Playbook
Crush Your Digital Marketing with Better Videos
Hey! We're Michael Schwarcz and Casey Dunn.
We've crafted thousands of videos, for hundreds of clients, in dozens of industries and our videos work.
We don't mean that our videos look great (they do), or that they increase brand reach (they do), or that they have music that swells at the end for a poignant emotional conclusion (you better believe they do).
When we say our videos work, we mean our videos make money for our clients.
But it wasn't like that 7 years ago. It sounds crazy to say now, but like everyone else making video content, our goal was to make pretty videos and pray the marketing team could take it from there. Sound familiar? You can guess our results: 0 views, $0, and 0 happy clients.
It couldn't have been our fault -- after all, we were doing everything we'd learned from school, plus dozens of marketing books, courses, and gurus.
So, at first we blamed bad luck...
Then we blamed the marketing teams...
We even blamed "the algorithm"...
But the truth is our videos sucked. They didn't make money. And our clients kept dropping us.
It's tough to say which hurt more -- our wallets or our egos -- but let me tell you, it HURT.
The Last Chance
With only three months of capital left and on the verge of bankruptcy, we had one more chance...
A marketing video for a California based non-profit that would make or break us...
So, we decided to FORGET EVERYTHING WE WERE TAUGHT and focus on the one thing that could save our business...
Making a video that would make the California Council on Economic Education a lot of money.
We shot the video... no fluff, no intention of making the most beautiful video, we focused on nothing outside of the videos direct goal.
Then we held our breath and waited for the results...
AND. IT. WORKED.
CCEE received over $500,000 in donations from a $10,000 investment in video marketing.
The Revelation
And that's when it finally clicked! Our videos had sucked BECAUSE we were doing everything we'd been taught!
99% of video marketing education focuses on:
- Making Videos Look Nice
- Boosting Vanity Metrics
- Making Executives Happy
Whereas a video that's built from the ground up to make money will ONLY focus on:
- Reaching your target audience
- Grabbing their attention
- Converting them to customers
That was the secret. From conception to execution, a video focused on making money is FUNDAMENTALLY DIFFERENT from every other type of marketing video.
Creating successful videos has nothing to do with your equipment or your experience.
It's a simple recipe of visual storytelling, audience research, and distribution practices to make your prospects BUY.
From that point on, we never looked back...
We honed our recipe to a razor edge...
We became known as the guys you call when you want to stop messing around and start making videos that grow your business.
The VIDEO MARKETING PLAYBOOK was born from 7 years of experience making hyper-profitable marketing videos.
We've taught abbreviated versions of this course hundreds of times in conference rooms, coffee shops, and zoom calls.
Not EVERY business can afford to have us make their videos, but we can teach ANY business how to do it themselves.
If you're ready to start making videos that will grow your business, this video marketing course will show you how.
Challenges of Making Videos
Video marketing is never easy. Like going to the gym, it's tough to get going, and even once you start seeing results it only gets more challenging to maximize your true potential. There are several common challenges that many creators never push past:
Your product or service is complex and it's challenging to communicate about it
You worry you don't have the experience or resources to create good enough videos
You've spent time and money on videographers or marketers but haven't achieved an ROI
You struggle to sustain the creative energy needed to consistently pump out effective videos
You don't know where, when, or how to distribute your content to maximize conversion
You feel scared to take risks because your video budget doesn't leave room for error
If any of those challenges sound familiar, then you have a lot in common with both the least successful AND the most successful video marketers in the world. The most successful are just the ones who pushed through.
Video marketing. Is. Hard.
There's no course in the world that can change that...
BUT, there's way less separating you from greatness than you think...
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Video marketing strategies can be de-mystified.
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Video marketing processes can be simplified.
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Video marketing successes can be duplicated.
It just takes a simple recipe to make videos that achieve your marketing goals.
What you will learn
In this course, we'll show you why video marketing is so effective and give you our recipe for dominating with modern trends.
Once you add our techniques to your arsenal, your videos will reach a whole new level. You'll be punching way above your weight class.
No more guess work or wasting time on videos that will go nowhere.
Know Your Audience
Communicate Visually
Understand your viewer's psychological wants and needs.
Push People to Action
Develop strong call to actions and push your audience through the sales funnel.
Provide Extreme Value
Make videos that people actually want to watch and are thankful for.
Stop the scroll, grab people's attention, and get more across than you can with words.
Distribute Your Videos to Win!
Use the right techniques and platforms to spread your message to the right people.
Utilize Storytelling
Use the psychological power of storytelling to connect on a deeper level.
So many businesses waste countless marketing dollars and time creating content that will never go anywhere because they lack the simple recipes to make people watch and care about their videos. This doesn't just waste their time though. It also wastes the time of their viewers.
This is why we created this course.
WATCH A SAMPLE
The course is currently unavailable
By the end of the course...
Your videos will drive conversions and increase sales.
Your videos will perform well on whichever distribution platforms you choose to use.
Your videos will be relevant for your target audience
You will have proven strategies and formulas for coming up with new video ideas for a steady flow of content.
Videos will require less time and energy to create
You’ll be able to effectively communicate with video teams to produce content you know will succeed.
After taking this course, you'll feel confident making videos! We'll show you how to inject a new level of creativity into your videos, inspire action within your customers, and show the world what sets you apart from the crowd.
What other people are saying...
“As a marketing manager for a boutique consultancy, it's always been super frustrating trying to turn a profit with video marketing. I've worked with a dozen consultants and taken tons of other courses, but only the VMP course actually helped me understand WHY and HOW to make profitable videos without investing in more equipment. The course is exactly what it says on the tin. Thanks Michael and Casey for helping me double our video marketing ROI in less than 2 months 🔥🔥🔥”
- Zane, Senior Sales Associate
What's in the Course?
The Video Marketing Playbook is an in-depth exploration of what makes a marketing video successful. This is not a technical course because your camera settings are not what's going to truly make your video successful. We teach you to think deeper and more strategically about the videos you create.
Identifying Your Audience
A video for "Everyone" is a video for no-one. We provide frameworks to get specific with your target audience.
Research your audience
Identify pain points
Offer value to your audience
Grab attention
Audience Personas
Communicate effectively
Identifying Stories
Did you know the human brain is hardwired to react to stories? We show you how to tap into humanities base instincts for loving stories.
Story structure
Building a character
The science behind story
Filmmaking techniques
Finding your own stories
Differentiating yourself
Visual Storytelling
Tell your story with more than just words. We teach you filmmaking skills to evoke ideas and emotions within your customers.
Filmmaking techniques
Grab attention visually
Backgrounds & wardrobe
Building your visual identity
Communicating visually
Visual Icons
Editing
Whether you're using Adobe Premiere, or the Instagram app, this section guides you through the process to stick the landing.
Simple workflows
Editing techniques
Story enhancement
Increasing engagement
Project organization
How to receive feedback
Goals & Call to Actions
We demonstrate how to translate marketing goals into videos and inspire action from your customers!
Defining your goal
Enhance sales funnels
Deciding on a call to action
Mastering your call to action
Spur audience action
Defining success
Distribution
If a video isn't seen, was it even a video? Releasing a video is about more than just putting it on YouTube. Strategy is key.
Best social media practices
Distribution strategies
Enhance existing marketing
Defining success correctly
Website video strategies
Understanding the algorithm
Camera & Audio Basics
Even though this is not a technical course, we created a section for beginners to learn how to use their camera, iPhones, microphones, webcams and lights efficiently to tell their story.