Video Conversation Channels :: Plan, Produce & Place

Video Conversation Channels
Jon DiGregory from Cantaloupe

@jondigregory #revenuenorth
getjon@cantaloupe.tv

What are Video Conversation Channels?

The Four Unique Personalities
Of Your Sales Cycle

Clai
Fran Dan Bob
re

* Plan * Produce * Place

* Basic Video Concept

01: Power

The Obvious:
Video stories are
super duper
powerful


01: Power

The Obvious:
Believability
Clarity
Gut Feeling
Persuasion
Understanding
=
Jumping
Hurdles


01: Power

My brother can do really cool
“wheelies” on his motorcycle!


01: Power

My brother can do really cool
“wheelies” on his motorcycle!
My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute them so well that it looks almost effortless
as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of
speed and can hold the front wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says
that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him
do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him.

Dad was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money
in the parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since Mom, who is
scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In
reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted Dad’s girlfriend to him. Dad
was showing off on his motorcycle in the local pub parking lot when Dad’s not yet new girlfriend was walking out to put more money in the
parking meter. Stunned by the ribbing the accelerator and popping up his front tire really caught Shellie's eye since

Amazingly, at the drop of a dime, he can lift the front wheel of his motorcycle while traveling at a high rate of speed and can hold the front
wheel up in the air for really, really, long distances at a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon
Jimmy with ultimately crash his motorcycle and get hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was
those very same type of wheelies that attracted Dad’s girlfriend to him.


01: Power

My brother can do really cool “wheelies” on his
motorcycle! My brother Jimmy is really good at doing “wheelies” on his motorcycle! In fact, he can execute
them so well that it looks almost effortless as he motors down the road. Amazingly, at the drop of a dime, he can lift the front wheel
of his motorcycle while traveling at a high rate of speed and can hold the front wheel up in the air for really, really, long distances at
a time. Mom, who is scared for Jimmy’s safety, says that if he doesn’t stop soon Jimmy with ultimately crash his motorcycle and get
hurt real, real bad. In reality, Mom really hates seeing him do wheelies since it was those very same type of wheelies that attracted
Dad’s girlfriend to him. Dad was showing off on his motorcycle in the local pub
parking lot when Dad’s not yet new girlfriend was walking
out to put more money in the parking meter. Stunned by
the ribbing the accelerator and popping up his front tire
really caught Shellie's eye since Mom, who is scared for
Jimmy’s safety, says that if he doesn’t stop soon Jimmy
with ultimately crash his motorcycle and get hurt real, real
bad. In reality, Mom really hates seeing him do wheelies
since it was those very same type of wheelies that attracted
Dad’s girlfriend to him. Dad was showing off on his motor
cycle in the local pub parking lot when Dad’s not yet new
girlfriend was walking out to put more money in the parking
meter. Stunned by the ribbing the accelerator and popping
up his front tire really caught Shellie's eye since.


01: Power


02: Even You

Even You!
Have a story
to tell


02: Even You

Even You!
Have people who
want to hear
your story

* Basic Video Concept Main ROI CAN NOT be
03: ROI explained!


03: ROI

What is the ROI of Your Mother?


04: Gut First

Facts & Data

Gut feeling


04: Gut First

Cart before the horse

01. Primary
02. Secondary Emotional
Emotional Connection Connection


04: Gut First

Horse before the cart

02. Secondary
Emotional 01. Primary
Connection Emotional Connection


04: Gut First

Simon Sinek: startwithwhy.com


04: Gut First

When a story is told with data tucked
inside, our brains cleverly lock the
data onto the feelings we experience
while listening to that story.

Then, when the information is
recalled, so is that feeling.


05: We Be The Same

Videos allow us to easily understand each other


06: Opportunities

Video doesn’t sell your stuff


06: Opportunities

Creates more opportunities to sell

Video = Internet Currency


07: Ongoing

Video needs to be ONGOING to work


07: Ongoing

Exactly two nights to stop watching...


07: Ongoing

Permanent vs.
Disposable


07: Ongoing

Your sales cycle is longer than just one
conversation


07: Ongoing

✆


07: Ongoing

✆ $


07: Ongoing

4 weeks

✆ $


07: Ongoing

18
mn 4 weeks

✔ ✆ $


07: Ongoing

18
mn 4 weeks

✔ ▶ ▶ ▶ ▶
✆ $


07: Ongoing

18
mn x 4 weeks

✔ ▶ ▶ ▶ ▶
✆ $


07: Ongoing

18
mn x 4 weeks

✔ ▶ ▶ ▶ ▶
✆ $

4


07: Ongoing

Your prospects takes action with
confidence and reassurance...
without fear, uncertainty and doubt


07: Ongoing


08: Real Staged vs. Authentic

$$$$$$$$$$$$ $$$$$

NO SCRIPTS, ACTORS, VO, or STAGED
CONTENT!


08: Real

You actually can.... handle the truth.


09: No Recipe

There are no magic Viral Video recipes!


09: No Recipe

72,133,433


10: Personality
CONFIR
FIND DIGEST BELIEVE
M
Fran Dan Claire Bob

INTRODUCE TELL PROVE REINFORC
your story your story your story E
your story

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Clai
Fran Dan Bob
re

8
PAIN SCORE 10 8 4
INTRODUC
STYLE E TELL PROVE REINFORCE

INDUSTRY ABOUT US CLIENT BEST PRAC
STORY X STORY
WEB/SOCIAL EMAIL/SOCIA
PLACEMENT PUBLISHER EMAIL L
S

Clai
Fran Dan Bob
re

* The best we can do
with little information
is mediocre...
PAIN SCORE
8

INTRODUC
10 8 4



Trena
STORY X STORY
S

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Fran Dan Bob
re

1 per month? # of pages? 2 per month? 1 per quarter?

$3,000 to $10,000 per video!
8
PAIN SCORE 10 8 4
INTRODUC

STORY X STORY
S

The Emotional Equation

+ + =

AN EMOTIONAL CONNECTION

VIDEO vs.
STORY

1. QUESTION

2. STRUGGLE

3. REWARD

Stories promise
the delivery of
a mental reward

Content Skeleton

Commitment Statement
Characters
Benefit of Ignorance
Question
Time Line (struggle)
Reward
--------------------------------------------------------

Tone
Pacing
Rhythm

50%

That’s not what I was picturing...!

PUBLISHER WEB/SOCIAL EMAIL EMAIL/SOCIA
S L

S L

MOBILE

YOUTUBE
BLOGS

CONTENT
SITES
COMMUNITIE
S

S L

OUTER
WEBS

ABOUT US
OUR PEOPLE
OUR SERVICE
OUR CULTURE
OUR
PRODUCTS
OUR PROCESS

S L

EMAIL DB OF
PROSPECTS

S L

EMAIL DB OF CLIENTS

Video Conversation Channels :: Plan, Produce & Place

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