Convert leads to customers in United States

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this is how you turn cold leads into sales using video across your entire customer journey to build that personal connection welcome to business got personal this podcast is brought to you by video ask and i'm alex antolino your host and creative director at video ask in this episode we have jamie bright ceo at brighter together masterminds and in the next 20 minutes she'll give us the tactics she used using her emotional intelligence to build that personal connection with customers or potential customers hello jamie how are you i'm great how are you alex i'm awesome thanks for being on the show i am really excited to have this conversation because i feel like we're gonna talk a little bit more of like not just leads generating leads or not just like getting conversions but i feel like in this conversation we're gonna take a more holistic approach to the entire customer journey and i'm really excited because i don't think we ever talked about this before like in such a holistic way so i'm really excited the first question i want to ask you is how can we because i'm let's let's get into the let's get something specific and then we'll we'll getting like we zoom out a little bit but i want you to just get pick your brain really quick just give me one thing that we can do to turn cold leads into customers or into like maybe more worm leads with video yes so what i love about video is how personal it is and so i actually have converted a lot of my opt-ins from a traditional form on a website with a landing page straight to a video ask and so instead of you know having somebody come in and read all of this stuff i actually have like i'll just link directly to a video ask that says hey so glad you're here and do a little video in place of a landing page and then just say hey would you like to do this opt-in click the button and they they go through that and then i send that personal video back so this is pretty straightforward video ask usage but i love with cold leads especially to have that personal touch that customized video back immediately because it just stands out from what everyone else is doing it's not just like this confirmation page with a here's an email with whatever you downloaded it's actually you get that but also you get this personalized video and people are blown away especially when you've never met them that oh my gosh like you you and i i do like to hold up a piece of paper with their name on it so that they know this is actually for them and not just you know some random thing before they hit play and it just i mean it's simple it's fast it doesn't have to be long it's just hey so glad you're here let me know if you have any questions or whatever check this out you should check your email you've got an email there um yeah and that's it and it's just it's just super fast and easy that's the quickest first way to blow their minds i think you know i really like i really like what you said about holding the piece of paper it never occurred to me but it's actually a really nice way to make it very personal um to anyone watching here um have you ever thought about this or actually have you ever done this so when you're like sending a video to a customer or potential customer have you ever considered writing like a piece of paper with their name or like a question just to make sure that they feel that there's a real connection and this is make actually made for them actually i really i really like this and okay so let's let's zoom out a little bit i think that's already a good start and uh i never thought that videos could be used as a landing page it makes sense um it makes sense because you you have the interaction you have like you know the call to action capabilities and things like that and if you are building like a personal like a business based around your brand and your pers and your person basically i think that's a smart way to to use a tool can i mention two i don't actually have i don't have them respond first you know because there's probably some hesitation there like if they have to respond like why do you want this i just have a button that goes straight to the call to action so that like to the opt-in so that way it's not like they have to be like wait i have to send a video or there's you want to get rid of that that friction and so it's just it's literally just my video a little text on it and then uh you know sign up button so just to be clear on how she's like straight to the point yeah honestly this is something that uh we've realized with talking with customers for example stanley from like one of the first episodes um he was using video ask also in the similar way uh where he was having like a video asked on his landing page and he was also like super straight to the point short questions good don't like explain everything on this video and it really worked out well for him as well jamie tell us a little bit give us like one minute context to like who you are and like what made what made you become like this i don't know like video marketing ninja or something like that video in the marketing ninja i like it um so my name is jamie bright i have been a full-time online entrepreneur since 2011. i originally started in the photography space before then with my own photography business then i started teaching photographers how to get clients and that went great until coveted hit had this beautiful seven-figure business i had started using video apps to collect testimonials and reach out to people more and then i lost 85 of my income overnight and the little 15 i had left from the people who didn't leave my membership dwindled pretty fast and so um i had to make a big pivot which was actually such a gift even though it was the hardest thing i've gone through in a long time because i had been wanting to really take what i had learned about building a movement and simplifying a business to make it really sustainable and create a lifestyle around it that's really not just hustle hustle hustle but actually gives you the freedom and the life that you want without taking up all of your time i wanted to start teaching that to um online entrepreneurs and creating and running masterminds because that's where my heart is because um i think so many people think they need more education or they need this new they do fomo marketing you know like there's there's fear of missing out so i've got to be here and i got to be there and i got to do and it's like you don't need any of that and i wanted to help shift those mindsets and bring people together and so actually it was a year ago today as we're recording this that i made the decision to close my old business and really go all in with this yeah i call it alignment day because huh congratulations on your uh one year anniversary for the alan birthday well thank you i didn't actually start the new one for another month but it was it was a big day for me so um yeah so it was so i went all in with that and just really started taking all of these things i learned and thinking about okay starting over now 10 years in is so different than when i started initially because i just have so much more experience and if i can bring a bunch of people into the room that have similar experience and we can really grow from each other and leverage that it's going to be amazing so so that's where i am today i am running masterminds for online entrepreneurs and video ask i should get this part where you said the video ninja part as i was looking at all of my expenses and trying to figure out you know with all this loss of income what do i get rid of because you know it collects you collect all these memberships and payments and whatever over time video ask was one of those one of the few things that i kept there are very few things that i kept going forward because i knew how valuable it was and i knew that especially with wanting to do something a little bit more high ticket i needed a lot higher trust and that the ability to have this personalization and have real conversations with people would not only stand out from everybody who's trying to scale and like you know do more mass marketing but it was really a way to create that trust very quickly when they could get that video straight from me i like that so personalization definitely helps you especially when you're like trying to build a brand around yourself right and absolutely like how you're you're like building this community in this mastermind and at the same time you're using video in different ways um to start building that first connection right so i guess my next question like my natural question after what you just said would be is it possible to actually scale one-on-one personal conversations is it possible with video um yes but you have to do it in a way that you might not think like you have to let go of a little bit of control honestly because you can't i mean my old business i think we had 119 000 on our email list when i stopped growing that and there's just no way i could do 119 000 videos myself and so um part of it is knowing what are the actual points of leverage where having that personal video makes the most sense if you're just sending a random video out of the blue like yeah sure they might be touched by it but they might be like why is she sending me this whereas if you can do it at a a point of leverage those really impactful points so like when they're first trying to get to know you that can be a big point um when they're trying to make a purchasing decision that's a huge very leverageable point also right after they buy when they like they're you know they're all excited but then we all like we go through this like buyers or most remorse period we're like is this really worth it is it gonna work if you can touch that and touch them personally that sounds so dirty but you know what i mean [Laughter] if you can have that personal touch in those moments it helps reassure them like oh this is going to be okay and so you identify those moments but then you also have to be able to transfer some of that authority to your team members as you scale because you you will grow i mean if you're growing fast it's going to be hard to get to every single person yourself you'll that's all you'll be doing but you can bring on a team you absolutely and you're going to need that if you're growing to thousands of people anyways you can bring other people on to help you do that and it's just as effective um giving them that welcome and you know helping them see that okay this is something bigger than just a single person too so it's not bad so just it has to be done differently and it has to be done incredibly intentionally hmm i like it i like all the already like you watching you can get your notepad and start writing notes because like i am already taking the written hand kind of thing i'm already taking um the like different videos on different touch points and i think like i'm going to ask you about this later when we get a bit more specific on tactics um but i just like i just was while you were talking i was wondering do you how do you approach when you make video because i know this is like a big barrier for a lot of people they just don't know how to do it and we've created a lot of content already on this channel about this but i wonder how do you approach video when you are trying to build a connection do you always record it i don't know with your phone um do you have like a good mirrorless camera that you use for certain touch points or like what is your approach do you use the same camera or do you change the cameras for like different touch points yeah for me i use my phone and i take it wherever i'm at with whomever i'm at i mean i don't when i'm when i'm hanging out with friends i don't necessarily do it then but for example i am an altar runner and i spend a lot of time training out on the trails and so if i have one come in and i i mean i will literally i might be a sweaty mess but i will i will grab my phone and i will welcome them and i'll be like forgive the whatever i'm out on the trail i just saw that you purchased this i wanted to welcome you and the reason i do that is because then it's real they feel like they're getting to have a little part of your life i mean i've done it when i've had my kids around like hey i'm sit my hair's you know all morning hair whatever i got my coffee i've got kids piled in my lap and i'll grab it and i'll just be like hey i'm here with my son olaf and like just wanted to welcome you and it doesn't have to be long it takes all the pressure away and people are like it it gets past their ad filters you know because we see polish video and we see all this stuff and it doesn't seem real and so when you can send something i mean that that at first was kind of like scary because you want to be all professional and whatever else but if you really want to build trust and have it customizable like this is what a friend would do and that's what i'm always thinking about is you know we if we can show them that we you know we like this is part of our lives and it's okay like this you know i connect with people who have lots of kids because i have lots of kids and i'm disheveled and whatever it just gives it takes all the pressure off of them for being perfect and then later when i'm asking them for testimonials or other things where they submit video i could just tell them you know it doesn't have to be perfect whatever just take it wherever you can you know as long as there's not a ton of background noise like at a restaurant or something just grab your phone to take it if your kids are there i don't care it's fine and those build that authenticity and it takes away the pressure because i've already done i mean when the when i'm a sweaty mess and i'm like red-faced i'm like hey i'm glad you're here that's it you know like there's just no yeah exactly there's no pressure for them to perform either i love this this is this is actually so smart that um you can like you're making the first step of like coming across as like as you are natural and then that makes them also kind of live up to the same values and like just like show up as they are and this as a by-product generates real authentic credible testimonials i think this is so smart how you put it out like that um thank you so now you were talking and i was wondering when you when you put a video out let's say someone um buys uh i don't know subscription um to your mind mastermind group or something like that when is that like a real video that you get like on a notification and then you reply instantly or do you have these out fully automated or how does it look like for you yeah so for my mastermind i actually don't have a video set up to welcome them for that but um i do for the workshop that kind of comes in when they're a brand new cold lead right because but so when they when they join my mastermind i'm actually jumping on a one-on-one meeting with them i probably should set one up i want to use it more for onboarding i mean no it's it's on the list of to-do's like i can pull it up and show you but i do um i do try and get back to them as quickly as i can so when they they join my when they buy my workshop which kind of comes before about launching their own mastermind that is where i literally i'll get a notification on my phone through the app and i get both a text through my thing and the app so i'm less likely to miss it because i always see the like purchase text and i'm like yes and then i'm like okay just waiting for the video ask because they cannot get access to my product to the workshop until they go through it i'm like here's how you get access and so i actually asked them why did you join and you can send a video or text or audio and then i asked them to filter in questions because i want my goal is to get these um the people coming into my world into my masterminds and so this is like a 37 workshop teaching them how to do their own thing so i say are you for sure launching a mastermind or are you just curious about it or do you already run one so i kind of want to know because it helps them it gives them everything they need to launch their first mastermind so i asked that just to segment them and then the third question the final question is are you currently in a mastermind or are you not and what this does and then it redirects them into the workshop uh content and so that's how they go and they can log in and whatever else and so it's a little mini onboarding that lets me know why they're buying which is super valuable for me and then i use zapier to connect it to my email database so all of my customers are immediately segmented so again this comes down to scaling personalization if somebody already is in a mastermind it doesn't need a new like they're not going to be as likely to join mine as if they haven't been in one and so i can also set up automations later where i email different people but it allows me to have a little bit of material to speak to them as well when i reply my video so i can be like hey i love why you joined i'm so glad you're thinking about adding this to your business and you know or or hey it's cool that you're curious about this you should get your questions answered in the workshop but if not let me know and it lets me personalize that first video response to them which again blows their minds as well it builds that trust because it's like oh yeah and i'm like if you have you can reach out to me here i use it a little bit for that q a or um you know almost customer service not a lot of people do too much there but sometimes i'll get messages back and it just it's such a fast trust builder like oh my gosh she gathered information so she could speak to me directly i get to segment them so i can spend that send them more relevant emails like i can talk about why you would want to join a mastermind or maybe why my mastermind is different if they ever want that because maybe they're not happy with the one they're in um and it's just it's so valuable so it's i use it for onboarding when i get the sale there and that's been a game changer in a big way i love it and also this idea of the you replying because honestly i mean not all we're gonna have like i don't know one million followers uh on instagram or one million people buying our online cards or product or something like that which would be maybe a little bit more complicated to like make it personal but if you're in a scale where like you maybe get i don't know one two three four or ten or maybe even 20 30 purchases a day um which actually adds up a lot monthly um so if you're in that scale maybe it's possible for you to make this you know this little effort of like sending like a little i don't know like probably you sound like what 30 seconds one minute video or something like that yeah and that just like generates this wow effect right that's like oh wow they took the time to like connect with me and i experienced that when i was like um getting like questions on my instagram also using video ask and people would be like oh wow you responded in like with a video with like 24 with 24 hours and like wow you took the time i don't know i really like how you're leveraging this this part of the product um let's go back to what you mentioned before about like these touch points and this is something that is really useful i feel to everyone watching if you have an online course or like a mastermind group or you you offer coaching or any kind of service you're probably going to have your marketing funnel and you're going to be collecting leads and you're going to be them trying to turn those leads into customers and then trying to make them stay and maybe buy something else in the future right so jamie tell us a little bit what are the touch points that you have identified and how you use video to build trust in different ways in each one of those touch points okay so um and i i'm gonna refer back to some of the things i was doing in my old business too because i don't have everything fully built out with the new one yet but um it really starts um with that very first i think some of the main things are that first impression is really big so like you said if you can get back to them in 24 hours and i don't always do it immediately and on the weekends i'm often in the woods off the grid and i just i wait until monday i think it's good to model good good you know boundaries anyways but if you came back to them quickly and you can give them that touch or your team can doesn't have to be you again it really doesn't take a lot of time to sit down you know and do even if you've got a hundred of these if you have somebody else doing that that's maybe what two three hours and if somebody else it doesn't cost a lot to pay a team member to do that for the return that comes like that first impression is so valuable like and it will stand out from how many of your competitors are doing it like it's a great way to stand out from everybody so that's number one is if you can get that that's hugely valuable and if you can't it's okay you know like they're not expecting it life goes on but if you can it's phenomenal um second at any any points that you know um are really key moments so any points of conversion where they might have a question which um my mentor stu mclaren he goes every question is a veiled hesitation and so like if they're asking you a question it's a hesitation about buying your product or joining your thing or whatever it is and so if you can be there to answer that and start paying attention to some of those answers you can then you know add stuff so that maybe the future people won't ask it but it's really insightful and really maybe everything they need just to get over that that little buying hump and especially if you do something high ticket there's going to be a lot of hesitations is it really worth it this is worth my time all these things especially when you're not like i'm going to teach you xyz it's like no i'm going to put you in mastermind groups and you're going to leverage each other's experience and it feels a lot harder to i mean i i know the value of it but there's there's more questions and higher ticket and then things that um are you know not like super crazy specific in terms of the outcome that they're gonna get it's not like i'm gonna be like you're gonna collect huh no i was gonna say even like with uh like specific things online courses that should be like pretty clear you have like all the modules there specifically described and everything there's like people do faqs for a reason why so if you're like you're selling like a high ticket um maybe it's worth for you to take like that minute or those 30 seconds for sure apply to make that sale right if you can well and everyone's everyone feels different they're like yeah but will it work for me and that's why custom video is so great because you're going to answer it but you're going to answer it in their specific like context and so everyone feels like their situation is different than maybe the stories or the examples or you know whatever it is and so points of conversion are definitely really key i also think um when you can welcome people again this is a starting point so starting points points of conversion or decision are huge starting points for your so once they join there's there's a book from joey coleman called um never lose a customer again and he talks about this emotional journey that people i'd recommend it to anybody and what happens to us is after we invest in something especially if it's a higher priced product we're like is this really going to be worth it and we might have a little buyer's remorse that's why a lot of places have laws where they give you like a three-day window where you have to refund by law at least in some states in the u.s or whatever else because they know that people say oh my gosh maybe this wasn't worth it and maybe i made a mistake and that's very very very normal because we get this high from like buying and we're all excited and we believe it and then that that opening kind of like trigger like slowly fades away and then we're like oh man this is good so if we can welcome them in those moments and like give them a touch point and reassure them that this is this is great we're excited here's what your very first next step is going to be or whatever it is like if you do an onboarding thing and say what do you need most help with most if you like if it is a membership and you give them a couple of options you could actually send them directly to that right then and there so they know where to go and there's no question and they can get the quick win and all that stuff so that that's another point is that welcome point um anytime you are crafting experiences for your clients uh if you understand the emotional journey they go through um speaking to some of the key drop-off points is big as well so for example i used to help photographers book their first two paying clients when they switched into working with entrepreneurs they called it personal brand photography and so i gave them a script to use they'd put it out there and if they got in front of the right people they would they would with clients it worked great i'm i love copy so it's a big thing but um they would put it out there and they'd be like oh my god what if nobody books and what does it mean about me and what are my friends gonna think if i don't get people and you get confident you put it out there and then you have this vulnerability hangover and so i would like that's a moment where if i could connect with them and really let them say hey i'm i'm feeling like crap reach out and then i can just be like hey this is normal when you can normalize the difficult parts of the experience and say that everyone goes through this i've launched i mean i've been doing the online thing full time for 10 years part time a few years before that like i've launched dozens of times different things day two of open cart i always feel like i'm gonna fail i don't care how good my numbers are like it's just a normal emotional you know it's that vulnerability hangover and so like knowing those journeys and normalizing it and being able to touch them at those points are huge um when you're doing something like maybe you're if you're doing a course and you get to something that's a lot of work giving them a chance to get feedback and get like personalized hey it's okay you've got this you can cheer them on that's big too like when you know the drop-off points are coming recognizing those and finding a way but then again once they're getting wins and i think i think justin demers talked about this on your podcast um when you know the point where they get those wins and they're the most excited using it to collect that and then thank them for that and reinforce that you're you know you're going to inspire other people you didn't just do a solid favor for me you actually are inspiring others to take action and reinforcing good book behaviors and beliefs that you want to see more of which sounds funny but it's a true that can really build your community and that loyalty and make people want to do more and more of that um but also if you can use it to celebrate their wins so i did this with the photography thing where when they would book clients i would send them to a video ask link and say tell me your wins so we can feature you and you can inspire others so it was like a testimonial but it was it was like this celebration and then i would send this celebration video back to you like you're amazing this is awesome and so there's there's all sorts of different ways but the biggest ones i think are the beginnings um also if you do have a strict ending point to your thing so like if you do run a course over six weeks um the the points that people remember highest like when they rate how it went was the high or low point like the extreme was it like a super amazing experience um at one point or was it a super terrible experience if they had that right so the the extreme and then the ending that's from heath and heath in the power of moments that's another phenomenal book um and so if you can think about what those points are and capture that high point um and then the ending somehow use that to celebrate or show them the progress they've made so you could you could you know capture video as they're making progress and then you know if you're using zapier or something put them together and you could there's all sorts of things you could do if you really wanted to to like show them the progress they've made it's really valuable so welcoming com helping you know diffuse those labs celebration and support i really like how this can like paint the picture and show i mean i mean if i want to make a business which is something that i've considered at some point like to sell like some online course or like start like a mastermind group or something this really helps me visualize my funnel and see how video is helpful in all the different like stages of this funnel but also there's different ways to approach it and different ways in which you can behave and be like more like supportive or more like hey congratulations so yeah that was awesome thanks for that well and honestly it really naturally leads into the next thing too so like when they're finishing something up you can always be like hey i know you got these awesome results if you want to keep working with me i'd love to invite you personally which is huge to consider joining me in this i just think it'd be a great fit for you it doesn't have to be pushy it doesn't have to be whatever but it feels like oh you know me we just had these conversations you heard my results and you think i would be a good fit and i've had people join my mastermind or some who didn't but were like i didn't even consider that because i didn't think i was at that level but you see that in me and that's powerful and so like it's just it that personal invitation at the right moments again it's another point of conversion but you can lead to that upsell point of conversion through a personal invitation and you probably don't do it with everyone right it's just like the people who you really consider oh i generally think this could help you um yes let me let me you know offer you this other kind of support or like this next level of like connection or whatever for sure awesome jamie i really like this i really like this because it's a very holistic view of like how to set up video marketing for your business i and i feel like we've been talking in other episodes about generation conversions uh testimonials and i like how this conversation helps me at least tied everything together so it probably help you watching to get some ideas on how you can use video for all these different things and how you can actually change your behavior to be more supportive or more celebratory with like the people you're working with jamie thanks so much for um this conversation for being on the issue on the show if anyone watching wants to reach out to you what's the best way to connect with you yeah i have a podcast called bright entrepreneur podcast it's bright entrepreneurpodcast.com and i'd love to have you as an as a listener so thanks awesome thanks jamie and to you watching uh jamie and i will be here next days uh answering questions so if you have a question you wanna talk more about something else feel free to leave us a comment and also let us know if you like the content by liking this video and showing your support by subscribing because you know what there's more of these great videos coming and i don't know about you but i'm learning a lot with all the guests that we're having on this show so hope you're learning too and if that's the case let us know in the meantime i'll watch in the next video bye