I'll never forget that day…

By — Category: Video Marketing

Story is mankind’s oldest collective form of communication, and is at the core of several multi-billion dollar industries

So let’s take a quick look at  how to use the power of story to your greatest advantage, and establish yourself as a dominant force in your marketplace. But be forewarned… this isn’t a story for little girls.

Act 1: Good Artists Copy, Great Artists Steal

There’s no question that sales videos are the new standard of selling anything online. Let’s start by examining a video that already makes a million dollars a year. Oh look, here’s one now:

This is one of the most popular products in one of the most competitive markets on clickbank. Where does he choose to begin his video? What is the take-it-or-leave-it moment that makes the difference between a bounce and a sale?

A Story

That’s all the evidence I needed. But Wait! There’s More

Here’s a 7 step formula for crafting your own conversion story. It’s a slight variation on the hero’s journey. What makes it better is that in this case, you’re the hero.

1. Everything Sucks – You struggled against seemingly unbeatable odds. Everything was stacked against you. On the verge of giving up, you make a promise to yourself to finally find a solution to this problem. You give it your everything.

2. Tried and Failed – It seems like everything you found was either an outright scam, or some other form of trickery by industry insiders hell bent on boosting profits. Here’s a great place to setup an “Us vs. Them” showdown to connect with your viewer and get them on your side.

3: Devastated Defeat – Things actually get worse from there. You’ve never felt lower in your life. Your fears were realized. The nightmare has become your reality, and your shame and humiliation consume you.

4: Moment of Realization – You finally, almost reluctantly take one last stab at doing this. You follow a secret formula, given to you by the guru. It’s your burning bush on the mountain top that gives you the formula to success. Secrets they don’t want you to know were finally given to you.

5. Consistent Success – You begin to see results, and you are hopeful again. What’s even better is that the results are consistent. Things change quickly, and you see a hopeful future for yourself. You gain status among your peers, who ask you how you did it because they desperately want to duplicate your results.

6. The Reluctant Giver – Word spreads quickly throughout the land about the awesomeness of the expertise you offered. The message you delivered was the very map into the promised land. You have the power to not only do something, but teach others to as well. You become the guru who is sharing your message – but only because others practically begged you to.

7. I Can Show You – Offer your prospects the formula. Show them the way… And it’s right on the other side of the buy button. You’re willing to give them your proven system, a highly refined and laser focused formula. The stone tablets from the mountain top. You know the value of your product, don’t ever be afraid to demand action from someone. You’re the expert around here.

Got all that? Good.

Act 2: Make Your Video Better

There’s no sense starting from scratch, so use an existing video that performs well as your starting point. It’s like mining for gold, you’re going to pull out the best stuff from their video so you can make a better one. Get yourself a script and the slides they used.

When you’re going through it, ask yourself these important questions:

  • Where does the video lose your interest?
  • What sucks about it?
  • How can you deliver the message with more impact?
  • How can the message itself be improved?
  • How can you build the sales video’s momentum?

(I’ve also made a video about making videos. Fair warning: It’s not for the faint of heart.)

Act 3: Create A Better Solution

Architect something that will better serve the needs of your market. Deliver a greater value. Make it easier to learn and easier to implement. Hold them accountable for their results and ensure that they succeed.

Technology is your friend, don’t limit yourself to another boring ebook.

Now it’s time to offer them something else. Up-selling is the very definition of the American Way™

So there it is, 3 simple steps to dominate any market you choose.

But theory is one thing, and execution is quite another. Which is exactly why in the next post I’ll walk you through how to eviscerate your competitor’s sales video to find its weak points – and uncover ways you can make your own video that much better better to quickly become the dominant force in your market.

But that’s a story for another day.

Until then, leave me a comment below and tell me the next step you need to take to complete your own hero’s journey.

Dan!