Video Series Creation Process

I have created multiple video series and used them in order to provide value to my audience and ultimately attract the right type of customers into my programs. This style of launching originated from Jeff Walker and his program product launch formula.  I couldn't recommend and endorse his training enough.

This process below will not teach what Jeff Walker teaches, but rather will focus on the execution of creating a high-quality video series.  Creating a video series has been my personal Dragon. These projects are always the most challenging and most difficult to tackle.  Even though I believe the "Power of Process" video series that I created for Business By Design is by far the best video series I've ever created I still feel like I made a ton of mistakes and that Dragon got the best of me.

You can view the Business By Design ‘Power of Process’ Video Series HERE.

I've created a process to help guide you through your own video creation experience. This may seem intense. This may seem overwhelming. But, when done right, this can be one of most valuable things you do to grow your business and attract new members. In less than eight months, we've been able to generate almost $2 million in sales because of this video series method.

There are a lot of moving parts so let's go ahead and get started.

We must begin with the format and concept of a video series. The mistake most people make, and I made this mistake too, is that a three part video series is simply three videos of content and nothing more.

Just like an iceberg, there is what you see on the surface, and there is everything else. A video series, like an iceberg, has far more under the surface than it does above. We will only scratch upon this, and I will give you the bare bone minimum so you can understand what you need in order to move forward.  However I couldn't recommend enough that you grab product launch formula or Jeff Walker's book Launch in order to master all of this.

The three part video series is traditionally broken up into three themes. Each video therefore becomes a theme.  They are as follows:

Video #1: The Opportunity

Video #2: The Transformation

Video #3: The Ownership Experience

This all originally comes from Jeff Walker and his training, I will simply give my interpretation of how I structure each of these three videos.

In the first video, your main goal is to sell the opportunity to your viewers, hence the name The Opportunity; however the opportunity you are selling is not your product or your service, but rather the vehicle or mechanism that creates the transformation for your audience.

In my Business By Design video series, the mechanism was processes and systems. The goal of video one was thus threefold…

1. Identify and agitate the problem of your ideal viewer
2. Identify the ideal solution or transformation for your viewer
3. Makes the case for why this vehicle (ie Processes) is the most effective way to get to the transformation

This third part is key. You must be able to explain your vehicle in such a way that people easily understand it, then you must make a case for why is the best vehicle. This is where you share proof, market research, data, etc.

Then I like to end this first video with giving my audience those first steps to take so they can start to see real results right now.

If you've done the first video right, that means your audience is super excited to get started. They want to get to work, so let's do it.  You want to provide the most value and highest quality content here. This is what we call creating "results in advance."

What are the 2 to 4 pieces of content training or information that you could share with your audience would give high-value right now?

This is also the video that you're going want to destroy all objections that your audience will have about this vehicle.

Video three is my favorite video and probably the easiest to create.  In this video you'll simply lay out the entire big picture or blueprint of all the work they need to do in order to get to the transformation using the vehicle that you made the case for video number one.

This is quite easy, why? Because you're simply sharing the outline of your course or program.  That's right!  In this video, you will simply point out all the things they need to be aware of all the things they need to deal and all the things they need to learn about in order to get this transformation successfully. This is simply sharing your module outline for your program.

Then, the most crucial piece, you must pivot to your offer. By the end of video three you must introduce that you have a program, and it is going to become available for sale very shortly.

Let's break down Video #1 into a more specific outline that you can follow.

• Who is this video series for?
• What is the Problem it addresses?
• What is possible when this problem is solved?

The "vehicle" is that thing that will help your customer get the transformation they are looking for.  For Business By Design, my "vehicle" was PROCESSES.

For my other courses, it's usually ONLINE VIDEO.  

What's the "thing" that they need in order to get to their finish line?

A quick line or two about who you are.

• Who are you?
• Why should I be listening to you?
• What makes your perspective unique and special?

Drill down to the specifics of what will be covered in this very first video.

Drill down on specific problems, struggles or frustrations.

Prove the case for why your vehicle is the best vehicle.

• Why is this VEHICLE better than any other?
• What proof do you have?
• What data?
• What Trends?
• What Market Research? Testing or Results?

Identify and address any objections that might be immediately brought up after presenting your vehicle.

• What are their objections? Their "ya buts?"  "This sounds great, but..."
• Address the objection head on
• Crush the objection or foreshadow that you will shortly

Your origin story is the HOW this all came about?  The "life wasn't always good" story.

A great origin story does the following:

• Creates Context: Tells the viewer WHY you are teaching this.
• Creates Empathy: "She gets me!"
• Creates Rapport: "I trust her!"
• Creates Authority: "She knows what she's talking about!"

If your viewer is SOLD on this new idea or opportunity, the first question would be...

Where do we start?  What are the first steps?

A great piece of content is to help them determine if your vehicle IS a right fit for them?  And to create a self-assessment of sorts.  Or, it could be a quick and easy action item that gives them a quick win now.

Your Call to Action should be to download an accompanying .PDF AND to comment! Make your CTA specific!

Your foreshadow is an opportunity to tease Video #2.  Present a new problem that must be solved in Video #2.

Let's break down Video #2 into a more specific outline that you can follow.

Don't assume your audience has seen the first video. Re-instate the promise of your video series and re-establish your credibility.

The following is a quick "if, then" statement that works well to qualify the viewer, address the problem, and present the solution:

"So if you are _______ and you want ______

or if you're a ______ that wants _______

and you now want to _____, you're going to discover why a ________ means entrepreneurs like you and I can ______."

Recap video #1 and encourage viewers to watch that video first before continuing.

Drill down on the specific promise/agenda of Video #2 here.

Before you present your content and training in Video #2, take some time to address and destroy the biggest objections that your audience has.

Here are a few ways you can DESTROY any objections that your audience may have.

I. That's a good thing, because... the objection is actually a benefit.

ex: "I don't have a big email list."   That's a good thing, because with a smaller list, you have an unfair advantage when it comes to your ability to connect and engage with your audience that someone with a bigger list wouldn't.

II. That's just not true! In fact... falsify the objection

ex. "This won't work for me, because I don't have a big list."  That's just not true, in fact, let me introduce you to my friend Joe Schmoe who has an email list of only 300, and... (you get the idea)

That's why I...  provide a unique solution

ex. "I don't have a big list." Well, you're in luck, because I've created the List-Builder 5000... etc"  

Provide high-value yet simple-to-implement content here!

Recap your content.

Create a call to action that gets your audience to engage, comment or converse with you.

Create a problem that must be solved in video #3.

End with any final thoughts or remarks here.

Let's break down Video #3 into a more specific outline that you can follow.

Re-instate the promise of the video series and recap Video #1 and #2.

Drill down on the specific promise of video #3.

Re-sell your vehicle and demonstrate why this is the best vehicle to get to their desired transformation

Optional: share a inspirational story that shows what life has been like for YOU or a student of yours since solving this problem and living this transformation.

Content Time: share the Big Picture blueprint of your "system" or training. This is a collection of everything your audience needs to focus on to be successful.

Note: Ultimately, this is the outline for your product.

Address and destroy any remaining objections or roadblocks.

Recap everything you taught and shared in this video.

It's time to transition to the offer!  Simply let your audience know that you'll be opening the doors to your program in a few short days, and discuss what your program will be offering.

Give one final call to action (comment, share, etc).

Wrap up with your final thoughts and thanks!

Ok! Now let's get to work creating your video series. I've broken the EXECUTION into four phases.  This first phase focuses on how to take the outline I've given you and turn it into a finished, polished script.

The way I did this first step was pretty easy.  I pressed record on my iPhone and I started talking out each section of my script.  I just went through the entire outline, section by section and spoke into the mic.

I tried to remain conversational. I didn't overthink it. I just spoke.

Then, I transcribed the entire recording using www.Rev.com

Now, at the very least, I have a rough and UGLY script.

When I got to Step #2, I actually handed this over to a copywriter polish. If you'd like to do that, you can find some great copywriters over at www.CopyHackers.com Just make sure you choose a copywriter that specializes in doing video series.

If you plan on writing the scripts yourself, give yourself a few weeks.  You'll want to tighten up your transcript, find the best words and add anything you need to get to the next draft.

This is the most-important step of the entire process, so don't rush it. Take your time here.

It's important that your video scripts are condensed. So, I read my scripts out loud several times and timed the length. You'll want to keep your videos under 30 minutes each.  

Put every single word, phrase, sentence and paragraph under the microscope. If it truly doesn't NEED to be there, DELETE IT.

Then, look for ways to say everything more concise. Can you use VISUALS to demonstrate what you're trying to say in words?

Can you say something in one sentence instead of three?

The more we condense, the more we keep the attention of our audience.

Don't skip Part #II. The storyboarding phase is all about identifying WHAT your audience will see as they watch your videos. This will take some time, but it will also increase the quality of your videos tenfold!

And the process I've included below will make this rather simple.

Your "A-Roll" or main scene where you record your videos is what we call your CLASSROOM shot.  Each video had it's own Classroom shot, and when you watch my video series, you'll notice that the "Classroom" is this establishing shot that I keep going back to throughout each video.

My advice is to just have ONE classroom shot for each video. And yes, you can use the same classroom shot for all three videos.

The next step is to read through your scripts line by line to see if there are any unique ways you want to shoot some of your dialog.

Do you want to do a shot why you are "walking?"

How about shots with you at the whiteboard? Or screen capture?

Are there any other dynamic shots that will help to visualize and communicate your message?

Identify all of these in this step.

Here's the official definition of b-roll: " B-roll or B roll is supplemental or alternate footage intercut with the main shot."

Basically, b-roll is that shot of you on the laptop or talking on your cell phone with your voiceover.  

In my video series, you'll notice a ton of B-ROLL.  In fact, even in the "classroom shot," the camera wasn't on me for very long.  We were always cutting to "lifestyle" or action footage to really communicate my message.

Go through again, and make a list of all the B-ROLL shots you'd like to create.  Here are examples of some of the stuff I did:

• Working on the laptop
• Hanging out with my wife
• Working with the team
• Driving
• Surfing
• Speaking at events/workshops

The goal is to capture YOU in your element!

Finally, if you've done all this work, it's time to film!  

My advice is to hire a professional.  If you want this done right, don't even bother attempting to do it yourself, unless you have plenty of experience working with cameras.  The good news is that when you've done all the work and planning that I've laid out for you up until this point, hiring a videographer will be easy and painless.  The more direction you can give them, the more likely it is to turn out the way you expected it to.

So I won't be teaching you how to film or anything like that in this process but you'll still need to learn how to be effective in your video shoot so I've got a few things for you here in part three. Let’s begin!

Now that you have a completed script, the last thing you would ever want to try and do is memorize it, or worse... do a video off the cuff. We use a beam splitter glass iPad Teleprompter with Teleprompter app in order to film our video series.

The Teleprompter I recommend:

http://amzn.to/2sUNbdB

The Teleprompter app I recommend is:

http://promptsmart.com/

Having the Teleprompter in place will not only make your video shooting easy, but it will save you so much time. In fact, you could record all three videos in one day; however, I actually like to give myself 2 to 3 days.

I used to shoot my video series using two cameras simultaneously so I can get two different shots. This way my editor could cut between the two shots whenever I made a mistake while shooting. This is a great editing trick that any videographer will know how to execute on.

However, in this last video series, we only used one camera while recording. Then, when I did make a mistake, my videographer did one of two things: he either cut to some B-roll, or he simply cropped in the shot to make it appear like a “cut to zoom” shot.

I think using one camera is just easier and less hassle.

I get it. Filming can be extremely stressful. And that's because there are a lot of moving parts. There are a lot of things to take into consideration. So I've to create a checklist of all the things you should be mindful of going into you're shooting day.

Make sure that your videographer has already been debriefed and handed your scripts and storyboards so that he or she isn't showing up empty-handed. It will also be nice to have already decided on the location for your classroom so there isn't much time spent setting up and lighting the shot. In fact, make sure to account for at least 60 minutes to set up that shot.

Also, I am making it a requirement that you have at least one person to assist you throughout the day. You'll need help. Sometimes it is someone to check your wardrobe, get you a glass of water, or get your feedback on something. Bottom line: don't film alone.

Okay, here's the list of all the things you need to keep in mind for shooting day…

• Your assistant on standby
• Video camera
• Tripod
• Proper lighting
• Proper microphone
• All batteries charged (with extra batteries handy)
• Teleprompter
• iPad (fully charged)
• Scripts added to teleprompter (and practiced!)
• Complete wardrobe (ironed and ready!)
• Makeup (even just foundation to remove the shine)
• Plenty of free memory cards
• A printed copy of your scripts (for review and notes)
• Any other props needed from the scripts

Next, I like to record B-Roll on a completely separate day dedicated to just the B-roll. You should have a shot list in place of every single shot you want to get, where it is located, and what you need to be wearing or doing.  It's also good to let your videographer know where they shots are going to be placed within the video series so that it matches your original storyboard.

Your final step is the editing phase. Hopefully you've decided to hire a professional so you don't have to edit this yourself. Otherwise, you're looking at a lot of time consumed here. Make sure your videographer has the scripts and the storyboards so they can do the right work the right way the first time around.

I do believe that having great music will drastically increase the quality and engagement of your video series. But it's also a lot of work.

If you have seen the Business By Design video series, you might have noticed we used music playing quietly in the background for each video the entire time. We got our music over at www.PremiumBeats.com

When getting your first draft back from your editor, there will be changes needed. We use a cool piece of software called HIGHTAIL. With this software, your editor can upload and share your video, and you can easily make notes on it.

You'll want to make ALL of your notes and changes at once so your editor is not having to create multiple drafts.