Increase Your Impact with Video (Expert Call with Marley Jaxx)

This is the Momentum podcast.

This is a very special episode of the Momentum podcast. Today, we're giving you a peek behind the curtain into our membership. This clip was recorded during a broadcast of one of our companies expert calls. So once a month, we bring in an expert in a specific area of business to speak to our membership. Our members are able to ask specific questions. And here's some tactics and strategies that our experts teach. Today, we're bringing you the expert call with Marle Jax on how to increase your impact with video. When you have video on your side, you can increase your impact to make a contribution and get your tribe into momentum. On this call, Alex and Marlee talked about how to get comfortable on camera, how to develop a process for being effective on video, and how to tell stories that will draw your audience into your message. I hope you enjoy.

I'm Alex Charfen, and this is the momentum podcast made for empire builders, game changers, trailblazer, shot takers, record breakers, world makers and creators of all kinds, those among us who can't turn it off and don't know why anyone would want to. We challenge complacency, destroy apathy, and we are obsessed with creating momentum so we can roll over bureaucracy and make our greatest contribution. Sure, we pay attention to their rules, but only so that we can bend them, break them, then rewrite them around our own will. We don't accept our destiny. We define it. We don't understand defeat because you only lose if you stop. And we don't know how. While the rest of the world strives for average and clings desperately to the status quo, we are the minority, the few who are willing to hallucinate. There could be a better future. And instead of just daydreaming of what could be, we endure the vulnerability and exposure it takes to make it real. We are the evolutionary hunters, clearly the most important people in the world, because entrepreneurs are the only source of consistent, positive human evolution and we always will be.

First, I want to give you a quick introduction to Mali, Somalia and I have been friends for a few years now and we were heavily involved in the finals organization together and Mali. I remember that Mali let me go one time. She's like, I'm coming into town and I'd love to come by and help you with your video. And, you know, at the time, she was helping us kind of figure out the tactics behind YouTube. And she said, you know, I think I can help you maybe like film some videos or with some tactics for videos. And in the moment, my ego was like, yeah, sure you can. And in all honesty, like to be very candid in the back of my mind, I'm like, it'll be nice to see Mali. And if she wants to give me some advice, that would be great, too. But at that time, I'd sold hundreds of millions of dollars on TV and that's not an exaggeration. I actually added twenty nine million dollars a day. We had done, I don't know, thousands of hours of live television on sales and then tons on the news. I mean, how many thousands of keynote speeches? I mean, when you talk about ten thousand hours speaking, I probably have ten thousand hours on stage and then probably close to ten thousand hours in front of a camera. And in the first hour, Mali and I were together. I was like, oh, she already told me like two or three things that are going to change how I do videos from now on. And I think that this is this is why that happened, is that Mali has this very specific expertize in helping entrepreneurs who are amazing, convey that on video and and not just say the right things, not just like be there and be comfortable, but also having the systems and structures so that people will listen to your video, react to the video and then keep moving forward with you. And so that's why we asked Mali to come on as an expert. I think she's one of the best in the world at this, and I'm so excited. So, Mali, welcome to the call. Thanks for being here.

Thank you for having me. Anything for you and for this group? I, I've been part of this. I was actually I was the first member. I just want to throw that out there. So I you guys are just in such good company and do everything that Alex tells you to. He has changed my life in so many ways.

Thank you, Miles. I really appreciate that. It's pretty difficult not to be on video as a business owner these days. Like, you can do it, you can accept a video. You can just say, I'm not going to do it. You can have somebody else do it for you. But in my opinion, I think it really challenges. But how you build rapport with your audience as a company, because today, especially in an economic climate where like we're in, people don't buy from companies, they buy from people they trust. And that's that's just true. If you talk to people who invest in Berkshire Hathaway in the conversation, Warren Buffett's name comes up. There's not a coincidence there. There's trust with Warren Buffett. So they invest in Jack Hathaway. That's how it is for every business out there. Look at Buffett. He's terrible on video, like absolutely atrocious. He like he seems like he doesn't even know where the camera is, but people watch him for three hours because they want to get the information that he has. And so a lot of you have that that same type of information. So, Marlee, let's talk about how you get started. Like, do you suggest people publish every day for 30 days?

I mean, that's that's part of putting in the putting in the refs started and I mean, we hear from Russell Brunson and Steve Larsen that are like, you got to publish your face off, like show up every day. And yes, that's important. But let's also talk about the intention behind that, that it's not just like, OK, I'm going to show up. Like let's first start with like, who are we talking to? Why what do we want to get across here? Like one of my slogans or is impacter and profit focused. So like I'm reverse engineering. What's the impact I want to make in this content and how am I leading this towards profit? Is there a call to action that I can put in here for a lead magnet or go to this other video or go to the sales page? So before you turn on that camera is what is the message I want to get across here? How do I tap into the heart and the humor or the authority and the leadership? Like what? What is that you want to get across and who are you speaking to? And if you need to visualize your best friend or your mom or someone to help you feel comfortable, do that.

I usually visualize one of our members. I'm like, I'm talking to this one person about this one thing. Marle, it's interesting that you said you need to get ready before you turn on the camera, because here is and I'm so glad you said it, because a bunch of other people are in that club of, like, publish every day. And I am, too, like I tell people all the time, I think the easiest way to do it is get an Instagram account and do Instagram stories. There are ten or 15 seconds you can suck all day on Instagram. Sois literally nobody cares like they go away after twenty four hours. So even if it's really embarrassing that doesn't matter. And so I usually tell people to start with Instagram stories and then kind of move on. But here's the issue that I've seen for the past couple of years is that all these entrepreneurs have been told publish every day without intention and it's bad. Like you shouldn't publish every day with that intention. You shouldn't just like experiment with the world and on Facebook lives without having any intentions of Mali. I think, like one of the things we should overtly say is when you record a video, it's totally OK to sit down and write an outline and make notes, right?

Yeah, you should. And what I see a lot of entrepreneurs do is, yeah, they'll turn on the camera and they'll be like, OK, hi guys. Hi. We're like, here's another thing.

We this story because somebody died or this one where it's like, hi, what is it working. OK, when are you there

Speaker 4 [00:07:41] or how many people start their videos with hey guys, just popping in real fast and real quick.

And I by the way, you have male and female audience, OK, guys is like the worst way to start anything, right.

Yeah, but we see everyone so many people start their videos with just popping in real fast. Just wanted to talk to you about why it's not just popping in hook story offer. It's it's hooks to get right into it. You'll never see me with like somebody else. They have friends and then go right into it. But just popping in to say and it's like it seems like that's how people are ramping themselves up before they get into the content. So that's where like, I'll have the camera and I'll be like, OK, here's where I start. What's my first line? That's a hook. OK, start and then go right into it. So as much as we see everyone else doing things like try not to get into the monkey, see monkey do like start right with your content.

OK, Marley, I want to I want to understand how to do that. So here's I always tell people that where you really helped me was I think I think what I was doing a video before you and I spent that day together is in my head. I was like, here's who I'm talking to. This is a problem I'm going to solve. This is a conversation I'm going to have more or less. And then I you know, I've been doing it long enough. And I think my voice was unique enough that I still got a ton of video views that dynamically changed after I work with you. So let's go through, get sure, share the frameworks. They share a framework because I know you have a bunch of but share one that somebody can use to like, be confident hitting live and go for it. Like what? What are the steps they should have in the video.

And what you said isn't wrong because. Yeah. Who am I talking to. What am I going to solve. You should always know that, especially what false belief. So am I going to break. Like what? What's the story I need to tell that's better than their story, the story that they're telling themselves, which is their false beliefs. So when we started video, our framework is introduction, which is the hook. It's not like, OK, it's morally. Welcome back to my channel today. We're talking about this thing.

It's going right right there. You lost them, right?

You have three seconds. Yeah.

OK, so tell us how give us a good hook. Like, what does that look like? Mali, what is the first thing you should say to get engagement?

Yeah. So let me give you an example. Like Kristi Cross-bred, one of my clients. We have a video where she's talking about you have to go to the grocery store and you're so hungry and like you, you know that you have a meal planned to follow, but you just want to put everything in the car. You don't know how to get out of this grocery store under budget and like within your whatever within your meal plan. Well, today, I'm going to show you the exact like I'm going to give you my exact list. And actually, if you click the link below, you can actually print. My grocery list, and so there's two things we did there, we hook them in with the pain points about like, oh yeah, groceries, go to the grocery store when you're hungry. That's a no no, that's a problem. Trying to get in under budget, not damaging your wallet and and sticking to your nutrition, your meal plan. And then I also tease the call to action right at the beginning because people don't like we'll talk we can talk about retention, but people don't always stay to the end. And there's also distracting things like cat videos and Russell Brunson and burning books on the Internet and all these things that will help you. So so you need to capture their attention quickly that even if they didn't watch the full video, they're like, oh, I want my grocery list. So they click the link and they get the thing that the lead man should be the next logical step or something that relates to the rest of the valley. So in the video, you're giving the the steps to X, Y, Z, but then the download is like the framework, the more in depth, which also helps people sometimes are like, do I always give a lead, Meinhardt? I don't want to be spamming. You're not spamming, you're giving value. So you introduce yourself way.

I want to stop you for one second. So so I want to know because I'm going to draw a lot out of you, mainly because you're you there's so much that you understand about this. And I don't know if you've noticed I'm taking notes because I kind of look at this is like a refresh from the one day. So I was like everyone Cadey Cadey was like, what expert calls it we need. I really would like to ask Marlee some questions. So this is selfishly for me too. So pain point is a type of hook. What is what are other hooks you can use?

I also love going into personal stories, like if I share a story right from the beginning, I mean, I talk about vulnerability and charisma and storytelling a lot. And so I might go right into a story that I'll be like, you know, January twenty twenty was the most painful time of my life. I was really scared that I was on a stage in front of five thousand people and I needed to get vulnerable. And I stood in front of five thousand people that three weeks earlier my marriage ended. Oh, what happened next to each time you do that, I want you to keep going, you know, because it's compelling like that, that that is super compelling.

Yeah. And so it's like the soap opera sequence or it's it's a cliffhanger right before commercial break. If you can if you can make the beginning of your videos feel like the cliffhanger before a commercial break in a soap opera, you will have people more retained throughout.

OK, that's awesome. All right, so there's the intro or hook, then you tease the call to action at the beginning. And then what's the next step then?

If this is a YouTube video? I also like to ask them here to subscribe. So I'm like, by the way, I put videos out like this out every single week, so I would love to subscribe to my channel.

OK, so if YouTube you ask for a subscription, if it's if it's a Facebook live or something else, you just skip that step. OK, so now what's the next step?

Then you go into your your steps and I do like step one, put it into bullet points. When you're outlining your content, just have your bullet point. So it's not a Rampal confused with how you're delivering it. Or if you want to talk about next and you don't know, you'll just keep talking until you think about it. And then it's confusing for your audience and it doesn't keep them retained. Another little Ninjak is when you're talking about this, you can introduce I'm going to give you my five steps to whatever. And something that I like to say to keep people retained is number five is the most important one and the one that most people miss. So make sure you watch the whole thing.

OK, so you're you're it's almost like when you're doing a perfect webinar and you get them to stay till the end, you're throwing that step in there at the beginning of, like, the most important things at the end of this video.

Yeah, OK. I'm going to give you all the steps that you need to achieve this result. But number five is the one that if you miss this, this whole thing, like it doesn't come together. So make sure you stick around for number five.

What's the thought process as you actually go through the content? Like, what do you what is what is the thought as you convey the actual information?

So when I'm sharing, like everything changed in my business and my content when I went from strategy and tactics to stories and strategies and tactics. So if I'm not spending enough time in the story, it's just facts and facts are great. It makes me look like I know what I'm talking about, which I do. Thank you. But the stories are what gets people intrigued and hooked and going and resonating like. Yes, me too. And the best entrepreneurs are the ones that spend more time in the stories because then that makes people buy in like they buy into. The reason why I should listen to this, because look at how much this person went through to learn this or what I'm going to buy in because I just understand the result that I'm going to get, because this person is what I want my after picture to be. So I when I'm outlining my videos to like I'm looking at the strategies and tactics that I have to teach, but I'm like, what story can I relate to it? So if I'm talking about vulnerability, I pretty much always talk about when my marriage ended because that's what people are like, whoa, that that sounds like a crazy experience. And it's not a story about divorce, the story about perseverance. So I also know that when you're sharing your stories, it doesn't have to be it's all in the way that you share your story, because I didn't want to be known as the divorced girl. I wanted to be known as like she powered through. She was strong. She could do anything. And you can, too.

Yeah, I know. And I feel like you conveyed that over and over again. OK, so you get into the subject matter, you want to tease the end at the beginning of the subject matter by by keeping them around. Then you go through the five steps. Then what do you do after that?

You recap the solution that you've just provided. You're like, all right, so I've given you A, B, C and D, and if you implement this, this is the result you're going to get. You're basically just recapping and then you're going to lead your Altro with, again, your call to action. And remember being in this video, I mentioned to you that I'm going to actually give you my lead or my free, whatever the thing is, hook them in again. So you're like, I just gave you this, but if you want, I'm actually going to give you this. So for me, I might do I share with you how we how we create all of this content one day. But how about if I could teach you how to create 60 days of social media video content? Eight hours. I have a twenty five minute master class. You can quickly fill out and watch the full thing and be able to do it this weekend. So it's telling them, I taught you this. I tell I tell you a little snippet, but I'm going to give you more if you click the link below.

OK, so I want to take I want to go through the outline and see if we missed everything, anything, just because I know there's people taking notes at home. So so the first step is the intro of the hook. There is no other preamble besides besides that. Like you just jump right into it the second the video starts or it goes live. And then that way you're not losing people. You tease the called the action action that's going to happen at the end. Like, hey, you know, I and I wrote a book about this. I'll tell you more about it later towards the end of this video. And I'll tell you how you could order it or something like that and get free coffee or whatever. You can get a free copy. Then if it's YouTube, then just briefly ask for a subscription, say hey. And by the way, I put out videos like this every week. Please subscribe. Then you get into the actual subject matter and you you share or teach or convey. But what you're doing is you're looking at what is the tactic and what story can I tell around the topic. And then once you get to the subject matter, you recap the solution. You tell them what happens if they do what you just told them again. So you say like, here's where we recap. Here's what will happen if you implement it and then you move to the call the action.

That's right.

OK, this is an awesome.

What was that? You can teach this now.

I teach what I teach you. You're going to teach this now. I'm really happy with the teaching it to everybody, including me.

Thank you for listening to this special presentation of the Momentum podcast, if you're ready to take the next step. We have a very special opportunity for you. Our team has been hard at work putting together a presentation for how you can grow and scale your business predictably without feeling like you have to do it all yourself. Alex is going to be giving this presentation soon. You can register today by going to Charfen dot com forward slash grow to reserve your spot. Now go to Charfen dotcom forward slash grow.