Know Your Purpose for Video Marketing

[Music]

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[Music]

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hey

0:13

welcome to the uh welcome to our video

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marketing made easy podcast where we

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believe that video is the most powerful

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way that

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you can monetize your message stand out

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in the market and grow your business

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i'm josh crandall and i'm uh i'm joined

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today by

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dallin need say hello dallin hello hello

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everyone

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welcome so uh this is our

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video podcast which uh you know you can

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watch on youtube

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um or you can of course download a

0:40

podcast listen to it

0:42

uh we're trying to juggle out i juggle

0:45

the uh

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the difference there and uh figure out

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how we can talk to you guys and look at

0:49

things at the same time

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so anyway yeah in this podcast uh

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we talk about practical strategies to

0:55

help grow your business uh with video so

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if you struggle with growing your

0:59

audience

1:00

and getting the word out about your

1:01

product or service uh we're here to help

1:03

uh and our podcast is really gonna help

1:05

you uh take action and and know what to

1:07

do in order to uh

1:08

to plan for you know epic success which

1:12

is uh

1:13

what we're gonna be talking about today

1:14

actually so a few weeks ago

1:17

uh in episode four actually so we talked

1:19

about defining your three

1:20

p's so you've got your people or your

1:23

audience

1:24

uh identifying your platform uh

1:27

basically where your content is headed

1:28

or where it's gonna be hosted

1:30

and then we're gonna talk about uh

1:31

purpose today so you know our

1:34

we've we've taken uh our last couple

1:36

episodes and taking a deeper dive into

1:38

those and

1:38

and um really i think i think of a

1:40

pretty good podcast they've really uh

1:42

helped to to describe and define you

1:45

know those things a bit better

1:47

um and then uh today we're talking about

1:50

purpose so

1:51

uh i will actually be referencing a

1:53

couple of guides

1:55

um that you know are available on

1:58

videosupply.com

2:00

those guides are the video supply

2:02

scripts

2:04

and the video supply guide and of course

2:07

you can download

2:08

those for free on videosupply.com it can

2:11

really help you achieve

2:12

clear results and success uh it makes

2:15

you're headed in the right direction to

2:16

uh

2:17

you know with your video marketing so so

2:20

really into finding your purpose um

2:22

as with anything that you do in your

2:24

business or you know

2:25

video production you really need to

2:27

start with

2:29

defining a clear goal um

2:32

you know and you can you can liken that

2:34

to

2:35

a lot of things in your life um i know

2:37

for myself like

2:38

i do like to do some target shooting

2:40

every now and then um and before you

2:42

you know before you uh send a round down

2:44

the range you want to make sure that you

2:46

are defining your target right

2:47

you want to know what the goal is and um

2:51

and if you fire a shot before you line

2:52

up the sights you know you cannot change

2:55

really

2:56

where that you know whatever whether

2:58

it's your arrow or

2:59

or bullet wherever that trajectory is

3:01

headed um you know it's already there so

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it's the same thing with video like

3:05

you really need to take the time to

3:07

define your purpose

3:08

before you you know send it out there

3:12

because

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you want to make sure that it hit you

3:14

know hits the bullseye and it lands and

3:16

it and it makes sense

3:18

and it really you know helps to

3:21

achieve your goal so

3:24

um so yes

3:28

real quick real quick i gotta get my

3:31

my tongue loose for today yeah uh to add

3:33

to that you know it's

3:35

this whole idea of purpose too goes back

3:37

to

3:38

what um i i think i keep revisiting the

3:41

message of

3:42

is when you don't have clarity on your

3:45

purpose

3:46

people and platform in your videos then

3:48

your videos will not work

3:50

uh because if people don't know that the

3:52

videos for them

3:53

a certain type of people whether it's

3:55

stay-at-home moms

3:57

or maybe it is ceos of fortune 500

4:00

companies

4:01

you know like understanding who you're

4:02

speaking to what their pain points are

4:05

um but what do you want them to do as a

4:07

result of the video

4:08

um some you know and videos come in many

4:11

forms there's micro videos that happen

4:12

like on instagram stories

4:14

there's long-form videos like this one

4:16

where our purpose

4:18

is not only to help you learn about and

4:21

how to implement purpose inside of your

4:22

videos attention

4:23

but also simply learn more about how to

4:27

take action with video in your business

4:28

by going to videosupply.com

4:30

like our purpose is all guiding you to

4:32

videosupply.com and get those amazing

4:33

resources over there

4:35

um and uh and so yeah like summing up

4:39

your messages with some form of a call

4:41

to action it doesn't always have to be

4:43

super direct

4:44

like going to a website but it can be

4:47

something like

4:48

hey i'm going to invite you to think

4:49

this way i'm going to invite you to

4:52

engage with this video by commenting

4:54

down below though

4:55

but knowing what you want someone to do

4:58

uh what you want someone to feel

5:01

and and really how you want them to

5:04

think

5:04

is an important thing to consider as you

5:06

go to

5:08

plan out but then simply create videos

5:11

definitely yeah for sure and you know as

5:13

you're as you're thinking down the

5:15

avenue

5:15

while you're planning your purpose um

5:18

really it's like

5:19

like down down was saying it's what's

5:20

the desired outcome there um

5:22

and really i mean videos are made for so

5:25

many different purposes i mean

5:26

you talk about uh educating people uh

5:29

with perhaps a documentary a historical

5:31

documentary or something

5:32

maybe it's changing someone's mind you

5:34

know like uh

5:36

um i'm sure there are other

5:38

documentaries out there that are geared

5:39

towards

5:40

you know shedding light on some

5:42

information uh so maybe their goal is to

5:44

help change your mind

5:45

um is it to just inspire entertain

5:48

uh you know like us we're trying to

5:51

generate traffic

5:52

to video supply like donald's saying um

5:54

or is it to buy a product right so

5:56

you know we're bombarded with

5:57

advertising you know anytime you open

5:59

your phone

6:00

anytime you step on the the internet or

6:02

or watch tv there's there's advertising

6:04

and it's all in an effort to

6:06

to gear someone towards a specific goal

6:08

so

6:09

having that purpose clearly defined can

6:12

really help

6:13

you be successful so let's jump over to

6:16

the um

6:17

i want to jump over to our video supply

6:19

script guide

6:20

again this is available for free to

6:22

download on uh

6:24

on video supply dot com and

6:27

in this guide uh you can just jump right

6:29

down here

6:31

to this point here i just wanted to talk

6:32

about down maybe you can

6:34

uh shed a little light on here too but

6:36

um it's important also to not overwhelm

6:38

your audience with

6:39

more than one purpose with your video um

6:43

so so much easier said than done though

6:46

for sure because even the example i said

6:49

was like

6:50

you want them to get you in common like

6:51

you we list all these examples

6:54

but yeah like if someone's overwhelmed

6:56

they're not going to take action

6:57

because they're not going to know which

6:59

action they should take

7:01

or it's gonna you're listing them uh

7:04

it's gonna go yeah it's gonna go over

7:05

their head so

7:07

don't overwhelm them with too many

7:09

purposes or too many call to actions

7:11

definitely and and you know some of my

7:14

beginning jobs i think as a video

7:17

creator

7:17

i think i had a hard time with that i

7:19

think we wanted to to bundle

7:21

a whole lot of things for someone to to

7:23

do or take action on

7:24

uh because you want to i was thinking

7:26

maybe i'll just maximize this video and

7:28

say

7:29

all right you need to do this and this

7:30

and this and this and i think you know

7:32

looking back on it now

7:33

uh might have been really overwhelming

7:36

uh

7:36

for viewers um and when you when you

7:39

don't have a clear purpose

7:40

uh i think you lose engagement um i

7:44

think it's it's hard to keep your

7:45

attention span through

7:46

through stuff like that so well and it

7:48

can be as simple as like

7:49

what do i want you know like before you

7:51

create a video even if it's something as

7:53

simple as like

7:54

a quick instagram story or a facebook

7:56

live or something like that some form of

7:57

video

7:58

just simply ask yourself what do i want

8:00

people to do

8:01

like you know why am i creating this

8:03

video it can be

8:05

you know in some ways it's to

8:08

narrow down on like um the purpose of

8:11

like what is the benefit to me but most

8:13

importantly what is the benefit to my

8:14

audience

8:15

uh why would they care to actually watch

8:17

this um

8:19

you don't have to get super meta and

8:21

like like

8:22

super introspective with how how deep

8:26

of a purpose many most your videos

8:28

should have

8:29

um you know i think you can get more

8:31

thorough

8:32

depending on the type of video you know

8:35

whether it's something

8:36

from your phone or maybe it's a big

8:38

production where you're making

8:40

a big documentary or a big film that is

8:44

driving a certain agenda

8:45

um out of good intentions right but uh

8:49

yeah i know i think it all goes back to

8:50

some question of like

8:52

why should someone care why should they

8:54

watch this

8:56

definitely and uh yeah that that's

9:00

that's a pearl of wisdom right there for

9:02

sure and um

9:03

and and you know lower in there it talks

9:05

about how um

9:08

if you are clear on your message uh

9:11

you can know how to talk about things uh

9:14

and you can do it in a powerful way

9:15

uh which which kind of brings me to the

9:17

the next point i want to talk about

9:18

dylan and

9:19

wanted to round up your uh up i wanted

9:21

to bring in your expertise

9:24

yep and your knowledge here um but

9:26

talking mainly about um

9:28

you know you know aligning your purpose

9:31

with your brand's mission

9:33

um why why do you think it's important

9:35

uh as you are

9:37

you know defining really who you are and

9:40

what your brand message is

9:41

uh how does that align with purpose

9:44

within the realm of video marketing

9:48

yeah that's such a great question you

9:50

know what we take people through with

9:52

video supply

9:53

before we even create a video is you

9:55

want to make sure the video actually is

9:56

impactful

9:57

and the only way it is truly impactful

9:59

to make you money but to serve your

10:01

audience

10:02

is aligning each of your videos and

10:05

messages

10:06

with your bigger vision and mission um

10:09

because every decision you should make

10:11

in your marketing efforts

10:13

uh the products you create should be

10:15

themed

10:16

and inspired by the mission you are

10:19

are building and helping people do um

10:22

and when you're clear on that mission

10:24

um that vision you have for the future

10:26

of your business and for your audience

10:29

then you can invite people into that

10:30

shared purpose with you

10:32

with the words you use um and

10:36

you know it's like at the end of the day

10:38

you know think of

10:39

brands of all sizes like something like

10:41

apple where they invite you to think

10:42

different

10:44

um you know that is a part of their

10:45

vision is like hey we are modern we're

10:47

cutting edge we're helping you think

10:49

different

10:50

then their products are created

10:54

with that kind of core message in mind

10:56

themed that way

10:57

and so getting clear on that first will

11:00

help you

11:01

or confidently create videos for your

11:03

business

11:04

whether those videos are an ad a youtube

11:07

video

11:08

on your website maybe educating people

11:12

about your product

11:13

it doesn't matter and the powerful thing

11:16

about that too it's not just the words

11:17

you use but it's the visuals you use as

11:19

well

11:20

it may guide the change of like do i

11:22

want a more gritty

11:23

dramatic look do i want something more

11:25

bright and inviting

11:27

um what kind of colors do i use what

11:30

kinds of animations

11:31

um do i make the call to action really

11:34

heavy-handed if my audience is you know

11:38

ready for that or do i make it more

11:40

subtle

11:42

and so the purpose behind your videos

11:45

should all be inspired by the vision you

11:48

have for the future of your brand

11:50

and with that obviously your customers

11:53

as well

11:54

definitely definitely it's a it's a very

11:57

powerful thing when you can

11:59

you know put that puzzle together of you

12:02

know all of your graphic design

12:03

or your website you know if all that can

12:06

align with your

12:07

your videos and it can be very cohesive

12:10

i think that really helps to amplify

12:12

your brand message and you can really uh

12:16

you can really make it as impactful as

12:18

possible so

12:19

yeah can i add actually something else

12:21

to that too yeah

12:23

um this idea that

12:26

um having having the mission behind your

12:30

business

12:30

uh you may not have that from day one

12:32

and that's okay but to develop that will

12:34

just give you more confidence in your

12:35

marketing

12:36

but everything um works together um you

12:39

know market or like video

12:41

video marketing is one piece of

12:44

like josh used the bigger puzzle of your

12:46

business and building your brand

12:48

um but we truly believe that better

12:51

videos equal better marketing equal

12:53

better business

12:55

and that videos truly are at the core of

12:58

getting

12:59

yourself more visible helping you stand

13:01

out helping you become

13:03

unforgettable to your audience um

13:06

because if you remove the video element

13:08

and remove that the purpose and that

13:10

attention

13:10

inviting people into a mission that they

13:13

can believe in as much as you

13:14

um then you you like if you remove that

13:18

element then you're forgettable

13:19

your brand will fade away it's like if

13:22

you imagine oprah never did her tv show

13:24

that involved video and many of her

13:27

other pieces of content

13:28

throughout the lifestyle lifespan of her

13:30

business you know

13:32

will she be remembered have the legacy

13:36

that she's built i don't believe in the

13:38

same way

13:39

you know video was her way of getting

13:41

her message

13:42

out there and inviting people into the

13:45

purpose

13:45

and mission she had um and so

13:49

yeah align each of your videos to your

13:50

your bigger mission and purpose

13:52

and it becomes a lot more easier to talk

13:55

you know about that um and talk about

13:58

everything that you do

14:00

with with that clarity yeah definitely

14:02

for sure

14:03

and you know and you know there's so

14:04

much power in video i mean this is a

14:05

this is a video marketing podcast so you

14:07

know we really emphasize video but

14:09

uh you know video can be repurposed in

14:11

so many ways like right now i mean

14:12

we're filming a video podcast um

14:16

mainly geared towards it being a podcast

14:18

however you know you someone go on

14:20

youtube

14:20

and watch it on a different platform you

14:22

know which is we talk about uh defining

14:24

your platform as well and how that's

14:26

so important but being able to diversify

14:28

your content too

14:30

you know with a with that clear purpose

14:32

you can you can plan for

14:34

things to land on different platforms

14:35

and be you know just as effective

14:37

you just got to plan towards that so

14:39

defining the purpose for

14:41

you know each platform really can help

14:43

you

14:44

you know land your uh your content or

14:47

your medium on the correct platform

14:50

um and uh speaking of platform

14:54

uh i mean you're just inspiring all

14:56

sorts of ideas um i'll go on another

14:58

quick soap box but

14:59

but think of like because video is an

15:02

essential tool in your marketing

15:04

toolkit right and you think of like if

15:07

you work at a

15:08

shop or something i'm not much of a

15:10

handyman my wife will tell you that but

15:12

um with video being essential in your

15:15

marketing

15:16

uh what else is essential your marketing

15:18

you need a place

15:19

that you host your products and services

15:23

online so that looks like a website

15:24

having your own platform

15:26

um there and so on your website

15:29

uh think about that in uh as

15:33

as we talk about videos as well because

15:34

like i think there's a way to bridge

15:36

what we talk about you know in video

15:38

marketing to other types of marketing

15:40

materials so like your website

15:42

one page should not have 20 call to

15:44

actions because you'll overwhelm them

15:46

and confuse your customers

15:47

who are trying to learn about what you

15:48

do in a clear way so they know how to

15:50

take action and how it will benefit them

15:53

um and so the same way you would

15:54

approach a website strategy

15:56

to simply guide your customers to

15:58

success is the same way you'll approach

16:00

your video

16:01

strategy is like how can i use words

16:04

to communicate something so simply yet

16:06

powerfully

16:07

that invites my customers into a story

16:09

about them

16:11

the website will guide them through you

16:13

know different steps to be like hey is

16:14

this for me is it not

16:16

the video should do the same way but you

16:18

should uh you know treat it

16:20

that path that the same way for your

16:22

customers is like what's in it for me

16:24

because your customers um as they should

16:27

be

16:27

are selfish people you know like just

16:30

say it's not a bad thing

16:31

but it's true like we are selfish beings

16:34

and so we

16:34

we see things as like what's in it for

16:37

me

16:37

and so um thinking that way and thinking

16:40

with our customers

16:41

um like with a you know customer's

16:45

perspective in mind

16:46

we can uh treat our videos as we do

16:49

other types of marketing materials

16:51

uh to invite them to story and guide

16:53

them to success so just wanted to add

16:55

that like there's a bridge

16:57

bridging things to other types of

16:58

marketing um because

17:00

it it relates it all relates

17:03

yeah you know and it kind of goes back

17:04

to that uh if it can all relate to each

17:06

other then uh

17:07

you're it's just going to amplify that

17:09

that message that you have

17:10

uh in in your your brand and your

17:12

purpose

17:13

um so so in the uh you know and in

17:16

talking about preparation and defining

17:19

that purpose

17:19

uh i'll jump back to the scripts here uh

17:23

if you're watching i mean if you're

17:24

listening or jumping back to that that

17:26

document

17:27

but um but we really this is such a

17:30

powerful

17:30

powerful guide you know again this is

17:33

the video supply scripts guide

17:35

because down here under defining

17:39

your uh purpose your people your

17:41

platform

17:43

we we give you a really good

17:46

checklist to to go through and

17:49

really help you with you know preparing

17:52

your video

17:53

um and uh darling tell me a little bit

17:55

about how

17:56

uh i mean you're the mastermind behind

17:58

this document

18:00

how did this uh how did this checklist

18:02

kind of come together and and why is it

18:04

important or

18:05

or valuable for somebody to to go

18:07

through this checklist

18:09

uh while they're in their their video

18:10

planning or video scripting process

18:14

yeah you know it was inspired out of

18:16

this idea

18:18

can you hear me yeah good okay

18:21

yeah no it really uh creating these

18:23

documents because videos

18:24

subs video scripts video spy scripts

18:28

is is built out of this uh need to

18:31

build up frameworks and like a simple

18:34

process to follow and a plan to

18:35

implement

18:36

and so a checklist like this i literally

18:39

call it your official video planning

18:41

checklist

18:42

because when you can know and

18:43

confidently check off each of these

18:44

items from like

18:45

some of them are people purpose platform

18:48

budget

18:48

equipment location script hook headline

18:51

call to action and there's a few more

18:53

we've got authenticity storyboards shot

18:56

lists pattern interrupts

18:58

seo optimize length uh considering those

19:01

those pieces

19:03

are a like a recipe to successful video

19:06

um if you can complete each each and

19:09

every one of those like often times

19:11

like yeah videos that are unscripted

19:12

kind of like what we're doing here on

19:14

this podcast

19:15

um can be powerful and deliver a great

19:17

message

19:18

that inspires people gets them to act

19:21

which is definitely what you want your

19:22

videos to do um

19:24

but yeah like it's it's important to

19:26

lead with intention and be

19:28

uh super purposeful when you go to

19:31

create videos and so this checklist

19:33

um is to give you a simple path to know

19:36

hey am i doing videos right

19:38

um granted you don't have to have every

19:40

single one of these checked off for

19:42

every single type of video you're going

19:43

to create

19:44

this is with the marketing videos in

19:46

mind meaning

19:48

like how am i attracting my ideal

19:50

customer

19:51

to want to learn more and

19:54

buy one of my products and services

19:55

eventually and so yeah getting clear on

19:58

these will help

19:59

your approach to your film production to

20:02

your

20:03

your even your post production and more

20:05

confidence through that process and so

20:08

yeah like reference it every time you go

20:10

to plan on a video particularly videos

20:11

that

20:12

um our video sells messages are

20:15

ad videos um and uh and even videos that

20:19

help educa educate people about your

20:21

product um

20:23

it can live on youtube it can live

20:25

inside of an online program

20:28

um it can be embedded on your website

20:31

whatever it may be it's important to

20:34

build every single video

20:35

with purpose yes definitely

20:38

and uh and you know that checklist is is

20:40

fantastic i mean it's a big checklist

20:42

i'm glad you read it because i sometimes

20:44

forget we're doing a podcast here

20:46

but uh we're showing it you can check

20:48

this out on youtube if you're listening

20:50

um but but yeah like obviously it's josh

20:53

has mentioned it go to videosupply.com

20:55

and you can

20:56

check out the resources and we make it

20:58

available download there for free

21:00

um and i wanted and you know like i

21:01

wanted to make it comprehensive like we

21:03

talk about

21:04

doing things simply um and it's a simple

21:07

checklist to know

21:08

okay this is what this means is what

21:10

this means

21:11

but uh oftentimes you need um

21:14

certain things come more comprehensive

21:16

to know that you're doing everything

21:18

right um it's not as simple as

21:21

you know talking about what you do you

21:23

know like and then this

21:25

this goes back just for a quick tangent

21:27

on the whole idea of a powerful message

21:29

is giving you the words to know how how

21:32

to talk about what your company does

21:34

um and a lot of times people lose out on

21:38

the opportunity to invite people into a

21:41

store worry about them

21:43

when they get to talking about

21:45

themselves so like

21:46

if we if we were to like go meet someone

21:49

at a networking event

21:50

or a virtual event right um and people

21:53

were like so what do you do and we're

21:54

like

21:54

hey we're a video agency like that's not

21:58

sexy or attractive you know um you know

22:01

we were

22:02

we got lost in the sea of noise and um

22:06

and competition so to speak that

22:10

does exist when we just brown or brand

22:12

ourselves

22:13

in in that way it's it's far too simple

22:16

and far

22:16

too boring um and so

22:19

brand messaging that we do through story

22:21

supply or messaging framework

22:23

allows you to confidently know how to

22:26

talk about what you do that helps you

22:27

stand out

22:28

and get the attention of your perfect

22:30

customer

22:31

and in doing that then you can more

22:33

confidently approach

22:35

building out your video marketing

22:37

scripts

22:38

and uh going back to that whole idea of

22:40

purpose is knowing that each video

22:42

serves a purpose um and aligns

22:45

ultimately to your brand vision

22:48

yeah definitely and uh and you know

22:51

that's

22:51

uh you know ultimately coming back to

22:53

that to that purpose of your

22:55

of your video that you're putting out

22:57

there you know making sure that it lands

22:59

um this uh this guide really can

23:02

can help you uh define all of that um

23:05

there's a lot of there's a lot of i mean

23:06

it's a big

23:07

checklist there can help you really

23:09

craft your message

23:11

um but uh really

23:14

you know our our efforts are to help you

23:17

really stand out as a brand and uh

23:19

and to uh you know be successful in in

23:21

utilizing things like uh

23:23

our video supply guides uh and scripts

23:26

guides

23:27

uh can really help you to um

23:30

clearly define your purpose as your uh

23:32

as you're venturing into your own video

23:34

so

23:34

i mean we're we're a video uh

23:37

advertising agency we can

23:38

help people you know craft their video

23:40

messages uh

23:42

but really this is a guide that can help

23:43

you really kick things off uh

23:45

and really take the reins uh by yourself

23:47

and plan out your own

23:48

video spy guys and i think it's very uh

23:52

it's it's very powerful it's very um and

23:54

what's the like you said it's a it's a

23:55

very powerful tool and toolkit to

23:58

to use when you're planning your videos

23:59

so um

24:01

cool well that might wrap things up i

24:04

don't have anything

24:05

else to say about defining your purpose

24:06

other than uh well i mean we could we

24:08

could talk about it all day

24:10

like seriously but you know think of

24:12

like

24:13

just for for you to take action

24:15

listening or watching this

24:17

uh again go to video supply dot com

24:19

video supply dot com you gotta speak

24:21

slower

24:22

um you download that resource and to

24:24

learn more about how you can grow your

24:26

business

24:26

using the power of video um everyone has

24:30

a vision

24:31

and a mission that that is inside them

24:33

and sometimes they don't know how to

24:34

communicate that

24:35

in a way that gets people excited and

24:37

engaged about that

24:39

and so our our mission we're on a

24:41

mission to help people cut through the

24:42

noise

24:43

to stand out profitably and grow their

24:45

business using

24:47

the power of video and we believe video

24:49

supply is the solution to do that

24:51

so go to video supply dot com and uh

24:54

thanks for watching

24:55

and listen see you uh on the next

24:57

episode

24:58

yeah thank you guys it's a good ride

25:01

thanks down for joining me and uh again

25:04

we do this we do this weekly so uh be

25:05

sure to chime in next week

25:07

uh wednesday and uh hope to see you

25:10

there

25:11

thanks alan

25:18

[Music]

25:24

[Music]

25:34

you

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