefully, you’ll be at that call, video call, tomorrow, as well.

Anyway, is there anything else you want to say before we wrap it up?

Angela: No. That’s it. We’ll see you guys next week. If there’s questions you have about scripting specifically or what to say … Scripting isn’t I guess the right way to put it. What to say in your videos or how to say it, post the question here, and we’ll do another video on that later, right?

Scott: Absolutely.

Angela: Take care. Have a great week, and we’ll see you next Tuesday.