0138: Broadcasting Your Message & Mission Farther by Making Better Video with Owen Video

Intro [0:00]

EA Interviews Episode 138. Inspiration, transformation, success stories, and the Imperfect Action Round seven days a week. Join Mario Fachini for today’s Expert Authority Effect Interview. 

Mario Fachini [0:12]

Making better videos. I don’t know about you, but I’m always striving to do that with my business and my clients. And that is why I am so excited to have none other than Owen Video here today on the show, because he is a master of not only good video but storytelling call to actions. He works with people, speaker, trainer, and he has helped hundreds and hundreds and thousands and thousands of people. And I’ve learned from him over the years. And I’m super excited to bring them to you, Expert Authority World. So I’m going to keep it short. We’re going to thank the sponsor and I’m going to bring up Owen Video. 

SPONSOR Pipedrive [0:51]

There’s money in the metrics. Do you know yours? Pipedrive is the simplest and easiest CRM to close more deals, deepen your relationships, and increase your business profits. Get your free trial today at EAInterviews.com/Pipedrive. 

Mario Fachini [1:06]

Here he is ladies and gentlemen, Mr. Owen Video. Owen, how are you feeling today? 

Owen Video [1:10]

Mario, I’m pumped to be here. I got out of bed for this. 

Mario Fachini [1:16]

Well, I do appreciate it. And I’m so excited for you to share because I know you’re a wealth of knowledge. And how did you even get into it? I mean, you have an impressive career track record. You’ve helped tens of thousands of people. How did it all start? 

Owen Video [1:29]

Yeah. Termination. No, no, not determination. But literally termination. I’ve been terminated 22 times. The same job actually fired me twice. That’s 100 percent true. They fired me twice because I lied on my application. I remember thinking, “This was the best job I ever had. Let me see if I can go get hired at a different – ” 

Mario Fachini [1:50]

What was it? 

Owen Video [1:51]

It was a restaurant job. And I don’t want to name the company. Although, it’s a great company. I still – 

Mario Fachini [1:55]

That’s totally fine. I was just curious. 

Owen Video [1:58]

Yeah. A great little restaurant and I went to a different location. But, you know, when I was eight years old my dad came home – excuse me. When I was eight years old Christmas morning, there were two big presents under the tree. One was a Nintendo. A brand new Nintendo with Mike Tyson’s Punch-Out. .It was the first time Nintendo games had ever been made, like, commercially available was that year. And a video camera. One of this big shoulder mount, you know, video cameras. I think there was a crank on it. You need to crank it up at some point. I played the Nintendo for about eight minutes. But I played with the video camera for the next eight years. Anytime you saw me as a kid, I was carrying around that video camera, doing stop motion Lego videos and even making mockumentaries with my brothers and the neighborhood kids. And so I got into high school and I was still doing sketch comedy. We were watching back in those days like Kids in the Hall, Saturday Night Live. Chris Farley was on Saturday Night Live and Adam Sandler. And I just loved that. I wanted to make sketches. I wanted to make media. And I never really put it down. So when I lost my last job in radio advertising, I sort of been bit by the bug of advertising. But I decided that would be my last job. I would never again have a job. And I began to pursue video as a career. And that was right at the beginning of YouTube. 2008 YouTube had been out, like, two years and things really started to pop at that point. 

Mario Fachini [3:26]

Well, that is in impressive story. And I can totally relate to it. So there’s so many ways you can use video. I mean, you can say video marketing, live streaming, professional production, broadcasts, there’s all different ways. What do you feel is the best way to be utilizing it? 

Owen Video [3:44]

Well, you know, to broadcast your message to transform lives. Really, it’s my firm belief that you have a message. And if more people heard that message then lives would be changed. People would get more customers. They would realize their full potential. They would save marriages. There’s just so many different things that your message can do for people. And video is the best way to engage the audience. So whether your message is I love fishing and you want to make fishing videos. Or your vision is, “I’m a chiropractor and I want to use video to bring more people into my shop to experience health.” Or you’re an executive or a CEO with a podcast and you want to turn that that podcast into a video podcast to reach a younger generation on YouTube. Then, yes, use video in anything that you’re doing. Because video is audio and it’s video, which means that you can strip out the audio that you do in a video and you can repurpose that as a podcast. You can repurpose that as an Alexa skill. You can take snippets of your video and turn them into square videos and use them on Instagram and all sorts of different places. And so when you start with video, the whole gamut of media opens up to you. And that’s what I love about it.

Mario Fachini [5:07]

So who are the people that you’re helping? Whether it’s one-on-one in your training when you’re speaking to them. Who do you really feel can benefit from video and how are you helping them? 

Owen Video [5:20]

Yeah. So I’ve been creating training videos on how video marketing works for the last couple of years. And I’ve been putting them into an online course called the Video Marketing School. And what it is, is a library of do-it-yourself training videos that are designed for business professionals that want to get started on YouTube and Facebook Live. We have over 106 different trainings on that platform that you can access at any time for a low monthly fee. And it ranges from, you know, how to launch your channel on YouTube to how to create YouTube titles with SEO keywords, how to create thumbnails. And it really runs the gamut. And that’s my coursework. Of course, I do have a pretty intense six week intensive that I run with CEOs, executives, and keynote speakers that are already producing content and they want to start streaming that content live or maybe launching that content onto YouTube. I work with those clients in a more intimate one-on-one environment for a small period of time as we utilize your staff to get things launched on YouTube or launched on Facebook Live. So those are the two big clients that we serve. 

Mario Fachini [6:31]

So let me ask you about that. Because I know that there’s CEOs, authors, speakers, executives, listening and watching, what would you say are – let’s, like, keep it to three. I know you have a whole library and we only have so much time. But what are the top three things that you think they should be doing if they’re even considering it right now? 

Owen Video [6:50]

Yeah. I would say the first thing that you have to do is format your show. This is really, really big. So many times the keynote speaker sort of says, “I know how to keynote. I know how to speak. So I’m going to speak on camera.” Unfortunately, that’s a very different medium. The live in front of an audience that paid to see you is different than an audience on YouTube that’s just going to thumb past you. You really got to think about how you’re going to format your message for a video audience. And not just any video audience, right? On Facebook, people are just kind of skipping through. And you’ve got to really get them to stop the scroll. But on YouTube, it’s much different. On YouTube, you got to think about how you’re going to get the algorithm to show your video on more mobile devices. And so you’ve got this two part role of having a watchable video. A video that people actually want to watch. You can imagine sitting down at a movie. We’ve all been at movies, right? We were like, “Oh, my gosh. I can’t believe I’m watching this thing. This is garbage.” That’s how you need to look at YouTube is how am I going to get people to watch this? They’re really intrigued and really watching. The next part of that is how are you going to stimulate the algorithm to get your video out there. And that’s going to come down to some SEO stuff. And this is – again, I see professionals make this mistake a lot especially podcasters. So podcasters are like, “Oh, I’ll do an episode on this.” Or, “I’ll interviewed Jim Jones.” That might be well and good for a podcast. But on YouTube, you got to think about like, “Well, what are the keywords people are searching for?” YouTube is a search engine. It’s the number two search engine in the world. Billion searches per month on this platform. And you as the content creator, you got to take what you want to make and then blend it with what YouTube is finding in their search data to create a great video. And the third thing is community. You have got to have community built around your channel. You need to treat your channel like the TV show that you’re producing. When I was a kid and we watched TV, I haven’t had TV service like cable in over ten years. I was one of the very first cord cutters. And we actually had a PC connected to the TV, like a Dell connected to the TV. We watched everything online. Even ten years ago, we were doing this. But TV, you’d watch TV like regular broadcast television. And you’d be watching a show at [8:00] and they’d be promoting the show coming up at [9:00]. You know what I’m talking about? 

Mario Fachini [9:34]

Absolutely. Especially when they do crossovers or they’re always teasing you with something. It’s like, “We’re ten minutes into this show. Let me finish this one.” 

Owen Video [9:42]

NBC did this a lot. You’d be watching Seinfeld and Courtney Cox would play – would guest star on one of these episodes. Well, it turns out that Friends was launching the very next season. And what NBC was doing is getting the audience they wanted accustomed to seeing Courtney Cox. They want them to like her. And we see this all over the place. So you need to do the same thing with your videos. You need to say like, “Hey, new videos coming out. Join me there. Join the conversation.” You need to be focusing your energy on getting people to that video. I would rather that you spend more time promoting a video than even more so than how many videos you create. 

Mario Fachini [10:22]

That’s a great question I want to – that’s a great point you’re making. I want to ask the question, what do you think the percentage is, you know, we all have 24 hours in a day and you have 100 percent bandwidth on the show, what percentage of that bandwidth should be promoting versus creating? 

Owen Video [10:40]

You know, it really depends on your workflow. For me, we work with a lot of busy CEOs. And so the whole thing is that CEO needs to be in a place where he or she can sit down in front of a show outline, film the contents, and go. And at that point, the assistants, the staff members will take the file, get the file edited, and do all those things. So we don’t really – we have to be careful in how much time we’re spending on things. So in the beginning, if you’re a one person show, I would really be dividing your time 50/50 producing the show versus promoting the show. As you systemize production, you should be in a place where you’re just sitting down, recording the thing, maybe turning a couple lights on. Like, when I come in here, this whole studio is on Alexa. So we ask Alexa to turn everything on. I’m trying not to turn everything on. We get everything turned on and in place. But I’m ready to film in five minutes. Easy. So now I can spend more time on promotion, which is where I’m at in terms of my personal time because I’m trying to really trigger Instagram right now. And I’m spending a lot of personal time figuring out what to do there and how to get that thing working. So I would start off, if you’re a one person show, 50/50. And then over time, spend more time promoting your show. And it’s not just promoting your show after the show is over. You need to promote the next show coming up. And we teach this in our intensive in how you create this loop where you’re constantly like, “Hey, a show is coming up.” Then it’s the show. Then it’s, “Did you catch the show?” And then it’s, “‘Hey, next episode.” And it’s this constant cycle of content. So they’re equally important but get your production to a place where it’s workflow, where it’s systematic, and then spend more time promoting the show. 

Mario Fachini [12:37]

Excellent. What about the repurposing of it? 

Owen Video [12:41]

Yeah. You should be repurposing from the very beginning. So we have this cycle where you create a lead video, maybe it’s a live stream video like this or maybe it’s a YouTube video. All right? For all intents and purposes, let’s say you’re a podcaster and you want to launch on YouTube. So what I would say is, “Let’s make your podcast a live podcast,” for example. And so we’re multi casting on YouTube and Facebook. And inside of that format, inside of that structure, which is what I was just talking about, you’ve got enough content for a YouTube video. So you’re going to take the footage from your full one hour livestream. You’re going to pull five minutes out and make your YouTube video. From that five to seven minute YouTube video, you’re going to make a two to three minute version that you’re going to turn into a square meme video with text above, text below, maybe some captions on there. And you’re going to put that on Instagram. You’re going to put that on LinkedIn. You’re going to put that on Facebook. And that’s going to feed your social media. And that’s really – like, that’s all you should be doing is creating the video and then uploading it to multiple channels. And so all of your content comes from the video you’re doing. What could be better, right? You spent hours writing a blog – multiple hours writing a blog. All your energy and all your time is gone. Now, you got to do the video and all these other things. Start with the video. And then transcribe and have that become the blog and so on and so forth. 

Mario Fachini [14:17]

I love that you’re sharing this because video is so versatile, and you can do so much with it. Amy and I had the CEO of Repurpose.io, Hani Mourra, on episode 84. 

Owen Video [14:31]

Yeah. That was great. 

Mario Fachini [14:33]

And what he created with the repurposing tool for exactly what you’re talking about is fantastic. 

Owen Video [14:39]

Yeah. Yeah. And you know, there’s a lot of companies doing it. But I always call them Repurpose.io. But Repurpose.io, they’re doing a great job. And Hani is a great guy to be working with. He knows the industry. He knows other people in the industry. He’s a networker. And so checking out that software is a great way to move around having to hire additional contractors, if that’s something you want. 

Mario Fachini [15:01]

So beyond the repurposing of it, what else do you think you could do to leverage the video if you only have, let’s say, two hours a week to shoot? And I do realize you’re talking about having a team and other people in place. But we’re also talking for the author, speaker, CEOs. And anyone who doesn’t have a team, you can be doing all of this. It’s just going to take more time. It’s the only difference. I want to get the format and the structure out there. So after repurposing it, would you say go back to promoting it more, go back to shooting it more? Or how much time should you spend on the analytics and looking into single torquing? 

Owen Video [15:39]

Yeah. So let me – okay. So we’ve broken down our system, the Video Pro-System into four core components, your programming, your production, your promotion, and your progress. And if you can master those four segments, you’ll become a video pro. Now, when you make the show this is called production. When you actually record the show, you are recording your promotional pieces. So you’re repurposing is what promotes the show. Now, I only explained a small percentage of it. But let me continue further. So out of this, you got this two to three minute version of a 60 minute livestream. You’ve got your YouTube video in this two to three minute version for Instagram. From out of that, you can pull out a quote from your show. And you can create a flashcard, an image meme if you will, for Instagram and for Facebook and for your email. And you send that into your email and it’s like a quote from the show and say, “Hey, join us next week for next week’s show.” And really, it’s this ongoing cycle. And this does happen. We did a show Social Media Lab – what? – two weeks ago, three weeks ago. And we trigger the algorithm. And we got we got something like 238 live viewers. Ended the show with almost 5,000 views on Facebook. So we really hit a trigger there. And that will happen. You’ll get these pops. But you know what led to that pop, Mario? 

Mario Fachini [17:13]

What’s that? 

Owen Video [17:14]

It was not like these randomly good shows that got us popped. Okay? What got us there was building up this audience that knew we were going live every Wednesday at 9:00 a.m. So the promotion of your show is consistency. It’s just, every time you go live, the next day you have a repurpose segment go out. And then the next day after that, you have the meme quote that goes out. And then all of that stuff is out there on the web, hopefully, attached to some type of “Give me your email landing page where you can develop subscribers for the show.” On Facebook, we use a chat bot. We say, “Hey, you can just give me five. That’s right type five into the comment section now to subscribe to our show on Facebook.” And what happens is when you type five in on Facebook, it triggers our chat bot. And now, with our chat bot, we can send alerts out every single week. And so sending alerts out and letting people is building up that audience that knows you’re going to be there every single week. And here’s a big tip that I have for content creators on LinkedIn. I see a lot of, you know, business professionals on LinkedIn doing video, but they’re missing this component. Okay? So this is huge. Is built into the structure of your show. You need to be telling people when you’re live and who you’re live for. You’re opening intro needs to be something like, “You know, hey, I’m Owen Video. And this is the show for busy CEOs who want to turn their podcasts into video marketing. We’re live every single Wednesday at 9:00 a.m. PST and you can give me five. That’s right type five into the comment section now.” And so on and so forth. So that you’re  telling your audience, “Oh, this is every week.” What I think see LinkedIn creators doing is either uploading every day, which is fine. I don’t think you need to say you’re uploading every day. But you should. You should say, “Hey, I’m Shay Rowbottom. New uploads every single day.” And Shay Rowbottom is a fantastic new creator I’ve recently explored. The same thing if you’re going to be uploading every week. So I was watching a financial guy. It’s a pretty decent show. But on his show, he just kind of starts off with, “Hey, guys. We’re live.” Instead of like, “Hey, it’s the Jim Jones show where we talk about how to manage your financial life. I’m live on LinkedIn every Monday, Wednesday and Friday.” Right? So I know that I can expect him to show up. I know that if I’m in a hurry today, I can catch the show again next week. So I’ll bring that into your show where you’re telling your audience when you’re live. Then you’re repurposing the show to promote the show. You know, the two minute, three minute version. There’s so many people on today’s show, we have a reach a 35,000 at the end of the show. So many of those people saw us but couldn’t tune in because they’re busy, they’re at their kids recital like I was, they don’t have internet. Maybe they saw the alert but they don’t have internet. But when you show them a two minute version, a three minute version two days later, they’re likely to tune into that. “Oh, I got to make time for this. I got to make time for this show.” So how do you promote your show? You promote it every single week the same way at the same time in the same places. I cannot stress that enough. Stop doing this, “Oh, I should post something. Oh, it’s Wednesday. Oh, I got to post something today.” Stop doing that. Instead, you say, “Wednesday I’m going live. Thursday, I post the repurpose. Friday, I post the image meme. And on Monday, I send it out to my email list.” And you’re just doing those things. 

Mario Fachini [20:52]

No random acts of content, huh? 

Owen Video [20:56]

What’s that? 

Mario Fachini [20:57]

No random acts of content. 

Owen Video [20:57]

Random acts of content? Yeah. It’s no way to run a business. The emotional stress, many of my clients are seven figure companies. And they’re doing so much already. The mental stress of just knowing you have to do something or knowing you have to come up with something is enough to derail other projects that you’re working on. So instead of playing this guessing game of like, “Oh, snap. I forgot to plan something.” Because you know how it goes. It’s like, “Oh, I need to post today.” So you start posting and you go, “Man, I really hate this. I really should hire a VA. Oh, crap. I need to hire a VA.” And now, you’re moving over here. I saw this great episode on TV last night, Malcolm in the Middle. One of the best shows ever written. And the guy says, he’s like, “I got to go replace this light bulb.” And he goes to replace the light bulb and finds that his screwdriver is rusty. and then goes to get the Rust Oleum stuff and finds the can is empty. So he goes to buy a new can. He grabs his car keys. The car is shaking. So now he’s pulled the engine out of his car. His wife goes, “What are you doing?” He goes, “I’m changing the light bulb.” So this is kind of what happens with busy CEOs that are brilliant. Because you’re coming up with all these ideas. You have to eliminate choice. Eliminate choice and just decide, “I’m going to upload content these days in this manner using a template. I’m going to do this thing and I’m just going to do that every day for six months before I even look at my numbers. Before you even look at your numbers, you got to commit to that consistency. That will change your life, by the way, what I just said. Six months of the same thing every day, every time, change your life. 

Mario Fachini [22:47]

You are sharing a whole lot of Expert Authority insights and I so appreciate it. You got me thinking about a few things and I want to ask you, Facebook or YouTube? Because you’ve said we go live on Facebook. But you’re also talking about YouTube. If you were to pick one, because I know we could have a whole day conversation on multi streaming. What would – YouTube? 

Owen Video [23:09]

Yeah. YouTube. YouTube is going to be your long term game. But luckily, we don’t have to pick just one. If you say, “If you had to pick just one, what would you pick?” I would pick YouTube because YouTube is the stock market. YouTube is real estate, right? YouTube is the long term game that is going to change your life. Because when somebody watches a five minute video, they have just given you the top 1 percent of time a person gives on the internet. We don’t spend five minutes on anything. But somebody spends five minutes watching your video. They just spent one quarter of their internet time in that chunk, if we’re basing it on these 20 minute chunks that we’ve seen studies promote. Not only that, you’re creating relationship with them. They’re looking in your eyes, man. You know, they’re feeling your emotions. If you’re going into something deep and emotional, they’re going there with you. This is a very, very powerful medium. Now, Facebook is a lot of fun. And Facebook is where you’re going to generate massive audience right now today. Okay? How loyal, how committed that audience is, is going to vary because it is Facebook. It’s the general marketplace. Whereas on YouTube, when somebody goes to watch a YouTube video, they’re generally in a place where they go, “I’m going to watch video right now. I’m going to YouTube, where the only thing I can do is watch video.” Facebook is more disruptive. Facebook is, like, you can do anything on Facebook. So when you grab a viewer’s attention on YouTube, they’re more likely to sit there with you. On Facebook, they’ll hang out for a minute, which lowers your watch time, makes it harder to kind of trigger that algorithm. But on Facebook, you’ll get results quick. You’ll get quick results. On YouTube, it’s going to take time to build those results. But once you start generating results on YouTube, those results I’m still generating business from videos I made five years ago, four years ago. So the momentum on YouTube will take you a lot farther. That’s why you do both. You know, you got me thinking now. It’s like, “Wow, if I really had to choose.” That pop of Facebook, knowing I can get onto Facebook and I’m going to get 100 people to log in. It’s great. It feels good. So you do it. But what do you do when 30 of those people are folks from your church that wanted to see what you’re up to, your cousin who works fast food, a couple of your high school buddies tuning in? You know what I mean? Like, when you think about who your audience is, then that really changes the game. Versus YouTube where someone searched for something and found you. It’s a different relationship than disrupting them in the newsfeed. 

Mario Fachini [26:16]

Wow. Just giving it all out. Appreciate it. Now, the other side of the coin is when you’re on there and you’re doing the different things you had set it so nonchalant. You know, you want to send them to an LP where you can have the chat bot high five. Let’s talk about this. This is the call to action, the offer, the difference, in my opinion, and experience that makes the difference from someone that’s trying it to someone who’s doing it and profiting from it. Because capitalism is great. But how do you get the people just from watching the videos onto your email list and turning into paying clients? 

Owen Video [26:55]

So here’s the thing, is that you got to look at your video campaign as a continuum. And I think that what so many professionals do is they look at their video as an a la carte situation. “Let me do this one video and see how it does. Let me do that video and see how it does.” You notice TV has never done that. TV makes 12 episodes a season that they hope to build relationship with you over that three month period of time at one show per week. You got to do the same thing. You’ve got to look at your video as a season. You’re going to do 12 episodes on this topic at this day at this time and you’re saying this way. You’re going to open the show the same way every time. You’re going to close the show the same way every time. And then take a look at your analytics and what’s working and what types of results that you’re getting. When you look at it as sort of this one off scenario, you’re going to run into constant failure. “Oh, that didn’t pop. That didn’t go viral. The video doesn’t work.” So look at your video campaign as a season. I always look at it as 12. Twelve episodes before we even start looking at making changes. That’s going to be your best way of moving forward. 

Mario Fachini [28:27]

You got me thinking about myself and so many others. Because it was that random act of content. And even people didn’t really have a game plan, myself included. But I was willing to do Facebook Live. And when Facebook made it super easy around 2016 – oh I miss Meerkat. When they made it easy in 2016, everyone started doing it. And it was the same thing. “Hey, I’m going here. I’m going to the salon. I’m going to go buy food,” whatever. And it’s just chit chatting. And when I decided to launch the show, so many people were like – well, they already thought I had a show. So the question is, why is it so important to actually have a show versus just doing videos. I had over 3,000 videos on Facebook I’ve done but no show. But then I got a show. And it made a huge difference. 

Owen Video [29:24]

Yeah. That’s the a la carte. That’s the power of that continuum. And getting off of that a la carte cycle. Because when you make these individual videos, they end up sort of being these a la carte items that are out there with no real connective thread, even though there might have been one in your head. And maybe even palpable. Maybe even like you use the same lower third, you use the same intro on all of them. Even that’s hard for the viewer to create the connection. Because it’s not put together as a show. A show is broadcast the same day, the same time, in the same way for a season. And hopefully more than one season. We did the business video podcast for a year before we even knew if we wanted to continue it. But the whole thing was let’s just do it for a year. And we ended up doing that show for what? Two years, two-and-a-half years maybe. That was a great show. Broadcast dual cast on YouTube and Facebook Live. And some of the biggest guests in the YouTube space came on that show. The reason that a show will outperform is because it creates reliability and consistency from the schedule. So you know, if you go live every Wednesday at 9:00 a.m., you’re going to be hitting that same audience that’s checking their Facebook every Wednesday between 9:00 a.m. and 10:00 a.m. They’re going to see you in the newsfeed. They’re going to see you in the alerts section. And they get accustomed to you. And at first, they’re kind of like, “Oh, this is good. I’ll watch five seconds of it.” And then the next week, they watch maybe 30 seconds of it. And then the next week, they watch the entire show. And then the week after that is when they opt in to your email list. That’s the continuum. And that’s why you need to be building a show. Because when you build a show, it takes a while to get the momentum moving. But if you do your show the same way every single time, “Hey, type five in the comment section now and I’ll send you my Be.Live toolkit. Everything you need for streaming live on Facebook with Be.Live software.” Right now, when people are opting in, we ask them for an email. We send them our kit. And so we’ve got this momentum going now. At first we generated no leads. And I remember those days going like, “Man, it’s not working. We should stop saying this.” But then all of a sudden, we started getting seven leads a week, seven leads a week, seven leads a week. We rely on it. We can rely on it as clockwork. So now, it’s like, “Well, let’s spice up the offer and change the offer to 15 leads a week.” Now, we’re in a place where it’s like 25 leads a week. So we’re growing our list by 100 people every single month. By the way, this is a very specific list. I’ve had so many people, so many CEOs and they’ll scoff at these numbers. I’m like, “Oh, well, 100 people.” Well, Mari Smith is putting 4,000 people a month on her list.” And it’s like, “Okay. Well, then go pay Mari Smith to teach you.” $80,000 – I mean, look. You’re in a different place in your career. A hundred people a month on your list reliably that are going to buy from you at some point. These fantastic numbers, we get obsessed with these numbers. “I want to go viral. I want to get 40,000 views.” Brother, you know, you’re never going to get 40,000 views on a video. Look, if you are a – what’s the word? Like, you serve – you’re a marketing consultant for companies that work in the outdoor sports space. You have this many companies that you’re targeting. And only this, many of them have Facebook at work. So like this vision of how many views you’re going to get, you’re setting yourself up for failure. If you can be in a place where you’re like, “I want to get 500 to 1,000 views a week per platform.” You’re in a really, really good space. Set that goal for how many views are reasonable. And you start getting up to 1,000 views a week per platform. That’s what we’re talking about, like, 4,000 views. Now, you get 1,000 views a week on YouTube, Facebook, Instagram, and LinkedIn. Remember, 4,000 views here. That’s phenomenal. And if you keep your mind focused on this virality thing, 40,000 – I want you to count 40,000 as successful. You are going to lose this game. And that’s what kills so many people is, “Oh, I’m not viral yet. I’m not viral yet.” People don’t need virality. You know what they want? Someone they can rely on. Someone that they know is going to be there. And I’ll tell you, people that watch your show make the best clients. I’ve got a client right now. I’m helping him build out his show that he’s going to do for his industry. They’re listening to every word. Yes, sir. No, sir. Owen, how high do you want me to jump? Because he’s been watching me for months on the show. So having that show creates the continuum, which nurtures your audience into viewers, and then viewers into leads. And then, hopefully, your email system kind of kicks in and takes the lead and turns them into appointments, if not sales. 

Mario Fachini [35:04]

Well, I’m glad I threw that question in there because you are definitely an expert and authority on this. You are giving so many insights here. 

Owen Video [35:13]

That’s right, baby. I’ve got two pairs of sunglasses that I keep on my desk. One is to make an impression. And then another one is to show humility. So when you compliment me greatly, Mario, I want to put on my humble sunglasses and say thank you. 

Mario Fachini [35:34]

People want that consistency and that reliability. That is huge because you had me thinking of when I’m speaking to live audiences, and people are going – and I go, “Would you like 10,000 leads?” And everyone raises their hand. I go, “How many of you could actually handle it? Is your business even structured in a way that -” I mean, everyone wants these big esoteric goals. But the reality is – you know, when I’m coaching with people why they’re not there. Because subconsciously, you know you can’t handle it. And if you got seven leads this week, you know you can only handle five and that’s where the breakdown is. 

Owen Video [36:10]

We used to teach funnels a lot. And that was sort of our core. It’s kind of how we got to this point was teaching video sales funnels and YouTube sales funnels. The value for us was two leads a week. Let’s see if we can get you two leads a week. You came to me because you got no leads per week. But then you’ll only accept, 50 leads a week as a result. Like, we need to kind of back off and start from scratch again as an industry. And talk about mastering these simple workflows. So before you start thinking about 40,000 views or even 10,000 views, let’s talk about going live every single week for a month. Not only that, with a consistent show with consistent branding that you didn’t stress out about, we would set these little tiny things goals for the show, Melissa and I. Melissa is my producer. She’s been with me for so long. And we set these goals for the show. Like today, I want to add sound effects. Today, I want a multicast. Today, I’m going to stream a guest today. That’s a lot. Today, we hit a new milestone. We did a show. We did a trivia show without me. And we generated over 100 live viewers. So we wanted to see could we get over 100 live viewers without me on the show. But, of course, I don’t want to intentionally not do the show either. So I went to my kids Christmas recital this morning. So I wasn’t able to make the show. Perfect chance, let’s do a trivia show and see if we can get 100. So we had so many little milestones today that helped us to build the company. So now we know that this model I’ve developed for doing these live video trivia shows can be done with someone who doesn’t have my personality, which opens up our base, our audience base now. We don’t just need extroverts. Now, we can talk to those CEOs, those podcasters, who are a little more introverted and we can still get them the same results. So it’s important to set little tiny goals on your way to this amazing show. And if you stay focused on having an amazing show, instead of like, amazing leads or amazing conversion, focus on an amazing show. And those leads will follow. Because getting conversion is a result of a good show. Not a result of any show. It’s a result of a good show. I know streamers that have been streaming, they’ve been streaming for years. And they haven’t gotten nearly as far as others. Because every show is different. Every show is this. Every show is that. It’s all willy nilly all over the place. But the show makers, that’s how you take your business to the next level. 

Mario Fachini [39:05]

I got to ask you about the transformation you’ve been able to give other people. Because clearly, you’ve got a down path. For people that have bought your stuff, you’ve worked with them, they’ve gone through the trainings. What’s one or two of your biggest success stories you’ve been able to give someone? 

Owen Video [39:22]

Yeah. You know, one of my favorite success stories is Ryan Rodenbeck out in Austin, Texas. And he runs an $80 million real estate agency. They’re big. They’re recognized every year in Austin. He’s one of the top brokerages. And Ryan is like me. Ryan has that front of the crowd bug in him. He wants to be on stage. He wants to be on video interviewing the thought leaders and the movers and shakers of Austin in order to get more exposure to those people that are buying their third or fourth home as opposed to some of the first time homebuyers. So Ryan came on board with me and we developed him a fully functional livestream show for Facebook, that has become a live video workshop, where he’s now doing workshops in Austin capturing the video from that, making meme videos to promote the next workshop, filling that workshop out. And he’s getting his pick of real estate agents that come to these workshops. And he’s recruiting them for his business and he’s bringing their list of business onto his company. It’s been phenomenal to watch him learn the systems that create growth and then to actually do them. Because how many times have you signed up for a course and then never really did the work? But you knew, like, “At least, I got the course. When I’m ready, I’ll come back to it.” Ryan did the work. He did the work. And that’s – we’re working right now with a girl who does MMA reporting. She reports at Bare Knuckle fights. And we’re completely revamping her channel. She’s great like journalism work. And I have a journalism background. And so I really appreciate the work that she’s doing. But it’s all about that strategy tweak. We opened the door. She’s like, “I’m doing these interviews. I don’t know what to say other than, how was the fight?” And I opened up the door and I said, :Hey, why don’t you ask these guys their number one tip for how to throw a punch. And then create a compilation video on this fighter’s opinion on how to create a punch.” And you’re revolutionising your content. You’re making content that now feeds your business but also presents you as the top authority. So Susan is not quite a testimonial yet. She’s just getting started but an example of where we could go. Ryan is one of a couple different top performers that has done incredibly well in my intensive. 

Mario Fachini [41:56]

Well, I don’t doubt anyone working with you would do a good job. You were speaking about the courses you’ve done and even having courses. Why did you decide – how have they impacted your business? And why didn’t you just stick with the videos? Why did you build out a whole suite behind the video? 

Owen Video [42:12]

Well, I never thought people would watch me. I never thought people would watch me in viral levels. And really, they’re not. I think we’re doing well in our industry but we’re not even close to PewDiePie or MrBeast or any – Peter McKinnon. Not even close to that. And that is mass appeal, general audience type stuff. So it’s always been sort of in my nature to take clients. I’ve been doing consulting work for such a long time. When I first started, I had the idea to create videos to train the clients and then do the client call just asking questions, just answering questions. And so those recordings, they were just sitting here for, like, 13 people. And I’m like, “Let’s make these available to everybody.” So we did. We put all those into a course. We call it the Video Marketing School. You can check it out at VideoMarketingSchool.com, where you can start with just these DIY courses for, like, 50 bucks a month I think is what it costs now. And you get access to all these courses. Then if you need more time then we have an increased level. You can work with me in a group. And then we have the intensive where you get to work with me privately. So building that course work has helped us to create a very strong monthly recurring residual while also nurturing our customers. In fact, many of my intensive clients entered into the company through the Video Marketing School, through the do-it-yourself program and that’s where they learn. “Hey, I need something a little bit more than just do-it-yourself. I need that personal touch.” And that can convert really well. So having the course work is essential, I think, to assist in your consulting work and to onboard your customers. So I think everybody should really have a course in some way, shape, or form. Even the auto mechanic. When somebody brand new comes into your store, it would be great to put them into some type of membership program where you got some behind the scenes videos, you’ve got a weekly tip that goes out, and they’ve got access to some quick things that, at the end of the day, always bring the customer back into your business. I mean, imagine having the customer in a membership area where you can do a push notification, 30 percent off on oil changes. And you’re talking to people that already do business with you. So I believe that a course does extremely well for your main product support. But if you want to become a course creator on your expertise, this is a great way to model a long term monthly residual business. I don’t think that you’re going to close 300 people on a webinar overnight. That’s going to take you ten years to build. But you’ll build it slowly over time and your monthly income will increase every month. 

Mario Fachini [45:12]

And that’s why everyone is looking for it. 

Owen Video [45:15]

Yeah. I hope so. I mean, look, we’re not working for money. That is for sure. In fact, my wife and I were discussing a mutual friend. We’re like, “You know, this person is always stuck because they work for money. It’s frustrating because nothing we can do about it.” Then we give him a copy of Rich Dad Poor Dad. We hope they’ll read it and hope it will change their life. But we work to create our vision. We want to produce shows in all sorts of fields. We have these great visions of creating a faith based media or new media or resource center for young people, married couples, divorced people, just the whole gamut. We have ideas for doing video skit, like I used to do in high school like we see so much on YouTube. That’s still inside of me. Se we do the work and we hustle and grind to make that bigger vision come through. And if you were out there and you’re making videos that fuel your passion and educate your audience base, the money will come to you. And you can focus on that bigger project. And that’s where I want you to be is, worry less about the leads and the sales. Invest into delivering and broadcasting your message. That is what will make the difference. It’s not going to be a banner ad. It’s not going to be an SEO page. It’s not going to be a product launch. I’ve done all of those things. It’s going to be the consistent delivery of your message that attracts people to you on a regular basis. That’s going to make all the difference. 

Mario Fachini [46:53]

Powerful words. Powerful words. I got one last question before we go to thank our sponsor and the Imperfect Action Round. I put 100 million in your bank account tonight and you have until next year to invest it, spend it, do whatever you want with it. What are you doing with it and who are you helping? 

Owen Video [47:11]

Commercial real estate, my friend. And what I’m doing is I’m helping my kids live a life of a little less hardship than I had. So being real, like, commercial real estate. But beyond that, we want to be creating studios like mine all over the place. We envision studios like this for podcasting and video like Starbucks. I want you to be in a place where you can go down to the local area, pop in, do a podcast. We want to see these guys that meet at Starbucks and do their meetings at Starbucks. We want to have a place where you can come in and do a meeting and do a podcast interview. Rent the studio out. We want to help everybody get their message out. And the best way we’ve seem to do that is to commercial real estate. This multi-properties where business is already happening. And you’ve got a revenue. You’ve got a business there with the commercial real estate and that rent that’s happening there. But you also now have property where we can build out simple studios. You can staff them with entry level professionals and have business notice coming in all day long. Record a podcast, record a video, get some editing done, rent an editing bay like the FedEx and video production. So that’s sort of if I have the money right now that’s where I would go with it. 

Mario Fachini [48:40]

That’s fantastic. That’s similar to some ideas I’ve had to help people too. And I’m glad we’re on the same page with that. Because there’s so many people that should be getting their message out. And even more so, not just getting their message out, but the ripple effect of all the people they’re going to help. I always knew you had the heart and the knowledge. And I love showcasing people like that. And I’m looking for more of them. And I know there’s hundreds and thousands and millions of them. It’s just they don’t know where to go. Because, let’s be honest, some of these stuff can get a little overwhelming. 

Owen Video [49:13]

Yeah. Oh, yeah. Absolutely. Especially if you’re a newbie in it. So the key is one step at a time, clear cut, goal in mind. 

Mario Fachini [49:22]

Well, I’m excited for what you’re going to share in the second half. We’re going to thank our sponsor and come back for the Imperfect Action Round. 

SPONSOR Pipedrive [49:30]

Don’t stay stuck in startup mode. That’s what I tell my audiences and clients and why I advise using Pipedrive for all of your customer relationship marketing needs in your business. You want more leads, you want more deals, and ultimately more clients. Who doesn’t? But when I deliver you a hundred more deals a quarter, can you handle it? A month, a week, a day? Which one of those made you the most nervous? Saying you want it over and over like a record on repeat is one thing. The reality, however, is that your subconscious is stopping you at some point. And it’s because you want A but your business is set up for B. Whether you have a system or you are that system, Pipedrive will upgrade your deal closing experience, increase your profitability, and make your day-to-day more enjoyable. Get your free trial today at EAInterviews.com/Pipedrive. Don’t waste another day being the system or using a subpar system to grow your empire. There’s no need to make it harder than it already is. Once again, that’s EAInterviews.com/Pipedrive. 

Mario Fachini [50:30]

And we are back with the Imperfect Action Round. Owen Video, are you ready to take imperfect action? 

Owen Video [50:36]

Yeah, let’s do it. 

Mario Fachini [50:37]

All right. Simple 60 second answers. Three questions rapid fire. First one, in your experience, what is the fastest path to the cash? 

Owen Video [50:50]

The fastest path to the cash is to identify leads online or in person and to pitch them your product or service. Skip the fluff. Skip the preshow. And say, “You know, you’re doing this. I do this. Can we talk a little bit about how I can help you?” Right? That’s it. And you use video to support that. You know, “Hey, great to meet you. You do videos.” Or, “Hey, great to meet you today. Here’s what we’re going to do on our next thing.” Or, “Hey, great to meet you today. Here’s how I like to tell my people.” Use video to nurture that customer before the sale. But the best way to make money is just go ask people to buy from you. Nobody does this anymore. Everyone is doing webinars and Facebook ads. You know what I mean? And it’s not working for anybody. It’s like the top 3 percent of advertisers are getting the result. So go ask people to buy from you and then see how many out of 100 you converted. 

Mario Fachini [51:52]

Very good. Number two, what is the biggest problem you see your prospect is making and the fastest way they can fix it? 

Owen Video [51:59]

Okay. The biggest problem that my prospects are facing is they’re not creating content designed to attract the market. Okay? So here’s Company A and they serve Customer A. But they’re making videos for Customer X. And, really, what happens is the business owner is making content that they came up with at last minute. “Oh, I got to do a show. Do this one.” As opposed to, like, seeing what people are searching to serve A with your audience and seeing what they’re looking for and what their troubles are. And then making a season of content based on one need in particular. That’s how you become an expert. It is connecting the video you’re making directly to a need in the audience. This is what we do for BeLive TV. And we’ve done so well with each episode growing more and more every week because we’re speaking directly to the audience and to the needs of their feeling, which is grow your show, better show, and how to convert your show. It’s the core three things that we talk about. So more than 60 seconds. 

Mario Fachini [53:17]

That’s all right. It’s valuable insight. I appreciate you for sharing. Number three, what is the best way to maximize customer lifetime value? 

Owen Video [53:28]

Maximize customer lifetime value, so a tiered stair stepper product model. We’ve called this productizing in the past. And this is where a lot of our clients in the early days, we would even have clients that hadn’t even started their business yet. They had no idea what to sell. We got a couple of these in the Video Marketing School now. But you got to sell more than one thing. You got to have this main course thing that you sell. An upsell to that and a down sell to that. And now what you’re doing is you have an entry level offer that you can nurture people on plus your work course which you can upgrade them to. You also got an advance upsell from there and then that can expand into a higher level product. So by stair stepping your product model or your service model, you’ll make more money on the lifetime of a customer, which is probably going to be about one year for most of you, maybe two years. Many of us in the service business don’t necessarily have a 20 year lifetime of a customer. Like Walmart to try what Bleach does. So you’re thinking how do I maximize these clients in one year? Or what’s a little bit harder to do is do you have a one year program and then a second year program. The reason those are getting harder to do is because people want results faster. And so now you’re looking at, like, four week turnover time or 12 turnover times. And now, you got something else beyond that. And it’s tough to do. I would rather see you have, like, one core thing that you do over and over and over again and crash the sales of that. And then introduce a top upper level tier – product service. So by having that stair stepper model, you’ll be able to sell them more over the 12 month period. 

Mario Fachini [55:35]

Very good. What books have made a big impact on your business? You mentioned one earlier but do you have a couple others? 

Owen Video [55:43]

Oh, yeah. I mean I would say big changes. Expert Secrets by Russell Bronson. No doubt. You know, I’m reading now the Wealthy Gardener, which is phenomenal. Really out of left field for me to read this particular book. But as soon as I saw it, I was like, “I think I need to read that.” It’s been eye opening. Really challenging. Great stuff. It’s helped me to think more about the future and who I am as a person and how to build the business I want to love – or that I really love. I would say that those are two big ones. Lifetime perspective, books that changed my life, 21 Irrefutable Laws of Leadership absolutely has changed my perspective on things. Rich Dad Poor Dad. And, I, of course, read those ten or 15 years ago. But those are the books that woke me up and got me out of the rat race and looking at entrepreneurialism as a career. 

Mario Fachini [56:38]

I love everything you’ve shared. And I have no doubt we could do a half day training or whole day training. But this has been incredible. Thank you so much for sharing with Expert Authority World. 

Owen Video [56:48]

Thank you for having me on the show. And thank you for raising the bar in live streaming. The show that you’ve put together here, Mario, is fantastic. And I really want to see you continue your success and set the example for other streamers. So thank you for having me. 

Mario Fachini [57:05]

Well, wow. I really appreciate that. Thank you. Well, Expert Authority World, we have another great show today. I will see you tomorrow. Have a great day and God bless. 

SPONSOR Pipedrive [57:18]

How can you know where you’re going if you don’t know where you’re at? Pipedrive CRM makes your business easier, more enjoyable, and more profitable by allowing you to easily organize your deals and move them through your pipeline whether you’re in the office or on the go. Get your free trial today at EAInterviews.com/Pipedrive. Stop wasting your time continually looking for your information when you can be investing it adding more value to your prospects and clients. Once again, that’s EAInterviews.com/Pipedrive. 

www.EAInterviews.com [57:48]

Hey, thanks for listening to today’s episode. I hope you got a lot out of it. I know I sure did. If you haven’t done so already, I invite you to subscribe to the show. And also be sure to check out EAInterviews.com for complete show notes, the full interview video experience, links to the resources we mentioned, and more. Have a blessed day and I’ll see you tomorrow.