Becoming Someone People Know Like & Trust
Becoming Someone People Know Like & Trust
In this, The Faces of Business episode, Brad Powell, Video Marketing Strategist to business Leaders, Awesome Videomakers, shares his expertise on how video can help leaders become someone people know, like, and trust.
Brad has been producing video and digital media for over two decades for high-profile names like National Geographic, everyday businesses, and business leaders. At Awesome Videomakers, Brad uses this experience to help people produce video content that helps them become the obvious choice & a trusted authority in their field. Brad shows clients how showing up and connecting with the right crowd, combined with a smartphone and good video storytelling, is all it takes to attract ideal clients.
Brad helps people on missions to solve big valuable problems how to engage with an audience that cares about it. We will be learning some of the things Brad has discovered as he has shown his clients how to become known, liked, and trusted people in their fields.
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Damon opens this Livestream with his unique energy and is happy to have Brad. The guest asks the guest to talk about his background.
The guest reveals that he flourished in Seattle and started his career as a teacher at the Northwest School. He taught environmental sciences to middle school students.
Brad soon realized that indoor classrooms were not his cup of tea. As a result, he started Outdoor School, “which was an environmental education program.” He based the school “on the water on Puget Sound.” That school was a replica of George Vancouver’s launch, which he used when charting the Northwest Coast in 1792. Brad gives details of what his school looked like.
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Later Brad joined Northwest Outward Bound School as a contractor. The school sought to broaden its courses from mountain-only to water-based expeditions. Brad displayed matchless local knowledge. They installed him as the full-time program director. He spent weeks living on the water.
Subsequently, one day, the Free Willy crew needed somebody with exceptional knowledge of remote and beautiful places in Brad’s area. Similarly, the guest reveals he has been working as a crew with Real Life, a reality TV show.
To Brad, these two experiences “really turned me on.” They whetted his appetite for wanting to do more with video. Before becoming Digital Media Project Manager at National Geographic, Brad started two businesses to expand his learning curve. In the music-based business, he followed world music artists who “were famous but were unknown here in North America.” Brad licensed their music and sometimes produced videos of live concert performances. He would sell this material to media companies who wanted to use it in their programs.
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National Geographic appreciated Brad’s impressive catalog and hired him for similar ventures. However, doing music videos required him to work 24/7. He would work tirelessly for ten days straight.
Brad says that he left the music industry because music has changed. “And the way the market was working shifted radically.” His people and partners disappeared. So, he decided to be an entrepreneur with the idea of connecting entrepreneurs through videos.
Damon refers back to the conversation and asks Brad if the ships at Puget Sound were permanently on the water.
Brad gives a detailed overview of the school. It contained seven levels of rowing. Initially, it had only ten students and two instructors. And these boats were small, only 26 feet long.
He taught the students to row in unison. He modeled the seven pillars of rowing on the Seven Pillars of Nirvana.
- The first level was to put the oars in and put them out simultaneously in rhythmical motions.
- The second level was to practice rowing “in sync with your movements.”
- The third level was doing it with closed eyes, convinced that it would be smooth sailing.
- The fourth level, however, was to train the students that “some big awful thing has happened.” These were some of the more challenging moments. They were required to experience tides very similar to the ones in the San Juan Islands.
- The fifth level was to teach students to take over the situation and be in control. They were taught to be completely “authoritarian and what the captain says everybody else does.”
- The sixth one was to inculcate leadership qualities in the students. They were taught to be calm and poised under pressure.
- The seventh level was to teach community feelings. The students were introduced to giving something back to their society. The group became a tribe.
Damon praises Brad for his comprehensive answer. Brad’s profession is to help entrepreneurs make videos to outreach their followers. It includes talking to people extensively. The host requests Brad to talk about the biggest challenges he sees when he talks to somebody about “their perceived challenges.”
The biggest one is when people hold themselves back because they’re afraid to be judged. They may be pretty fine when they get on video in front of the camera. As public speakers, presenters, and managers, they are fine. “But a camera that’s connected to the internet scares them. His clients lose confidence when they are on YouTube or LinkedIn. They fear that their reputation is in jeopardy.
Brad reveals the truth. Most people watching them on LinkedIn don’t care much about who they are watching. All it takes is to bring something of value that’s worth the audience’s time.
Moreover, the speaker has to sound clear, for they have only three to five seconds to make an impression.
Brad makes his clients sound familiar to their audience. He coaches them on showing empathy, asking relevant questions, and showing understanding.
Brad argues that they feel safe once the audience starts to recognize us. If they feel safe, they’ll start interacting. Moreover, they’ll “start leaving comments and liking our videos.
The purpose and audience type determine the duration of the videos. The guest believes that short-form videos are interesting. He mentions TikTok videos that “literally show people how to do something” generate enough engagement. Manufacturers can use them to excite the audience’s curiosity and interest. Brad tells from his previous documentary and storytelling backgrounds that long-form, “storytelling” videos satisfy curiosity. He prefers such videos, which he’s “doing right now.”
The guest believes that videos, no matter longer or shorter, have to be telling. One hour video every two weeks has to be creative. He has worked with people who meet in a remote recording session. Brad interviews them to dig deeper and pull out “the best nuggets.” He takes content and turns it into a short-form video. He gets those videos “scheduled and posted across all their social media platforms.” Within a single-hour session, viewers get a month’s worth of content.
Damon adds it is a way to show up consistently in a snippet.
Brad believes we win the game once people share our videos with the family.
Damon sums up the discussion by saying he downloaded Brad’s video named 10 Secrets to Making Video that Stands Out. “That’s a great download.”
The show comes to an end with Damon thanking Brad for his time.
people, boats, video, short form video, students, music, familiar, moment, national geographic, content, san juan islands, literally, business, turned, talk, long, platforms, happened, brad, world
Brad Powell, Damon Pistulka
Damon Pistulka 00:02
All right, everyone, welcome once again to the faces of business. I’m looking around here checking, making sure we’re alive everywhere. I think we are. I am so happy and excited today because I’ve got Brad Powell here. And we’re going to talk to you someone that’s got awesome experience in producing making videos. And someone that knows how to help someone becoming someone people know, like and trust. Brad, thanks for being here today.
Brad Powell 00:31
Yeah, my pleasure. was one of the faces of business.
Damon Pistulka 00:36
Yeah, yeah. Now you are one of the faces of business? Well, Brad, as we always start the show out, we like to talk about people’s background so we can get to know you a bit better. And I was looking through your your history here. And it’s really interesting, because you started out in the Pacific Northwest, if I’m if I’m right, at the Northwest Outward Bound school, which, let’s just talk about that school a little bit and your involvement in it, because the school itself was really interesting. And then we’ll move on to into how you got into doing what you’re doing today.
Brad Powell 01:17
Okay, so, yeah, the bounce school, well, what was going on, I was living in the Seattle area. And I was teaching in a private school actually, in downtown Seattle, okay. And I called the Northwest school. And I was teaching environmental science to middle school age students.
And it was like, trying to keep 30 quarks in a pool of water under the water all the time, they kept sort of popping up. And I finally felt like, Oh, this is crazy. Like, we shouldn’t be doing this topic and these subjects in an indoor classroom. And so I really wanted to do something outdoors. And as a result, I started my own Outdoor School, which was an environmental education program, but it was based on the water on Puget Sound.
And we actually built a replica, you can get this, we built the replica of the launch that George Vancouver used when he was charting the northwest coast in 1792. So this is like a 26 foot open rowing sailing vessel that was really old fashioned, and really beautiful. Nothing like it. And we would take young people out of the water in in these little boats. And eventually, over a few years, I built a small fleet of these long boats.
We had four of them. And I was running this outdoor program that was actually it turned out to start being based in the San Juan Islands. Yeah. And in the middle of that time, the upper bound School, which was at that time, the Pacific Crest upper bound school, now, the Northwest, our basketball, Pacific Crest came out of the mountains, they were only doing mountaineering courses, and their new CEO was saying, well, we need to expand, could we do something on the water?
And they found me in my program, and they thought, Oh, you could do you could do this for us. And literally, overnight. I got hired by them, we actually spent two seasons, me working for them as a contractor. But then after that, they said, Okay, we want this and they bought me out and installed me as the full time program director of this round school that I had literally brought to them. And so that’s that’s how that happened.
And interestingly, during that time, because of my knowledge of the area, like I talked about local knowledge, like I knew all those islands and inlets. Yes, really, because we were practically literally living on the water for weeks at a time. And so out of the one day out of the blue that this movie crew were just filming the one of the sequels to Free Willy you know, the movie about the whales, and they needed a they needed somebody who knew the area really well to take film cruise around and be able to film certain areas that nobody else would know about. Were like remote and beautiful and all that kind of thing.
So I got hired to work for this movie crew and really fun interesting, but I got my like, totally got turned on to Oh my God, look, this is an amazing, fun, cool job. And when this was like, for me it was the offseason like it was this didn’t happen during the height of my time with our boundary I would get working with our band for 10 months of the year. And then for two months, I could do whatever I want. And it was during this other thing just kind of land in my lap. And so it really opened my eyes to what was possible. And the other thing that happened was a reality TV show. It was called real life.
They came over and they wanted to do a real life series on my program. And so I got hired by them. And again, I worked with them for the whole time that they were shooting, and, you know, working with their film crews, and they were getting set up for the shock and giving them all the equipment that they needed, guiding them through the area, following one of the program boats that we had in our program. And so those two experiences really turned me on to and just whetted my appetite for wanting to do more with video. Yeah. And so I left and we’re bound and wasn’t, it wasn’t like, Okay, I’m off to do this other thing.
That’s all going to be video and do that. But I decided that the learning curve with with doing that work, I loved it but hadn’t gotten really flat. And yeah, it was nonprofit. And there was no real upside of like, okay, I’ve been doing this, I’ve done it. I’ve built this thing, it’s firmly in the hands of our bound, it can stay there, they’re going to take it. And I can go off and do something else. So I went off. And what I started doing was, I started a second business, which was a music business. And this is how I got into the hands of National Geographic, which I didn’t.
This again was a total surprise. Yeah, I was the business was that I was following World music artists from all over the planet, a lot of whom were really famous and really popular from where they were from, but we’re really unknown here in North America. And so it’s licensing their music, and licensing and sometimes producing video of live concert performance and relicensing that material to media companies here in North America who wanted to use it in their programming.
So I had a couple of dozen partners, both radio and television, that were looking for this kind of material. Okay. And what I learned really early was that some of these, most actually, most of the musicians had no video. And yet, there was a demand for world music video. And so, you know, I was going okay, well, I literally, you know, like, went out and bought a camera.
Yeah, and I would show up at these places, and, like, at a conference, or a music industry, you know, page show kind of thing, where these artists would be coming in gathering in some part of Europe, or maybe in Brazil, and they’d be there for a week, doing concerts and showcases, and interviews, stuff like that. And with my backstage pass, I could get up on stage and shoot stuff, I could meet the artists, you know, after the show and interview them, and I was producing make me making a lot of this kind of material, and then able to relicense it.
And in the middle of all of that, kind of similar to what happened with our bound, you know, the big gorilla was National Geographic, and they decided to do something for the first time ever, with music that they’d never really done before. And they call me up, they, you know, they approached me and said, we’ve heard that you’ve got this amazing catalogue that no one else has.
And we’re interested in it. And before I knew it, you know, they say, We want you to come down to Washington, DC, we want you to be contracted to take over the charge of this particular program that we’re starting. And I became this music guy from National Geographic like that. And instantly, you know, like, I could go to Sao Paulo, and I could get into recording studios and any project that had to be being worked on at that time, they would be like, yeah, come on in and shoot some video and do this kind of thing.
And it was really cool. It was very demanding. Often, you know, like, if you’re doing the music thing, usually gonna stay up all night long. Yeah. And you might, you might actually be in a fairly sketchy place in some, you know, a foreign country. And so it was, it was tricky, and really, like the work was when you were on. It was actually the two things are very similar. Like when I did our bowel program that was like really demanding. It was 24/7 You’re on and it was like several weeks at a time.
And when I was doing a project with the music business, it was very similar like I would go for a week or 10 days and it would be totally on and almost like 24/7 kind of thing. And, and then come back and just kind of collapse. And so it was really, really cool. And the music industry changed. And the way the market was working really shifted radically. And a lot of the people who I was working with the partners that I work with, basically disappeared.
And I realized that the skills that I had learned, which were really about how to take an entrepreneur, who in fact, was a musician, but it could be any entrepreneur, and how to connect them with video, like to their fans through their audience. Yeah, over the internet. How do you do that? And how do you do it really? Well. I figured I could, I could help a lot of people do this. And so that’s really how the beginning of how it evolved to the work that I’m doing now.
Damon Pistulka 10:54
Wow. That’s cool. That is really cool. So we before we go on and talk more about video, because you got a lot of good stuff to talk about video. Okay. So you, you brought up a couple of things that the school first of all, and then the music and then National Geographic. So we’re going to ask a couple questions about that, because I think it’s just interesting. So let’s back up to the school. Okay, crazy situation, on the water in the Puget Sound in one of these permanent boats?
Brad Powell 11:28
Well, we, we have this thing that we we call referred to as the seven levels of rowing. You know, because you’re basically you’ve got you started, imagine, like you get teenagers in the boats were set up to where you’d have 10 students and two instructors. And these boats were only 26 feet long. So they’re pretty small. Yeah. And they’re set up in these rowing benches, just the ketover. Imagine a Viking ship with 12 foot long wooden oars that are quite heavy. And each person has their own horse.
So they’re tandoors 10 students, and each person is sitting side by side, you know, in pairs of two going down. Yeah, growing together. And this was like, the first challenge was, how do you get 10 people to actually row in unison. And to help out like to give them a vision of where we could go, we created this seven levels, it’s like the Seven Pillars of Nirvana, believe it was the Seven Pillars of rowing.
The first level was, well, first of all, you have to like put the oars in and put them out at the same time, like this rhythm thing. And then the second level was you have to do that and do something orally, in sync with the movement of yours. So we’d have them chanting and singing or even just counting out loud, but we get them in this motion of okay, we’re going to do this and we’re going to voice our in time to some kind of thing with their voices.
The third level was doing it and closing your eyes, so that you could do this in rhythm could sing along. And you knew, even with your eyes closed, that you were never going to hit somebody else’s, or like it’s going to work just fine. But the fourth level, and this goes to answering your question that fourth level was, now we’re going to do it during some time when it’s just awful, like some big awful thing has happened, like we’ve hit a really bad current in the tide. And up in the sand ones, there are areas where the current can run pretty fast
Yeah, and, you know, and or you have strong wind. And in the worst case, you have wind blowing against the tide, which means that the waves get really short and steep. And these are some of the more challenging moments that you can imagine. And in our world and the outer bound world, when these moments appeared, we would you know, that was like the time it’s like, oh, look, the weather’s turning nasty. Let’s go it’s a perfect time to go sailing. Yes. And it’d be like, you know, get everybody clamoring on the boat and take off.
And knowing that we’re about to steer into an area where you’ve got wind against the tide is gonna get really rough and Rocky, and you’re letting the students themselves take over like actually be in control. And one of the things that I did, which was contrary to the way boats are usually run like in in, in any kind of is true today, but all through the history of being on any kind of boat, you have a captain who is like God, and they’re entirely are in control is completely authoritarian and what the captain says everybody else does.
And in our world, the idea was to empower the students and actually give them a lot of opportunity to take control and do their, you know, like, be in control themselves and actually learn about meeting challenges and of overcoming those challenges and feeling good about, oh, I can do things that I didn’t know I could.
And, to this end, one of my leadership styles was this idea that I don’t have to lead in the way a captain would normally lead, I could go sit in any speed, I can take on any role of the boat. And I could be leading, but I would be leading in this other way of following what the students are doing and responding to them.
And so, in the most challenging situations, like we have these really rough conditions, and, you know, we’d be dressed up in these yellow rubber foul weather gear with a fisherman style ring hat, then sort of everybody’s wearing their yellow slickers, and you’ve got these PVC, you know, jackets on the life jackets, and, and we’re doing this stuff, you know, like, and we could be out like this for hours or all day long, or even better at night, you know, we would move when the tide was in our favor.
And if the tide was in our favor, even if the wind was against us, we would still say, Okay, let’s go. And because the tide in the San Juan Islands is what moves you, you know, especially if you’re in a boat that doesn’t have an engine, you got to go with a tie, or you’re not going to go where you want to go at all.
And so we would be doing these these things, you know, day or night. And the cool part, the cool part that would happen is that we would have these transcendent moments. And I’ll just describe one of them. I remember coming like we’ve been doing this for hours. And this was well into the early morning, it might have been like two or 3am Oh, finally landed at our destination.
And we scrambled up the shoreline. And lo and behold, it was one of these state park islands where there was nobody there, but they had a picnic table. And it’s exposed and the wind is still blowing, and this rain is coming down to the rain is literally blowing sideways. And so we put a tarp over the table. And we got one of our gas stoves and we got that going and we went down and we filled plastic bags with sand and we put candles inside the plastic bag and lit them.
And then we made that be like a big pot of boiling water, put in a bunch of pasta, got some tomato sauce, you know, and so we could have this hot meal. And then so now you have this glow under this tarp. And you’ve got 12 faces all you know wearing yellow slippers, well facing each other around the circle in the dark, except for the glow of a couple of candles, immediately outside the tarp, the rain is just going sideways and the wind is blowing and the tarp is going over our heads.
But in that circle in that moment, where we’re sitting there, and all of a sudden the spaghetti is coming out and we start to feed ourselves and it feels warm, and people are starting to smile. They’re starting to laugh, because oh my god, look what we’re doing. You know, like this is just amazing. And we’re not making this happen.
Like, we’re not bringing that feeling to the students. They’re discovering this for themselves simply because they’ve come to this moment where they’ve been through some really trying time. And all of a sudden they’re realizing, hey, here I am. And I’m I’m I’m wet. And I’m but I’m warm. And it’s Anna with a bunch of people and this is totally nuts, but it’s actually kind of cool. And anyway, we start getting the joke and in that moment the group itself becomes this sort of tribal being Yeah, and it’s one of the most powerful things that I’ve ever experienced.
Damon Pistulka 18:54
That is that is super cool. So thank you so much for sharing that because you know being being you know living in the Northwest here I’ve not been nearly you know I’ve been in the San Juan’s on the ferries a few times on friends boats and things like that but but it is such a beautiful place I can only you didn’t just scratch my imagination and what you actually saw up there because you had to be able to do those things coming into some of those places that very few people in the world will ever see.
And very few people visit anytime during the year I mean Europe places where you may have been the only group that was there that year. Yeah. So cool. So cool. So cool. Well I’m glad you’re able to share that.
That Brad and now let’s let’s talk about let’s talk about video because you know you’re helping people become someone they know like and trust and you’re using video to do that your video background I love it you you know you the first working with the movie crew is working with the television shows in National Geographic working with With the music people, I mean, you’ve you’ve done some pretty amazing video work. And then like you said some not so perfect conditions.
Now that now that you’re helping people really use video to, as you said, get out to the world. And to show up. What are some of the things right now that you see? The biggest challenges you see when you start to talk to somebody there their perceived challenges?
Brad Powell 20:36
Yeah, well, the biggest one is, people really are holding themselves back because they’re afraid to be judged. When they, when they get on video in front of the camera, they may actually be pretty fine. As a public speaker, they may be pretty fine making a presentation to, you know, their team, you know, at their corporate office, but a camera, and especially a camera that’s connected to the internet, this is going to be this is going to be an online video, that can be really scary, because you are looking at well, this is gonna go I could goof up here I can make some kind of dumb yeah, here.
And it’s gonna go on to YouTube, or it’s gonna go on LinkedIn even worse. And it’s going to be there forever. And I’ll never leave it down. Like I’ll, you know, this will be my reputation up in smoke overnight.
Yeah, everybody will be pointing their finger at me. So you know, you were the guy who did the, the really dumb thing. And that’s a, that’s a really hard one. And I just, you know, for anybody who’s feeling that way. The truth is that most people who are watching you on a linen kind of video, they don’t really care a lot about who you are and what you look like nearly as much as you do. And as long as you are bringing something of value, what they care about is like, are you going to say anything that’s worth my time?
And are you going to say anything that’s helpful? Like, what’s the point of me watching here, you know, so, in the first case, in most videos that you’re going to make, no one’s going to watch, because in the beginning, unless you’re super clear, in the first three to five seconds, what the video is for, and who it’s for, and why they should watch it. No one is going to watch it. Because no one has any patience to sit there and go, Okay, well, let me you know, wait 3050 seconds, before you tell me what the heck is going on here.
And so a lot of the worry that people have over who’s going to watch my video, and what will they think goes to waste simply because a lot of the videos that they make, just may never get seen by very many people. And, and the struggle, the struggle actually, in terms of should, should you make a video or, or what would be the value in doing it is that you’re wanting to become familiar to the right group of people, the people who will resonate with you in terms of the kind of person who you are.
And also the things that you believe in, and the things that you stand for, in who you are, and also in the work that you do and the mission that you’re on in terms of whatever it is that you’re up to with your business. And so those are the things that you want to communicate.
And it’s really true that people online, just like in the real world, they will hang out and stay and go to repeatedly, the things that are most familiar to them. You know, so for for us, you know, like, we go to Facebook, and we go to Google, we go to YouTube, and we go to these places that we know. And we kind of know what to expect. And when you have your website, whether it’s new or not, but if it’s not very well known, it’s not familiar to hardly anyone.
And so when people come to your site, and if it’s not super clear, or if there’s not some kind of thing there that helps people learn why they should be there, they’re going to bounce off, and they’re not going to stay. And the same is true for whatever you’re posting on social media. If it’s not really clear what you’re up to what you’re doing, who’s it for, are you helpful? Are you doing something that people can connect with that will serve their needs, and show that you understand them and where they’re coming from? If you’re not doing any of that?
No one’s going to pay any attention to your content no matter what it is. So these are the things you know, like for instance, I had an incident that happened probably about a year and a half ago that really brought home how this familiar thing works. And it was I was going to At a conference that was like a three day event, and I was flying from Boston down to North Carolina, and I was in the mode of like, Oh, I’m going to a conference, I’m going to meet a whole new bunch of people, this is going to be great. And I said, you know, you get on the plane.
And I thought, well, maybe there’s somebody on the plane is going to the conference. And we can, you know, meet and I can talk to them. And when I sat down next to the person, next to me on the plane, was this young woman, she probably was like, college age and the whole flight down there, she totally ignored me. Like, we didn’t talk.
She didn’t say hello, she didn’t even look up. And this is, you know, it’s not that unusual that that would happen. But that happened. And so, you know, I went to the conference, great. I met a lot of people, it was really exciting. It was all full of energy. Three days later, I got back on to the airport and got on a plane, come back to Boston, had the same energy of like, oh, maybe I’ll meet somebody who was at the conference, you know, and we’ll continue the dialogue we’ve been having, that’ll be cool.
Well, I got to my seat, and I sat down, and the same woman was on the flight again. Only this time, this time, when I got there, you know, she looked at our eyes met. And we both started laughing. And then we started talking, when I found out yeah, she actually is a college student. And she goes to a school in Boston, and she was down in North Carolina, with her sister, you know, visiting for the weekend. And she was studying accounting, and I was going well, that’s cool.
Because you’re never going to have to look for a job because everybody needs everybody. Yeah, we had this, we had this conversation. That was possible. And this is the point I want to make with this story is that the reason that she and I were able to talk the second time around, was because I had become a familiar face to her. Yeah, in fact, in the context of the plane, in a plane full of strangers, I was the only familiar face. Yes. And so the ice was broken, just simply because she recognized me from the flight before.
And this is, you know, when you’re making video, if you want to be the familiar face, you want to show up, and then you want to show up again. And then you want to show up again. And within no time at all. It’s not hard, it only takes a moment for you to turn the corner of becoming somebody who’s a total stranger to somebody who is now familiar.
And actually, is opening a conversation, you’re showing empathy, you’re showing, you’re asking questions, you’re showing that you understand the person who is watching your video, and they start to recognize you and start going, Oh, I know who Brad is. I’ve seen him before. Yeah, and he’s safe, like he’s safe to talk to, and then they’ll start interacting with you. They’ll start leaving comments will start liking your video. Yeah. Stuff like that.
Damon Pistulka 28:06
Yeah, well, I think you I think you’ve covered this really well, too. You’ve got a short video on your website where you talk about it. And I love the love the analogy use of everybody the first time they see or they’re sitting there watching your video with the hands crossed like this? Why should I care? I love it. And it is so true. And your your your example of familiarity on video, I think is is honestly, familiarity.
And message, to me, is more important than flash or speaking really well or a lot of things. Because you see, look at some of the most popular people. They’re not worrying about quality of video there worrying about am I getting my message out? Am I Am I connecting with the right people in the way that they want to be, you know, way that we want to be? And that really can come in a lot of different forms. But that repetitive?
Brad Powell 29:11
Yeah, and this is why I’m really into short form video now. Yeah, it’s really, you know, it’s interesting because I come from more of a documentary, storytelling background. And I really like long form, storytelling. And as I have also been heavy into live streaming, I really like long form, duration live streams, like what we’re doing right now. And where you can have people on and you can have a conversation and it can be back and forth and all that kind of thing.
Like I just I really liked this format. However, in the last two years, especially with the advent of tick tock, which lot of people are going What are you kidding? I’m like don’t even tick tock Yeah, but with the Have them tick tock, what’s happened is that because Tiktok has become the market leader in this short style, and we’re talking like, a minute, 30 seconds, like very short, nothing longer than a minute in terms of video length, and Tik Tok has just exploded.
And all of the other platforms are looking at that going, Oh, well, we have to catch up. So Instagram now has reels. And Facebook also has reels, and YouTube has shorts. And even on LinkedIn, the shorter videos are the ones that are performing the best and, and the algorithm will reward you. If you show up consistently, and are posting on a regular basis, all of these platforms will get behind you and start showing your content to more and more people.
And it’s really, you know, nowadays, you can create 1/32 clip of something that you’re saying that is a helpful value. And you can take that and transfer it and repost it to all of these platforms. So one piece of content goes to four or five locations, and all of those platforms will support you, they will show it to a number of people. Now some things will do better than others. But you know, the talking head is not dead. In short form video,
Damon Pistulka 31:30
you don’t have to Edie is not dead, I like that. You don’t
Brad Powell 31:33
have to dance, you do not have to, you know, find the trending music thing. I mean, you can if you want to. But that’s like a whole different genre. But in the business professional marketing world, in terms of content marketing, you can show up and give really straight, you know, helpful content, or you can do a demonstration of something, literally show people how to do something in a short amount of time.
And that video will perform well. And what it does is it will build you a following it will build you an audience and these will people who will, who will actually engage with your video, they’ll start commenting, they’ll start sending you direct messages.
And this is where the real action is on all these platforms is the direct messaging. So people can engage with you by commenting or they engage with you through a DM and you can follow up with them also by texting them back. And then you’ll carry on that conversation. And you can move those individuals to whatever next step in your marketing funnel wants to be whether it’s a lead magnet, or it’s a phone call, or it’s some other vehicle, invite them to an event that you’re doing, or a webinar or your live stream or your podcast or whatever it is that you want to do.
These are really natural steps to take with people, once you have become that familiar face that people are comfortable enough to want to start engaging with you. And you can do this at scale in the sense that one, one minute video that’s getting, you know, even if it’s like 500 views on Tik Tok and 300 views on Instagram and another 200 views on YouTube and things like that.
These are hundreds of views on these different platforms that will generate enough engagement. Where, you know, if you have somebody on your team, who’s your social media manager, they’re going to be busy doing the follow up of engaging with these people, in terms of interacting with them, and moving them along to the next logical step. So if you’re wanting to fill up that monthly webinar presentation that you do, great, this is how you do it. Wow.
Damon Pistulka 33:48
I never had thought about that before using that, like you’re saying short form video to get people engaging to fill up webinars. I mean, to get webinars out to the right people, I mean, you don’t want to fill them up with the wrong people. Obviously, you want the right people in the webinars. But that’s a great way to do it. Because you could show you could share short tidbits of information that you’d be covering in those webinars that might be interesting or help those people solve problems. And then yeah, then your marketing people can can take it from there.
Brad Powell 34:20
Yeah, exactly. I mean, it’s not you have to think about it is that people get hung up over the idea that, Oh, I’m going to put out one video every single day. Is that what I need to do? And the answer is, it could be like a video ideas are very good pacing. But that doesn’t mean you have to make a video every day. Yeah, you can sit down and in less than an hour, you can crank out easily a dozen videos or more. And that’s enough for at least two weeks. And so one hour every two weeks is the time it takes for you to be creative.
and saving things that you basically already know. And so you know, when I work with people, this is how I do this for them in a very painless way where we literally will meet, like this will meet in a remote recording session. And I’ll interview them. And I’ll ask them the questions that they know the answers to. And when I need to, I’ll dig deeper, and I’ll pull out the best nuggets that they have. I’ll take that content, and I’ll turn it into these short form videos, and then it’ll get scheduled and posted across all their social media channels. And within just a single hour session, they’ll get like a month’s worth of content.
Damon Pistulka 35:38
Wow. Yeah, that’s something because, you know, like you said, that consistent showing up in a in a snippet that just about anyone that’s remotely interested in that we’ll stop and listen to, at least enough of it to get the gist of it is, is a great way to keep showing up. Keep showing up on
Brad Powell 36:06
Yeah, and they’d be like, they can be really short. A friend of mine, client who I’ve been helping actually do video for quite a long time, she just started on Instagram, where she had been trying to grow your YouTube channel for a few months. And it wasn’t really gaining very much traction.
So I was like, well, let’s do something on Instagram. And she created a whole new like, she had a personal profile on Instagram, but she created a a separate profile for her business. And it’s called the radiant health Cafe is the name of visit, she’s a health practitioner. And so what she started doing was these really short, like, we’re talking 20 seconds, 15 seconds, where she would show a one simple thing for how to deal with your headache, or how to deal with stress or something like that.
And, you know, and these are like simple acupressure points where just like if you have a headache, do this and then run your hands down on your ears, you know, kind of thing. And just within 15 seconds, she would show this technique. And the call to action was, you know, check my profile YouTube channel. Well, she and this like this is very fresh. She’s only done about 18 of these videos so far. But a couple of them just started to take off.
And at this point in time, I think our highest performing video has over a million views. Oh my goodness, and her follower thing has grown like from absolutely zero just a couple of months ago, she now has over 70,000 people who are following her on her Instagram page. And this is just like within less than three months this has happened. And she’s only posting about three times a week. So it just shows you like if you’re doing the right thing for the right audience.
And and the polling turns like you’ve become that familiar face that people go, Oh, I like this person. Oh, this is really helpful to me. Well, she’s showing me exactly how to do this. And it works. You know, people are, I was talking to her about you said, Well, what’s powerful about this is that people are seeing these videos, and then they’re sharing them immediately with people in their family who they know this would be helpful too. Yeah, yeah. And that’s, you know, if that starts happening with your content, you absolutely win the game.
Damon Pistulka 38:33
Yeah. Okay. Do you do when you start start? When people share your content? That’s like, if I see that on LinkedIn, I see somebody reposted mine or shared it or, I mean, that’s just like, whoo, homerun. You know, because it’s, obviously two things is a bigger reach, but really, people only share if it’s relevant, they think it’s gonna be relevant to somebody else. And if you’re doing something about that core problem that your business helps somebody with, and you see that share that reposting of it or whatever it is, it’s a big deal.
Brad Powell 39:09
Yeah, right. It is.
Damon Pistulka 39:12
That’s good stuff. Well, you know, I It’s been awesome talking to you, Brad. I just man, there’s so much we’re gonna have to do this again, because I want to come back and we’ll talk about some things later. I just want to first of all, I got on your website.
Awesome. Videomakers. I downloaded your 10 your 10 steps, I’d forget what it says the 10 steps to some but man, these are good. These are good. I’m just gonna tell people they should get on awesome video makers and download your 10 secrets to making video that stand out. That’s a great download. Oh my goodness.
Brad Powell 39:48
I made a more recent one. It’s got more it’s 40 video ideas. Okay, so if people listening to this if you go to 40 and there’s a number for zero so far Any video ideas.com You can opt in and you’re going to basically get a guide with 40 different video prompts. These are perfect for short for video, it’ll ask you a question is Okay, what about this? And if you’ve ever been feeling like, Oh, if I got in front of the camera, I wouldn’t know what to say, well, this, these 40 ideas are the absolute cure for that. We’ll never ever run out of things to say
Damon Pistulka 40:27
40 video ideas.com is the number for all That’s right. Or zero? Yeah. Okay, cool. Well, I just Brad, I am so thankful for you stopping by today and talking and just sharing some of your knowledge and video and some of your experience too. And being in the music industry, being in the outdoors, and, and when National Geographic and stuff and then today talk and how you’re helping entrepreneurs and executives, you know, just become that those people that others know, like and trust. And just thanks for sharing everything today.
Brad Powell 41:03
You’re welcome. This has been a pleasure.
Damon Pistulka 41:05
All right. Well, I want to thank everyone that was listening out there. I want to thank Andrew and then I got someone that’s just as LinkedIn user, you need to adjust your settings so we can see you. Thanks for being here today. And the people that haven’t commented today by are listening. We’ve got we know you’re out there. Appreciate you being there. And have a great weekend, everybody. Thanks so much, Brad. hang out for a moment and we’ll be back next week.
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