This special report has a variety of tips to help you to motivate your videos’ viewers, end your “writer’s block”, and help to over-come your own biggest psychological hangups standing in your way of taking your video marketing to the next level.

There’s also a number of “quick tips” to help you create videos faster and more easily. Often, you will get stuck thinking of something to use in your videos. These tips and techniques will help you fill in the blanks when you’re having trouble coming up with ideas.

Everything you need to create powerful videos that
get optimal results using emotions and psychology.
Get Video Emotion Potion Here


Don’t Be A Wimp!

video marketing psychologyBefore we get started…don’t be afraid to market! The fear of marketing is a major psychological hurdle many people that want to be marketers need to overcome.

Don’t be afraid to ask for the “sale” or “click”. If your video is hosted on Youtube, don’t ask, instead TELL people to subscribe to your channel, to click a link, or to watch a particular video next.

If you truly have good info, or a product or service, you’re doing your viewers a favor by encouraging them to take further action.

Creating videos with good content, then directly telling folks to click to your site or subscribe (or both) is a strategy that has worked and will continue to work.

Either be a marketer and market or find something else to do.

A Big Content Secret – Voice-Overs and Audio

Let’s discuss how to get over disliking the sound of your own voice using a very simple technique…if you don’t like your voice change it. You’ll find out easy it is just below.

Overcoming the psychological block of being afraid of your own voice opens up a whole new world of video making, with virtually unlimited available content.

Once you get over the fear of talking, the possibilities are truly endless…

  • Create content much faster. Most of us can talk a lot faster than we type.
  • No typing needed. You just talk.
  • No need to worry about spelling.
  • No need to worry about punctuation.
  • Grammar isn’t such a big deal. You don’t have to choose between they’re, there, their or to, too, two.

In about the same time you write and proof-read a written piece of content, you can record your voice-over and make a video. And IMO, videos are much easier to market at this point in time, and they are a lot more fun to make than plain text-based content.

What may seem to be barriers or obstacles (or work) are really opportunities. Many people (such as myself) hate hearing their own voice. However because of this, there will likely always be less competition for audio and video based content than there is for text-based content, since fewer people will create audio content due to their own hangup over their voice.

The more interesting, entertaining and informative the audio is, the fewer video resources are needed to have “good” videos. The audio portion of your videos should almost always be the main content for your videos.

In my opinion, audio is not only the most over-looked aspect of making videos, it’s often the most important.

Think about this for a moment, radio is still going strong, but when was the last time you watched a silent movie? Give people good content in the audio portion of your video and making good videos becomes a lot easier.

Conquer Hating the Sound of Your Own Voice – Change It Using Audacity

Audacity is a free, but powerful, sound editing and recording program. You can download it here:
http://audacity.sourceforge.net/

Many people, including myself, really hate listening to the sound of their own voice. Or, they want to protect their privacy and don’t want to use their real voice online.

I found that I could easily change the pitch of my voice using Audacity and it makes me sound like a totally different person. This simple “trick” instantly helped me over-come the dislike of my own voice. Psychologically, it’s as if the voice isn’t my voice at all.

Below is a very short video that demonstrates how using the “Change Pitch” feature in Audacity can make your voice recordings sound like a totally different person.

The video uses just two different voice recordings: Male and Female. Each recording uses three different pitch settings for each voice: Normal (no change), Deeper and Higher. Each version sounds like a totally different person and it only takes a minute.

Changing The Pitch of a Voice Demo Video

 

The video below shows how to use Audacity to record your voice-overs and change the pitch of your voice. However, I didn’t have the “system sound” set to record the affects of changing the pitch. Watch the video above to hear how just a little change of the pitch of your voice makes it sound like a totally different person.

Audacity Basics

The first thing you’re going to need is a decent USB microphone. You can get one for around $25 and up. You can also find pretty good mics on eBay for under $50…search eBay for:

blue snowball usb microphone

Next, you’ll need an audio editing program. Audacity is a free program used to record and edit audio. Audacity has lots of features, but I’m only going to cover the essentials for recording voice overs for your Powerpoint videos.

There are two main strategies for recording your voice overs:

1. All at once in one long audio file

2. In multiple small segments or chunks, one per slide. I prefer recording multiple smaller chunks because:
Easy to start over if I make a mistake
Powerpoint will automatically time a slide for the length of the audio.

The main advantage of using one longer recording of your voice is that you only have to use the “Change Pitch” feature once for the entire voice-over.

Create a script/storyboard with headline and outline. Use an outline instead of full text as it will force you to speak more naturally and not sound like your are simply reading.

Don’t get overwhelmed when first opening Audacity, we only need to know about 1% of Audacity’s features.

Note the buttons…Click the “Play” button and speak into your microphone to record.

Then click either the “Pause” or “Stop” button. Note that you can’t export the audio file until you click “Stop”.

Add pauses to your audio files. They will be “flat lines” and act as markers that are easy to find.

To save an audio file, go to “File” then “Export” navigate to where you want to save the file, then export as an MP3.

To create separate audio files from a single long file, click and drag your mouse over a section of the audio file. Then go to “File”, then “Export Selection” and save it as an MP3.

Another option is to cut the selection and paste it into a new Audacity file. By cutting the selection, you eliminate that section from the main file.

Be organized. Using a naming system with the number of the slide the audio file will be used in, as well as the headline of the file.

If you hate the sound of your own voice, you can change the pitch of it so it sounds like someone else. Select the entire audio clip, then go to “Effect”, then select “Change Pitch”. Adjust the pitch up or down as needed.

Remember the settings for the pitch so you can use the same setting for all your audio so it sounds like the same person.

The Idiom Technique – How To Conquer Writer’s Block Once And For All

Do you have trouble coming up with ideas to use in your videos?

Here’s a quick and easy, but very potent and effective way to come up with idea after idea to combine visuals with emotional triggers to make your videos have even more impact.

An idiom is just a short phrase where the combination of the few words has a different meaning than the individual words.  For example this phrase:

A piece of cake

The phrase “a piece of cake” has nothing to do with eating desert. Instead, it means something that is easy.

For our purposes idioms, similes and metaphors are the same thing. They are all basically “figures of speech”. While there are some technical differences between them from a literary point of view, for video makers like us these differences don’t matter one bit.

When making videos, it’s a matter of getting good media that’s a good match for the audio. The best visuals need to be free (or cheap), fast, easy, and legal.

When writing the script for a scene in a marketing video, it’s a balance of:

Visual Interest

Audio Content

Copywriting Principles

In the case of using idioms, the copywriting principles used will be to really accentuate certain human emotions. Despite what even the most logical people may think, all of us are still very emotional beings. And good marketing videos need to make people feel more than think.

By mastering the Idiom Technique, you’ll be able to make slide after slide for videos, blending visual and audio elements with powerful marketing strategies to stimulate the emotions of your viewers.

Using the “piece of cake” idiom as an example, if we want to get the point across that something is easy to do, all we need to do is add a picture of a piece of cake and in the voice-over tell people that “it’s a piece of cake!”.

Imagine a voice over, or even text, saying something like:
“Get a hassle-free insurance quote from us. It’s a piece of cake!”

Many people new to making videos tend to think that every image used has to be directly related to the topic of their video. This not only limits the images and video clips they can use, it also puts a huge barrier on their creative process.

Let’s say you want to create a scene/slide that uses the “angry” emotion, since anger is a powerful emotional trigger.

Using your Video Gap suggestions in Emotion Potion (see AllTriggerPhrases.txt in your download package) for the angry/mad trigger emotion, we have these words and phrases:

angry, bent out of shape, bent, beside oneself, boiling, browned off, bummed out, crazed, demented, desperate, enraged, fierce, fit to be tied, foaming at the mouth, frantic, frenetic, frenzied, fuming, furious, hacked, hell bent, hopping mad, huff and puff, in a rage, incensed, infuriated, insane, irate, irrational, livid, maddened, maniac, on the warpath, rabid, rage, raging, smoking, steamed, unreasonable, up in arms, vehement, vicious, violent, wrathful

Make a short list using the most general words from the list above. I came up with:

angry

mad

livid

Add the words you selected and do a few Google searches for phrases, such as::

idioms with angry

idioms with mad

idioms with livid
metaphors about angry
metaphors about mad
similes for livid

Next, do a Google search for these phrases as needed until you come up with an idea for a slide/scene to use in your video. You want the idioms to give you ideas that will stimulate a trigger emotion and are easy for you to find a related image, animation or video.

After a quick google for “idioms with angry” I found this page:

English idioms relating to anger, annoyance or irritation.
Quickly, I found:

blow a fuse

All you need to exploit this idiom is a graphic relating to a fuse or electricity. Simply add the image to your video and in the script talk about how something or someone is creating anger.

Here’s an example image I found at Pixabay. Pixabay is a free site with Public Domain images and clipart. It’s OK to use their media in your projects AND your clients’ projects without having to give credit, or pay.

Then simply add a line or two of related text to use as the script for a slide in your video:

marketing psychology

 Example Script/Voice-Over:
“Does the high cost of car insurance make you want to blow a fuse?
Are you tired of being ripped off by money-grabbing insurance agents?”

Note that it’s the voice-over script that really punctuates the emotional trigger for being angry. The image is used to compliment the voice-over.

Get an idea from your idiom research and check your available media for a match. Quickly check www.Pixabay.com (or other legal resource) for anything related to your selected idiom.

If you don’t find anything QUICKLY at Pixabay, use another idiom, either for the same word or another from your list.

The Idiom Technique lets you scan a list of suggestions for ideas that make it easy to find visuals to match the emotional trigger of the script.

Two very good idiom sites:

 

Also check out your Barbara and Lenny characters included in your Emotion Potion/Video Gap download package. They were specifically created to display a variety of emotions and work great with an assortment of idioms.


The Localized Happy Camper Idiom Example

Making videos for a specific locale is a valuable marketing strategy for yourself, and one that will likely be important to many off-line clients.Watch this quick video demo and I’ll add a few comments about it below:

The reason this is “localized” is because of the Colorado license plate and Colorado flag sticker on the VW bus. If the video was being used to sell any local product or service to people living in Colorado, the video would be much more effective than not using something identifiable to Coloradans.

Also note that the video uses the idiom “Happy Camper”.

The Colorado license plate and flag sticker can easily be changed and used for a variety of different locations. There’s plenty of sites with images of state and country flags, as well as license plates.

Just keep Lenny (or any other character), the tent and the campfire for the “happy camper” theme.

If desired, you can replace the scenery that’s customized for other localities. Add cactus and desert background for anywhere in the SW USA or make a beach scene for coastal areas, etc.

All I did was use public domain clipart I found on www.Pixabay.com and build a “set” for the animated Lenny character.

Tips and Tricks for Localized Videos

When you make a video for a local business, service or product, much of the media available for the video will be pretty “generic”. When creating localized videos intended for a specific geographic location, it’s important that your video uses media that reinforces the idea that the video was made just for those people. This concept will also be very important if you are making videos to sell to local businesses.

Using a few simple, but very powerful techniques, we can easily brand a video as being local. Let’s say you’re creating an 80 second video using PowerPoint with about 10 slides. You just need to “localize” 2-3 slides to get the impact you want. For best results, “localize” an early slide and your Call To Action slide(s), and maybe another slide or two your video.

Adding visual localization is also only part of the entire recipe. Some of your audio content should be “localized” as well.

What special conditions apply to where someone lives? This is where you do a little research and add more impact to your video. Can you can add an interesting fact or two specific to the area you are targeting?

For the Happy Camper slide above, you could customize the audio script to include the local area, for example: “Lenny got his van fixed at Otto’s Autos and now he’s a Happy Colorado Camper!”

See how easy that is?

For some locations, it may be hard to find relevant pictures, videos and images. Here’s some ideas that can be used to “localize” a video when there is a lack of media relevant to the location:

  • Zip Codes
  • Area Codes
  • Maps/Videos from Google Earth
  • License Plates
  • Flags
  • Popular Local Landmarks- What Is An Area Known For?


Stompin’ Mad Video Preview

The video below uses another Lenny animation (available in Emotion Potion) and combines an idiom (stomping mad) with basic localization:

As you can see, it’s usually pretty easy to customize a video for a variety of local areas and personalizing videos in this way for your target market is a powerful psychological technique.

Again, I just downloaded clipart that’s public domain from Pixabay.com. Colorado is known for mountains and I found a state map of Texas, and a cowboy hat and boot. Fast and easy.

 

Lenny Goes To Jail Demo Video:

While not really an idiom, the following video uses your Lenny character to help create a slide that can be used with the trigger emotion “fear”:

A simple but versatile slide with Lenny behind bars. Use in videos to warn of anything with legal consequences, like not paying child support, tax issues, no car insurance, DUI, bail/bond service, and more.

Note the the “COLORADO” patch on Lenny’s prison shirt that localizes the slide. You can add a sign to the building that says just about anything, like “Dallas City Jail” to also localize the slide to really resonate with any local market.

You can use something like this for a variety of local and non-local videos, anything where a person may face legal consequences. Showing Lenny behind bars really drives home the issue that something must be done or there will be consequences.


Hurry – Call To Action

This slide uses a couple of Lenny Animation Sensation images to create a call to action template:

Again, it isn’t really an idiom, but the animations visually add to the “hurry” Call To Action.

Note that the templates have a big “blank” space. It’s probably best to not use your video making software to enter contact info here.

Instead, use Youtube Annotations after you upload the video. This way, you can rent out phone numbers and other contact info and use annoations to add this info to the Youtube video. If you need to change this contact info for any reason, you can at any time in your Youtube channel’s annotation function.

Master the Kuleshov Effect For Emotional Manipulation

Lev Kuleshov is a Russian film maker that experimented with the impact film (video) can have on human emotions.

From Wikipedia.com:

Kuleshov edited together a short film in which a shot of the expressionless face of Tsarist matinee idol Ivan Mosjoukine was alternated with various other shots (a plate of soup, a girl in a coffin, a woman on a divan). The film was shown to an audience who believed that the expression on Mosjoukine's face was different each time he appeared, depending on whether he was "looking at" the plate of soup, the girl in the coffin, or the woman on the divan, showing an expression of hunger, grief or desire, respectively. The footage of Mosjoukine was actually the same shot each time. Vsevolod Pudovkin (who later claimed to have been the co-creator of the experiment) described in 1929 how the audience "raved about the acting... the heavy pensiveness of his mood over the forgotten soup, were touched and moved by the deep sorrow with which he looked on the dead child, and noted the lust with which he observed the woman. But we knew that in all three cases the face was exactly the same."

http://en.wikipedia.org/wiki/Kuleshov_Effect

Here’s the Kuleshov experimental film:

To put it simply, the Kuleshov effect is the ability to show a picture of a thing or person, then tell observers how  they are supposed to feel about the image they are seeing, and they will feel that way.

The Kuleshov effect is even more powerful when used with the Idiom Trick, combining emotional triggers and imagery.

Applying this knowledge lets you use the same pictures to convey a variety of messages and exploit a variety of emotional triggers. For example, we can use the image below I got from Pixabay in a video to convey the feeling of relaxing and kicking back, etc.:

But with a little creativity and using the Kuleshov effect, we can use this very same picture to express anger and frustration.

How about something like this. We use the same image, but change the voice-over to say:

Does your family doctor always make you sit forever in the waiting room before seeing you? Would you like to tell him to take a long walk off a short pier?

In the USA, we have a a saying when we don’t like a person or what they say, we’ll tell them to “take a long walk off a short pier”.

By using the common phrase “take a long walk off a short pier” along with the Kuleshov effect, we have totally changed the emotional feelings viewers will get from peaceful and serene to frustration and anger, using the exact same picture.

You want to use the Kuleshov effect to stimulate the most basic emotions your viewers have. One potent, but easy, way to do this is to simply create a situation

Talk about how how Otto’s Auto Service will make them happy by making their car purr like a kitten. Instead of the typical image of a car, use a picture of a kitten. “Happy” is a trigger emotion.

Who doesn’t want to be happy? And looking at a picture or video of a kitten makes people feel happy. People also want their cars “purr”, and not clunk, clink and rattle. An image of a kitten will portray “purr”, while making viewers feel happy.

At Otto’s Autos We’ll Make Your Car Purrrr Like A Kitten!
Combine the huge list of Trigger Words included with Emotion Potion, The Idiom Trick and
the Kuleshov effect to easily make videos that get better results.
By understanding the Kuleshov effect along with using idioms, you have the freedom to use a vast assortment of images, knowing that you just need to tell people what they should be thinking, and they will think it. You don’t need to use an image of a car for a video that promotes an auto repair service. Instead, you can use a picture of a kitten that triggers a number of emotions.

Misc. Tips and Advice

Be Fast. Be Decisive.

When you look at the emotional trigger suggestions, you’ll want to be creative. But you also NEED to be fast in order to be the most profitable. Time is money and the longer it takes you to create a video, the less time you have to make more videos.

Quickly scan and mentally select one of the suggestions for emotional triggers. Which one or two jump out at you? Can you instantly modify the suggestion into something new? If so, create something new and improved.

If a good idea for something new doesn’t happen instantly, just use the suggestion as is.

Another point for making fast decisions is a study I read quite a while back that shows decisions made quickly work out as well, or better, than decisions given a lot of thought. Taking the time to make the “perfect” decision often only results in taking more time, not making better decisions.

"A good solution applied with vigor now is better than a
perfect solution applied ten minutes later.

Gen. George Patton.


Exploit Captions

Use captions under still images used in your videos. Time and time again research has proven that the text placed under an image as a caption is one of the most read elements in media. Use this in your videos, too. If you want something read in your videos, add it under your pictures as a caption.

 

Copywriting And SEO Work Together

Solid copywriting skills, particularly headline writing, work hand in hand with video SEO. Not only do you want your videos to rank well in Youtube and Google, you also want to have people click to see your videos.

The optimal title for a video posted to Youtube should be a combination of targeted keywords and copywriting principles to encourage a higher percentage of people to click the link.

For example:

Dog Training: 3 Easy Ways to Teach Your Dog To Sit

Keywords help determine ranking and relevancy in a video’s title, while “power sales words” increase clicks. You need BOTH, ranking and clicks.

Copywriting techniques should also be used to create interest in a video and encourage people to watch more of the video and take certain actions.


Keep Records of Your Media

For every video you make you’ll want to keep a quick record of where you got every piece of media used in the video, including:

  • Audio content
  • Music
  • Sound effects
  • Picture, clipart
  • Video

For every media file you use, copy the URL where you got it from.

From time to time, Youtube may have a concern over something you used in a video. This could be triggered automatically by a computer algorithm or maybe a competitor is making false claims against you to try to get your account closed. You may well need to prove to Youtube that you actually have the rights to use the media.

Also, if you sell the video to a client, your client has a right to know where the media came from and the legal rights to use that media.

When buying stock media such as videos and music, if they are for your own use then a membership to sites like VideoBlocks or PresenterMedia is the best value. They give you unlimited downloads and you can use the media over and over. However, their license is only for one end user so their media can’t be used by you and any clients with the same license.

But if you’re creating a video for a client, then a “pay as you go” royalty-free stock media site like istockphoto is best. Make sure your client gets a copy of the receipt and the license. Budget $25-30 for media for a 60-120 second video for clients. And budget another $10-30 for a good quality voice over.

The best bang for the buck for music for clients’ videos is JewelBeat.com. You can buy a license for music for $2.99 per song. And they have great songs and a huge collection.

When you deliver a video to a client be sure to include a list of all the URLs to where you got the media on the web, a copy of any relevant licenses and a copy of any receipts for the purchases of any media used in the video. This is not only for legal protection, but it makes you look like a real professional in the eyes of your client.

 

Tags and Keywords

Tags and keyword phrases are the same thing for our purposes. It’s a good idea to do a little keyword research before writing your script and enter them into the area for tags in the template.

Then “gently” work them into your copy/voice-over text. You want to be able to say these words NATURALLY in your voice-over content. Also, by working them into your audio content, you can copy/paste the copy to create transcript and closed caption files, use in your Youtube descriptions and more.

The real “art” to writing is to have your script:

  • Be interesting
  • Use keywords well
  • Use marketing power words well

It’s possible that Google can read the words spoken in the audio portion of videos and uses this as part of their ranking and relevancy algorithm.

And if you include keywords in your scripts, when you use the script as Closed Captions and/or transcripts, the keywords will be considered for ranking and relevancy. Having your Closed Caption and transcript files match your audio content helps Google “listen” to your audio more accurately.

One more time: Be smart and be natural with your keywords, but do work them into your script when you can.

Perk Up PLR

PLR means “Private Label Rights” and it refers to content written by someone else that you buy the legal rights to use for yourself. Generally speaking, you are sharing the usage rights with other people.

PLR content greatly varies in quality. Here’s a good method to improve PLR articles. Let’s say you have a PLR article titled ” 5 Ways To Save On Your Energy Bills”.

Take out the one or two worst paragraphs, do some research and add a couple of good info in two new paragraphs.

You may be surprised how easy it is to make bad content into pretty good content simply by removing a little bad and adding a little good.

Now take your new article and record it as an MP3, one paragraph per MP3 file. Each file will be added to a different slide.

Add an attention-getting first slide, a second slide to stimulate interest and the last slide being a call to action slide and you have a “article-style marketing-friendly” video.

A great thing about using PLR with video is that you generally don’t need to worry about any duplicate content issues.

Add Value To The Web – Be An Expert Researcher

IMO, you should try to add value to the Web whenever you can and not just try to “strip mine” it for your own gain. Not only for the good of the common cause, but it’s also good business.

The fact is, good videos will perform better and for a longer period of time than spammy videos. Good videos naturally lead to more channel subscribers, more embeds, more likes, etc.,

So the question becomes what is a “good” video that gives “value”?

My response to that question is to be an expert researcher. This means collecting and organizing research resources and knowing some “advanced”, but simple Google search tricks.

A good and easy research strategy is to use Google’s advanced search page, not the regular homepage.
https://www.google.com/advanced_search

Use Google’s “special operators” for the most accurate search results.
https://support.google.com/websearch/answer/136861?p=adv_operators&hl=en

For getting quotes to use for reviews, use sites like Amazon and eBay and for local sites like Yelp, Google Places.

In a web browser, create a folder just for your favorite research tools. Most browsers will let you open all bookmarks in the same folder at once in different tabs. This is a real time saver.

Personally, I use a different browser dedicated just for research than I do for “regular” web surfing. Everything is set up in this browser to make research faster and easier. For example, if you usually use Firefox, set up Chrome to be your go to “research” browser or vice versa.

After setting it up, use your superior search skill, tools and organization to do far better research in less time than the typical web user, then publish your findings in a short, concise video.

In other words, you can spend 20 minutes researching a topic like the “5 best ways to save money on a Hawaiian wedding”, add that info to a 3 minute video. If you spent 20 minutes researching the topic, it would take someone else 40 minutes because of your research organization and expertise.

Next add your own opinion to the video by picking the “5 best ways” or “my 3 favorite”, etc. Now you are expressing your educated opinion.

Doing something that would take a viewer 40 minutes to do themselves and presenting it to them in 3 minutes, and including your own opinion, is adding value to the web IMO.

Add MORE Value To The Web – Make ‘Em Shorter

I remember seeing Donald Trump on Letterman a while back and Dave asked Trump what the secret to making money was, and Trump said something like, “If you see a good idea, steal it.”

Notice he said “IDEA”. It’s not OK to steal someone else’s video to use as your own. However, not only is it OK to use the same IDEA that another successful video does, it’s strongly suggested you do.

Here’s how you can take the IDEA from a successful video and make it better. You make it shorter.

Does someone have a good 5-6 minute video where you can present the same basic info in 2 minutes using your superior script writing and video editing skills?

The Wadsworth Constant is a humorous observation made by someone named “Wadsworth” on Reddit. The Wadsworth Constant says that you can skip the first 30% of any video and not miss anything. While this isn’t exactly scientific, it is an interesting point.

The message of the Wadsworth Constant is simple: Don’t Ramble.

Simply by being concise with your scripts and editing out pauses and rambling and giving the same basic info, you ARE adding value. Teaching me the exact same thing in 2 minutes instead of 7 is a HUGE value to me.

And if you can add an interesting, important or entertaining bit of additional information in that two minutes, even better.

Plus, how much of a video is actually watched by viewers is a HUGE Youtube ranking factor. And with everything else being equal, shorter videos will be watched more than longer videos.

Just because someone came up with the idea and the video before you doesn’t mean you can use that same idea. Add value by making videos that include the same basic info in a shorter amount of time.

On a personal note, after I do a search on Youtube, more and more often I quickly scan the results and pick the shorter videos to watch.


Build Viewer Confidence: State, Borrow and Manufacture Authority

Obviously, you’ll want to include credible, honest reviews of the product or service whenever you can. You’ll also want to include “social proof” whenever you can, such as including testimonials from clients and customers whenever you can.

But what if you don’t have any testimonials or can’t find any good reviews or want to build even more authority?

First, don’t simply “cherry pick” a positive review or two if there’s a bunch of negative ones. If folks do a little research you’ll lose your credibility. In this case, you’re most probably better off promoting another product or service.

But if a product or service has plenty of good reviews and ratings on sites like Yelp and Amazon.com, be sure to include a short quote from a review or two, as well as the average rating.

You can also use general quotes from well-known authorities to build authority. Are you promoting a product about making money? If so, can you find a quote about making money from an authority like Bill Gates or Warren Buffet? How about a quote from Oprah or Dr. Oz?

The quotes don’t have to be directly about the product or service you’re selling, only about something related to them.

If you’re selling a weight loss product, you don’t need to find a quote specifically about that product. Instead, find a quote from a well-known expert or celebrity about the dangers of being over-weight.

You can also borrow authority by doing in-depth research. Tell folks how much time and effort you spent researching a topic. Cite the authors and sources you discovered. Can you honestly say something like, “I spent a day and researched 4 dog training experts with a combined 65 years training dogs and puppies how to fetch.”

If you’ve read a bunch of books, web pages and/or magazine articles, add thumbnails of the books and pages to a slide to help establish your authority. Another idea is to take a screen shot of your email box, if you have an email account that is subscribed to a bunch of relevant newsletters.

IF you can’t use an expert or want to create more authority, use a cartoon figure and make your character an authority. For example you can say something like, “Jann has 3 dogs so she knows how important it is to use a safe but effective flea powder to keep fleas off her dogs and out of her home.”

Or maybe say something like Jann is a mother of 4 so she knows how important “whatever” is for kids.


Build Trust By Removing Viewer Risk

It’s essential that you remove as much risk as possible for your viewers whenever you can. There’s plenty of images of guarantee shields, use them in your videos whenever you can. If you can’t offer a guarantee, offer a “free no obligation” consultation, “free quote” or similar.


Segment Clicks To Dramatically Improve Results

It’s usually VERY advantageous to segment your viewers on call to action slides in your videos. Not only can this result in more clicks, but each can build more psychologically targeted resources for future marketing opportunities. In other words, not only will you very likely get more subscribers, you’ll be able to target them and better.

With strong segmenting of your viewers you will have two offers instead of one, and often BOTH offers will perform better than a single offer with no targeting.

The same is true for building email lists. If you are using videos to drive traffic to squeeze pages to build email lists, with good segmenting you can often build two lists where both will be bigger, and better targeted, from the same amount of traffic

Plus, with segmenting your viewers you can customize content that is more useful for them. A true win/win.

Below is an example of how you can create a Call To Action slide that segments your viewers:

segment your viewers

This same image could be used in a variety of niches to segment your viewers and get MUCH better results, from dating, to exersize, dieting, health and lots more.

Some more examples of ways to segment viewers of your videos:

Click here to quit smoking entirely || Click here to learn about electric cigarettes

Click here to lose weight || Click here to gain weight

Acoustic Guitar Players Click Here || Electric Guitar Players Click Here

Small Dog Owners Click Here || Large Dog Click Here

It should be obvious to all video marketers just how valuable this is. Not only will you likely get more clicks, each click will be more targeted.

And if you’re sending these clicks to your email squeeze page, you’ll be able to better target content and offers to each list, giving you bigger and better lists using this one simple video marketing trick.

Use Faces To Your Advantage

Note the smiling guy and gal in the segmenting example image just above. Facial expressions are another powerful psychological trigger. Images of smiling people create a sense of happiness in the people viewing the image and images of sad people make viewers feel sad. It’s a proven scientific fact.

Use pictures of smiling people on Call To Action slides whenever possible. Use sad and angry faces as emotional triggers when stating a problem.

And cartoon images work just as well. For this reason, many products use cartoon characters as mascots like Tony The Tiger and the Geiko Gecko. If you’re one that doesn’t think animated characters can make people feel emotions, it’s time to rent “Bambi” on NetFlicks.

Also, people naturally follow where others are looking. Did you ever go to the zoo or a park and play the simple practical joke were you and a friend pretend you see something in a tree and point, just to watch everyone passing by look up into the tree?

Looking at what other people are looking at is simply hardwired into our brains. And it works very well in videos, too.

If you want to increase clicks, use a picture of a person that’s smiling while looking (and pointing if possible) in the direction of the link. People’s eyes naturally follow the eyes of others, even if the “others” are cartoon figures.

 

Pattern Interrupt

Pattern Interrupts are a psychological marketing technique used to grab attention by using something that people don’t expect. In sales letters, they can be an unexpected headline.

For use in videos, pattern interrupts can be something funny, shocking, a loud noise or voice, colors that clash, some type of movement or animation or maybe even a little strange…and maybe a combination of two or more of these things.

pattern interrupt in videos
Animals are great to use for pattern interruptions, especially funny ones.

Once you’ve gotten your viewers’ attention, you need to keep it. I’m sure you’ve seen those boring text on a white background videos and I’m guessing they struggle to keep your attention.

When making PowerPoint-style videos, instead of having every slide in your video look exactly the same, mix things up every 8-12 seconds or so. On one slide, use a short video clip. On another, kinetic (moving) text. For the next on, use a still image with a slow pan and zoom (The Ken Burns effect), then just a text headline on a colorful background. Then repeat.

If you must use plain text, alternate background colors as well as static and animated text to interrupt the pattern and help hold your viewers’ attention.


Strategy for Combining Text and Visuals in Slides

A good general rule of thumb is to use the visuals, such as images and videos, to stimulate and trigger emotions, while using the text to focus on facts, stats, logic and reason.

Jokes and Humor

If humor is appropriate for use in the video, using a joke in a slide is a great way to create video content quickly and easily. Good humor can put your viewers in a good mood and help them connect to your video.

Like all other content for your videos, you want don’t want to use long and drawn-out stories. Instead, be quick. When looking for a joke to use, I usually use a search using “funny one-liners about…” One-liners are very short jokes and tend to work better in videos.

Example Google searches:

  • funny one-liners about dogs
  • funny one-liners about diets
  • funny one-liners about lawyers

Use humor cautiously, as it can backfire. But when appropriate using a quick one-liner to open a video can be a great pattern disrupter.

Don’t Use the Same Words in Text and Audio at the Same Time

It’s difficult for most folks to listen and read at the same time. Don’t use big blocks of text along with a voice-over that is reading this text. Instead, just use on-screen text to highlight certain points or exploit trigger words.

No Ifs, Ands or Buts – You MUST Exploit Youtube’s “Clickable Annotations” Feature

Youtube offers a feature called “annotations”. Annotations are an area of a video where you can add things like text and “clickable” links. The links in annotations can let people subscribe to your Youtube channel, take them to another video on Youtube, etc.

Maybe the most powerful feature of annotations for Youtube video marketing is that you can even create a link RIGHT ON THE VIDEO that will take viewers to YOUR OWN website(s).

You do need to set up your Youtube channel first before you can directly link to your own site, but once you jump through a few little hoops, you’ll greatly increase the chances you’re links will get clicked.

It’s essential that you associate your website with your
Youtube channel for maximum results!

Most Youtube marketing advice tells you to include your links to your site in the descriptions of your videos. And that’s good advice. However, it’s incomplete.

More importantly, you want to include links IN the video. You want the link to be where people are looking. And when people are watching a video, they are looking at the video. It isn’t rocket science.

Think about it, which do you think will generate the most clicks?

Click down there in the description
-or-
Click right here in my video

I know which option I’d bet a coke on…

If you’re going to take the time to create and promote a video on Youtube, take the time to “associate” your website(s) with your Youtube channel.

Yes, it’s a bit of a pain that will take you 20-30 minutes the first time to figure out how to do. However, you only need to do it once per YouTube channel and each channel after that will get faster and easier. It’s learning that takes the time.

Make it as easy and as obvious for people to do what you want as possible.

If you want someone else to do something for you, shouldn’t you make it as easy and as obvious for them as possible to get the maximum results?

Sure, “associating” a website for clickable links to your webpages take a little time, but you only have to do it once per channel and then every video on that channel will be able to link directly to your own pages.

If you need help setting up clickable annotations, here’s a Youtube search for:
how to associate website with youtube

Youtube also has a great guide about using clickable annotations.

Optimize Call To Action Slides For Maximum Results

Use “buttons” and “links” in the call to action slides for videos. People are conditioned to click on them. Use common web design elements along with clickable annotations in all your Youtube video to increase click-through rate.

Use blue text with underline when you can. People are still conditioned that blue underlined text is a link and they should click it. Then use the Youtube annotations feature to make the area of the video that has the blue, underlined text a clickable link.

Use tools proven to direct attention. A finger or person pointing and arrows are powerful tools to manipulate where viewers will focus their attention.

As mentioned above, we will also naturally, and without thinking, look were someone else is looking. By using a face that seems to be looking an area in a picture or video, you will direct your viewers’ attention to that area.

Big and bold is almost always better than small and thin.

Use simple motion and movement. Our eyes and brains are hard-wired to focus attention on things that move. Use an arrow with a simple animation to attract and direct attention. But don’t use too much motion, as it causes viewers to lose focus.

To repeat, make it as simple and as obvious for people to do what you want as possible.

How to Redirect Attention


Hand and Pointing Fingers

Faces – Smiling and Looking

Arrows – People are conditioned to follow pointing arrows.

Movement – We are also all conditioned to notice movement. Combine a simple animation with a pointing finger or arrow to get and direct attention.

Don’t Be Eclipsed By The Advertising Bar

When designing your video layout, consider the advertising bar Youtube puts at the bottom of videos. For many of us video marketers, we want those ads to be shown.

However, when designing videos to be uploaded to Youtube, be sure to take into account the little advertising bar that will be placed across the bottom of the video.

Design your slides so that any links, annotations, watermarks or other essential messages and info in your videos aren’t blocked by the bar at the bottom.

It doesn’t do any good to design a link with the perfect call to action to get clicks to your site if your viewers can’t even see the link because it’s covered-up by the Youtube ads.

Keep Your Branded Intro Short, Simple and Second (or Third)

If you must have a custom intro you use as a “theme song” in all your videos, don’t use it as the first slide. Instead, you need to use the first, and even the second slide to grab attention and build interest.

Remember, your first slide is the MOST IMPORTANT part of your video. You must do everything possible to grab and hold your viewers’ attention immediately.

Only after getting the attention and interest of your viewers, insert your “theme song” slide. But keep it short. 5-7 seconds max and only on your Youtube channels for branding when subscribers are the number one priority.

Think about how many TV shows begin with a short scene before they start their theme song and intro. Do the same. In your videos get their attention first, THEN brand.

Creating a Character Profile To “Mirror” Your Audience

An “avatar” is a character based on the characteristics of your potential viewers and customers, using general demographic information.

For example, are your video’s viewers male or female? How old are they? Where do the live? What is their race or ethnic background? Are they conservative or liberal?

Youtube gives pretty good demographic data that you can use to create an avatar that represents your “typical” viewer.

And “mirroring” your viewers is looking, dressing, speaking using the same vocabulary, and acting as much like your viewers as possible.

When in doubt, use a young woman in her mid 20s. Young, attractive women generally appeal to just about every demographic. Of course, if you want your character to “speak” in the videos, you’ll need to have access to a speaker with a voice appropriate for the sex of your character/mascot.

After you’ve created an avatar, the next step is to connect with your viewers picking a name and using words and phrases appropriate for their age.

To pick a popular name for your mascot character, do a little math and come up with the decade they would have been born in and do a quick search in Google for something like:

most popular baby names 1950s
most popular baby names 1990s
most popular baby boy names 1950
most popular baby girl names 1970

The US Social Security website is a great resource for finding the most popular baby names in the USA for any given decade:

http://www.ssa.gov/oact/babynames/decades/names1930s.html
http://www.ssa.gov/oact/babynames/decades/names1940s.html
http://www.ssa.gov/oact/babynames/decades/names1950s.html
http://www.ssa.gov/oact/babynames/decades/names1960s.html
http://www.ssa.gov/oact/babynames/decades/names1970s.html
http://www.ssa.gov/oact/babynames/decades/names1980s.html
http://www.ssa.gov/oact/babynames/decades/names1990s.html
http://www.ssa.gov/oact/babynames/decades/names2000s.html

You also want to speak to your viewers in the language they use. So take the decade your mascot was born in and add 10-20 years.

If your audience was mostly born in the 1950s, you want to find popular slang words and phrases from the 1960s and 1970s. If your audience was born in the 1980s, you want to find the popular words and phrases used in the 1990s and 2000s.

To find appropriate slang for a particular age group, do a google for something like:

common slang in the 1950s
common slang in the 1960s
popular slang in the 1980s
popular slang in the 2000s

For example, if your audience is mostly male and over 55, use an older male character and have your video say something like:

Meet John. John thinks building a dog house would be very cool.

If your target audience was mostly male and about 25, you should use an age appropriate character and say something like:

Meet Josh. Josh thinks building a dog house would be totally awesome.

Let’s look at both examples together:

Meet John. John thinks building a dog house would be very cool.
Meet Josh. Josh thinks building a dog house would be totally awesome.

The differences are subtle, but can be very profound. Solid mirroring means to look and talk as much like your audience as possible.

For the best results, you need to connect with people in your videos. And a very powerful way to connect with people is to use the language they use and a character they can most easily relate to.

The “Almost Like Magic” Amazon Review Trick

Here’s a strategy that really works. It’s not only simple, fast and easy, it’s also a very potent way to address both the psychological wants, needs AND fears of buyer.

Let’s say you’re creating a “how to make money from green energy” video that will link to a related product for sale on your site. The product can be your own product or an affiliate offer.

Go to Amazon.com and find two similar products similar to your offer. Look for one with a lot of bad reviews and one with a lot of good reviews.

Just by reading the comments concerning both, you know what to put in your video and what to leave out. You just need to address the major issues and benefits brought up by both sides.

Copy/paste the sentences containing the best recommendations and worst criticisms into your script, modifying and changing them to fit your own needs and style.

Amazon comments are great for FREE “customer satisfaction” research to help create videos, info products, squeeze pages, as well as sales letters. This technique lets you know what’s important to people that are buying similar products and lets you easily address the positives and negatives in your video scripts.

Other good resources for free “customer feedback” for products and services are review sites like Yelp and Google Reviews. If you are creating a video for a local plumber, research the biggest complaints and best compliments for plumbers and address them in your video.

“Quick Hitters” – Fast And Easy Video Hacks

Below are ideas you can use in a variety of videos and will help you make videos much more quickly. Time is money. Of course, not all slides in your video should be “Quick Hitters”, but a good percentage of your video’s slides can be.

The goal is not to let “creator’s block” interfere with your video productions. If you’re stuck for ideas, consider some of the following.

Word Clouds

Word clouds are a great resource that can be used to easily create laser-targeted media to use in your videos.

The key to a good word cloud is being able to research and create lists of relevant words and phrases. It could be a list of dog breeds for a dog training video, or types of bread for a bread maker review, car makes and models for anything auto-related, etc.

Using benefits is a powerful sales tool and another option is to make a word cloud using a list of benefits. For example, if you were selling martial arts training, a list of benefits would include: Self-defense, confidence, self-discipline, physical fitness, agility, inner peace, etc.

Here’s a word cloud that uses the USA’s 50 Most Popular Dog Breeds in the shape of a dog’s paw:

This dog breed word cloud took me about 15 minutes to make. It can be used over and over in lots of different dog related videos. Just insert the word cloud image to a slide that uses the same background color and add your video voice-over. In this example, you can use the dog breed word cloud in pretty much any slide about dogs in general.

The hardest part of word clouds is creating lists of words to use, then formatting the text. Sometimes you have line breaks or you need to remove or special characters, etc.

The best strategy I’ve found to search for list of words is to search for:

  • list of dog breeds
  • list of most popular dog breeds
  • list of most popular cookies
  • list of super foods
  • list of NFL football teams
  • list of biggest cities in Texas
  • list of zip codes in Dallas
  • list of most popular baby names

…of course, substitute your own search terms for the ones I used as examples above.

People relate better to things that are personal to them. By creating word clouds using lists of the most popular words and names for a given topic you increase the chances your viewers will see something in the word cloud that affects them personally.

For example, the infographic of the 50 most popular breeds of dogs. Chances are, a good percentage of the viewers of the word cloud will have a dog that’s one of the breeds used in the word cloud. Their eyes will naturally be drawn to their breed of dog.

If your video is selling a dog sitting service, a grooming service or even pet health insurance, if people see the name of the breed of dog they own in the video, they’ll know the service is for them.

If I were to do the word cloud again, I’d also include “Mutt” and “Heinz 57” to related to all the owners of mutts. And since a very high percentage of pets are mutts, I’d make the use of “Mutts” very prominent in the word cloud.

Another option would be to research the most popular dog names and use them in a word cloud, instead of the names of breeds. Just do a Google search for something like “Most popular dog names 2016”.

Word clouds are also a good choice when creating a video about a general topic. For example, if you have a video about saving money on cell phone service not targeted to a specific brand, create a word cloud using a list of the most popular cell phones.

Not only will people relate to seeing their specific brand of cell phone, but with word clouds you won’t have to worry about copyrights and using photographs of cellphones you may not have permission to use.

Here’s a real life example. I was shopping on eBay once for a replacement for my TV remote control. There were a number of products for me to choose from, and the one I actually bought cost a few more dollars than the others.

Why did I spend a few bucks more when there were other options? It’s simple. Because the eBay seller had a list of all the TVs the remote would work with, and my TV was on the list. I was 99% sure all the other “universal” remotes would work too, but the extra $3 was worth it to me to be 100% sure.

You don’t need to create a word cloud to make a list of relevant words and names to get this same psychological boost, but a graphical word cloud can really enhance the visual appeal of your videos.

Online Word Cloud Maker:

I’ve tried a number of online word cloud generators and my favorite is:
Tagul – Gorgeous word clouds

They have changed a bit, so check their TOS. But they can make some cool word clouds, and word clouds make great content for slideshow-style videos.

When using Tagul or other word cloud maker, you’ll want to learn how to make the most popular words larger than the others. Try to showcase the words that will interest the most people for maximum psychological impact.

The Slow Grow Text Effect

Old Faithful! When you’re struggling to find an image or video clip to use in your video, using a slow “grow” animation in something PowerPoint, Explaindio or VideoMakerFX is often the solution.

I realize this seems basic. But that’s the point. Don’t waste your time, blood, sweat and tears trying to come up with an idea when you don’t have one.

Demo of “The Slow Glow”:

Of course you can use any animation you want, but don’t waste your time trying to pick the “perfect” animation. The point is to be decisive and eliminate wasted time and effort.

The key to video marketing is being PRODUCTIVE. Just adding a slow grow to a text headline draws a lot more attention than static text will, and it just looks better.

The most important part is to choose the best words to use as the text. Use words and phrases from the Emotional Triggers file  in Emotion Potion or by crafting a good headline. See the resources list at the end of this report for resources and tools for writing good headlines.

The real benefit of the Growing Text Effect is to use it on 2-3 slides in your video that are hardest for you to come up with visual media and to speed up the video making process for you. Just spread out the slides in your video that use the simple effect so they aren’t clustered together. Knowing that you can use the slow grow a couple of times in your videos makes it so much easier for you and really takes the pressure off.

EXTRA! EXTRA! Fake Newspapers

If you have a good fact you want to use as the basis for a slide, you can often use an image of a newspaper announcing the “discovery”.

If you’re decent with graphics, open up an image of a newspaper from Pixabay in Photoshop, Gimp, Paint, etc., and add your own text and images:
http://pixabay.com/en/photos/?q=newspaper&order=best&image_type=&cat=&orientation=

There’s also a few online fake newspaper generators which may come in handy:
http://5found.com/5-online-newspaper-generators-to-create-fake-newspaper/

Again, the main purpose of using a newspaper image to announce a product or service is to use them when you can’t think of another idea.

Just Say No To Magazine Covers

There’s a number of magazine cover generators on the Web, but I suggest you don’t use any that may infringe on the rights of real magazines, especially in marketing videos.

Use Mock Ups

There’s a number of excellent sites that offer free “mock ups”, which are often excellent resources to use in your videos.

Here a google for free online computer mockup

The “Add One” Trick

Here’s something I call “Add One Trick”. Simply, it’s the concept of adding one and only one additional “prop” to a scene/slide that contains a mascot or character.

Adding a single prop along with a character can really jazz things up. And adding just one thing keeps things very simple. Of course, you can add more props if you want, but adding a single prop can be very effective and is a real time saver than trying to create a complicated set.

Sometimes that “one thing” can be an entire background image, or just another single object. But check out this very short video (under a minute) and see three examples each using a characters and “one prop” and “no prop”. One thing can make all the difference:

As you can see in the video above, adding just a single image can often do a lot to enhance a video. Next time you have a character, line of text or image, trying adding just one more thing.



Additional Resources:

Emotion Potion and The Video Gap
This is my own collection. It combines a variety of animated characters designed to display a variety of emotions to stimulate “triggers” in your viewers. The Video Gap is a step by step system to wrote video scripts using potent psychological techniques, words and phrases.

Premier Media Membership Sites
VideoBlocks
(Affiliate link) Tons and tons of stock videos, music, sound effects and lots more.
PresenterMedia(Affiliate link) Extra cool, high quality, ready-made PowerPoint templates.

Best Public Domain Media Resources
The following graphics resources are public domain images, which not only means they are free to use, but you don’t have to give a link or attribution to use the images.

Important Note: Even with public domain images, you need to be careful about “model release” issues, which means any picture that contains a recognizable face. Think about how you can use pictures of people without making them recognizable. For example, can you zoom in on just their eyes or mouth?

Public Domain Images

Public Domain Clipart

Online Word Cloud Maker
Tagul – Gorgeous word clouds

5 Free Online Fake Newspaper Generators
http://5found.com/5-online-newspaper-generators-to-create-fake-newspaper/

Great Royalty Free Music Site ($2.99 per song)
JewelBeat.com

Infomercials

21 of Billy Mays’ infomercials
Check out this PDF of transcripts for 21 of Billy Mays’ infomercials. Billy Mays was one of the best-known pitchmen on many US infomercials. He’s a little over-the-top but there’s still plenty to learn from this resource. Be sure to look for patterns:
http://billymays.s3.amazonaws.com/bi…ranscripts.pdf

8 Secret Weapons Infomercials Use to Sell Their Product
http://www.fearless-selling.ca/downl…20Products.pdf

But Wait, There’s More! What Can Online Marketers Learn from Infomercials?
http://moz.com/ugc/but-wait-theres-m…m-infomercials

Copywriting and Headlines

The 30 Most Powerful Words in Marketing – Any marketer, video marketers included, should commit this list to memory. Print them out and tape them where you can see them often…That’s what duct tape was invented for.
http://www.verticalresponse.com/blog…rketing-words/

63 Pages of Headlines – Swipe file of headlines from some famous copywriters:
http://sitefling.com/files/headline_swipe_file.pdf

Headline “Generator”:
http://www.backlinkgenerator.net/tit…x.php?op=redir

3 Psychological Triggers that Can Move Your Audience from Indifference to Desire:
http://www.copyblogger.com/curiosity-copywriting/

Free sample sales letters
http://www.writeexpress.com/sales.htm

Misc. Resources

Gestures to Avoid in Cross-Cultural Business: In Other Words, ‘Keep Your Fingers to Yourself!
http://www.huffingtonpost.com/gayle-cotton/cross-cultural-gestures_b_3437653.html


Free Powerful Audio Recording and Editing Software
http://audacity.sourceforge.net/

PowerPoint Example Slides
http://kurtmelvin.com/SpeakEasies/HappyCamper.zip
http://kurtmelvin.com/SpeakEasies/Jail.zip
http://kurtmelvin.com/SpeakEasies/SpeakLennyLean.zip

Google Advanced Search Page:
https://www.google.com/advanced_search

Google Special Operators
https://support.google.com/websearch/answer/136861?p=adv_operators&hl=en

Youtube Search Results for how to associate website with youtube

Youtube Guide For Using clickable annotations.

More About The Kuleshov Effect from Wikipedia:
http://en.wikipedia.org/wiki/Kuleshov_Effect

Social Security’s Most Popular Baby Names by Decade
http://www.ssa.gov/oact/babynames/decades/names1930s.html
http://www.ssa.gov/oact/babynames/decades/names1940s.html
http://www.ssa.gov/oact/babynames/decades/names1950s.html
http://www.ssa.gov/oact/babynames/decades/names1960s.html
http://www.ssa.gov/oact/babynames/decades/names1970s.html
http://www.ssa.gov/oact/babynames/decades/names1980s.html
http://www.ssa.gov/oact/babynames/decades/names1990s.html
http://www.ssa.gov/oact/babynames/decades/names2000s.html

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