Stu McLaren’s Christmas Confession

I got this from Stu McLaren. He’s got great information in his newsletter so I highly recommend signing up for it.

I spoke recently about Armand Morin’s Relaunch Video here but Stu goes into much greater detail. There’s good stuff to be learned in how he writes and also on this topic.

Dear Geoffrey,

It’s Christmas and I thought I would share a little confession.

(perhaps you may have done this before)

As I was conducting my Christmas shopping online this year (don’t we all do that now?), I discovered a great little gadget.

Now, I’ll admit, when push comes to shove, I’m definitely a geek so this caught my eye.

When I saw this device, I immediately stopped and started to think…

“who could I get this for?”

The problem was, I couldn’t think of anyone.

This is where I have to confess…

I bought it for myself! (blush)

Have you ever done that?

Hahaha… I think we all have.

Anyway, here’s the reason I just “had to have it”.

With the popularity of online video, I’m finding myself watching less and less TV (which is a good thing in some respects).

However, watching video on my computer
just isn’t the same as curling up on the couch to watch a good show.

Can you relate?

Well this device solves that problem.

It’s a 1GB USB drive that you download video from your computer onto the device.

Then you take it to your TV and plug it in using RCA cables.

After that, you’re done!

You can start watching the video through your regular TV because it also comes with it’s own remote.

One of the first videos I tried out was
Armand Morin’s “Relaunch Video”.

http://www.therelaunchvideo.com

This is the video that has been getting a lot of people talking.

It’s got an element of “mystery” and it
nudges the old “curiosity” factor.

When you take those two things into
consideration, along with the high quality of production, it’s no wonder that 82% of the people who see this video are then opting in to find out more.

On the “big screen”, it looks AWESOME

It’s just like a real movie trailer and it generated the same emotions where you “just have to see more”.

http://www.therelaunchvideo.com

Here’s the lesson:

Video is here and it’s going to have a HUGE impact on small business and marketing online this year - bigger than ever before.

The quality of video being produced is
getting better and better (take a look at the Relaunch video and you’ll see).

…Plus…

You are also starting to see various elements from highly successful movies/tv shows being tweaked and used in regular marketing videos.

My Advice: pay attention to movie trailers, commericals, infomercials and tv shows for clues into methods that keep people watching.

Here are 3 quick examples…

1) The show “24″

At the end of every episode, something
dramatic happens which keeps the viewer
eagerly anticipating the next episode.

(if you’re like me, that means you end up watching hours of continuous episodes on DVD… I can’t help myself, it’s that good!)

Could you have an ongoing show? Newsletter?

If so, include something at the end of the episode to keep people wanting to come back for more.

People naturally want to “close the loop” and see how things are resolved - that’s what keeps us coming back for more.

2) ESPN

In the beginning of their morning shows (yes I love sports) they give a 30 second preview of what stories they will be showing throughout the whole show.

This always keeps me intrigued because
inevitably, there is some story I want to watch (and it is usually the last one!).

Can you give a preview of upcoming content you maybe publishing on your blog, newsletter or coaching program?

Jim Edwards and John Reese do a great job of this in their respective programs. It keeps people anticipating the next issue and helps them maintain a high retention rate for their continuity programs.

3) Movie Trailers

All movie trailers give people a glimpse into the movie.

But here’s the real secret…

They almost always end up including the
funniest parts or the most dramatic pieces to instantly grab your attention.

You could do the same by giving away the best parts of your course or products as a free download that people optin for.

Armand is using this strategy right now
(you’ll see it after you optin following the Relaunch video).

This is a brilliant strategy for
demonstrating to your prospects what you are capable of and it naturally generates interest in the rest of your materials.

Hopefully these three examples have got your wheels turning as there are many elements we can use from the entertainment world in our marketing.

The other thing to think about are the
viewing habits of the people watching your videos.

There are many alternatives to watching
video other than just YouTube. If geeks like myself are transferring your videos to watch on their TV, iPods or any other device, you may want to think about adjusting the way you produce them.

BTW - I’m not just talking about creating “high production” videos.

When I say “you may want to think” that’s exactly what I mean…

THINK!

Instead of just flipping on the camera and talking, plan out what you want to say so that each video has a purpose.

It must connect with your overall plan and provides the maximum amount of leverage.

All in all, it’s going to be fun to see how video develops over the next 12 months but I can say this, I think Armand’s new video is a perfect example of what’s to come.

With that said, I wish you and your family a wonderful Holiday Season and look forward to working with you in the New Year.

Take care and all the best.

Stu McLaren
Your Idea Guy

P.S Here is the video one more time:
http://www.therelaunchvideo.com

G-Man