0:00:05 - Betsy Jordyn
So welcome everybody to this week's episode of the Enough Already podcast. I'm your host, Betsy Jordyn, and this is the place for consultants and coaches who want to forge their own path to success in their careers and in their lives. And if you've ever thought about using videos as a key way to attract and warm up and convert those clients that you're dying to work with and leverage all your consulting and coaching to help, you're going to love this particular episode. So I have on my show my guest, Adrienne Salisbury, who is an expert in videos, YouTube and helping us create in a great environment, like you're going to see in his background, so that we come across wonderful, credible and all of those things, but, more importantly, to create those kinds of videos that really make a difference for our clients at each stage of their journey with us. So you're going to love that, and if you want a way to bring your personality forward in your business, definitely you want to tune into this episode. So, without further ado, I would love to introduce my guest, Adrienne. Welcome to the show.
0:01:09 - Adrian Salisbury
Hey Betsy, Thank you for having me here.
0:01:11 - Betsy Jordyn
So grateful. We met several years ago and I have always remembered your advice on how to even set up my room. You were so great just like moving me around my office and helping me figure everything out. So when I wanted to do the episode, I immediately thought of you and I actually tracked you down, like I got to have you on the show. But before we get into all of your expertise around video production, I'd just love to get a little bit more of your background just in general, and a little bit about your entrepreneurial journey, like how did you get started in your own business and, out of all the things you wanted to focus on, why videos?
0:01:46 - Adrian Salisbury
Yeah, thank you. Well, my background is I've been a professional photographer or I had been a professional photographer for about 15 years Really like this idea. I think it was Pat well, it was Pat Flynn that I was listening to many years ago and his podcast talking about all these different ways of passive income that you could earn and I thought I love the idea of this and actually I messed around with a whole load of different ideas and things that I thought would work. They didn't and I actually thought, well, I just teach photography, you know I love. I always have people coming up to me and saying, oh, can you just help me with this camera, or what camera should I buy and how do you get that blurry background and things. So I created a photography course, thought that was going to be my journey, and, yeah, it didn't. It flopped, if I'm honest, and when I joined I found, you know if, james Webmore Business by Design.
0:02:48 - Betsy Jordyn
Oh, yes, I do.
0:02:49 - Adrian Salisbury
Yeah. So I saw an advert for James Webmore's Business by Design at this point where I just launched this photography course and it flopped, got into that community, was talking away, doing. We were doing some group calls and things, certainly being in the UK, we'd set up a little group over here and every time I showed up on camera, people were saying how can you look so good on camera? I want to look like that. And after I'd had a few people saying this to me, I thought, okay, maybe there's something here, and so I never set out to teach video.
But I think this is true for a lot of coaches really that it's something that we've discovered, that we've worked through with you, or maybe it's something that comes quite naturally to us, that you think there's a lot of people struggling with this, but it just filled a very natural progression. So that was about 2017, that this was all happening, and we very quickly then created this new training was called then Pro Video Academy. Now we've rebranded it as Impact and, yeah, with no audience and other than the folk that were in this community, no email lists or anything like that I kind of scrapped everything out and went all in on teaching people video.
0:04:04 - Betsy Jordyn
So that's interesting. So you actually were a business owner. So you were 15 years as a business owner, as a photographer. So for you, your big pivot is I want to go from working with people all the time to more passive revenue, like that was your vision.
0:04:20 - Adrian Salisbury
Yeah, and, to be honest, initially it was me thinking of I, I, what would I have been probably mid 40s, early 40s at the time, and I'm thinking this is a young man's game. You know, I, he's going to want to hire me in when I'm 60 years old, and what do I do about a pension? And so initially, my, my, my desire with this, or my goal with this, really was this could be some extra money that could come in. You know, if I could create this online training and start something off, take the pressure off this, so I could just pick and choose my clients. And then, as I started to get into it, I really thought no, I love this and I, this is what I want to do. I've always enjoyed teaching, helping people and, yeah, it feels a very natural fit for me.
0:05:09 - Betsy Jordyn
So when you had your first course, though, did it, was it have? Did it have anything to do with photography? Because when I hear you talk about photography to videography, like that feels like a natural progression. Was your first course a natural progression? Was it a departure from what you normally would do it?
0:05:24 - Adrian Salisbury
was some very random projects that we were looking at. It wasn't a course at all. It was. I'm trying to even think what the site was called now, but there was. There were these sort of forums and things that you know if you wanted to make money, you should things like long tail keywords, that you would create this three page website and you get people to advertise on it and you you really go after these search phrases. I think I'd picked no pull dog harnesses, so completely you know, you just had to write three pages of content and you advertise it and you're going to get revenue back. So all kinds of things like this.
I created a blog that was talking about presents for dads, I think that was called. I was sort of thinking around Christmas and things what do you buy your dad for Christmas and so I tried some very random topics. And then I I think when you're looking around and you know nobody who's doing anything online and you haven't really got any direction, you just kind of hear these things and this you know there's experts all over the place telling you that this is the way to make money online. So I dabbled in quite a few of them before we settled on an online course. But I mean, I was at the time was teaching photography, so I'm a professional photographer. I had started a website. I was doing some YouTube videos just teaching people tips on photography. I was actually doing workshops here that I would have five or six people come in on a Saturday, and so it. It was quite easy for me to go right. Well, what I teach them on a Saturday here I can turn that into a course.
But what was the challenge is that I'd never done video before and I'd never done dealt with audio.
The lighting is very different to photography, so all of these things were. You know, I had to overcome and, yeah, I've wasted a lot of money on again, you can go on YouTube and you can look at all the different ways and everyone's saying this is the way to light it and buy this bit of equipment. And I kind of bought a lot of them and really narrowed it down. And so in my, in my while I'm hearing people saying to me it'll have to look like that. I'm also thinking, yeah, and I remember all the things that I'd watched that were bad advice, and if I can fast track people to cut out all of that time wasting and save all that money that they're going to waste on equipment that if they ever come to me I should say you didn't need that and you didn't need that. So this, yeah, trying to really fast track people through and help them get to video quality like this as quickly and easily as possible was always the goal.
0:08:08 - Betsy Jordyn
You know so interesting. There's three things I'm hearing in your story that I think is really powerful. Number one is that there's something about when we want to do something really unique and more special to us is we go with like the shit you ought to, like what everybody else is telling us and we lose sight of who we are. And you know like and you, you did that, I did that, you know like. Well, we all do that when we're kind of on that journey. But kind of trying that out, it seems like there's.
A second thing is like coming back to home, you know like, this is what I know. Like they say with authors like write what you know. And as a business owner, like teach what you know, like lead with what you know. And I really like the third thing, because that was a game changer for me in my business. So when I was pivoting from consulting into the coaching business I have now I tried a lot of different things. Like I tried to sell this consulting course. I tried to sell all kinds of other programs that were all around my consulting technical expertise and it just really wasn't working, like your photography wasn't working to the same level, and then what I did is the same thing you did is I started paying attention to the questions that I got asked and people would ask me all the time about like well, how do I figure out my strengths and how do I find the words. And once I started paying attention to that and it's like yes, that's what I love to do and it makes sense.
But I think what you you discovered, that I discovered is you have to look at your expertise sideways, like you can't look at it so literally, you know. If you just sat on a photographer, that's a very literal interpretation. If I'm somebody who uses the visual means to communicate and convey the essence of who somebody is, well that's a much diff. That's a more broad expertise that has a lot of different applications. Lighting might be different, but lighting is still lighting. The principles of the artistic side, you know, is still there. So I love that. I think that that is just powerful. I'm just listening and paying attention. I love that.
0:09:59 - Adrian Salisbury
Yeah, and I think as well I saw a bigger value in it in terms of, you know, yes, I can teach someone to take better photos of their kids or their dogs, you know, whatever it might be. But actually here were people who were trying to run a business and they were totally stuck because they couldn't get going on camera or they were looking at other people and it was intimidating them and stopping them getting started. So I sort of thought, yeah, the photography, when I'm sure if I just stuck at that, with help on marketing, we'd have done well with it, but I don't think I'd have got the same reward personally from it, from people you know, like we do get now, of folk that just sort of say, every time I show up, people tell me how good I look and you know, and actually winning over clients because they know they stood out on video. So that to me feels way more rewarding and a lot more purposeful than helping them with the photography.
0:10:57 - Betsy Jordyn
Well and great timing for you is. I think you and I met 2019 right before the pandemic and when everything was going to video and online and people are doing their own videos and shows like this. Like there's no pressure, I have to be in a studio, I could do it this way, so you couldn't pick a more perfect time to really like lean into that one.
0:11:21 - Adrian Salisbury
It's a market need that nobody could have anticipated.
0:11:25 - Betsy Jordyn
So that's awesome. So I would love to talk a little bit more about the power of video. One of the things that I know from my experience is I my business would not be in my business without my videos. I'll never forget when I discovered the power of video. It was a million years ago. I landed a client I never met before. They were in Canada and it was a huge contract and they it was for this org design project, and what was really interesting about this is when I learned about org design. This is my back in my OD consulting days. I had this book that I learned.
I learned all about like organization, design, and that formed a lot of my foundation, and so I had to cut a lot of content and a lot of videos around it. I didn't realize when I landed this client that my competitor for this particular gig was the author of that very book, and what they told me is I won the business because of my video. And it was like wow, you know, and video was like hard for me to start, you know, it was not something that came natural and it was like whoa, and so I always want my clients to really delve into content creation, specifically videos, and so I would love for you to speak to two things about. Just to set this whole thing up is why is video such a powerful medium, especially for a consultant and a coach who is a whole business model, is based on relationships and trust and all of that. Why is video so important? And then we're going to talk about and why are so many people skittish about getting on to video?
0:12:51 - Adrian Salisbury
Yeah, yeah and great questions. I think what I would we talk about video and what I'm hearing is video, pre-recorded videos, content and things that you are able to do that people saw and were able to consume. Now, that's one aspect of it. I think the power really comes when I talk to people and whether I'm on a, whether it's because of a video they've watched or I'm on a call like this, the impact comes through and folks say it's like you're there in front of me and I think we can create this with good quality video. We can really create this sense of actually sitting right in front of somebody and it's genuinely the next best thing to sit and talk into somebody in person, face to face. There are different things we look at and work on. The fact that we're both on a fairly tight crop like this, it creates this almost across a table. We're sitting in a coffee shop having a chat. All of this comes into it without realizing it. But, yeah, I think it's just a way that we can connect very easily with our audience. Techniques you know when we're talking to a person on the other end of it rather than we're just talking to this audience. You know if we're on stage and we were talking to a hundred people in a room, a thousand people in a room in the audience. There you're feeling very yes, it's lovely to be here, but he's way over there. Actually, this really feels intimate. It feels, you know, very VIP, that I'm getting one to one time with somebody, and I think that comes through very powerfully in video as a communication tool like this. So, yes, there's two.
I think I feel there's two aspects to it. There's the pre-recorded video, the content. You know we're big believers of YouTube, so I love that and I love that we're putting content like this out as well. But actually it's more than that. It's not just well, I've got a batch of videos to do. Let's go to the studio and record those. What a studio can't give you is the ability to just flick this camera on in front of us and every time we go live, we look exactly the same. It's consistent, it's high quality and it's part of our brand. So that's yeah. Does that add to the first one?
0:15:20 - Betsy Jordyn
Yeah, it seems like there's an intimacy that's involved. So it compares into like a blog or something like that, or a social media post. A video takes that level of intimacy and it's like eye to eye, like I could look at you in the eye right now.
And creating that like limbic resonance with you, like we're connected, so like that's a big part of it. It also seems like the no-like trust factor must play, or must help with that part, because you could tell just like, if I watch your video and I'm engaged and I want to continue listening, then I'll probably want to work with you. If I want to flip your video off because your style annoys, the crop out of me, you know. That might be good to tell as well.
0:16:01 - Adrian Salisbury
Or it might even be a buzzing that you've got going or a really poor quality that you just go. I don't want to talk to this person. They haven't even invested in you know. They're coming across very amateur. Really.
There was a survey, a research that Princeton University did, that said it takes one-tenth of a second for us to make up our minds about people, and it says we decide very quickly whether a person possesses the traits we feel are important, such as likeability, trustworthiness and competence, even though we haven't exchanged a single word with them. So I love that and I kind of latched onto that and thought, wow, you know, it isn't. We hear a lot of people say the quality doesn't matter, it's just about the content. But I hear statistics like that and as soon as this camera turns on or as soon as you log on to a video, as you say the no lie can trust, you're instantly making a judgment whether, okay, this person looks professional, they look like an authority that I could listen to. And again, maybe booking speakers for events and things if they can look across a playlist and go, wow, they're professional, I really think it carries that Well. Here's the question for the słu. Haha.
0:17:18 - Betsy Jordyn
Yeah, I love your differentiation here. So, like cause, I was asking you like power video in general and you're talking about quality and it's the same thing. I talked to my clients about what relative to the quality of their website. You know, because a lot of people I talk to all the time they're like oh well, you know, especially like when they get into my brand messaging, a positioning program, like we get through their strategy, and they're like well, can I just DIY with my website? I'm like that's fine, you could totally do that if you're an amazing visual, branding person, graphic designer and you have an ability to write really compelling words, because everything you do shapes the thinking of your future clients.
If you put a crappy website out, you're not going to look like a premium brand and similar. What you're saying is, yes, like a website's better than nothing. Similarly, probably a video maybe better than no video. But a high quality video is going to make you a high quality premium brand versus like I'm just a you know, I'm a mom and pop shop and I'm just doing my consulting business and coaching business.
You know as a side hustle, which doesn't create that same kind of image.
0:18:19 - Adrian Salisbury
That's right. I think that's an excellent example, actually, in an illustration of that, and I would say sometimes that a poor video can do more harm than not having a video, and it would go exactly the same with a website, wouldn't it? I'm almost better, I'm almost better. You've got nothing there than me looking going wow, when was this made?
0:18:40 - Betsy Jordyn
You're right about that. It'd be better to do a high quality LinkedIn profile. So just invest slightly in the graphics and get a really good profile shot and get great content than it is to put an ugly brochure website out there. I think, you're right about that.
0:18:55 - Adrian Salisbury
And that same kind of idea, actually, that before you even read a word on the page, you're looking, and I'm sure exactly the same thing happens with a website that you're going oh, this looks nice, you actually want to read it. You're not instantly put off and think you know who's going to read that. If we look at it and it really looks really clunky, html, diy. You know we would just go, wouldn't we? And so, yeah, it's a really good comparison, I think, to how the quality of video and you're right, you know you're, you're. You asked me about the power of video, but it absolutely starts with the quality. If someone isn't prepared to invest in a camera or, you know, good webcam at least, and get set up like this is pointless talking about the content of a video or the kind of things you should do, because, as we've just been saying, I really think people are just being simply turned off and it doesn't really matter what you say after that point.
0:19:53 - Betsy Jordyn
Yeah, it's kind of like the dirty bathrooms in a five star restaurant, like you. It creates that sort of like you know there's a that creates a gap or cognitive dissonance. Like you say you're premium brand but now you look like this. So it's like it's interesting. It's like this is why I really wanted to have someone like you on the show is like I'm really good about the words and the strategy, making sure the content's compelling, you know, but I'm not a visual expert. You know visual design. I have a team that helps me with the website design. For that I deliver for my clients and similar. Having someone like you who gets out of the office to make it look good. Hopefully you're going to give me some tips, because my lighting has been driving me crazy and I can't crack the code on it and I only have so much space, so I'll probably ask you to critique my space, but, um, but I love, I love.
I love this distinction because it's like there's a good, a good, it seems like a good, but it's not a good. It's like it seems like the good, better and best is. All of the video is better than nothing. You know better would be like. Well, make sure you have good content and best would be is that you need to have like really good design, lighting and all of that. But it seems like the whole idea is like, if you're just going to do it, go for it. You know, get the good quality content, make sure it's brand congruent and make sure your visual aspect is brand congruent as well. And if you're premium, you want to get a premium pricing, you want to be seen as a premium brand. You got to invest in your premium camera setup and all of that.
0:21:17 - Adrian Salisbury
Absolutely, and it actually leads us on to what you were saying is the second question why people don't like it? I would think nine times out of 10, the reason somebody says I hate looking at myself on video is because they're using locality equipment. And actually, you know, we've definitely found with our customers I've had people that have said to me you know, I don't want to improve my camera equipment because I just can't stand getting on camera. And I've said, trust me, let's see, let's put some of this equipment together, see how good you look. And customers genuinely come back saying I actually love getting on camera now, because every time I show up on Zoom, people go wow, you look, amazing, what have you done? And that.
So I think the two work very much. The confidence and this is what I mentioned in a training that we can talk about later when you actually set up, as you say, the background, you're in the right place, you set up the equipment so it's really capturing and you're flattering you, the confidence becomes quite easy actually, because you genuinely want to show up, because you're almost sitting going, can't wait for them to show up on the other end of this call, because I know they're going to say oh wow, you look so good.
0:22:27 - Betsy Jordyn
Right.
0:22:28 - Adrian Salisbury
So, yeah, that's a huge part of it. And whenever I found people that say, oh, I don't like making videos, if I look at the videos and I you know I can empathize with them. I can see why they're not enjoying it. They want to be that top. You know we all want to be competing with those top players in our niche and actually when you do yours and it gets like the websites again, you know you look at this really professional, slick one and you go I can't do that, I'm almost not going to bother trying.
And I think the confidence comes through exactly the same on video. So I do struggle when I hear people saying just get started with what you've got. You know it's all about the content, it's not about the quality, it's not about equipment. You know I disagree because I think if you start like that, most people aren't happy with the results they get and it's just going to be niggling you in the back of your mind, thinking, ah, but I wish I could get this set up, I wish I could look better or look like so, and so I'm not going to be able to compete with them at their level, and all that's going on in your head. So I think the confidence side would make a massive difference to people if they actually invested in good equipment and set it all up. Yeah.
0:23:51 - Betsy Jordyn
Yeah, and it's just a big difference too, like depending on the quality of the video based on the sale. So I've seen some programs and some people who are just sitting there, you know living room somewhere, the lighting's not all that great. They take a video, you know, and then they're looking for a $25 sale. You know like okay, well, that's, that doesn't like. You know, like that doesn't bother me that much.
That video is better than nothing. I might have followed their videos because the quality wasn't important, but if you're trying to make a decision on a large ticket item, like a consulting or coaching engagement, you know the quality matters because of the price point also that you're going after, I think is one part of it and your messaging is you know your messaging as well.
0:24:28 - Adrian Salisbury
If you're sitting saying, hey, I can you know I help six, seven figure coaches and but actually you look like you're in a bedroom there and you know it's the same. It's that disconnect, isn't it, that we talked about earlier. So I think it absolutely has to be there to match your brand. If that's what you're telling people you are and the people you work with and what you can do for them, let's show up looking like it, yeah.
0:24:54 - Betsy Jordyn
I think the other thing about setting up a studio I don't know if this is for me Like I really want to work on my visual side, because I kind of like fell into it when I started my podcast it's like, well, it doesn't it makes sense. Why don't I just put them on my YouTube channel? Cause in the past I've always had all my YouTube videos professionally done, so I never worried about the lighting and all of that. But once I got like when I started podcasting, having my camera set up, having everything there, and I got it into muscle memory routine now I'm not worried about those things.
So it seems like if you start off at the first place with I got my lighting situated, I got this like as I'm doing it as much as I'm thinking about the branding of my YouTube channel or my podcast show and I'm thinking about that I get this foundation situated, so whenever you get on a call with somebody, it's like I don't have to worry about that. I could just be in the moment, you know, with the person I'm talking to.
0:25:43 - Adrian Salisbury
Yeah, and there's something about the consistency as well. When all of my videos on YouTube look like this and then I get on a coaching call with a customer afterwards and they say I feel like I'm in one of your videos, it surprises them that there is this same standard and quality. I haven't paid for a studio to create those videos, but then the one-to-one time is back on me on my laptop webcam and people respect that and thank you for it. You know it feels like I've gone to some trouble to show up here.
0:26:19 - Betsy Jordyn
And it's like what they see is what they get. You know, there is some benefit from that standpoint. I had a client come here for like a VIP day. So I've been working on these VIP days to work through their brand in a day and their products and service framing in a day. And the first thing that my client who came to my house he wanted to it's like where's the studio? I wanna see where the magic happens. I'm like well, it's just my office you know, yeah, yeah.
But I'm like all right if you call it magic, but I do think that there is that concurrency. You know that it's like oh, so I see that. So now, when he sees me on video, it's like I remember that and there's all that consistency.
0:26:53 - Adrian Salisbury
Yeah, for sure, so I'd love to talk about the different kinds of videos.
0:26:58 - Betsy Jordyn
So one of the things that I didn't really pay attention to when I started my YouTube channel and when I was doing videos is I got ahead a bunch of them but I didn't realize that I all kind of had different uses, you know, and they were at different parts of the journey. You know that there are some of them that just were like awareness kind of videos, like this is me, you know, I don't introduce brand awareness kind of videos. Then there were like a certain kind of videos I have like concept kind of videos around, like here's the five steps to this or whatever, and then I've just been playing around. I didn't even think about conversion videos. Like I could put a video on my thank you page and say, oh, thanks for signing up for this and I'll drop on a call with me. Like I didn't think about those. And so, like now I'm becoming more mindful, like there's different videos for different reasons. But you know I'm just kind of like guessing what they are.
All those videos are. Could you tell me like the different kinds of videos that somebody can use and how does it serve different parts of their client pipeline?
0:27:50 - Adrian Salisbury
Yeah, I think, to be honest, I commit it very in a very natural way that I think when would I actually like to reach out to somebody and what would I like to say to them? You mentioned a thank you page. You know how nice is that if I kind of come at it like, oh, someone's just bought, I'd really like to reach out to them and thank you for that, thank them for that, you know. So let's record a thank you video and let's put it up in that place so they get this nice personal thank you from me, and it reassures them that you know they're in the right place, they're getting this kind of service. We yeah, for us, our top of funnel, if you like are very much YouTube videos. We, most of our customers 70 to 80% of them would tell us that they first discovered us on YouTube and that's why I'm so passionate about it. That's why we created a YouTube Academy, because it just really made a lot of sense that, although people it might have been years later that they actually bought from us, but time and again they'll say to me I think I first found you. It was that video you did on and it's something over on YouTube where I got on their radar, and so we're very passionate about creating videos on YouTube that really are serving.
First, they're getting in front of our audience. And what is it that? You're, you know, what is it that drives somebody to YouTube? Because anywhere else we put videos, we're interrupting and we run Facebook ads. I realized we're, you know, trying to target people. We're getting in front of them, but actually how much nicer when they go oh, bought this light or this microphone, I don't know how to set it up. I go to YouTube and there's me who says, hey, let me walk you through this, let's show you how to do this, or should I buy this one or that one? And maybe we've saved them spending a lot of money on the wrong thing. And then they go. Thank you, that was really. And I get some lovely comments back on those YouTube videos and it just starts a connection that no-light contrasts that we've spoken about a few times. So for me it starts very much with those how-to videos, those review videos that we do over on YouTube. For sure, hold on.
0:30:00 - Betsy Jordyn
I wanna dive into that one. So the top of the funnel. So this is interesting because a lot of people might think the top of the funnel is you know, I'm Adrian and I'm a video person and you think it's like it's talking about that, but that's not what you're saying. The top of the funnel is it's more answering the questions that somebody would be searching for. Why would they go to YouTube Would be the how-tos, and so if you're gonna create, maybe it does this and this would be for content in general, like, if you're gonna do the top of your funnel, just answer those pain point questions, serve them at that point.
That's the top of the funnel.
0:30:35 - Adrian Salisbury
Yeah, I don't actually have an about me video, cause why does anybody care? You know, yes, I've got an about me page if anybody wants to go and look at it, but it really doesn't matter and I think you know that's only serving me really trying to do a video like that. Somebody comes to me. They don't really care about me and I'm okay with that. They want a solution and they see that I'm somebody that can help them get it. So even on my YouTube videos we don't even do an intro. You know, a lot of people have a like a bumper or a sting video at the start that says hey, I'm Adrian souls, I've helped thousands of people do this and we don't even do that Cause why does anybody care? They came to the video because they want an answer to how do I do this. So I don't even do it. I just get straight into right. Let's help you solve this problem, you know. So you've come here today cause you want to know how to-.
0:31:33 - Betsy Jordyn
On the top of the funnel videos but I can see on your, like if I were picturing, maybe it's just you know, you could. You know, I still think, like websites and stuff like that, I think, like you could, you could tell your. You can write your story on your about page or you could do a video that just describes, like this past journey that you talked about that understanding that you started for 15 years of professional photographer. You wanted to go in a different direction and then you fell into this cause. People started asking you and then you did a deep dive in that and now that's what your business is all about. You could write that, but you just telling that story, like as I've met you before, like I didn't, and you know, until we were on the podcast I didn't get that story out of you. I'm like that's a great story. That would be a great video.
You could put on your website.
0:32:16 - Adrian Salisbury
Yeah, but what it converts sales. Is it nice to know about somebody as you're building a? Yeah, when we're talking about really funnels and bringing customers in, I think it's lovely to have that and, yes, you know, it's great to have these conversations and to talk about the journey. But I think if we're talking to people about what videos should they make, yeah, to me it's let's get things started with that type of funnel we do on our landing pages. So on our e-cam Academy, our YouTube Academy, right at the top is a video that, yes, for sure, you know, read down the page and see what we're all about.
But actually, if you want to just watch the video and I realized that years ago, the power of video, really we were looking at some new accounting software for the business and my wife said to me how does that side of the business right, I think we should change to this, go and have a look at this page and I kind of scrolled down all this and went, oh, video click, I just wanted to watch it. It's way easier for us, isn't it? To consume. We might watch the video and then go back and do the text.
So, absolutely, you're right, you know, on pages and things, landing pages to put these videos on, but always I'm still not talking about me. In those videos, the language is very much about you and what you're gonna get out of this training. Yeah, so that's all I'm sort of. I think people can create these big sort of my story videos and get some incredible footage on it and things like this, but actually, yeah, what I've realized is that people don't really care. Yes, they need to connect with me, but what's in it for them?
You know, and if I'm the person that has simplified it and made it easy for them. Then they'll buy from me without knowing my journey.
0:34:20 - Betsy Jordyn
It still seems like it's the story, brand philosophy, you know, that would play about on a website. That would say, play out in a video.
The star of the video is always the customer, the client, you know and whatever it is and it's like whatever they need to know about you, then you share that Like. It's important, I think, for my clients to know like I'm not just a brand messaging person for consultants and coaches. I have 30 years as a consultant. I worked with their, their audience. That's my differentiation, you know. But but it has to be in the context of like this is, you know, like I understand what you want. Now let me introduce myself. But it's not like Betsy Jordan is a world-renowned consultant working with fortune. You know, like I I would never even say that that's a reasonable about page. You know you wouldn't never in the third person, never about you.
0:35:07 - Adrian Salisbury
It's about you're the one to help them and I think that with for me, I, I, I try to get that across in terms of references or testimonials. And do you need to know about? You know, yes, I'm in that story. You know, I'm the hero that's coming up alongside you, the guy to be able to walk you through this.
0:35:32 - Betsy Jordyn
No, I'm the mentor, not the hero. The client's the hero, sorry yeah.
0:35:36 - Adrian Salisbury
That's right. No, you're right. Thank you, but actually to, if I can say, rather than me telling you about all what I've done, I want to demonstrate it to you. So I'm for me. When it's visual like this, I'm all about right. Let's show you some before and afters. Look at this person. You know she was an accountant, she's a fitness instructor or whatever it might be, but actually that's way more powerful than me trying to explain and say, hey, I've helped thousands of people, if I can go and hear some of them and listen to what they said about it.
0:36:09 - Betsy Jordyn
So I I love to try and get testimonials in as much as possible, and for me, in video form even more so that's great too, cause that would be like I have a lot of testimonial videos on my website and I think that that's so much more compelling. So it's like it's usually the storytelling. So, like on YouTube, it seems like a lot of what you're trying to do is just create value, value, value like. Whatever it is that the person's looking for, jump right in top of the funnel here when it requires a personal touch. Then be personal. On a thank you page, say thank you From a personal standpoint. If you have a long form sales page, make it easy for people is hey, if you're not a, if you're not a reader and you're more of an auditory person.
I got a quick video for you and that'll summarize everything you know, one and done. And then if you're really trying to talk about yourself, always do it in the connection of like, but it's really about the client and let the clients talk about you. Use testimonial videos, the foreign afters, the story telling, so that the future people could see themselves in those videos.
0:37:12 - Adrian Salisbury
Yeah, I quite often check a script. If I've written a script for a sales page or something and I am I saying I too much in here, you know I'm going to help you do this, I'll do to actually then spin that around. You're going to learn, you know so it's very much written with them in mind and, as you say, I'm here as the guy to show you through it, but it's all about you.
0:37:35 - Betsy Jordyn
There is some, there is something to be said, though, about your 15 years as a photographer, in the artistic eye that you bring to the table, so I just I wouldn't minimize that one, because that is something that that is interesting, that you know, like having that artistic eye does mean something.
Let me, let me ask you some other questions, just in terms of, like, how people can get started with videos. So there's two different directions, obviously they can go, you know, or at least two obvious ones. They get a higher route and get to the studio and spend money in that Standpoint, or they can set up their own studio and DIY it, you know, with maybe some outsourced editing help. How do you decide which ones right for you?
0:38:17 - Adrian Salisbury
Yeah, I, I can mentioned or started hinting at earlier. Really, if you're, if you were to go to a studio and book a set of videos you know you want to create a course or you've got some idea these are for set pages that you already know about. Yes, you can do that and you can get it done very professionally. There's some negatives in that. Really, you've got to book somebody and find them, who presumably is local. The cost of that, the consistency, what about when you suddenly decide you, you change your something on the sales page and now you've got to go book again another slot to re-record it with them. You're just totally in their hands. And this I've had several of them. I've had several customers say this to me and this is why they came to me.
Really was I just felt frustrated and like I was really in the hands of somebody else when I wanted to do this. I've had folk that have said that have come away from a shoot like that and gone. I really felt talked into a style and I didn't really like it. I didn't really feel it was me. I felt intimidated in front of two or three people trying to do this, talking. How much better to be able to just sit at home in a room on your own and talking into a camera regardless. Either way you've got to talk into a camera, and that's another issue. To just be able to sit here and go, no, I'm not feeling it. I'm going to come back to this in an hour. It's so much better than that pressure of being on the clock where you're with somebody.
I had another customer that came to me once and he said again this kind of frustration of he said. I said I remember waking up in the morning and I'd got this great idea. I'd kind of woken up thinking about this idea that I was going to talk about and spoke to his videographer. He was paying a lot of money out for some very professional videos and the guy couldn't fit him in till the following Thursday and he sort of went I just need to be able to record something and put it out. But because everything was at such a high quality he felt he couldn't just pick up his camera and do something himself.
So there's a few realities of hiring someone and hiring somebody and relying on a studio or somebody. Even that comes to you, so for sure you know, trying to set this up on your own and again, as I mentioned earlier, really that fits those recorded videos. It doesn't help you. When you're coming on a call like this or doing a support call or a webinar, you're not going to get a professional to come in and sit and help you with that one. So you're back on your own and stuck really. So you've now got this disconnected game that. Yes, you've got these slick videos that are up there on your website, but actually when, when they speak to you, is a different story. So you're not getting that consistency.
Unless you know, everything I do is shot from this same position with the same equipment. There's just this real. Yeah, people see me as a professional, as I'm sure they do with you. You know that it's. We're consistent. It's never that bad angle from a laptop or anything. I wouldn't let that happen. I would only ever get on camera when I'm here and all I do is flick a camera on and I'm off. So you know we've made it very simple. It doesn't have to be really overwhelming with the tech.
0:41:40 - Betsy Jordyn
So it seems like the difference is, like if you're going to do one and done kind of videos and you just wanted to be for a particular thing, versus like you want to make doing video creation a way of life.
If you're going to, make video creation webinars, any of those things a way of life. It just makes sense to invest in setting up the studio properly At the beginning. I can tell you like one of the benefits I got of when I was brand new in my video creation journey was having the guy who did my videos.
He wasn't just like behind the camera making sure everything was technical, he was like a director, you know, and he taught me skills Like he taught me like he told me all the time, like acted out, like when I help my clients, like with doing videos, like I've had a videographer in the past and had a client there, you know they would say the words in a particular way. I'm like no, you need to go back. You got to act them out. You know you've got to. You know, if you're going to say there's three points, use your fingers and say there's three points, point one you know like to to put some energy if you're going to do that.
It seems like in the beginning you might need some skills. But if you're going to make video videos a way of life and I love this whole idea it's like if my, if my office is set up properly or I could just flip the camera on and I got an idea, I can go with it and I could tell you if people like a lot of my clients who get stuck with content creation is that they have a hard time going from what's in their head into writing, but if they speak it, it's easier, so this is like a hack, for you know those types of like.
let me just talk out loud kind of person that if I can get my studio situated, I can get content faster, and then, plus, I could put it on my blog and I could put it on my YouTube channel, and now I've got two search engines working for me rather than one.
0:43:18 - Adrian Salisbury
Yeah, yeah, absolutely. And this is a way of life, isn't it? You know we're. None of us can avoid this. Now Someone's going to ask you to get on a zoom call with them or teams or whatever it might be. You know it's. It absolutely is. I don't think it's an option anymore to say whether you get into video or not. It's here for all of us. It's just whether we make that connection. Some might be going oh, I hadn't really considered that, I just thought I'd just click and open up a zoom meeting and I blur out the background and do all that stuff.
0:43:51 - Betsy Jordyn
And then you're the floating head. You know, yeah, I hate the floating head.
0:43:56 - Adrian Salisbury
So, just, we just made a video actually talking about that, and I find it so distracting when I can kind of almost see behind somebody what's going on, and I'm more curious about that than what they're saying. Um, so, yeah, I, I I don't think it's an option anymore whether to get into video or not. It might have been sort of five years ago or or, or you know, it isn't now. Whether you're making YouTube videos, those sort of things, fair enough, that's an option. But we can't escape getting on zoom calls and um being invited on. You know, this is a podcast. In theory it's audio and I could show up without. But you know, I could have been shocked when you say, oh, we're actually going to record this as well. It's going to YouTube. And now I'm. Now I'm in a panic because I'm thinking, oh no, no one's going to think I'm credible, because I look terrible on video and that happens to me all the time.
0:44:48 - Betsy Jordyn
They're like you didn't tell me it's going to be recorded like sorry, yeah.
0:44:51 - Adrian Salisbury
So how much better to show up going. I know I'm, you know I'm going to be the one of the best people on this person's channel because, while everybody else is hiding away from it, I'm really going to embrace it and, um, yeah, I want to, I want to own this and I want to want people to say about me they look really good on video, you know.
0:45:11 - Betsy Jordyn
So let's talk about background cause. Like, okay, and we're going to use me as a guinea pig because there's no one else here to be a guinea pig, so it might as well be the one. So I know you're going to have feedback for me. So, looking at my space and how I'm setting it up, so I have a small office, so I don't have like a lot of room to work with. To, you know, create that depth and where my lighting is like there's only so much I could do. So what would you say in terms of my background is working and what tweaks would you make to making sure that this is as show ready as what your space looks like?
0:45:44 - Adrian Salisbury
Yeah, I think it's. I mean, it's everything you've got behind you is working really well. Um your, what camera or what, what are you using here to record on?
0:45:56 - Betsy Jordyn
I have zoom.
0:45:58 - Adrian Salisbury
No, sorry, the hardware. What is it? A webcam or camera?
0:46:02 - Betsy Jordyn
Oh.
0:46:02 - Adrian Salisbury
I don't have a webcam.
0:46:03 - Betsy Jordyn
Do I need a webcam?
0:46:05 - Adrian Salisbury
What are you using then?
0:46:08 - Betsy Jordyn
I just have Zoom. I'm just using Zoom on my computer, on my Mac.
0:46:12 - Adrian Salisbury
Right, so it's the little camera in the top of the Mac. Is it that you're using? Yes, yes.
Yeah, so you and I know you mentioned about lighting and things. One of the issues you'll find is that with a built-in camera or a webcam, typically it's fully auto and so you don't get an option to adjust it. Or I would like to bring your lighting down a little bit, but your camera is deciding what it thinks is the ideal brightness for this, so you don't actually get any options to change this. If you put a camera in, like I'm running on, you can actually dial this in and set everything up, and so it looks very natural and it's the consistency again, as if you're actually there in front of me. Yours is very good. But when you're saying about trying to adjust lighting and things, yeah, you're not able to do that. And if I said it'd be good to just warm that up a little bit again, you're not able to do that without being on a camera.
0:47:19 - Betsy Jordyn
You need an actual camera, not your camera. Okay, so, from what I understand, then, there's three pieces of equipment you need you need your microphone, you need your lighting and you need a camera.
0:47:30 - Adrian Salisbury
Yeah, so this is the kind of camera that I'm using here. This is a Sony ZV-E10 with a lens on the front, and so I've got this in front of me, looking back at me, hooked into my computer with a HDMI cable, so that's the same as you'd have to a TV through a games console or a yeah, satellite TV. So I hook up that way it feeds into my computer, but my computer sees it like a webcam. Then, yes, audio, for sure we can improve on our audio and so many different options on what you do with audio. Again, if you're close like this and you want more of a podcast and might like we're both working on, we plug that in as well into our computer. So that's sorted as well, so we can.
0:48:22 - Betsy Jordyn
So just to clarify then, no matter what I do, because I kept buying new lights to see if I can fix it, and my lighting will never fix it. It's only I need the camera that's going to be able to give me the control over if it's softer or not.
0:48:35 - Adrian Salisbury
Yeah, and it frustrates me when I hear people saying a game with green screens and that and everyone says it's all about the lighting. And I say no, it isn't, because you could throw a ton of light at this and all that's going to happen is your the, the automatic camera here is going to go Well, that's a lot of light, let's dim it down. Or if you didn't have any lights on at all, your camera would go oh, it's dark in here, let's brighten it up. And you're not getting any control over that. So I can say lighting is secondary. And actually I say to people when they're talking to me about setting up, I'll say let's get a camera in first Because a lot of the time if if you're in good natural lighting anyway, the camera will pick that up and use it Really. I mean, my, the lights I've got in front of me is so low that it really is just causing sort of fill light in here Because I can have the lighting on.
0:49:33 - Betsy Jordyn
And then you have like backlighting behind the blue somehow in there. So like would backlighting help me, Like if I did back, you know, like some sort of so I have a light overhead that because I'm on a.
0:49:44 - Adrian Salisbury
You know I'm in a black t-shirt with a dark background. It's up for debate at the minute whether the dark back dark background changes and lightens up a little bit. But in order to separate me, I've got a light that's sitting up ahead that really just kind of creates a bit of a line around me. The blue light yeah, that's a. We use Phillips Hue lights and that's just one of these strips that's on along the back of the desk and I can change that color around to whatever I want. That's an accent light that's not doing anything in terms of helping me, it's just a bit of interest back there. And then I do have another light over on the side that again is pointing at that background and just putting a bit of light in. So I'm not totally lost on a black background, but subtle, because I do like the dark and I think it works. And someone said the other day you know, with my gray hair it actually works really well.
0:50:38 - Betsy Jordyn
The two I think you look perfect, so is this the kind of information you cover. I know you have the lights camera. Impact webinar is all the things that you're going over with me right now. Is this the kind of stuff that people can get in that webinar and could you tell me what else goes in that webinar?
0:50:56 - Adrian Salisbury
Yeah, absolutely, and we really. It's my opportunity to help people or convince people the value of showing up, looking professional. There's a lot of before and after videos on that and we're saying, you know, I put an example up of one of my customers before and after and we've we've oh, in my son's put him into a like a Facebook ad and we've put him side by side and gone which one of these would you buy from you know? And things like that. And so the other way through it, it's full of testimonials, people saying look at the difference, and I'm really taking through.
You know, we talked about it briefly, that these sort of three steps that we go through mastering your set, and we're talking about your background. You know what does that say? I do this. We do this green screen thing on the webinar, where I pull up a screen behind me and we put some photos in of messy backgrounds and say you know, what do you think to that? So bring on some customers and show you the spaces that they're working in, because for a lot of people they'll say I don't have the room, how can I do that?
And it's been really good for me to say, look, look at this video. Do you like that? Well, now look at where they're filming it and people have really enjoyed that and said that's really encouraged them. Then we talk about the tech. I show you the space that I'm in, the equipment that I'm using, and then we do talk about yourself and really, yeah, I've got a process that I go through there really have really trying to break down for people that are struggling with confidence on camera, how you can really get as good on camera as you are in person, because people are very good when they're in person, face to face. You know they can, they can sell anything and they feel really confident. But then they look at the camera and just freeze up. So we break that down as well. So those three elements are very much what we talk about on that call.
0:52:49 - Betsy Jordyn
So in, and what's the link to the webinar? How could people sign up for the webinar?
0:52:54 - Adrian Salisbury
Yeah, have you got a link for it? Did you want to know?
0:52:57 - Betsy Jordyn
Oh yeah, I'll pop a link in the in the show, knows.
0:53:01 - Adrian Salisbury
I want to pop a link in there. That would be really good. And yes, it's available. Anybody can go in and just log straight in. It will give you a few options of times you can jump in on. But yeah, I'm, it's a great training, I really enjoy it and I'm I feel like we've put everything. A lot of people tell me we give too much away, but I think that's very much our style and you know, the same on YouTube. People say you know, no one's going to buy your programs if you give this much away. And I, to me, it's all about no like and trust. And if, if I can really over deliver with people and the same on this webinar, then actually our experiences, they've come back to us and and said actually, you know, we want to come through this now, if that's what your free trainings like.
0:53:46 - Betsy Jordyn
So most of your programs are. Did you want to one, or is that all courses? Is the main way that one?
0:53:52 - Adrian Salisbury
is kind of a VIP version of what we do. So I still take people through the same online training and it isn't. You know, we're not. I try to say we're not selling a course, it's a program, because it isn't like.
Over the years of running impact, I've stripped a lot of videos out. I've realized from customers they say I don't want to watch all that, I just want that result as quick as possible. And so we've gone right. What's the absolute minimum? And so I will say on that webinar if, if you wanted to come into impact, our program, and you buy the equipment that we recommend you get and we're talking about $2,000 for camera, lights, microphone, you know all the cables and everything that goes with it, so it's an investment. But actually, if you look at it and go right, well, that's going to free me up, and I've got a 997 program and now all of a sudden I can get that done. I feel confident, it actually becomes very affordable, and then our training on top of that to get you going with it. So, yeah, it's a great program.
0:55:01 - Betsy Jordyn
So I can imagine, because of what I've already gotten, all this information from you. So if I you've given me all this great information and all my listeners and then we're going to get on the webinar, we're going to get tons of stuff. I know whatever your paid program is is going to be amazing, so tell us how we can get a hold of you. Like I know you have a YouTube channel. Obviously you have a website, because you give us the addresses and anything else that you would and just please share, anything else that you would want to share any lasting advice to consultants or producers who are thinking about doing videos.
0:55:33 - Adrian Salisbury
Yeah, I would absolutely you know encourage you to to embrace this. I don't honestly don't see it as an option. It's not anything that's going away. This is, this is your brand, you know it's. It's how you decide you're going to dress when you show up to an event, it's what your website looks like, it's what your emails and the copy and everything. It's all about you being professional and everything you do. It's okay anymore to just show up with a really bad view when we're trying to sell ourselves as professionals. So I think you've got to embrace it. I would.
If you watch through that training of mine, you will see how easily we're making this and you'll see some of those transformations. I really just want to come alongside people and help them and get them over this hurdle as quick as possible so that they can get off and just be, you know, carrying on with their business, but now in a much more professional presence. So, Adrian Salisbury, if you look at me on any of the social media Adrian Salisbury or Adrian Salisbury HQ on Instagram and LinkedIn but sorry, a Salisbury you'll get there. I don't know if maybe in the show notes, like I can send you the link to everything, but how they do YouTube, yeah, so search for Adrian Salisbury on YouTube and you'll you'll find a load of content over there.
0:56:55 - Betsy Jordyn
So the two first steps is like head on over to YouTube, get some ideas from your videos there and sign up for that webinar. And if you do those two things you're going to get into your world pretty quickly is my yeah, absolutely yes, it is yeah for sure.
I think that's such great encouragement and I love what you offered in this conversation is like one inspiration on just kind of keeping at it until you get to the business that really supports, like who you are, what you're passionate about, and you're clearly passionate about this. I love the inspiration around why videos are so powerful and the difference it can make for your business, but also you gave us really great tactical information of what we could do to get started to make creating videos a way of life. I love everything that you shared.
The only thing that I would add to what we're talking about here is I feel like, as a consultant or coach, there's a lot of a lot of people out there who do what you do, but not a lot of them are on video and not a lot of them are doing really good video. And if you want a very quick way, you know, using my story, you just stand out. Even with people who wrote the book that influenced it, how you think about things, you could still win business because of the power of video and your content and developing that relationship with your audience. And we know as consultants and coaches, trust is everything and videos is a great way, so I highly encourage everyone listening. Definitely jump on that webinar with Adrian. This is really powerful. Get started in making videos a way of life, and thank you all for being here and until next time. Thanks for listening.
