#60 All About Using Video In Your Online Business

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In this 60th episode of your favorite internet marketing podcast, FreedomOcean, James and Timbo kickoff the show with a little bit of “juicing”, break down the essential steps of video marketing and give crucial tips for beginners.

james-schramko-video

Topics discussed:

  • Incorporating personal elements in your brand
  • Video marketing for beginners
  • The number one thing to be doing
  • Structuring your video content
  • The technical hows of video capture
  • Post-production tips
  • Distributing the finished product

 

Internet Marketing Products & Resources

Here you’ll find Tim and James have some things to help your business become more powerful.

 

 

Transcription:

Tim:                Good day everyone and welcome back to your favorite Internet marketing podcast, Freedom Ocean, Episode 60. I’m one of your hosts Timbo Reid and right there is…

James:            James Schramko, your other host.

Tim:          My other host, my other half from lovely Manly, downtown Manly. How are you mate?

James:            Very good thank you.

Tim:                 Attaboy.

James:            I’ve kicked that cold. I actually got a juicer so that’s good.

Tim:                 Now I saw that. I did and I’ve got the old juice thing although I do know that one of the great marketing case studies of recent times was that blogger who bought a juicer put in the back of his van, travelled around America and lost a whole lot of weight and created a very interesting documentary. And he was a foreign exchange dealer and felt like he was on the verge of killing himself because of his work loads and eating habits but I don’t know. Juice kind of freaks me out a bit.

James:            I don’t think it’s bad at this cold press thing. It just releases the goodness out of the vegetables or whatever you put in it and it doesn’t break down the enzymes too much. I’m using a cold press.

Tim:                 You’ve done your homework, Schramko.

James:            You just… and you drink it.

Tim:                 There you go.

James:            The one I’ve got doesn’t separate as much. It’s good stuff. But I can tell after just a day and a half I feel that it’s the way forward

Tim:               Here we go… born again juiceman. Is that placebo or you reckon there’s something going on?

James:            No. Well last week, I actually went to dinner with someone who had kicked a bit of cancer. And apparently a big diet change was to get healthier. I mean we’re putting horrible things in our body. That’s nothing to do with Internet marketing.

Tim:                 No, nothing. Here we go, rambling again.

James:            Let’s get on with it. Although I will say putting that picture up had a lot of engagement on Facebook, so back to a marketing point of view. If you just post pictures about what’s going on in your life, people love to comment and react and get involved with it. So, you know, there’s been 40 comments and 28 likes on just the last 20 hours of the particular picture of just vegetables and fruit. So, incorporating a story or incorporating personal elements into your brand can really make people resonate with you or be able to come forward and express their opinion and feel valuable.

Tim:            Absolutely. And absolutely bring it back to some marketing learnings. And for mine, the learning there is that social media generally is just people having conversations online and the same rules apply online as they do off. And you know sharing interesting stuff, telling people what you’re up to, and engaging them in a way that, you know, feels as though they’re connecting with you is what it’s all about. It seems to be what works.

James:            Well you know how we have Burger Fridays?

Tim:                 I do.

James:           Well one of our customers, Melissa West, has Thirsty Thursdays and she videos juicing.

Tim:          What can I say? She wouldn’t be… there wouldn’t be Thirsty Alcohol Thursdays. Melissa is a yoga teacher isn’t she?

James:          That’s right. But her Thirsty Thursdays is like a video channel, and she’s picked up a lot of audience from that just by involving her audience with that sort of activity.

Tim:               I love that. Well what a segue, James because today, and let’s get stuck into it, because listeners, pen and paper at the ready. We are going deep on video marketing for beginners today because I kind of was thinking about today’s topic, James. And I had an interview a couple of days ago. A second interview I did with Joe Pulizzi who’s the head of the Content Marketing Institute of America and he’s just a really interesting guy and it kind of leads the way in content marketing thinking in a whole lot of ways. And you know, we just talk again about video marketing being the richest form of content creation because you can do so much with it. I’ll always argue the podcast in case because I’m not a video marketer but I do plan to get into it so it’s all look, it’s on everyone’s lips. I reckon there’s a lot of business owners out there listening who were going, “Argh, wouldn’t mind getting into video. It looks like the right thing to do. But it looks technical. It looks expensive. I don’t know what I’m going to create videos about. How could I continue to do it in the long term if I’d run out of stuff to video”. All those kinds of videos. So that’s where I thought we’d spend the next half hour or so, mate. What do you reckon?

James:            Sounds like fun. That’s pretty much my world for the last year.

Tim:                 It has been.

James:            So I’m ready for it.

Tim:                 Yeah, yeah. Well tell us just briefly how. Because you went, you kind of discovered the podcast thing, you went wooooosshhh! And what… can you remember the point when you’re going, “Ah, hang on. I’m going to go out there, I’m going to do video.”

James:         Probably three years ago. I started with my own channel on YouTube and I wasn’t getting the production values right. There’s a lot of wind noise, it was difficult to get the shot.

Tim:                 You had a lot of wind to motivate the juice?

James:        No, it was actually that I lived on the beach and it’s always windy.

Tim:                  Ahhh, nature.

James:     So I didn’t really know anything about equipment, about composition or anything, direct desire, none of that stuff. So we could do a little fast check but I would want to acknowledge. There’s been a lot of people help me with my video journey because I came into it clueless. So we’ll probably touch on the main things that I’ve learnt in the last year that helped me get back on the video thing. But I will say this: I still podcast all the time so I haven’t actually decreased. I’ve actually increased my podcasting and I’ve added a video on top. So I have this podcast. We record pretty much every week. Same as my other podcast, ThinkActGet and with SuperFastBusiness I’m still putting out interviews on my podcast. I put out two this week and I have my third coming tomorrow. So, still do podcast. That’s the very thing I want to say. I actually think podcast is the number one thing to be doing before you worry about the videos if you could choose but just between one; but if you could do both video’s going to take it to the next level.

Tim:            I agree with that. And like I’m still completely astounded and that’s why I started getting my getyourownshow.com.au helping other small businesses get their own show. It just astounds me mate that more small businesses don’t have a podcast. It’s a discussion for another time but I’m glad to hear you say, you know, if push came to shove, podcast first before you video. Why do you say that?

James:            Why? Because it’s so easy.

Tim:                 Yeah, it’s easy peasy.

James:        Today.. .today you could go out. You could buy a Rode Podcaster mic for 300 bucks.

Tim:                 Or Blue Yeti, Blue Yeti.

James:            But get the Rode Podcaster mic. Plug it into you computer with the USB thing and use the free software that you can record.

Tim:                 And then start talking.

James:            And talk! It doesn’t get easier than that. And if you are expert in your field or subject matter, you know, the next question, “What do you talk about?” Just…

Tim:               Ok stop stop! We’re not going there. I know. Sorry listeners but…

James:              When we get to the “What we talk about?” Come back.

Tim:                 That will take us down to the rabbit hole of podcasting. I want to get into the rabbit hole of video.

James:            It’s the same thing…

Tim:                 It is… although videos oversee and let you do…

James:            Videos just add a technical element, I think.

Tim:           There’s a different level of engagement and from what I can understand, video may have high conversion because people are there leaning into the screen, have the ability to push buttons and act whereas, podcasting, it’s a steeper move that generally jogging, driving, sleeping (laughs) you know, doing something more passive.

James:           Well I think you have… I mean, generally my podcast are longer and I think people committing to listening to it. I’d say my best customers still come from my podcasts. The video is where people get to see you and it’s a whole revolution of what to wear, whether I should shave or not. And when I look at my old videos, I was scruffy and I could understand that first time people would think that I’m not professional and then dismiss me. But then when they get to know me, they think that I’m better. But now, I don’t give them that choice to write me off as quickly because I usually wear a polo shirt and mostly, I shave.

Tim:                 And well you did take offense when I saw you the other day. I suggested that you were more geek than chic.

James:      Yeah I’m not sure why you’d suggest that. I was the one WEARING the authentic…

Tim:                 Arrrggghh!

James:            You had the Vietnamese copy. They don’t put the brand on the buttons, Timbo.

Tim:               Gee mate, that poor thing was… I don’t know. Thought you were going to pick a fight.

James:            I decided to be nice but you could thank Ezra Firestone for me being a nicer person. I’m… I just want to be nice.

Tim:                 Nice.

James:            I even got a smiley face written on my desk to remind me to be polite.

Tim:                 Wow, wow. Ezra’s having an impact. Nice is not a great word. I think we need to find another word than that because nice is nice — like NICE. James is nice! No he’s not. He’s a good fellow that you want to give a hug to and he might clip you over the ears every now and then, but he’s not nice. Anyway, geez… we’re getting distracted. So…

James:            How do we get so rambly? Let’s get back to topic. What do you want to know about video?

Tim:                 Well let’s go. OK. I’m very interested in… everyone goes, “What equipment do you use?” It’s like a question I get asked in podcasting. Put the question of equipment aside. Let’s break it up into: What are you going to say before you worry about how you’re going to say it. The how is like buy this camera, this microphone, this software, blah blah. But I think the quality of the content is really important because it is getting so much easier to create content these days. The pressure is on the quality of the content. So, what, you know, as a small business, what are some of the things that you know, you go, “OK, we’ll create content around this topic.” No, no not around these topics, but around these structures, or formats.

James:         Yeah, so, I think few of the hot spots, anything that demonstrates your product or service in use would be good or how it’s used or what it goes with. If I buy a juicer, it would be great to see a video on the side showing me the juicer. How to assemble it. How to disassemble it. Showing them squeezing juices and what, how it comes out.

Tim:                 Blending an iPad.

James:            Anything that shows your product or service and you saw the benefit of it is good. I mean when I bought my car that I really wanted, I used to watch the videos of Top Gear when they were trashing it out of the race track. It’s fun to see the car in use and you get, you hear the sounds, you get engaged with it. So that’s good.

Tim:                 I never knew Top Gear did a show, an episode on the Morris Minor.

James:            I don’t know. I bet you they probably did but that’s not the car in question. That a wonderful wonderful review. And that’s another one, review. They put my car, the C63 AMG up against the BMW M3 and an Audi S4 and trashed them around the racetrack and the Mercedes was the clear winner. Now, so reviews are good. Can you put a review up of your product versus other things that people might be selecting from? Can you show people your product in use? Now here’s the real one, you want to be making videos about whatever topic people would be going to Google to search for. And for that reason, you’ll end up with a lot of “How-to”’ videos. And if you’re not sure what people are searching for, go to your support desk or your support email or think back to when you go to a barbeque or a business function and people are asking you all these questions about what you do.

Tim:                 Yeah, great one. Great one. I credit Evernote on that one because those things come at you everyday, you know, you’ll get a phone call from a client or prospect. You’ll meet someone other than the networking function or barbeque. Emails will come in through your support desk and that is a rich source of video marketing content.

James:            Yes and I have a little notes thing on my iPhone and it says “Make these videos.”

Tim:                 Nice!

James:            So anytime I think of something that I want to make a video on, I just put it there and then when I have my set up, I just pull out the iPhone, I can just read that and that’s my notes. Now there’s a few other things you can do. I’ll give you a super hack here. If you have an assistant or a team member, make it their responsibility to send you the news topics for the week. So my SEO team sends me SEO news. They go and scour the industry, and they look at our own customer support team tickets and then they send me their observations for me to make a video about. And the same for my web team, they send me, “Hey you know, Genesis is updating. These are the differences.” And then I’ll just go film that. They literally give me the script. So I don’t even have to think of the idea. I don’t have to generate, I don’t have to write it down or script it. My team are sending me pre-done prompt sheets that I can film.

Tim:                 So with the news James, are you suggesting to just report the news? So you might have come across the fact that Genesis is updating. Genesis being WordPress theme. Genesis is

updating. Here are the updates to it. Do you also form and share an opinion around that update?

James:            Yes, you can and I think reporting news is a great video platform because it implies that people are going to stick around because we continue to buy the Sydney Morning Herald or the Melbourne Times or whatever you have. We still turn on Channel 9 or Channel 7 news occasionally because we want to know what’s changed. So a news platform is good. A review platform is good. A how-to evergreen problem solving platform is good. These are the main things that I stick to and I’ve been doing that for about a year, putting out one every day or two, and it just adds up. Now of course we’re just talking about that. We haven’t talked about whether it’s you on camera or someone else or screenshare but any of those things are possible.

Tim:                 Let’s just. Before we do go there… because that’s really interesting that it’s a real limiting belief that I found among business owners, that go “Aaahhh, staring down the barrel of the camera scares down the bejesus out of me.” You don’t will explain the fact that you don’t hate, get over that but let’s just finish some topics. I’m not sure we’ve exhausted the various formats that you could do. I’m interested to go back to demonstrate your offer in use or review your product against others.

James:            Yup.

Tim:                 There is a balance between selling and sharing. Yeah?

James:            Well you can… selling is really more or less educating and showing people how they can have their problem solved.

Tim:                 Yup, yup. So you don’t have to advertently go “Buy from me, buy from me.” The fact that you are sharing knowledge, reviewing things, demonstrating things kind of positions you as someone who knows what they’re talking about.

James:            Yeah, so in my case I was using a software called LeadPages which I love and I know it sells a new widget to add a Facebook tab. So I made a quick video about it. I said, “Hey! Check this out. You can now do this with this software and…” So I did a little face to camera intro and then I cut through the screen, showed them what I did and then back to the face the camera and that’s a video. But it’s helping someone because if they didn’t know that that happens, they then now they know. And of course I can still make sales from that by putting a convenient link right near the video that heads off to that product that I might be an affiliate of.

Tim:                 Some other kind of structures, James. I’m thinking frequently asked questions which is kind of covered in video topics that people are searching for but just identify what are those questions you’re getting asked all the time? Create video answers to each of those. I’m thinking also one-off things. Some of the things we’ve spoken about here are great because they’re ongoing, long term. Things like, there’s always news so I’m reporting on the news. There’s always things happening, there’s always things, questions being asked. Can you recreate videos around them? But I’m also thinking about you know, if you’ve got…if you have a bricks and mortar store, which I’m not sure that many listeners of our show would have but if they did, you do a video to us? Many of the listeners have staff, so a staff introductions I think now whether you are, if you’re in online business, you still got staff and people buy from people so why wouldn’t you do some little staff introduction videos. What are some more kind of one-offs that you just need to create once.

James:            Well I actually did a whole sequence of on boarding videos for one of my products. I have a mastermind, SilverCircle and I have the “Hey it’s open! Here’s what it is” – the sales video. Then there’s the “Here’s how you apply” video. Then there is a “Hey you’ve been approved! This is where you join” video. Then there’s a “Hey welcome aboard. This is how it works” video. And then there’s a “Hey this is what this section is” video in each section. So it’s about 10 videos that I’m using in my business that automate me. I don’t have to turn up and do it anymore.

Tim:                 Yeah that’s nice. That’s nice. What about creating a video for every primary page on your website? So you’ve got your products page or you go to your team page or you go to the podcast page. Having a video that says, “Hi welcome to the page. This is what you can expect.”

James:            Sure.

Tim:                 Is there value in there?

James:            There is but I still haven’t done that on a lot of my sites. Usually if I put a video, it would be on the home page about what the service is. That’s called an explainer video. But I have just got a picture on my About page but I do have a video which is a video of a presentation that I did and I just want to emphasize, you can really leverage things that you do once over and over again. That’s an hour-long video. And quite a lot of people have watch that video on my about page and they really get to know me after an hour of watching my About video and that’s under my picture so it’s not a video that I created of me on camera directly. It’s just the recordings from an event that someone else recorded that I’ve been able to leverage. And that video has been watched 3,031 times now.

Tim:                 Ah here you guys is really interesting. I think the whole learning there is, we are creating content all the time guys – all the time. Particularly, now if you’re speaking like I do, what I do now when I get booked for a talk to get a keynote is I just say to the client, look, any chance of you… are you videoing it? If you are, great! Can I grab a copy and put it on my website or YouTube channel? If you aren’t, have you thought about it because hey, I’m going to go on that stage and speak and that will disappear into thin air afterwards, during or you know, if we video it, then it’s some value added, we can give to it 10 days to review later on. At 10 days can relax into it because they’re not having to take notes because I know they’re going to get a recording and you know you can leverage. You can leverage it so. Yeah it’s a great thing, I’ve got to keynote that I did a few months ago and it’s been watched many times as well. It’s a great, great profiling tool.

James:            Other ways you can use video is we’d send people who buy website access to a training module tutorial membership as a bonus.

Tim:                 Yeah.

James:            We don’t advertise it. It’s just they get a follow up automatically and says, “Hey, Timbo. As a website customer, you qualify for free training to help you get more from your website.” So it shows them how to use what they purchased. That takes a lot of strain off our support system. Now instead of having to answer a hundred questions, it’s like, hey, here’s the videos. And the videos take care of it so It’s like an automated training facility.

Tim:                 Well, I reckon we have covered off quite been keeping a list here and I think we’ve gone we’ve identified about 10 different sort of format structures, directions you can take your video marketing. Now, let’s get stuck into “How” and then I’d like to finish on “Where.” What do you do then? You go to these videos. What do you do with them? So let’s talk about “How.” And I think first of all…

James:            By the way, can I just cut in there? Sorry about that. We covered the support desk but of course a really good thing to do is to have surveys and to keep an eye on your analytics which is like a silent survey. Just look for trends. I look for what the most popular videos are and the most popular pages on my site and I tend to use those as my ideas for the follow-up videos.

Tim:                 Yeah, right. So look for trends.

James:              Yeah.

Tim:                 Nice. That one.That’s eleven! So mate there’s obviously the ability to look down the barrel of camera and we’ll talk about that. That’s the scary option or the easy option. Let’s get that one out of the way, the easy option is to get something like Screenflow or Camtasia which allows you to create screencasts basically what’s happening on your screen or what you’re saying and that way you can, you can put pictures on your product on a Powerpoint or a Keynote slide and talk about it that way. You could go through your website and record discussion around that – that’s one way.

James:            Exactly and if you happen to be in any kind of consulting in an online world, you could video the customer’s site and give little tutorials to them. That’s a great way that to sell things these days is to send somebody a review of their property that you can actually improve in some way.

Tim:                 Yeah nice. Yeah, absolutely. Like that great way, video you’ve been using Screenflow or Jing. Such a great way to give feedback. I know that when I get design sent through my designer, often what I do is put it up on my screen and create a quick Screencast and you know… change this to this, try this color, this font, you know dadada and it’s good because they can also hear how you’re speaking about it and you know, you get a lot from that as well besides just reading the written word. So, we got Screencasts, another quick way of creating video would be to use a Webinar, run a Webinar, which is an online presentation. An online seminar and record. It’s got the built-in recording function so that’s another quick way. So now let’s talk about the hard way. Oh I shouldn’t say the hard way… the most complicated way.

James:            (Laughs) I think it’s easier actually. I’d rather just talk to the camera than prepare a slide deck.

Tim:                 OK, well…

James:            And also, when I’m you know, touring around my screen there’s a little more editing involved. You have to block out passwords or you know. There’s nothing worse than looking at a rambling Screenflow presentation. When someone’s, they’re going all around the screen and they go, “Ah, I’ll just… oh no…”

Tim:                 Yeah yeah, toggle between screens…

James:            Why are you wasting my time?

Tim:                 Yeah that’s right. So, what I do know, you’re the master of this mate, but what I do know and what I’ve observed by those who are creating ongoing video is that they have a wonderful flow.What I mean by that is they have a setup and I’ve been to your setup where you literally sit down or stand up and push record and away you go. How do you get to that point? What do you need?

James:            Alright, so, there’s three main elements here. There’s sound, there’s the camera and then there’s the lighting. So they’re the three things you want to consider. So I have two main setups at home. One of them is more pro, one of them will suit most people. So the easy setup is I have my Rode Podcaster plugged into the computer and I’m using a LogiTech C920 camera which is a USB and that just sits on the screen. So that camera and that audio will give a very high quality sound, a really good quality picture but you then have to consider what’s in the background. So a lot of people mess this up and have horrible backgrounds to their videos. So behind my desk, I have a three roller. I have a black, white or green that I can roll down behind where I sit and I get a nice plain background. And then in terms of lighting, I’m actually using natural light straight through the window which is a bit dodgy because it can fluctuate. So ideally you have a consistent light so like a three light setup: your main light, your key light and your sort of back light pointing back behind you to give you that contrast. Now, don’t want to get too technical in this and I’ve done plenty of interviews with people like Ryan Spanger who have helped me with video setup. But my more professional setup is a Canon DSLR camera, it’s a 60D. And I use a Rode Shotgun mic for that but you could use Lavaliers or you know you could have wire, you could have wireless, you could… all sorts of things. And when I want to set up, I literally turn on the same lights, having the same spot. I put the camera right next to it and then I film with the sun in the background and I adjust the exposure to get it just right. But the Shotgun mic’s plugging straight into the camera via a mixer. So all I have to do is turn the camera on, turn the microphone power on, turn the light on and I’m filming. So I can film with high quality DSLR in about one minute from when I turn that thing on, I’m ready to go. When I’m finished, I take the SD card from the camera, plug it into my computer and I now have high quality visual and high quality audio in one track. Now the third setup that I have is when I’m out and about. And when I’m out and about, I will usually use an iPad mini and a Zoom H4. And the Zoom H4 will give me great quality sound far better than you can get from the device itself.

Tim:                 Yeah, they’re amazing.

James:            And the iPad mini will give me full HD and then I can use an app called TiltShift Video which gets me the ability to blur and smooth and just contrast and then render it as if it’s kind of like a DSLR effect. The great thing is that it is so portable, that iPad mini, and you could hold it much better than an iPhone and you can also mount it using the cover in one place or hang it over your screen with the case. So that’s why I use the iPad mini.

Tim:                 Now I’ve got to understand the iPad mini one because the other two are freaking me out still a bit. Not so, the pro one’s freaking me out, that’s technical. The easy one, that’s easy.

James:            Logitech’s a no-brainer.

Tim:                 Logitech’s…

James:            Logitech and an external mic will get you fantastic sound.

Tim: So tell me. I want to explore the iPad mini one, the out and about version but just going back to the easy version, Logitech C920 camera. You’re not using… so you’re not using the camera on your iMac or your MacBook?

James:            No.

Tim:                 So this is a camera that sits on top. Is that right?

James:            Yeah, and because it sits on top and it can also be mounted on a tripod, you could put it beside or away from your computer. You could put it behind your computer. You can also pick it up and move it around because it’s on a cord so I found that it’s much high-quality, it’s much more portable.

Tim:                 Why did you choose that one? It’s just… for the reason you’ve just said, that it’s got…

James:            Full HD and it’s got Carl Zeiss lens… yeah, it’s the good gear.

Tim:                 It’s the good gear. How muchy?

James:            Cheapy, cheapy just a hundreds, couple of hundred.

Tim:                 Right and how does it sit on, what sort of attached to it?

James:            It has a little… it has a little rubber foot so it sort of bends and flexes around in all different ways. You can mount it on a desk and mount it on your monitor, you can mount it on a tripod. It’s super high-quality and it’s got these neat little neon blue lights that show you that it’s on.

Tim:                 Tell me, you’ve got… you’re using your Rode mic, your USB mic to capture your audio straight into your Mac. So you’re going to have an audio file…

James: And a video file.

Tim:                 And a video file. Now for those not in the know, how did I match those up? You see you’ve got perfectly timed audio videos.

James:            It comes in perfectly timed into the same stream.

Tim:                 What’s it coming into?

James:            Screenflow.

Tim:                 Love screenflow!

James:            Screenflow… screenflow.

Tim:                 How does it, I want to understand it. How does it come in perfectly? If you’re turning one on into the other?

James:            No, you just go into Screenflow preferences and you select this camera and that mic and then you hit, tick the box that says, you know, show you a camera and then you record. And it will bring that into your Screenflow editing and it will be all synchronized and matched.

Tim:                 Let’s talk about this iPad mini because that’s a new one to me. Out and about, you’re out and about, you’ve got your iPad mini. Now, I want your iPad mini because it’s got the same camera as your iPhone 5.

James:            It does.

Tim:                 So, where is the… the iPad mini has got potentially a stand.

James:            By the way, it’s got much better sound if you don’t have a Zoom, and most people won’t, so the iPad mini has significantly better sound than the iPhone, in my experience. It’s much easier for a camera person to hold it because it’s just more, it’s easier to grab and hold stable. It gives you a much bigger display if you’re filming yourself. And also, the cover on it, the flap is quite handy. You can sit there, you can basically mount it on a desk or a windowsill, which I quite often do. My best hack when I’m away is I mount it on a windowsill and then I’m using natural light through the window, and I get really good light with that setup. Then, the other hack is I turn the, I put the flap over the back of a display and then piggyback the iPad mini on the laptop. And then, I can put my Evernote right beside the camera lens and it literally looks like I’m staring into the camera when I’m actually reading my Evernote prompt.

Tim:                 Got to understand a little bit more. So, you have got your iPad mini sitting over your laptop screen just to the left or the right.

James:            Just to the left, yeah.

Tim:                 Enough so that you could see your notes in Evernote?

James:            Correct.

Tim:                 Oh yeah, it’s clever. I like that. I’ll call that “Clever-note”.

James:            It is clever. It works really well. And then, I’ll usually put my Zoom just under my, just out of site on the desk in front of my keypad.

Tim:                 So, you’re just using the camera app on iPad mini and you’ve got it on selfie?

James:            Yup.

Tim:                 You’ve got a flip so you can see yourself on the screen, yeah?

James:            Yup. Unless someone’s filming me, that is exactly what I’m doing. And the other thing is, there’s this fantastic app that really brings out the quality of the video and it’s called TiltShift Video.

Tim:                 What’s that do? Is that something, is that a post production-thing?

James:            Yeah. You import the video into it and then you can sort of blur the edges and you can adjust the contrast and the brightness and the coloring of it, saturation they call it. And then, you can render it and it will just really lift the quality.

Tim: Now, you’ve got your Zoom H4. Your Zoom 2’s also good, I’ve got one of those. You’ve got, again you’ve got two separate things happening here and this time they’re not talking to each other because you’re…

James:            Correct.

Tim:                 So, how do you… what do you do? You’ve got an audio file coming off the Zoom, you’ve got… what’s the iPad mini punching out – an MOV or… and MOV is it?

James:            Yup. MOV or MP4 or something. Probably an MP4. I plug that into my computer and it synchronizes. I drag that track into Screenflow, so that’s going to have audio and video. And then, I drag in the WAV file from the Zoom, which is high quality audio. And then, I match up the signature of the audio so that it’s synchronized. I expand Screenflow to its maximum and now I can see the signature waveform.

Tim:                 So, there is a little bit… it’s some I guess, work but you’ve got to use your eye. Get your eye in.

James:            Yeah, you could clap if you want (clap), to give a spike.

Tim:                 Ah, yup.

James:            You could count “3, 2, 1” like we do on our podcasts and line up the tracks, and they’ll line up pretty well. And then you just mute the audio on the video track.

Tim:                 Mute the audio, yeah. Right, got you. Very very clever Schramko!

James:            So if you just had an iPad mini, that would get you good enough quality video and sound to be in business. That is the, if you could only have one thing, that’s probably the only device you would need.

Tim:                 Really? Is that, fairly that would be your number one. If you had stripped all that back, you’d just go and get the iPad mini and a Zoom.

James:            No, just the iPad mini.

Tim:                 The sound is pretty good going in there.

James:            Yeah. If you Auphonic the sound on that production, which I suggest you do. That will clean up the sound. In most cases, it will really strip out background noise and traffic and whatever.

Tim:                 Listeners, Auphonic.com is a bizarre free service by the Polish?

James:            Austrian government.

Tim:                 Austrian government. Don’t ask questions. It’s just not my…

James:            It will clean up audio and video. So, that’s what we put all of our podcasts through. Every one of my videos through. Even if we were talking now, and we just gave the raw track to our editing team without splitting the sides, it would still balance out our sides to make us sound like we’re even.

Tim:                 Yup. It’s pretty cool.

James:            So yeah, if you could only have device, iPad mini. If you could have two devices, iPad mini and Zoom. That gets you in your office and out of your office if you’re out and about. If you’re not out and about, just get a Logitech C920 and a nice microphone like a Rode Podcaster and you’ve got a fantastic setup. And if you want to go professional, get the good gear, get a Canon 60D SLR, get a Shotgun mic or a nice Rode PinMic and a mixer, and you’ll be able to make fantastic videos all day long. You will need a good tripod and you’ll need some good lights, at least two good quality lights, but three is great.

Tim:                 Leave two blinding kits on eBay for a hundred bucks. Hey, uhmm, James, just a last question on iPad mini before we move on. Can you put that on a tripod?

James:            Yes, there’s sure to be mounts for tripod but I’ve never had to. I can always hack a stand. Whether I usually, like, I took a picture on Facebook. I had a Pringles can and I put my laptop on top of the Pringles can and then I put the iPad on top of the laptop and it was just the right height.

Tim:                 Well mate, with your juicing frenzy, you’ll be putting it on a pineapple or something going forward because there won’t be any Pringles in the Schramko residence.

Tim:                 Hey mate uhmm…

James:            No Pringles here. It was somebody else’s Pringles canister. I just want to point out.

Tim:                 Yeah of course. Always is. Always is mate. Pringles? They’re not mine. Alright mate. Now, we’ve got… OK so, we now know what we’re going to talk about. We know how we’re going to capture it. Now, let’s talk about where… well, actually there’s a step there before we talk about where we put it. There is a step. You have got audio files, you’ve got video files. You can choose to whack it into Screenflow and do the edit yourself. I often think that’s a real “time suck” for those who don’t want to do that. Although, if you’re literate, it may be very simple. If you don’t want to do it, what are we talking? Going to Elance and finding an editor and uploading your files to Dropbox?

James:            Yup.

Tim:                 There it is right there.

James:            And that’s what we do with our podcasts.

Tim:                 Yeah.

James:            We just put them into Dropbox. So, I’ll put James’ side, Tim’s side, a picture into Dropbox and the next thing you know, it will be on our blog.

Tim:                 There’s a great… just from an intro, outro, the bookmarks, you know, little funky little animations you can see at the start near the videos. What’s that website? I know you can get them down on Fiverr and they’re not bad. But also, is it Blue Hive or…

James:            VideoHive.

Tim:                 VideoHive is it? Yeah. That’s a good one too just to get professionally done intros and outros mate.

James:            And my tip there is make them really short and don’t put them at the very beginning. Do an intro then put your bumper and then the main segment. Then, you put an end bumper and then outtakes.

Tim:                 Yup, yup. Love your outtakes!

James:            Well, I haven’t had any for about three weeks because I haven’t made any mistakes.

Tim:                 (Laughs) Mate, leave the jokes to me will you?

James:            No, no, I’m serious. If you look at most of my videos lately, there’s no edit points, they’re just one take.

Tim:                 Just fake it. Fake a mistake Schramko. For God’s sake! Come on!

James:            I don’t know about faking stuff ups. I literally have been filming them in one take and getting them just right.

Tim:                 Okay. Well, then at the end, this is what I need you to do. Now that you’re not making any mistakes, I want you at the end to just go…

James:            Okay, I’ll do one of those.

Tim:                 “How good was that?” Just do something like that. You know, like just you’re going to have to play it up because, you know, when you hit your level and you just, you know you…

James:            Well, it’s just that I really in a, I am in a routine now. I could literally go out and film 12 videos in a row and not fluff it up because I know what I’m doing. But, you see, I’m not thinking about equipment, I’m not thinking about how it works… I know how it works now, I’ve been doing it for a year. A couple of hundred videos is enough to get a routine. Okay, so you’ve got your raw files. Let’s say you do want to edit it because I still edit mine and it’s not hard, use a template.

Tim:                 You’re the only bloke know who has 36-hour days. I’m not sure. Just fascinates me when you find that extra 12 hours but…

James:            Tim, it’s pretty much all I do is make a video and edit it and answer a few emails.

Tim:                 Yeah… bull…. bulls**t. There you go, I said it. Okay, what are we going to be writing on this iTunes episode? What’s that wonderful saying mate – “I work hard all day to make money while I sleep.”

James:            Exactly. So, I use a template.

Tim:                 Yeah.

James:            The template makes life easy. So, my Screenflow it’s a start template and my first screen says “duplicate this,” so I copy it. On my copy, I drag in the media. It’s already got the little text title slide which is the font. You know, when you look at my thumbnails, you’ll see text, that’s the start of the video, and that’s important. It helps people know what the video is about before they commit to it and then they will watch it more often. And then, I have the little flash intro. So, I intro the video, put the little bumper, do the main piece. At the end, I put the little outro and then, if lately I’ve just been dragging a bit of background music over the top of the end product. And then, I render it to Dropbox. After that, the team takes over. They load it up in YouTube, they’ll embed it on my site, they’ll make the titles and descriptions and all that stuff.

Tim:                 Okay. Well I guess that’s where we finish. I want to know about where to put it. And it’s pretty obvious, you put it on YouTube. If it’s a sales video, you might put it up to Wistia so you can have a little bit more control over how it’s being used and who’s using it and where they’re watching it and how and all that stuff. You then embed that on to your website. So, every video you create is essentially a blog post and that’s where you’re driving the traffic. Correct?

James:            Yeah, and my team actually transcribe it as well and make a custom picture to go with it. And then, they strip out the audio and make a podcast out of it as well.

Tim:                 You know, I’m wondering about that. It’s valid, I suppose.

James:            I wonder why you wonder. I’d send you the stats every week. They’re downloading them five, six, eight hundred times. You know, someone’s listening to it.

Tim:                 They are. Yeah, yeah, I like the idea of dedicated media that’s all. But I also get the idea of repurposing and some people do like to listen versus watch. So, YouTube, so we’ve talked, we had this discussion over dinner the other night. I can’t remember whether we’ve spoken about it on the show but the idea of all this content that you’re creating, make sure it lives on your website so you own it – the OwnTheRacecourse principle, the Schramko principle.

James:            Yup.

Tim:                 But… and that’s the idea we’re making… that’s where you want people to be driven back to. But, you’re also putting it out on other platforms like YouTube, yeah?

James:            Yeah, absolutely. You want to… you basically, we’re using those platforms because if you go up and look at Alexa, the number one website is Google, the number two website is Facebook and the number three website is YouTube. So with one video, we can capture all of those things, we pop it up to YouTube then put it on your website and then, you tell Facebook “Hey, check out the new video on my website.” Don’t load your video up to Facebook directly, you’re wasting the opportunity because you’re missing out on the view count and the ability to bring someone back to your site. And also, Google’s going to find your blog post and start ranking it because they think it’s fantastic and they also don’t mind the odd YouTube video either.

Tim:                 Yeah, they don’t, do they? They love it so much, they bought the company.

James:            Yeah. It’s almost bias.

Tim:                 When you say “You don’t want to upload the video file directly to Facebook,” you just want to put, you put your link.

James:            You don’t want to do that. You might embed the YouTube video, maybe, but you would certainly put a post to your blog and that’s where the custom picture comes in. If you have a nice interesting picture, they click through to that, then they can watch the video. Well, you might use a thumbnail picture of the video that looks like a video but it’s not, and when people click on it, it takes them to your site.

Tim:                 We like sneaky.

James:            It’s kind of sneaky but pretty cool. Well, not too sneaky, you get banned. But it’s a very, very good technique to use picture of a video. So when I send out my email, quite often I’ll use a thumbnail picture of the video. They know they’re not going to be watching the video in their email. They’re going to click on that picture and be taken to the site. And you want people coming to your site because on your site is your products tab. And on the products tab, the things you could make money from.

Tim:                 Spot on. Now mate, that is a very, very thorough overview of video for beginners maybe intermediate too. Mate, are there any questions that haven’t been asked that should have been asked?

James:            Sometimes I’ve found that the videos that I make, even though I wasn’t sure, have had a really high response. So firstly, involving your audience with some Q and A. What my most popular video was “Should I shave?” or “Should you shave?” I had a lot of, I had over 300 comments on that one and that was because I involved the community on it. And other ones that went well where I did a little tour when I went to the Ferrari museum was really popular. And I’ve associated myself with a top brand but I’ve also taken the lesson from that and shared it with people. I actually did a little video before I went in, then I did a video inside, and then a video when I came out. And I finished it with me thrashing a Ferrari around the streets of Maranello. So…

Tim:                 Well, that’s interesting. Let’s just finish on a I’m off to Dubai in 10 days time. And that may be a really, in fact, I’m giving you… I’m actually running a four-hour workshop in Dubai in which we cover all sorts of content creation strategies and I might use that as my foray into video properly.

James:            You should definitely, you should be definitely utilizing, that’s the technique. It’s taking what’s around you and putting it. So, do a little video at the airport and think of your audience like “What could they learn from this whole trip?” So, do a little video – “I’m off to Dubai. It’s going to be fun!” Then you cut away to you’re at the ski fields in the Dubai mall – “I’m here at the ski fields in Dubai. Yes, that’s right, ski fields. Here’s a lesson in marketing, blah blah blah.” You know, massive shopping centers with something in a desert, they’ve got a ski field. Then, you could cut to a little, you know, you’re at the back of the room at your own event or even on stage, make a video on stage and say “Yeah, I’m here in Dubai” and then pan around to the audience and get them all to do a Mexican wave or something.

Tim:                 Yeah, yeah, yeah. Not that… I always do that, a little bit of the operational stage and…

James:            I’ve done a few Mexican waves in my time.

Tim:                 You do like your Mexican waves don’t you? I have to get a Dubai wave.

James:            Yeah. And then, package it up as a little marketing tutorial video. It might be a five-minute video but it’s kind of fun. You know, some of the weirdest stuff that I’ve done like eat a chocolate waffle, stuff my face with a chocolate waffle on camera at the World Mall in Paris near Disneyland and just do stuff that people don’t expect. I did an ecommerce website video standing in front the Leaning Tower of Pisa. I didn’t mention The Pisa at all, it was just in the background there. It’s just like this everyone else is doing their “pretend holding up the tower,” I just made the video and it was fun to have that contrast.

Tim:                 Yeah. I think it’s just interesting to finish on too mate that you know, one of the reasons, I mean people might be thinking you know, because you and I are always talking about internet marketing strategies and various forms of content marketing and yet I haven’t gone down the path of video marketing yet, because I’ve just made it a kind of point to really master one or two forms of content, which for me has been podcasting and blogging. So, I think really important here to note that if you are thinking of going down any content creation strategy, master one first before you jump into another one or two because often you may find that they will remain unfinished. That be fair?

James:            Yeah. I think you find the one that works for you. And for me, I’m not a writer. I don’t write, so I’m finding myself gravitating towards the microphone or the camera. I don’t mind making a video or an audio. These days, I still am the most passionate about making the audios and as I’ve said, I’ve done three this week. I will continue to do audios because they are by far the easiest and also, you can really get your point across because people can access it in more places.

Tim:                 Yeah, correct, correct. Mate, I thoroughly enjoyed that lesson in video marketing. We’re at about the 50 or so minute mark, I think we should leave it there. We done?

James:            We’re done.

Tim: Are we done?  

James:            Yeah.

Tim:                 What should people do besides go out and buy an iPad mini?

James:            Well, I think they might just script their first video. And here’s something really important to keep in mind: The public only sees what you want them to see. So, you could film 50 videos and never publish it until you feel like you’re comfortable or happy with the result.

Tim:                 And yeah, absolutely. But don’t wait until it’s perfect either. I think that’s another blockage. People think it’s going to be…

James:            (Laughs) Go look at my videos. You’ll see you don’t have to be perfect.

Tim:                 No.

James:            And people like a bit of humanity and a bit of vulnerability. You know, like, honestly some of my older work is pretty ordinary but people have enjoyed watching me grow up and they’ve been happily giving me comments on how I can improve my audio and my lighting and the camera settings. And I look at my old videos, and I was like “Ah!” I had no clue about composition or lighting or sound and they were just crap. However, I had to put them out to get to the point that I am at now and I’ll continue to improve. It’s a constant evolution. I’m always refining my craft.

Tim:                 Well, any content creator who goes back and looks at their first video or first audio or first blog and thinks “That’s the best I’ve done and it’s all been downhill from there” is lying because it just gets better. You’ve got to start somewhere, and right now’s a good place to start. So guys, I hope there was some gold in there for you. If you do go and create some video as a result of listening to this episode, share it with us, we’d love to see it and we’ll share it in return with our tribe. So go to FreedomOcean.com, this is Episode 60, leave some comments in the post regarding this episode. Hey mate, have a ripper week. I will talk to you before I go to Dubai, and maybe even talk to you while I’m there, don’t know.

James:            Well that’ll be adventurous for Timbo. I speak to you wherever I am in the world.

Tim:                 I know you do.

James:            In any timezone. You know the thing when you travel, though, the energy just gets you, it’s sapping.

Tim:                 It is sapping. Even going to Vietnam the other week, I found sapping, and Dubai is…

James:            Hard to make phone calls in Vietnam, right?

Tim:                 Yeah, when your phone gets nicked. You know what they say when you leave someone in Dubai?

James:            What?

Tim:                 Du-bai bye.

James:            OK. Is that a joke?

Tim:                 Everyone else is laughing. Hey mate, have a ripper week, I’ll see you next time.

James:            See you, Timbo.

Tim:                 Du-bai bye (Both laugh). Thank you very much.

  • Great podcast, guys! I started my first few videos this year (see link above) featuring tips for my audience. I’ve made a conscious effort not to judge, just get them done, shared with my community and keep going – they will get better as I go along!

    I’m using basic technology; iMac built camera and built in mic, daylight lighting, editing in iMovie and an intro / outro I had done through Fiverr.

    My next step it to get a “real” camera with tripod and actually film me creating artwork. That will take a lot more editing.

    Thanks again for the encouragement to keep going!

  • Hey guys,

    Cracking episode. Well done to you both. A nice mix of banter and a comprehensive insight into video. Very practical and doable for all.

    For people editing on Adobe or FCP can I suggest Pluraleyes for matching video to audio. Great tool for pro editors.

    Well done again.

    Jonathan Doyle

  • Thanks guys, this podcast was very interesting, and very timely for me.

    James, you mentioned the TiltShift video app and I found a few of them (TitShift Effect, Realtime TiltShift, TiltShift Miniatures). Please could you let me know which one you use.

    Thanks
    Ian

  • Your videos are fantastic for such a lean set-up, Michelle. Well done!

  • Andrew Smith

    This was a superb podcast and video skills tutorial. I got a lot from it.
    What was the app that James said he used to spice up his videos – silk something?
    Again thanks for a great show.

    • James

      Tilt Shift Video

  • That was one of your best shows yet. Bit of good personal fillers, and a lot of great advice. Especially like it when you get down to the nitty gritty and tell us actually what you are doing with what product/device.
    You are both excellent examples for us all. And Tim, I do appreciate you staying on. What would the world be like if you hadn’t???

  • Thanks Randall. Them very kind words. I too thought it was a great episode, so we’re in sync!

  • Hi

    I really like this show. Could you please perhaps do a podcast or blog on how James is making millions. This quote is used a lot through “Freedom ocean”. But it would be interesting to hear how James makes all that money.

    Josh Salway

  • Great podcast guys! It would be awesome if you could post links to the products discussed and recommended.

    • James

      check the transcriptions (email subscribers and it is free) every words we say is transcribed and some links are hyperlinked.

  • Barry

    Just listened to the episode, thanks for the great tips James. When I was looking for tilt shift video I also came across this cool video mount for the ipad and ipad mini I thought some folks might want to know about.
    http://www.makayama.com/moviemount.html
    Cheers, Barry

    • James

      Nice iPad rig Barry!