From the archive: This episode was originally recorded and published in 2019. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL’s in these archive episodes are still relevant.
With over 50 million in sales, Phil Graham is an entrepreneur who went from a Fortune 500 career to building a successful ad agency helping entrepreneurs leverage social media ads to get clients.
5 Steps to Creating Video Ads that STAND OUT – Get a free template and in-depth videos from Phil!
3 Value Bombs
1) The best way to get clients and customers is to lead with value. Do not try and sell something right away; use video and then re-target in a very smart segmented way.
2) It’s not just what you say; it’s who you are and who you are to say it.
3) Make it happen and do it now. Take action!
ProsperSpark: Anything and everything you can imagine in Excel, ProsperSpark can create and deliver it for you! Book a free project call today at ProsperSpark.com/fire! Mention Entrepreneurs On Fire to receive a 10% discount up to $1,000 on your project or service agreement!
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: Using The Power Of Video Ads To Stand Out From The Noise with Phil Graham
[1:18] – Phil shares something about himself that most people don’t know.
- About seven years ago he completely changed his life: he lost 125 lbs and left his corporate job.
[3:04] – What’s the biggest challenge for entrepreneurs when it comes to getting new clients and customers?
- The biggest challenge is giving attention. You are not just competing with your competitors, but you’re also competing with everyone who’s trying to get the attention of your ideal client.
[5:08] – What are the 3 Biggest Mistakes entrepreneurs make that cause them to struggle to get new clients and customers?
- Not having a reliable and scalable system that brings in potential clients.
- Do not just rely on hope and chance.
- “Unless you have a reliable, scalable way to bring in leads and turn them into clients, you don’t really have a business, you have a hobby.”
- Not leveraging video ads.
- You have the ability to do amazing things for a relatively small amount of money.
- With smart targeting the opportunities are endless.
- Not following up.
- 99% of sales come from followups.
[10:22] – What is the single best way to get clients and customers?
- Social Media Value-tising – smart ads on social media.
- Give value and build a relationship first.
- The best way to get clients and customers is to lead with value. Do not try and sell something right away; use video and then re-target in a very smart, segmented way.
- If it wouldn’t work in person, why would it work online?
[15:38]– A timeout to thank our sponsors!
- ProsperSpark: Anything and everything you can imagine in Excel, ProsperSpark can create and deliver it for you! Book a free project call today at ProsperSpark.com/fire! Mention Entrepreneurs On Fire to receive a 10% discount up to $1,000 on your project or service agreement!
- HubSpot: A platform that’s easy for your entire team to use! Learn how HubSpot can make it easier for your business to grow better at Hubspot.com!
[15:43] – Phil talks about the “EED Formula”.
- Educate – Every time they create a video they try to educate in some way.
- Entertain – Grab their attention; be interesting.
- Differentiate – Differentiate things, and differentiate yourself.
- If you use the EED Formula in everything you do, it will put you ahead of everybody else.
[18:33] – Phil talks about The 5 Step Template for Million Dollar Video Ads.
- Make a 45-60 second video ad – keep the messages short.
- “Do not put lipstick on a pig.”
- Get them hooked right away – if you don’t get their attention in 2 seconds, they are gone.
- Giving someone in hell a glass of ice water – an example of hooking somebody’s attention.
- Short credibility introduction – it’s not just what you say; it is who you are and who you are to say it.
- Main content of the video – Use the EED Formula. This where you offer the value.
- Call to action – You need to direct people what you want them to do next.
- Smart segmented follow up
[33:10] – Phil gives examples of #5: Broad and Segmented Level Followups.
- Smartly re-target
- Collect email addresses
[38:55] – Phil’s parting piece of guidance
- Anybody can do this. Do not wait. No excuses.
- Make it happen and do it now. Take action.
- 5 Steps to Creating Video Ads that STAND OUT – Get a free template and in-depth videos from Phil!
[43:45] – Thank you to our sponsors!
- HubSpot: A platform that’s easy for your entire team to use! Learn how HubSpot can make it easier for your business to grow better at Hubspot.com!
John: What's shaking, Fire Nation? JLD here with an audio master class on using the power of video ads and ValueTising to stand out from the noise and build a reliable scalable system that gives you an unfair advantage and helps you get clients and customers like clockwork. Might be a little bit of a mouthful Fire Nation but let me tell you the value that comes out of this episode is priceless.
I've brought Phil Graham on the mic to drop these value bombs. He has over $50,000,000.00 in sales and is an entrepreneur who went from a Fortune 500 career to building a successful ad agency helping entrepreneurs leverage social media ads to get clients and Fire Nation.
We talk about a lot today, but the biggest and most important thing that you're going to get out of this is the five-step template for million-dollar video ads. You're not going to want to miss this. We'll be diving in as soon as we get back from thanking our sponsors. Phil say what's up to Fire Nation and share something interesting about yourself that most people don't know.
Phil: What is up, Fire Nation? I am super excited to be here and something that is pretty unique that not a lot of people know is that about seven or eight years ago, I literally completely changed my life. I transformed everything.
So I was working in a corporate job that I liked but it wasn't like my passion. I was making six figures. I was comfortable but I wasn't living my dream and I was also way overweight. So what I ended up doing was lost over 125 pounds – 125 pounds. It was crazy bro. And I just literally, I call it beast mode. I went beast mode and changed everything.
I started working out twice a day, seven days a week. I actually still do that. I still workout twice a day, it's become who I am and also, started my own business, left the company I was with, left the comfortable job. Well, I didn't just leave but I got laid off because they filed bankruptcy which helped a little bit but it was scary.
But literally lost 125 pounds and the mindset to go beast mode in order to do that completely changed my life and it actually allowed me to have the success I have in business right now and so that's been a huge driver because I always say like mindset over tactics. Mindset is the operating system of everything we do and when I figured that out and went through all that process, it changed everything for me.
John: I love that and Fire Nation, myself, and Phil rocks are going to jump on video for a couple minutes after this chat is done and Phil just remind me to show you I have this little handheld poster that literally just says, “Mindset: Beast Mode” like I'm a huge believer in that.
Phil: Oh, serious?
John: You're going to love it.
Phil: I've got to get one of those.
John: Remind me to show it to you because it's so true, Fire Nation. And I'm a big believer, by the way, Fire Nation, in going into beast mode when you need to go into beast mode and then stepping out of it when you need to step out of it. Because for me right now, guess what? Phil is one of eight interviews I'm doing today.
Most people would be like, “I could never do eight interviews in one day!” I thrive on it. Why? Because I woke up this morning and I got into beast mode. This is my Super Bowl. Guess what? Tomorrow, not a gosh darn thing on my schedule. I'm going to be in my hammock. I'm going to be reading. I'll be sipping on a little virgin piña colada doing my thing, you know?
I won't be in beast mode tomorrow, but I'm in flipping beast mode right now and, Fire Nation, as I gave you a little teaser in the intro, we're going to be talking about the power of video ads to stand out from the noise and of course, so much more beyond that but let's just dive into it, Phil. I want to talk about the biggest challenge for entrepreneurs today when it comes to getting new clients and customers.
Phil: Yeah, by far number one biggest challenge is getting attention because there's so much noise out there in the market. And by the way, you're not just competing with your competitors; you're literally competing with everyone who's trying to get the attention of your ideal customer or client; that is a reality. So attention is big.
I pulled some stats, these were from a couple years ago so it's even crazier now, but I just want to throw a couple quick stats at everybody. On Instagram, there are literally 66,000 new posts every single minute. Okay, 66,000 a minute. On Facebook, there's 300,000 posts every minute – new posts, and on YouTube, there's 400 hours of video that gets uploaded every minute.
So, to kind of like, let's take Facebook tor example, 300,000 new posts every 60 seconds. That's 5,000 new posts every second. However long we've been on here like five thousand posts every second.
Phil: Oh, it was another second, 5,000 new posts just happened. That's a lot of noise! And so it's very, very challenging to get noticed and rise above that noise, but the good news is it's also very possible. Most people don't really know how to do or do it right, but I've got this system we're going to be talking about today that we've used that helps us cut through that noise and it's something you can count on that doesn't rely on hope or chance.
John: Fire Nation, let's talk about attention for a second. It is so key, so critical to get attention when you're trying to share a message or value with somebody but it's so hard to do Gary Vaynerchuk, one of the best people getting attention in the world, what is his go-to phrase? “I day trade attention.”
He knows the value of attention, of day trading attention, because that's where it's at Fire Nation. That's where the value is. Now, let's be honest, Phil – entrepreneurs, we make a lot of mistakes and that's okay, it's okay to make mistakes, but at the same time, it's important to avoid those big, huge mistakes if we can. So talk to us about the three biggest mistakes entrepreneurs are making that's causing us to struggle to get new clients and customers.
Phil: Yeah, definitely, by the way, I love Gary V.
Phil: Shout out to him. So three biggest mistakes by far that I see entrepreneurs making – and this is through a lot of years doing this – No. 1 one in my opinion, is not having a reliable scalable system that brings people into your world, you know, that brings an audience, that brings potential clients, and then also helps turn them into a customer or client.
A lot of people, a lot of entrepreneurs, kind of just do things that rely on hope and chance. It doesn't mean don't do those things, but that shouldn't be like your primary way. If you have to count on that. I see businesses fail all the time who rely on chance and hope
So there's a great quote by Mark Cuban that I heard him say many years ago, and he said unless you have a reliable scalable way to bring in leads and turn them into clients, you don't really have a business, you have a hobby. That is like, that hit home with me, you know? It's so true.
And even if – I've seen entrepreneurs who they didn't really need that at the moment because there were doing well, but the problem was if that stopped, if the referral stopped or something changed in the algorithm, things started going downhill and they weren't able to have a system that reliably brings more back in. So you really need to have that no matter what. That's mistake No. 1. A lot of entrepreneurs, a lot of businesses don't have that.
No. 2. This is big, JLD – and this is really what we're talking about today – is not leveraging video ads; they are so undervalued today it's ridiculous. You know, back in the early days of marketing there – you know AdWords, right? Google AdWords?
John: Oh, yeah.
Phil: I remember when you could get five-cent clicks on like mortgage related keywords. This was back in the day. You know, the early –
John: Yeah, I mean that's what Gary loves talking about getting five-cent clicks for the word “wine.”
Phil: Yes, you're right and you could get that for like mortgage and real estate type keywords. Those exact same keywords today, are many times $55.00, $65.00 a click which is insane. It's still worth it by the way in a lot of cases, but can you imagine if you could roll back the clock and spend five cents a click on those words? Well, video ads, right now as we're speaking, I feel we're in the same position for video ads as we were back then, we just didn't know it.
We didn't know how good of a deal we were getting back then but right now I'm here to tell you, you're getting that same level of value now with video ads and it's eventually going to go away because you know, in 12, 18, 24, 36 months so many other companies are going to be putting insane amounts of money into video ads, they're still going to be great, but it's going to cost you more money.
But until then, you have the ability to do amazing things for a relatively small amount of money and with smart targeting, it's just the opportunities are endless. And so I don't see people really leveraging video ads. They're either not doing it or what's worse is they're doing it in a way that's incorrect, that really just doesn't make a difference. And so we're going to talk about how to fix all that today
And then mistake No. 3, not following up. Like this happens all the time. I'll even – like I'll work with a new client and I'll find out that they don't retarget or if they do, they're doing it improperly and 99 percent of your sales typically are going to come from the follow-up not the first time you actually talk to somebody.
It's no different than dating. You're not going to get married the first time you meet somebody in a bar or at a party, you know, it's going to be the follow-up. You're gonna have to go on dates and do other things and it's the same thing when it comes to your marketing. So if you can fix those three mistakes, you will be ahead of 99 percent of everybody else out there.
John: Fire Nation, not having a reliable and scalable system for bringing people into your world. I mean, what do you think Entrepreneurs on Fire is? I mean, that is my reliable and scalable system for bringing people into my world, Fire Nation. What is yours?
Not leveraging video ads as No. 2. I mean, I crushed Tony Robbins launch recently. I came in 7th place as an affiliate out of 1053 affiliates. I get to spend four days with just nine other people in the top 10 at his resort in Fiji with Tony. Why? Because I leveraged video ads and I crushed it with those video ads. It was such a great way to convert people into sales. And then not following up. Are you not following up, Fire Nation? That is a huge mistake if that's so. Now we can talk about mistakes all day long, Phil, but let's talk about the single biggest way to get clients and customers.
Phil: Now, this is my favorite because first of all, this whole system is based not on theory or anything like that – like we've been doing trial-and-error testing this for a lot of years – and I call it social media ValueTising. Actually, I try not to use the word “advertising” as much. Like I still use it because that's what's commonly known but I changed it internally for us to ValueTising.
So I want to give you guys an example. Where do most people spend their time? It's on their phones, right? It's on places like Facebook, Instagram, Twitter, LinkedIn, YouTube, Google, Etc. That's where they spend their time and many of our ads when we go out and we want to get customers, whether it's for ourselves or for clients, what we do is we put out smart ads on these social media properties.
Now here's the deal, when somebody's on let's say Facebook, the reason they're on Facebook unless they're a marketer like me, they're not on there to look at ads. That's not why they're using Facebook or Instagram, Etc. They're using it for other reasons. So we have to realize that if we hit them with a sales message, that's probably going to fail in most cases.
Now that's not always the case, if you ever like a really inexpensive e-commerce $20, you know, impulse buy, but for most situations, hitting them with just a sales ad is the wrong way to go. So I want to give a quick example because I like to use analogies because I think it helps bring these points home.
So I want you guys to imagine you're at a dinner party because I think of Facebook and Instagram and YouTube and places like that as a social gathering, that's what they are. It's virtual but it's no different than being at a dinner party where you're around other people.
So imagine you're at this dinner party. I want you to imagine for a second that you're a weight loss coach or trainer and you see somebody at that dinner party who is overweight and maybe you lost weight like I did and you feel empathy for that person and you want to help them in some way but your total strangers, you don't know each other.
Would you get up? Let me ask you this, if this was you GLD –
Phil: – would you, like your at this dinner party, they're at another table, would you get up and walk over there to them at another table and say, “Hey, I noticed you that you're like 50 pounds overweight. Give me your email address and I'll send you some tips on how to exercise tomorrow.” Would that be the first thing you would say to these people?
John: You know, it wouldn't be the first thing I would say.
Phil: Probably not. It just would not work very well. Right? But the crazy thing is that's actually how most people advertise on these social media platforms. They go from advertising to a stranger who they don't know who you are yet and they try and immediately either sell you something or get your email address. And the crazy thing is the person on the other end of that screen is a human being. It doesn't matter whether you're in person or on the computer or they're on their phone, it's the same person.
And so if it wouldn't work in person, why is it going to do any good on the computer where they can't even see you to see if you're genuine in the first place? So that is a recipe for failure. So what I like to do is I call it ValueTising. We actually give value first. We build a relationship first.
In going back to our example in real life, if you are at that dinner party, you're really wanting to help that person, you would go up and start just a conversation and build some rapport with them first and then later on when the time was right, probably not even that same night, but let's say you became friends a couple days later or couple weeks later – we call it retargeting, you know in the marketing world – later on when the time was right, we would let them know how we can help them.
And when you do things like that – and there's more things we're going to talk about that during this class – when you do it right, everything changes because 9 out of 10 ads I see, if not many times 10 out of 10, are all doing it in a way that's not very effective. So best way to get clients and customers: lead with value, don't try and sell something right away, use video, and then retarget in a very smart segmented way, and do it in a way that nobody else is really doing in your market.
John: ValueTising, Fire Nation. If it wouldn't work in person, why would it work online? I mean to me that's just the sentence, the phrase, the concept that drives this home. And listen, Phil is gonna be dropping some value bombs, Fire Nation. We're gonna be talking about the EED formula and so much more when we get back from thanking our sponsors.
So Phil, we're back and you have this formula that I kind of alluded to before the break called the EED formula. That's echo echo delta coming from an army guy. Break this down for us and let us know what it's all about.
Phil: Yeah, absolutely. So my EED formula again, like some of this other stuff we're talking about is not based off of theory or anything like that – like we use this in the trenches all the time for hundreds of different niches and clients and things – and here's what it stands for: the first E is for educate.
So anytime we create a video, we try and educate in some way. It doesn't always mean teach. You can educate, you know, by teaching something but you can also inspire somebody or show them that there's a new way, there's something else possible. So some kind of education is that first E.
The second E is you want to entertain them. This is big. Entertaining them doesn't mean that you have to act like a clown on video and do crazy things but it does mean that you have to grab their attention – we're going to talk about that when I talk about a five-step template here – but you've got to be interesting or else you're screwed. It doesn't matter if you have the perfect product or service in the world if you're not somewhat engaging and entertaining, you know, you lose. So educate, entertain, and the D is big, it's differentiate.
In my opinion, not enough people do this. So you want to differentiate many different things. You can differentiate who you are versus the market or like us versus them kind of a thing or versus certain competitors. You can also differentiate how you deliver a message. If everybody in your vertical is doing image ads and you're doing video, that's differentiation. It could be your idea, it could be your product or service, it could be the fact that you focus on an aspect of your business like putting the customer first more than somebody else.
If you educate, entertain, and differentiate in everything you do that's going to put you ahead of just about everybody else out there and we try and do all three in every video that we create. Now it doesn't – you know, we can't always fit all three in there but most of the time we can and when we do, the stats, the results are amazing.
John: Fire Nation, let's go through these one more time: educate, entertain – I always think of Russell Crowe, are you not entertained? – and then of course, differentiate. You have to differentiate yourself, Fire Nation. EED formula: educate entertain differentiates.
Now you have this five-step template that you kind of alluded to a little bit. This is for million-dollar video ads, so stop holding out on us, Phil. Let's do this.
Phil: Okay. This five-step template is – it's fire. It's fire for Fire Nation about that.
Phil: So I'm going to talk about this educate, entertain, differentiate, and how we do it, how we create videos that work. So first of all, though before I get into the five steps, I kind of want a – the overview of this is we try and make our videos 60 seconds or less for ads especially because, you know, attention spans are pretty short, but also it's not just that, most of the time when people are using something like Facebook, Instagram, etc., they're multitasking.
I don't know if you've ever done this JLD but –
John: I have.
Phil: – if you're in line at a store or at a traffic light, etc, like people are multitasking, that's everybody's life. And so they don't always have a lot of time and so we like to keep the messages short.
Facebook actually recommends, not a lot of people know this but their ideal recommended length for a video is 15 seconds.
Phil: You know, now it's tough to educate, entertaining, and differentiate in 15 seconds. Our sweet spot is about 45 to 60 seconds that we found worked best. That doesn't mean we don't do longer videos, there's always outliers, but in general, 90 percent of the time were 60 seconds or less on our video ads. So that's one point.
The other part of the framework is yes, we do broad videos, but typically we do one pain point or one segment per video – I'll talk about that in just a little bit – and you need to use this EED formula, which I'm going to describe, and then your product or service needs to be great. Like, you can't put lipstick on a pig because it's still a pig so you have to have something great behind it. Not a lot of people realize that. Sometimes they try and use these tactics for something that's not that great. Make sure that what you're doing is great.
Now that being said, let's jump into it. I've got five steps that I follow when we create these videos whether we're doing them for ourselves or clients. Step No. 1 is you have to hook them. You have to hook them immediately because people will – if you don't hook them in like the first two seconds JLD.
John: See ya!
Phil: They're gone, right? It happens all the time. So not only do you have to hook them but you have to hook in the first two seconds. So big mistake people make, one of the biggest that I see, is they start with an introduction. “Hey, my name is Phil Graham. You know, I run my agency blah blah blah,” seven seconds later –
Phil: I'm like, “I don't know Phil. Who's this dude?”
John: Yeah, who's this guy? And I just wasted seven seconds of my life. I don't even know what the heck he's going to talk about – waste of time. Gone. Doesn't work. And then you know, what people do is they say, “Oh, Facebook ads don't work,” or “Video doesn't work.” No. It was you not them. Right?
So you've got to hook them right away. And so how do you do that? That's a valid question. Here are a couple of the things I like to use that hook people in a way that's worked extremely well. Curiosity is a great way to hook somebody, having a bold statement at the start can hook somebody, you know, really talking about a pain point, recent news, or even something that's a little bit polarizing. We all know polarization can work it you do it right. You have to be a little careful with that but –
Phil: The world is flat, Fire Nation.
John: Yeah, the world is flat. We could get into all kinds of stuff if we start talking about politics, you know, polarize the heck out of this thing. But like if you can polarize in some way, that will help.
So I just want to give an example because I don't want to just talk theory. Here's an example of something that we use as a hook that this is actually worked well. It's proven. The data tells us that it has worked well, and there's many different ways you can go but if we're doing an ad on getting clients, one of the ways we hook somebody is we'll say, “Hey, if you're struggling to get new clients, using our system is like giving someone in Hell a glass of ice water.”
Phil: It's like hitting someone in Hell glass of ice water. So let's just break that down for a second. First of all, that's a bold statement. Second, it's curiosity. You're like, okay, there's this system and it's like the equivalent to giving somebody in Hell a glass of ice water like that would make me curious. And then No. 3, it does talk about a pain point, you know, if you're struggling to get clients.
By the way, I cannot take credit for that. The giving someone in Hell aggressive ice water is something Steve Jobs said many years ago when he was promoting one of the Apple products. I can't remember, you know what it was but it was so good I had to borrow it.
So that's an example of a hook that we use at the very beginning of a video. There's a million different ways you can hook somebody. I just wanted to give a concrete example. So getting them hooked right away, and I mean the second your video starts, that's what you say. So you start with the hook.
No. 2 is you have a short credibility introduction. So this is the big mistake people make, it's not just what you say, Fire Nation, it's who you are and who you are to say it. So for example, If I was to talk about how to be a great quarterback and let's say that Tom Brady was going to talk about how to be a great quarterback. Right?
And we said the exact same things. What if I said the exact same thing as he said, who do you think would get more attention on that? Well, obviously Tom Brady. It's not what he's saying. It's not just what he's saying. It's his credibility on what he's saying.
So you need to not only give great information, but you need to demonstrate why they should listen to you about what you're saying. So that's step two. You want to give a short credibility intro. That's like super important. And this video is not about you. So you don't want to go off on the deep end and talked about yourself for the next 30 seconds but you do want to give a little snippet about something you've achieved whether it's for yourself or for your client, that at least sheds some light on your credibility to actually talk about what you're going to talk about in this video. That's really important. So that's Step 2.
So again, you start off with a hook and then you do a quick intro after the hook – don't make the mistake of doing the intro first – and then after your short credibility intro – and by the way, you guys, I'm going to have something you can download for free that actually has examples and walks you through all this so don't worry about writing all this down, I got you covered.
So step three is our educate, entertain, differentiate, and this is where you actually view, this is like the meat of the video maybe 30 seconds somewhere around there. And this is where like this is where you offer the value.
So for example, something I have done is I might say, “When I first started, I struggled to get attention using social media until I learned to leverage the power of Facebook ads,” but with a twist. Instead of running these sales-y ads like everybody else. I started running what I call value bombs and I didn't go straight for the sale. It went against conventional wisdom and it was the opposite of what everybody else is doing and that's worked extremely well and still does today.
So that's just a small, you know, we do hundreds of videos. Yeah, I can give you so many examples but that's like an example. So what did I do there? For educating what I did was I showed them there's a better way. You don't have to do it the old way. You don't have to just go straight for a sale. That's the education. There's also, you know, a little bit of hope there. You know, “Hey, there's hope. There's a better way. We can do something that's going to work.”
Entertainment, like this is a big one. This is one that people get wrong, the entertaining portion. Like I said earlier, it doesn't mean you like have to jump around and be somebody you're not. Entertaining is how you deliver your content, that is the key. So it could be your personality. It could be how you say things, how you pronounce certain words. Like when JLD talks, like man, I hear your podcasts all the time. You don't just say, “Hey, you know, this is JLD,” like you talk with a passion, right?
Phil: You know? It's like that's entertaining, that's engaging. So it could be how you say things but there's also you know, let's say somebody out there is listening and they feel like they're boring and dry – and you're probably not by the way – but even if you feel like you are, there's other ways to engage and entertain in a video.
It could be your location. Maybe you're in a beautiful area. Maybe you can go to where there's a beach or a lot of like moving stuff in the background. That's something that can keep attention. You could use props. You could hold up something. Maybe you grab something as you're talking and it keeps their attention, you know, movement like walking around, maybe gestures, using your personality. Any or all of those things is a great way to entertain. So how I deliver the content that I just read, that example, I would be delivering it in a charismatic way as best I could.
And then for differentiation, what did I do there? I talked about value first instead of going straight for the sale. Most people go straight for the sale. And also another way you can differentiate, by the way, it's not just what you say but what you do, you know? We did a test once and we did an image ad and we did the image upside-down because I don't see very many upside-down images on Facebook.
John: That would make me pause. I'd be like, “Mmm.”
Phil: Yeah, you'd be like, “What is this? Did they mess up? What's going on.”
John: I mean like a great example of this is like a lot of people have had success in the past on sending out an email that just says, “Test,” because people are like, “Oh, my God this person messed up and they sent out an email that says 'test' in the subject line.” So what do they do? They open it up to see what other mistakes were made and it's like, “Oh, so glad you opened this up!”
Phil: Exactly. You know, sometimes that works really well and I'll even tie in the copy to an upside-down image. You could do an upside down video too. In fact, I've never seen an upside-down video.
John: I'm dizzy right now just thinking about it.
Phil: It's crazy and people are going to be like, “What is this crazy person doing like they really messed up.” But then if they play the video or read the copy above it and you talk about the reason I'm doing an upside-down video is because most people's marketing is upside-down and so like you play into it. That's creativity! That's how you differentiate yourself. And there's other ways too based off of you know, Amazon can differentiate themselves very easily. They can get something to you in two hours, you know?
John: Yeah, that drone stuff is going to be crazy town.
Phil: Oh, heck yeah. Right? like it's crazy.
John: All right fellas, move into number four here of the five-step.
Phil: Yes. No. 4 – and this is important – is the call to action. You need to direct people what you want them to do next. So whether that's click, sign up for something, like, share, whatever it is, whatever the call to action is you've got to direct people. So sometimes people forget about the call to action, whatever you want them to do towards the end of this video, make sure you tell them what that is. Very simple.
No. 5, this is super important you guys. Step 5 to creating million-dollar videos is smart segmented follow-up. I cannot stress this enough. Most people whether it's an entrepreneur or business – even like businesses doing well, making tens of millions of dollars are either not following up or they're doing it ineffectively and they're leaving 10x maybe even a 100x on the table because of it.
I talk to them all the time. Ninety-nine percent of your sales will typically come from the follow-up – 99 percent – and nobody does this. And there are two levels to following up, you guys. So there's a broad level and there's a segmented level and really people – I don't hear many people talking about this in this kind of depth, but let's dive into it really quick.
So the broad level follow-up, you probably see this all the time just kind of broad general, “Hey, I noticed you watched this video or you clicked on this, you landed on the cart but you didn't order, here's a discount. Blah blah blah. Don't forget.” That's Broad and there's nothing wrong with that like we do both but what I like even better is segmented follow-up.
So let me give you an example. JLD, are you a football fan?
John: Yes. Go, Patriots! Tom Brady, you're the GOAT.
Phil: You are a Patriots fan? That's your favorite team? Oh my gosh.
John: Born and raised in New England. Born and raised. Born and raised in New England – you can't hate the champs just because they're the champs.
Phil: I've got a weird relationship with the Patriots because I'm a Seahawks fan in Seattle and there's that Super Bowl where we should have won.
John: I get it, I get it but listen –
Phil: We didn't get the ball the beast mode.
John: Listen, I don't hate the fact that you're from Seattle. I hope you don't hate the fact I'm from New England. That's just where we're from.
Phil: No, no, no. So, I dislike the Patriots, but at the same time, I love the Patriots.
John: That's what makes sports.
Phil: Yeah, but I also love them. You know, why? Because I think Tom Brady's the GOAT.
Phil: He's 40 whatever playing at the top of the game.
John: I think 43 right now, it's crazy.
Phil: That's insane! Yeah. I have an insane respect for that like beyond measure.
John: Backup college quarterback, six-round draft. I mean this guy had to earn it.
Phil: And he's a winner! Like it's not just his – is he the fastest quarterback?
John: Oh, he's slow.
Phil: Not a chance.
John: Oh, he's slow.
Phil: He is slow. Like he's smart and he's got a competitive attitude that is like probably second to none.
John: Okay, let's move on because people are going to start hating this Tom Brady thing.
Phil: They're going to be like, “This is football podcast.” Okay, so here's the difference between broad retargeting and segmented retargeting. JLD, you're a football fan. If I sent you a general message about just something in football – it might be about the Seahawks, it might be about a rule thing – you may or may not read it. But if you saw an ad or matches that was specifically about your favorite team the Patriots, the chances of you reading that and actually engaging with it are so much higher –
John: Through the roof.
Phil: – than if I would have just sent you a broad football message, right?
John: Through the roof.
Phil: Through the roof. So segmented follow-up is where it's at. Another quick example – I'm going to go fast on this – but if you're a gym, if you're a weight loss trainer, for example, there are different reasons why people go to the gym. You might have somebody that wants to lose weight. You might have somebody else that wants to build muscle. You might have somebody else that doesn't care about either one of those things, they want to de-stress. There's different reasons.
And so our job is we need to figure out for these people that watch our videos which segment, which bucket are they in because if somebody wants to build muscle but they could care less about losing weight, the last thing we should be talking about is losing weight. We should be actually retargeting and talking to them about the very thing that got them interested in the first place.
And that's the reason – going back to when I started this formula – I said, we typically use one pain point per video because, Facebook especially, allows you to know who watched what percent of the video. So if somebody watches a video where we're only talking about weight loss and they watch 50 percent or more, we know they're interested in that.
So what we do is we smartly retarget and we only talk about weight loss because that's what got them interested in the first place. We don't talk about 50 other things. So that's the level of retargeting that works really well and then the other thing is we also collect email addresses like you should and here's the deal, when you send out an email your open rates are not that high. Like do you know what the average open rates are, JLD?
John: It's probably between 10 to 15 percent.
Phil: Yeah. So if you have a list of – let's say you had a list of like 10,000 people. What is 10 percent of that? Is that a thousand?
Phil: So that means 9,000 out of ten did not see your email. So what we like to do is we not only follow up and retarget via email, but we take the 9,000 that did not see our email, we upload them to Facebook as a custom audience, and we essentially send that email as an ad.
We tweak it a little bit so, you know, it looks better as an ad, but now instead of like a 10 or 15 percent open rate, we kind of get effective open rates of like 50, 60, 75 percent and we're retargeting based off of their actions, based on what they engaged with in the first place, talking about the same thing they were interested in, hitting the nail on the head. That is it. When you follow those five steps in that order, you can crush it because very few people do this
John: Fire Nation, first and foremost let's just reiterate.
Don't put lipstick on a pig. This has to be good high-quality stuff. And then go through the five-step templates. Immediately hook them with curiosity, a bold statement, pain points, polarizing. No. 2, short credibility intro. No. 3, that mean content, the EED – the educate, the entertain, the differentiate – and then, Fire Nation, No. 4, call to action. You have to have that call to action. That's kind of the whole point of what you're doing here. And then of course, No. 5 smart segmented follow-up. Fire Nation, smart segmented follow-up. This is what 90 to 99 percent of people are not doing so get into that top 10, that top 1 percent by doing just that.
Now, Phil, you've given us a lot of value bombs. You're going to be giving us this great five-step template that we're gonna be able to dive even deeper into and some other things as well. But what is the one thing you want to end with? Like, what do you want to make sure Fire Nation really gets from everything that we've talked about, anything that we might have missed so far during our conversation? Let's end with a bang.
Phil: I think the one thing is anybody can do this and do not wait. A lot of people think, “Oh, I'm not good on video.” Well, either get good on video or get somebody else to do it for you – no excuses.
It doesn't matter who you are. If you're an introvert, doesn't matter. If you're an extrovert. No matter who you are you can do this. So make sure that you make it happen No. 1, and No. 2, do it now. We are in the wild west. This is still a sweet spot where video is so undervalued on these platforms that you have the ability to do amazing things for not a lot of money and that's going to go away in a couple of years. The prices are going to rise 10, 20, 30x just like they did on AdWords.
This is the time, so make sure you take action and the things you can do if you follow this process, we've had people go from zero to a million dollars in six months. Is that, you know, the standard? No. But is it possible? Yes.
John: Fire Nation, this is possible. First and foremost, I'm just such a big believer in putting in the reps. Yes, I get it, you're not going to be good on video the first ten, a hundred times you do it so get to a hundred and one sooner than later. Phil, how can we connect with you? Give us your call to action then we'll say goodbye.
Phil: All right, you guys, I created, just for Fire Nation, I literally put together a cheat sheet, a template for this. I'm also putting in some in-depth videos that kind of walk you through all the different steps and also show how you can apply it to different niches and scenarios and answer some common questions. So it's all free. It's for Fire Nation only and you can get that at PhilGrahamDigital.com/fire and it's all there for you.
John: Fire Nation, you are the average of the five people you spend the most time with and you've been hanging out with PG and JLD today so keep up the heat and of course, head over to EOFire.com, type “Phil” in the search bar, the show and its page is going to pop up with everything that we've been talking about today. These are the best show notes in the biz – time stamps, links galore. Of course, a link to that amazing gift that Phil created just for you, Fire Nation.
So listen, take advantage, get over there for your team, for you, just to continue that knowledge bank. Make it happen. Phil, give us a direct shot out one more time. What's that URL?
John: Fire Nation, that is for you. Go scoop up your gift. And Phil, thank you for sharing your truth, brother, with Fire Nation today. For that, we salute you, and we'll catch you on the flip side.
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