016 Recording Ads: Master the Art of the Quick Sell
In this episode of the Video Confidence Connect, we dive into the art and strategy of recording compelling ads to master the quick sell for your brand or business.
Quirky Quiz Time 🥳
What is the first step in crafting an effective ad?
A. Creating a detailed storyboard
B. Selecting a social media platform
C. Understanding your target audience
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C. Understanding your target audience
Learn how to batch-record professional ads that resonate with your audience and fit seamlessly across your marketing platforms. This episode breaks down a straightforward framework for crafting effective advertisements, helping women and non-binary entrepreneurs amplify their brand voice with ease.
Mastering ad creation starts with understanding your audience and addressing their specific challenges. The episode highlights the importance of narrowing your focus to women and non-binary entrepreneurs, using personal branding as a foundation for crafting authentic and relatable messages. By establishing a clear target market and defining what you want them to do, your ads can be concise, compelling, and actionable.
The framework presented—hook, value proposition, call to action, and closing tagline—provides a simple yet effective structure for creating engaging ads. Zoë demonstrates how using tools like a dog clicker can streamline the editing process, making it accessible even for those with limited technical expertise.
Finally, Zoë emphasizes that ads don’t have to be perfect to be effective. By embracing imperfection and focusing on passion and authenticity, business owners can connect with their audience on a deeper level. This approach makes video ads more relatable and ensures they stand out in a crowded digital landscape.
Ready to level up your video confidence and create ads that convert? Work with Zoë Wood, the Video Confidence Coach, to craft strategies tailored to your brand's unique voice and goals. Visit vcc.training to start your journey today!
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00:00 – Introduction to the new Video Confidence Connect setup and goals for the session.
06:00 – Acknowledgement of Country and reflections on the importance of purposeful marketing.
12:00 – Updates on VCC projects, including the rebranding of Geelong Podcasters to Vic Podcasters.
18:00 – Explanation of batch recording ads and the importance of using ad frameworks.
24:00 – Deep dive into understanding your target audience for better ad results.
30:00 – Crafting elevator pitches and refining brand messaging for personal branding.
36:00 – The ad creation framework: hooks, value propositions, and calls to action.
42:00 – Tools and tips for effective editing and making marketing approachable.
48:00 – Examples of ad scripts tailored for specific campaigns like Glow and Grow branding sessions.
54:00 – Live demonstration of recording and refining ads, focusing on audience engagement.
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Zoë Wood 2:40
All. Welcome everyone to hopefully you're working. No, you're not welcome to the new setup for the video, confidence coach, connect. Welcome everyone to a new year, new look and everything in between. So as you can imagine by that front intro that I worked hard on, we have updated a few things around here. So the video confidence connect previously, from August to December of last year, was kind of like me running just kind of putting down tracks like, if you know Wallace and Gromit the grommet, the dog, putting down the tracks as you go along, that's essentially me with this live stream and just kind of just putting things together and just hoping for the best. But now I've spent some time investing on the setup, but also the back end, so hopefully everything is working. But also, if things don't work, that is also okay, because it is okay zo for things not to work all the time, that is definitely amazing. All right, I'm gonna put this here, just to get this out of my eyes, because my hair is a lot, and I've been told it's incredibly unprofessional. So there's that. All right, there we go. I'll send to you a bit for me, there we go, and I think we're doing all right. So sound wise, we are at a good volume. If there is anything wrong technically, feel free to put a comment in the chat. And I will do my best to make sure that I keep on top of those today, making sure that I, you know, keep on top of it, and if anything does come up technically that I need to fix, please do let me know. But I think we're looking okay today. Everything is looking okay. I'm still working on the lighting situation. It seems to adapt and change a bit more than I would like, as per my camera. But say, for example, if I were to move to my other set, which is this one, where you're up there and you're an it becomes like a different camera. Everything's fine. Everything looks relatively fine. Obviously you're a little bit out of kilter, like you're not perfectly set up, like I had you just a second ago, but that is okay, but I've, um, so like, this is looking better yet. This. This is looking a bit blown out, despite the fact that I have calibrated you my camera so many times. But I digress. Here we are welcome to the new setup for the video confidence connect. So as you can imagine, I look very professional with my streaming equipment. And essentially, the best way to put this is I procrastinated a little bit on putting this together, mainly because I wanted to work on client work and get that out the door as best as I could. And then, obviously you have no time to work in your business, if you're working on your business, if you're constantly working in your business, welcome to my life. So we are here. We are essentially, if you will indulge me, today we are essentially doing a bunch of ads and a lot of recording. So I'm going to take you on an adventure through what I do to record my ads for my programs and my products that I have this year. So essentially, we're going to spend the next hour. And I just realized I still have my air conditioning. I still have my air conditioning on. My apologies for that. If that sound was impacting you in any way, I turn it on between shots to give me a chance to cool down a bit because your girl, he's British this well, at least my genetics are so I don't do well with heat. But hopefully the best way to put it is, and a good rule of thumb for people is, if something doesn't look well or something doesn't look good, but you don't have the 10 to 20 seconds that it takes to fix whatever's going on, then it's alright to just keep things as they are and then edit it in post, fix it in post. Like, for example, a lot of the stuff that I'm going to be recording, be recording today to this camera, I'm going to be fixing in post. Most of the time, if anything is too blown out, like it's too dark or it's too light, you can't save it. But professionally, looking at myself, other than like my skin, which is very pink and white, but I'm pretty much like that anyway, I digress, but I'm able to see now that I've got a little bit of flexibility in regards to say, taking down that edge, just a tad, like as I'm, like, moving my hand, despite the fact that I fixed you manually. Again, this is not aiming at you, my viewer. This is aiming at the camera. Got annoyed at it, but, like, for example, I do that and then it cuts back. So we're going to have a chat. I reset you, but I digress. So while we get going, do my best not to cover my entire body with things, so you don't get too flustered, and we will get started for the day. So my apologies. We'll cut back to the proper thing as we go.
Zoë Wood 7:42
You Welcome to the weekly video confidence connect a weekly live stream where we smash your marketing mayhem with killer video strategies. That is my new tagline, and I had to look at it because I still haven't practiced it yet. So bear with me. Welcome everyone to the new look and new feel live stream where you can watch and listen on LinkedIn or on YouTube, or you can catch this on the hashtag replay. So if you're watching this in the replay, make sure you shout out in the comments. I'll do my best to respond if you are here live today, hello, make sure you comment any of your questions, your thoughts, your ideas, or any live stream topics that you would like us to discuss in the comments below. And even if you're watching on the replay. Feel free to comment there as well. I do my best to cater to you guys and be able to answer any and all of your questions or thoughts. So that's what we're going to be doing, not today, of course, but that's what we usually do here at the video, confidence, connect. Hey, worth your live stream that we do as a chance to do a couple of things, but I'll go through that in a sec. You can find more information about our live streams, our podcasts, our events and our other projects at VCC. Dot training, yes, dot training is the domain, so it's VCC, so the letters V c and c, dot training that, that's the.com bit. That's not.com after that, just dot training about to explain that a couple of times day. Don't worry, I bought the domain, and I'm going to stick with it, because I put I've invested a lot into it, before we continue. I'd like to do an acknowledgement to country. I would like to acknowledge and pay my respects, the wadawurrung people of the Kulin nation, the traditional custodians of the land on which I conduct my business. I pay my respects to their elders, past and present. I stand with the traditional custodians of these lands in working towards a more equal future. I stand with the traditional custodians of these lands in working towards a more equal future. Our original and Torres Strait Islands, people continue to face discrimination and disadvantage due to our country's colonial past. I stand with them in their fight and gets in. Justice always was, always will be Aboriginal land. And before we get into the meat of today, into the live stream, I'll let you know what we've accomplished over this past week, or in my case, over these past couple of weeks. So as the New Year approaches, and that little like Gooch part in the middle, I intended to do a lot of work, and a lot of people that I communicate with and network with had the same idea that we're just gonna, like, you know, take a couple of days off during Christmas and a round about family and other things like that, and then go back into work. Guess what? Didn't happen. So unfortunately, I took a couple more days off than I planned. I honestly forgot how stressful family was for a second. Doesn't happen often, but it does. Um, so I took a bit more time off than I planned. And I initially thought I'll just get back into podcasting, back into live streaming immediately. But to be honest, I spent that time that I would have been live streaming, or maybe you caught my live stream last week, where we played a previous live stream from from earlier in August of last year, I took the opportunity to really work on this setup, to really spend my time on my lighting and my sound, and really get everything dialed in. Now, of course, as we've already established with the camera, it's not perfect, but the idea is that I have it in a system that I can make it perfect. Later on, I can keep going. I'm not just constantly like Gromit on the train on the wrong trousers. Is the short, if you come across it, Wallace and Gromit, obviously, claymation characters. Well, Wallace is the man, the inventor, who is not a very good inventor, like he can invent things, but he always it always goes wrong, and then you've got grown up the dog who does not speak, but it always holds up the rear, and through very shenanigans, he's left to fend off the bad guy, while also putting down rail model, like model railway tracks As he's going down, and obviously he's doing it as he's progressing along. So he's kind of doing it as fast and fast as possibly, as fast as he possibly can onto the floor as the train with him and Wallace and the bad guy, as well as the Blue Diamond, which is really like the maguffin of the whole thing, which you forget about for most of the story. I digress. But as you go in the log like that's what it feels like when you're kind of just crashing everything's and putting things together, especially putting together a minimum viable product. And if you're unclear what that is, I'll get that to that in the SEC. But the point is that I took that time that I would have spent live streaming to generate this, to have a system and a process that I can rely on to realistically get to get here, turn everything on and just start doing things. Of course, obviously the camera is an example, but mostly everything else is working fine. The music at the start worked great. The video was playing, and you'll be able to see other things that I've created throughout this live stream. So hopefully you look forward to it, and I hope you enjoy it, and you'll also be seeing some new profile pictures coming from me as well. Because honestly, on that front, I've been a little bit lazy. I generated some in like 2021 and I haven't updated them since, despite the fact that I recommend my clients to not do that. Remember, do as I say, not as I do. In regards to things coming up, where you can meet me, you can meet me, or I'm attending the February Geelong chamber after five. So I just registered that yesterday. I think it's going to be at Avalon airport because the air show loud noises and show of military might I digress. I'm there for the networking, but I'm sure we can enjoy the wondrous world of Avalon airport. And I'm also have joined as of last year, late last year, I joined the run one roof women's network. So if you are part of one roof, make sure to reach out to me. I am slowly updating my profile, and I will be attending as many events as I possibly can, because I want to get my most out of my membership, but also have a chance to network with like, like minded women. So if you're there, I'll see you there. My focus for this quarter will be promoting and heavily branding my glow and grow branding sessions. So these are my one off pick my brain, ad hoc sessions where it gives you a chance to have an hour with me and we break down and actually come up with a plan on how you're going to improve your marketing. And this can be focusing on live streaming, focusing on podcasts, or just, hey, I don't know what's wrong with my marketing. What do I need to do? Help me? We could spend an hour doing that, and you'll run away with really clear action plan. And that's what I always promise with my clients. And the last thing that I want to let know as the new year, new me, new things we are updating. So previously, the Geelong point. Casters, which is a group that I run for Geelong podcasters, is now becoming I'm going to have to be quiet because I don't want to ruin the sound. It is now going to be Vic podcasters. So Vic short for Victoria, as in the state of Victoria, I had so many people reach out to me regarding the Geelong podcasters, saying, Hey, I'm in, you know, I'm out in a Chuka, I'm out in Warrnambool, I'm out in here. Can I join the Geelong podcasters? And it was getting to the point where I thank you so much for everyone who's reaching out to me that it just made sense to expand the project and expand the group to Victoria wide. Because the reason I initially started with Geelong podcasters was because I could be there in person, because I'm based in Geelong on water, on country, but that's not necessarily where everyone else is, and in these moments, I have now moved away from in person events. It's not that Geelong doesn't like in person events. It's a lot of work to maintain that type of in person rhetoric when I can do the same thing and reach and help and serve more people virtually. So we are now moving to Vic podcasters. You'll see that update in our groups. There are email newsletters in all of the branding, of course, as I recommend when you're updating or changing any names in the work that you do, when you are rebranding something, making sure that either the domain or the place where you used to send people like a landing page or something for at least the next six months during that changeover, make sure you actually tell So say, for example, if you go to Vcc dot training slash Geelong podcasters, you will, currently, as of this moment, come to the screen that says, like, welcome to zo on podcasters. Here is all the stuff that we can provide you. Where I'm going to be updating that and changing that to when people go to that page, it's going to say, Hey, we are now Vic podcasters. Click this link to find out all about us, that type of thing, and making sure that you make that bridge and that gap easy enough for you, but also for SEO, making sure that the robots know what's going on, because making these drastic changes. Yes, I feel like it's to be honest, I've been running the Geelong podcasters. We started off in 2019 2020, and then it kind of died, and then I reinvigorated it in 2024 and then it just seemed made a lot more sense. And in that time, the zoon podcasters were still going, it just wasn't as figure pitch as it definitely could be. So now we're moving to Vic podcasters, so you'll be seeing those branding and those updates and everything once I do it. I digress.
Zoë Wood 17:40
But today we are going to be focusing on, as the title suggests, recording ads, mastering the art of the quick sell. So essentially, what we're going to be doing today is, I'm going to be taking on you on a journey of batch recording, so which is where we record a lot of smaller things all at once. We are going to record a bunch of ads, which I know. Woo, Zo, this seems like such a useful part of my time. I'm going to tell you now it's going to be useful for you. So I'm going to be breaking down the ad framework that I use, and then we are going to test out, and you're going to see me in real time record ads, both audio only and visual, and do my best to kind of bridge everything, to make sure that I can use these in all of my different projects and all of my different marketing channels. And as soon as you check out my new ad screen, I'll tell you all about it. Terry says, I'm not a camera person. I like voiceovers, and that's alright, and that's okay too. You've still got your energy, and your voice is still a personality of you. And when people are calling you a messaging you are reaching out to you, to work with you, they're going to hear your voice. So a voice over is usually okay for most instances, especially for example like cherry, who works in graphic design, where most of her services of graphic design, which is the output, usually speaks for itself. Most of the time you
Zoë Wood 19:33
Yeah, yes. So hope you enjoyed that little ad screen. So I will be updating that throughout my live streams and future information. So the idea is that you have a screen with something playing in the other side, and then the other side is just an ad so and then it's just promoting whatever focus I want to promote on my project. Have you seen my new podcast cover? I hope you have. I really enjoyed putting it together, so hopefully you like that too. There's been a lot of behind the scenes that's been. Running over this new year, but I digress. So let's focus zo essentially, what we're going to be doing today is we're going to be recording a bunch of ads back to back, and I'm going to be going through my reasons why I'm doing this, but also giving you a breakdown on how I go about recording things, especially things that I haven't entirely planned for So say, for example, I spent a bit of time before this live stream today breaking down what are the things that I want to record, and reminding myself that this doesn't have to be perfect, because the work that I'm going to do, because I it might be slightly different for someone like you, who may not be in control of the edit at the end of the day. And what I mean by that is that you might record a bunch of videos or ads back to back, but then you hand it over to a video editor, your assistant, or a videographer, or maybe you try and edit it yourself. And I highly recommend anyone, especially anyone in marketing or anyone in a small business, to just try video editing now, and I'm aware that when I say that, Paul, Zo, you're asking a lot of us, I know it can seem daunting, and especially when you see professionals out there with these humongous setups. And to be honest, and it can be overwhelming for someone who may not know, but I'm going to tell you now that your mobile phone can do it. Your really basic, free applications on your desktop can do it. There are tutorials out there that can break everything down for you, step by step. And I could say the same thing about the work that you do. I could go see the back end of, say, your CRMs or your processes, or maybe if you work on any like physical products, the process and the everything that you've put together to actually make the physical things happen, I would be overwhelmed by that, because that's not my area. That's not my area of expertise, and that's like, oh my god, you can imagine how people would be overwhelmed by that. So for you, in your case, I want to remind you that taking one step at a time is a good thing, and to give you that opportunity that I just turn that outfit on again. Did you work? I don't know if you did. Oops.
Zoë Wood 22:20
Interesting. That's not good. Apologies. I'm trying to just fix my captions because the reason I want captions is I want them to work. But that's all right, we can crack on this anyway, I can continue on this little monolog bit, and then we'll go to another screen where the captions are working, because I want to be able to make sure that my work is accessible. And why aren't you working? Why are you making me look bad? All right, I digress. Let's focus. Sorry. So when venturing into something like this, the reason I recommend having at least some experience in video editing, even if it's just really basic, video editing is not just because I am the video confidence coach and video is before the Forte that I play with, but it's also a case that video is incredibly influential. It's incredibly important, and you can get a lot more people to sit down and watch a video than you can to read a book or to download a PDF, not everything is going to like, be consumable by everyone, and to have multiple ways of being able to convert your thoughts and your ideas in a video format. So say, for example, the reason I do a live stream is so that I can take a transcription of what I'm doing, I can break it down into smaller pieces for social media. I can do all of my aspects of editing and marketing and trying to do all be all these places at once, because I'm here live streaming to you now. I'm putting in that effort to be here right now and take that time each week to spend an hour recording and talking with you and being able to edit that. Yes, I've got some AI tools that help me with that, but the skills I have developed has just been what I needed to do over time. And as someone who is in a small business, is usually the people I aim for. But also, if you're marketing or in a team, having video editing skills, even basic video editing skills is going to make you a lot more valuable, not just as an employee, but just for your own self and your own knowledge of, hey, we can do that. Hey, this is what editing is. Essentially. It's chopping bits of video to suit a purpose. And I want to tell you now you have the skills to do that, and you can do that. So managed to get the captions fixed. Well done. So we'll get through what I like to do for my ad frameworks. So essentially, today, we've got a nice long list of things that I want to touch on. I want to do some just generic ads for my quarterly focus, which is my. Glow and grow my branding sessions, which, of course, you'll hear more about in the ads, my elevator pitches, which I worked on yesterday, my unboring, my brand podcast, which a lot of my live streams get converted into both an intro and outro. So that's not necessarily an ad, but I'll work you through the process regardless my join my newsletter, listen to the podcast, follow the podcast on your podcast. Catcher of choice. Follow video confidence coach on LinkedIn, because that's my social media of choice, outside of YouTube, which I kind of use as both a repository and just a social media platform itself. When it comes to active social media platforms. I'm trying to work on LinkedIn, just because a lot of my late stage customer avatars are in LinkedIn, actively working. What I mean by late stage? I mean there's plenty of people in a customer journey. There's people that have not heard of you, but need you, all the way to people who have heard me and need me. And when it comes to my efforts and my energies, yes, I will be appearing on Facebook despite everything. Yes, I will be appearing on Instagram, and yes, I will be appearing on Tiktok despite everything happening. So I will be in those places. But when it comes to my focus, and when I'm building my content for a certain platform that is LinkedIn. I'm going to be building my content for LinkedIn first. Everything is just going to be kind of repackaged after the fact for everywhere else. When it comes to repurposing your content, I am very much in the camp of whatever is easier for you. And for example, in my strategy, it's easier for me to focus on LinkedIn as that primary source to then generate focus? Yes, if you have a marketing team, if you have people who their entire focus in your business is to market, then yes, definitely, curating different descriptions, creating different video edits for each post on each different platform. Sure, they've got the time, they've got the energy, they've got the money. But if you are marketing in addition to the work that you're doing in your small business, take out the energy and the effort and just focus on the thing that is going to give you the most return. And it comes to social media, the best return I've had is via LinkedIn. Like I have not get, I haven't gotten any, like, leads or income generated from any of those other social media platforms. YouTube hit and miss some of the time, and that's why I kind of put YouTube above my LinkedIn. But when it comes to all the other social media platforms, yes, even though YouTube is technically a social media platform, I digress. I focus on LinkedIn because that is where my people are, who the people who take action or who are ready to take action, and that is why I'm here to focus on creating ads for them. So when it comes to an ad, the first thing that you need to think about, before you even start thinking about your message, is you need to this will help me in editing and I'm sorry if the clicks get annoying. I sincerely apologize. But this allows me, in the final edit to be able to separate things just by looking at the sound waves. The sound waves whenever you bring a video into most of the time, whenever you bring a video, video file into an editing software, it'll show you the video up top in like a line, and then underneath you'll see this, these waves. And essentially that is the sound, or what is being captured by the sound. And when you look at those waves, you can see when things are very loud, and you can see when things are very quiet. You can hear any background noise, or you can have a bit more things to play with. When you see and with editors, especially proficient video editors, they rely on their sound waves, especially if you've got a setup with a host or a producer, someone in front of the camera who is like, sorry, the producer is not the host. The producer is the person who does all the behind the scenes work, and the host is just the person in front of the camera. Sometimes they are the same person. I digress. But in those instances when, especially when you got a proficient machine of just being able to edit and just get the video content out being able to use something like this. This is a dog clicker. So I just went on Ebay. I bought, like, the first two dog clickers. I found this is kind of a big one because it's got a whistle on it as well. And I don't really need it, to be honest, there are smaller ones, but I wasn't able to get them at the time. And to be honest, it's actually quite large for my hand, the smaller dog clickers are able to sit more neatly in the palm of your hand, because all it is is a piece of, I'm pretty sure it's aluminum, but it could be something else, another metal. And essentially you push it in, and then you let it go, so it makes a clicking sound. And of course, that clicking sounds quite loud, my apologies, but it allows me in the editing bay to be able to or if I hand this over to my editor, I'm probably gonna handle this myself, to be able to click and to be able to start editing whenever I start clicking these this button, and that allows me to see in the final video, to be able to just keep things together and then go through and. Edit much quickly and efficiently, because I'm not worrying about all this stuff from the start of the video when I was introducing the live stream. So this clicker again, I think it was like two to three bucks, to be perfectly honest. You could get it cheaper, or you could just go into your local pet store and just grab a small one yourself. Or if you are a dog owner, you could probably just use one of those, as long as your dog is nowhere near and doesn't get confused by the clicking sound. So I use this as a way of being able to differentiate, differentiate between ads that I'm recording, especially when I'm batch recording. And I use the opportunity to have the two clicks as a way of signaling to myself that the previous the previous chunk was a really good take, or, like in the moment, I really like that take, click, click, to remind to be able to see both in the edit that, hey, this previous one was really good, and in the moment, I know that take was really good. So I'm able to utilize that in both my editing to make it a faster and more efficient for me. Because even though video editors do it as a job, and I sometimes do it as a job, depending on the gig, doesn't mean you like doing it. So back to the ad framework. Zo, so essentially, an ad, of course, is an advertisement. It is something that is designed to make you take a call to action. And that call to action could simply just having awareness of the brand, the product, or what the problem is, could be as simple as awareness. Then you start breaking it down into it could be a lot more minute into All right, I want to get people to go to this landing page, or I want people to sign up to this course, or I want to pay people to take I want people to take a larger step action. And with the ads that I'm going to be working on today, I'm going to be working on more of that awareness scale of what I do. Because the other thing that you need to focus on for ads is your customer. Who exactly are you targeting? Now? Don't you dare say, Oh, I talk to everyone, because you bloody don't
Zoë Wood 32:06
come back to me focus. Because when you are creating adverts, you have a specific audience in mind. If you are talking to anyone and everyone, then you are talking to no one. So being able to drill down into your target market and have a really clear idea of the type of person you're talking to, because even though in your ad, you may not be talking to like the right the person that's listening or the person who's watching, you may not be your exact target market, but they definitely know someone who is, or say, for example, you address the problems in This that are happening and then the solution. And for example, and I can get that into my elevator pitch now, so I'll jump into that now, just for an example for you. So for example, feeling stuck trying to build a personal brand that actually turns heads women and non binary superstars deserve more than just a cookie cutter approach to their worries. So I've addressed the problem so people who are trying to build a personal brand feeling stuck and not being able to actually get the attention that they need. And then I've addressed who I talk to, so women and non binary superstars. These are the people that I talk to, and this is the people that I work with. Now, of course, I'm going to tell you now that there's plenty of people who know someone like this? They have a sibling, they have a parent, they have a friend, they have a colleague, someone who fits that niche of I like, for example, I work with people who are willing to take action, and that's why I call them superstars, because these are people who are already doing incredibly well. They just need focus, they need guidance, or they just need a framework. Because, to be honest, most of the time, that's what people need. I just need a framework. They know I have all these ideas, but I need to put them in an 80 billion space. So to do that, you need to be able to have some framework in action. And of course, following on from my elevator pitch, the video confidence coach untangles your marketing mayhem. So again, how I actually help them, helping you own the camera, craft killer video strategies and connect with your audience like never before. You'll leave with the tools to stand up, show up, show up, stand out and smash your goals. Now, of course, that was my elevator pitch, which I only just crafted yesterday. So apologies. It's going to be a bit stuffy starting because I haven't fully got it yet, but the reason that I mentioned that is because I'm addressing both the problem and the solution in relatively one to two sentences. I workshop that with my business coach and a couple of other business mentors. I had a crack at being able to simplify that because I had a very big problem for a very long time, despite the fact that I worked with clients to achieve this, is that I didn't entirely know how to best promote myself. But the things that you need to break down is who you're actually talking to, like really detailed, who are the people, and if you're unsure of who exactly you're talking to. So you can do two things. You can think about, okay, what is my highest paid product, and who is the type of person that will buy them? And actively think about not just the demographics, for example, like a woman between the ages of 45 to 55 No, I'm talking about like, where do they live? How much money do they make? What education level are they at? What are they more likely to do in their free time? Where are they more likely to be? Where are they more likely to find you? Are they more likely to find you on a radio station because they listen to the radio every day as they're coming to and from work? Are they more likely? Are you more likely to find them on television? Some people still watch television, but like, if you add run ads through those streaming sites, are you more likely to be seen by your target demographic? Then that helps you in multiple ways. Not just, oh, this is where my money is going to go for now. It helps you in so many ways. And the second thing that you can do, if you're unsure about who your target market is, is actively think about the people that you've worked with recently, like the past two, past three people that you've worked with, what are they like? What type of person are they? What type of personality do they have when you were working with them, or when you were trying to get them to work with you? What type of person were they? Were they the decision maker, someone who actually was the one who decided to work with you, or whether the gatekeeper, whether the one that stood between you and the person who was making the decision? Are they the beneficiaries? Are they the people that benefit from the work that you do? But they're not, but they don't ultimately make the decision? You need to figure out who these people are, and that's where you need to spend a lot more of your time. And of course, yes, this takes time and effort, but it's time and effort well spent, because there's no point in getting a machine gun to shoot everywhere other than the target that you're aiming for, than just a simple sniper rifle that can just go boop done. That was a lot more violent. Then there's a little bit more of a violent example that I probably should have used, whoops, but breaking down the ad now I know exactly who I'm talking to, and if you are concerned about pushing anyone out, do not be because, like I said, the people who are listening or watching these ads are not necessarily going to be the same people who Are my target demographic, but they're going to know people who are. They're going to hear the problems of their friends and their family and go, Hey, this Zoe, person seems to know what they're doing. Oh, Zo confidence. Zoe, Google. Ah, there she is. I'll send this to my sister, I'll send this to my friend, I'll send this to my mother. I'll send this to you know, my colleague. Again, that's how it works. You need to stick in people's brains. And to stick in people's brains, you need to have a focus, and that focus needs to have with needs to be like the customer. Needs to have it that in mind. So now we know who it is. We now kind of what we want people to do. So what action do you want people to take and of course, in my instance, I'm asking people to just be aware that I exist. So to have me like be aware that I exist is just generally making sure that I repeat my name. So video confidence coach, so that they can search and Google me later, that they know who I work for and ultimately what problem myself. So those are the three things that I need from my awareness campaigns. And of course, as I mentioned in my list of ads that I needed to do today, and I'm probably going to continue to record these outside of the live stream today. So my apologies you won't see all of them, because I'm sure you'll get annoyed at some point. And as I record these, I just realized how loud that was in these moments like this. I want you to, there we go. I'm just going to take that down. So my apologies if that was a bit too loud for anyone I had worked on this, but obviously I'm a bit too loud in moments like this to be able to I'm going to take you down a bit further, because I'm not trusting myself there in moments like this, to be able to break down and take down a much more advanced idea and breaking it down into a really simple what is the next step that you want people to take? So we know who we know ultimately what we want them to do. So do we want them to be aware of what we're doing? Do we want them to take an action? Do we want them to what exactly do we want them to do? And now we have to prove. We have to prove what we want them to do, and with that next action that we want them to do, I highly recommend thinking about it in really simple terms, thinking about what is the next click that we want them to take? What is the next action we want them to take? Do we want them to, for example, follow our podcast. So for something like that, we're going to ask people to search for the name of our podcast in their podcast catcher of choice. And to do that, you need to make sure that you. Mention the name. And if you depending on the situation with either if you are, say, a guest on a podcast, then you can probably add in the show notes, hey, this is where you can find my podcast, or this is the name of the podcast to look up. And in the events that is not possible, then making sure that you're very clear and very articulate. What is the name of your podcast. So people can can find you. For example, my podcast is the UN boring, your brand podcast that again, the unborn your brand podcast. Notice how I went a lot slower, just to make sure that that was really clear. And of course, when it comes to the speed of my voice, I definitely take it down, especially for those parts that people need to remember, and that's what works. So now, again, we've covered our three things. We know who we're doing it for. We know what they're wanting to do, and now we need to prove it. The way that we prove it is essentially with a value proposition. What I mean by that is, what value can we give people? Because, again, we are doing it for them. We are not doing it for us. We may be the solution, but we are not the value. The value is what we give people, either by the services or the products that we give, the freedom that we provide them, the time that they have to then spend with their families. Whatever value we are giving them, usually, is intangible. So to make that real, we need to be able to provide some proof, or some evidence of that. So you can do that by, for example, highlighting that you are unique and different with whatever is the thing that kind of puts you forward. So say, for example, I've got here in my notes that I've got 15 years experience in small business, and that can be something that stands out. Usually, I don't really recommend mentioning how long you've been in business for, because that kind of it used to work very well in like the 1900s
Zoë Wood 42:02
I say that as I was born in the 1990s it very worked relevant in the 1900s because legacy was very useful. Legacy is not so important now. It's more what you do with that value. So what I what you can do is highlighting what makes you unique and different is I bring, I make marketing planning fun, simple and easy. Now, of course, that's fairly generic, but you can see what I do. You can see that I'm breaking down something that is this big problem and usually an issue for a lot of my clients is marketing is a second thought for them, because bloody painful. Well, what I do is I provide you frameworks. I provide you guides. I help you step by step. Because I am not just going to be one of those social media gurus who rocks up, gives you a PDF and then pisses off. See, that is a value proposition. Now, of course, I'm addressing the negatives, but you can see that you can get my personality. You can get the idea of what I bring to people, and I'm not just kind of sitting there just being like, I make marketing fun and stress free, and you can trust me with your million dollar business. So again, so, so coming back to that ad framework, so again, we've already established who we're doing it for. We've established what we want them to do, and we've already established the already established and now we've established the proof. So those are the three things that you need. Now it's time to actually put it into a framework. So the way that you break this down for a 32nd ad, usually, again, no way to where you're going. You need an opening hook. So this is like about five seconds, usually a sentence long. Then we go straight into value proposition. So you've opened up what you're doing. You've gone straight into the value proposition, and then you go into your call to action. What are you asking people? What are you asking people to do? And then going in to the closing tagline, which again, is to remind people where to search, where to find you, and what name they need to remember. So here is a brief example that I've just written out here, and you can follow along. So are you ready to make your message unforgettable? G'day, I'm Zoe the video confidence coach. I help women and non binary superstars boost their personal branding through video, podcasting and live streaming. With 15 years experience, I make marketing simple, fun and stress free. Want to get started. Head to videoconfidencecoach.com.au, that is my email, and let's connect with the dots to illuminate. Let's connect the dots to illuminate your personal brand. Now, I used a little bit of chatgpt just to get this basic there, just so I can I honestly thought of this like five seconds before going live. But the reason that I'm mentioning this is because you're reminding people where to go. So, for example, with other marketing brands, you know where to go to find out more information. You know, to go to search sites to find out more information about these people. You know, to ask your friends and family, because now you have the name in mind. That's what a lot of these and. Ads are for, and that's what the awareness is for. So say, for example, in a lot of podcasts that I'm listening to at the moment, especially my business ones, HubSpot is all over the place. And essentially what hub spot is is it's a one of those all in one tools. It can be a CRM, a client relationship management tool. It can also be a like scheduler. It can do a lot of things, and that is why it grows as a company, because it constantly adds, bolts things onto the top. And I've used HubSpot in the past, and I'm, I'm like, I'm not as a marketer. Yes, it's pretty decent, and they do put out a lot of podcasts and a lot of PDFs, a lot of guides, a lot of useful material. That is how they get people on board. But for me, the price is not worth what they're honestly offering. And of course, as you can imagine, with any company, they want to grow, especially ones with investors, they want to make sure that they keep growing. So to keep growing, they need to make sure that they are in your ears, they are in front of you, and they are actively getting people funneling in to the system. And if you use HubSpot, please do let me know. How did you find it? Better say, for example, I used it. I want to say 2018, 2019 and I wasn't entirely impressed with what a I was paying for it and B, just what was coming out at the other end. So if it does work for you, please let me know. And I'd love to actually, you know, know more about from someone who actually is still using the product, or maybe has recently joined up. So I digress. The reason I mentioned HubSpot is because the way that they go about their ads is they use this framework. They use an opening hook, which is usually one line, then they go straight into value proposition. So the problem, providing the solution, providing the solution, and then the call to action, which is usually a HubSpot thing, and sometimes with the ads, usually they come straight out and say, you know, hubspots, blah, blah, blah is the answer to all your problems, going straight into value proposition, call to action, closing tagline. But in some ads, you don't know it's a HubSpot ad until they reach the call to action. And that is not negative, that's not unethical, that is just providing the solution and the value before trying to say, hey, come to the website, or check out the link in the show notes, or check out the link in the description before we're asking people to do things. We want people to be engaged before they start doing that. So with these ads, and we are doing pretty well for time. So with these ads, I've got a nice long list of opportunities that I will be going through today. What I am going to do is I'm going to take a break. I'm going to send you to an ad break, which essentially is some of my content, and I'm going to take this time to check any comments that we have, and I'm going to put on the air conditioning because I think you got the earth on my face. Let's do this. I'm
Zoë Wood 48:18
when, when I work with clients, my goal is to get them to their desired outcome. Yes, if I need to be a little bit harsh and a little bit mean, which is probably me just messaging them and just being like, hi, you said we were going to do this, that's do this like, that's my mean face. But when it comes to helping people achieve what they need to achieve, that's what I'm here for. That's what you've hired me for, to get to where you need to go, to use the expertise, and hopefully to use the knowledge that you have as an expert in your field. Because ultimately, if you are running a small business, if you are working with clients and helping them achieve what they want to achieve, you are an expert. You don't need a degree for that. You don't need some fancy piece of paper. If you are helping people and you're doing it right, you're an expert. If you're constantly growing and involving your education on your particular subject, you're an expert. If you're growing your knowledge and can admit, more importantly, you can admit when you're wrong about something, you're an expert. You're a thought leader in your space.
Zoë Wood 49:33
Welcome back, everyone. So now we're going to get to the ads part of today, and the captions will run along as they do. So we've got about less than 10 minutes left of today's session, and I will take this opportunity to do what we need to do. So I'll run you through a couple of ads using that formula for. You for today. So of course, I'm going to be continuing with a couple more after the stream ends, and I'll smile me, and I will use this opportunity while I have honestly have my makeup on. The reason that I'm recording a bunch of these all in one to go and also on the live stream is because I spend an hour per week doing these marketing activities, and I put on my makeup, I think about what I'm going to do, like I prepare everything for this hour. And for example, like today, I've done a lot more yapping. Mind you, most of my live streams are yapping, but I've taken most of this opportunity to just talk about ads and the work that they can do for you, as opposed to talking about more or less what I actually doing my ads. So I'm going to get my hair somewhat reasonable or not there is also that, and I'll take these opportunities to run you through a couple of things. So of course, as I mentioned, my quarterly focus is going to be the glow and grow branding sessions. And what I'm going to use is that ad framework to break break it down. So usually, when it comes to ADS, most of the time, you have done a little bit more prep than me, and that's more a case than for me, what I usually do. And in those moments, you are able to rehearse what you want to say. And we do have a download if you need any help with breaking that drown or breaking down that script in any way. But what I recommend a lot for my clients is, honestly, don't think too much about the exact wording. Think about the dot points. Just think about the basic generic because as a professional, and especially as a professional in your field of interest or in your industry, you know what you're talking about, you have the experience to string your words together. And if you don't, you are rehearsing enough to be able to do so. So in those moments, you don't need to necessarily rely on the script and the dot points per se. You need to be able to, essentially, confidently, be able to expel those at your mouth. So in those moments, I like to just break it down into those, again, those four sections of an ad. And again, this is 30 seconds long. There is going to be ending. There is going to be music. Do not worry. If you stumble, if you fumble, you can just do it again, because at the end of the day, when you finish a recording, even if you're just recording it on your phone or doing it yourself, you ultimately, at the end of the day, have a chance to edit that, record it and review it. Or if you're one of those people that does not believe in editing. And I am one of those people sometimes the BFM is at a low point and I'm like, I cannot be bothered anymore. You do it in those moments that I just don't feel like doing it anymore. So those moments like that, that is where we can rely on things like this, where we can just record what we need to say and just get it out there. Do not worry about being perfect, because there are so many situations where being perfect actually goes against you, and there are so many ads that I've seen with my clients that are incredibly effective, where they fumble a fair few words, they stuff up, and they're just so passionate about what they do that they just trip over their words, because they're so excited to help the people that they want to help, to serve the people they want to serve. They're so excited and so passionate, and I am too. So for this example, we're going to use again for breakdown ads. So this is going to be for my glow grow brand strategy, and this is going to sit in my live streams. So I already know what I my audience is. I already know what I want them to do. I want them to go to the link in the description, the first link in the description to go to my whatever I'm promoting at the time. And the idea being that this glow to go brand session is going to be a permanent state, permanent fixture within my products. So no matter when someone finds my content, they can constantly find this. And this ad is going to be generic enough where I can ask people to go to the first link in the description, and it's always going to tell people where to go. So even if I put this ad, this finished product, in a podcast, it's going to send people to that first link in the description. It's going to tell them where to go. And in those moments where, like, I don't have control of the description, I will then update and change that ad accordingly. So say, for example, in the q3 looking at my whiteboard with all my details over there. In q3 I'm going to be looking into podcast advertising, and specifically micro podcast advertising. So my target market, which, of course, I've spent a lot of time figuring out who my target market is and the type of podcast that I listen to, I am going to sponsor these podcasts, and I'm going to be in the ad breaks of these podcasts specifically for Australian listeners. I have. A problem with international listeners and a hello to all of my fans, my fans. I say that with all integrity for everyone who is outside of Australia. Most of my work, to be honest, I just kind of focus on the Australian locale, and then I can then expand overseas later, when I can be bothered. But coming back to the ad and the ad copy, I've got a really basic, basic brand breakdown, which, to be honest, I ran through chat GPT a couple of times not to hit again. Doesn't have to be absolutely perfect. I just needed something to be able to present to you to the live stream today. But also, to be perfectly honest, to have something just to get me going, just to get me thinking. Because there's plenty of things that I've read, these, these, copy, this copy and this idea. And then I just realized I can do a better version of that, and I start writing my own. I need something to get started and get me going. And that is the same thing with a lot of people. So focusing on today's session, and again, using the clicker to break down between each of those ads, or my rehearsing or my versions of those ads, so then it's easier for me to edit. Of course, this entire live stream is going to be a hell of a thing for me to edit, but that is Eddie's problem. Eddie. Eddie is me, but I'm going to call Eddie my editor is a separate person for now, until I find someone in that meantime focusing so I'm going to be reading this a couple of times, just off the cuff, just with reading it, and I'm going to do my best to get up some momentum, then I can start looking directly at the camera lens without having the need to kind of go like this, because It's kind of hard to see, and you kind of get distracted, because more things you kind of get distracted as a viewer, because all you're seeing is me going like this, where the eyes are moving rather rapidly, trying to pick up the voices so focusing In the last five minutes of this live stream stuff. Stuck on your branding. Let's audit, adjust and glow up your marketing in one hour. Get tailored guides, tools and a roadmap to stand out. Unlock the potential discounts for future sessions with me, the video confidence coach smashing your marketing mayhem with killer video strategies. So again, that breakdown was a fairly like, again, fairly generic. I broke down. I didn't exactly talk about who would need this product, but I gave, again, this is an awareness. I'm giving a couple of goes at this because, again, the idea is that I'm able to take what's in front of me and then meld it in both my editing, but then also in moments like this where I just realized, Hey, I'm not addressing who I talk to. So let's start that again. So instead of So, I think with the first line stuck on your personal so stuck on your branding, I'm gonna update that to say stuck on your personal branding, because that is my particular niche. I run with the personal branding crowd, because that a that helps me stand out, but also it makes it quite clear of the people who need help on personal branding, not just marketing in general. Of course, I can help you with marketing in general, but usually, especially for small business owners, it helps to go through that personal branding lens. And I say, get tailored guides and tools and roadmap to stand out. Again, we're we're covering all those people who need, like, What exactly am I getting out of this? And what I'm going to do before that, breakdown of the guides, tools and roadmaps, we're going to talk about who this is for. So again, it's usually helpful to read it out loud and then be able to kind of figure out what the flow for you and the way that you speak, because again, you are the one reading out the ad. It is incredibly useful to have your voice and your tone be the one that's both presented, be it in your marketing, but also in the way that you communicate with customers. I use words like smashing marketing mayhem because I am a intense person. I'm not a meek, demure person. I am bold, I am bright, I am unboring. Your Brand podcast.
Zoë Wood 59:17
That is who I am, and for people who decide to try and squash me for that. Best of luck to you. That's not going to happen. So focusing again on the I'm very much all over the place this morning, my apologies when it comes to so I'm going to read this out, and then I'm going to see where I can fit in the type of person that I work with. So stuck on your personal branding, let's audit, adjust and glow up your marketing. In one hour. Now I could go with, for example, I work with women and non binary superstars is usually my go to but then that brings it back to me. That brings us a I work with these people when, say, for example, stuck on I. Are you a woman or non binary superstar who's stuck on your zo who's stuck on your personal branding? The let's audit, adjust, glow up your marketing in one hour. So let's read that again now that I've inputted who I work with, and I've phrased the first question, and I've patted that out a little bit more, just to give a bit more context, because again, this is the first time people are going to be seeing my face and hearing my voice. So in this moment, are you a woman or non binary superstar who's stuck on your personal branding? Let's audit, adjust and glue up your marketing in one hour, get tailored guides, tools and a roadmap to stand out with a VIP. So of course, that didn't work too well, but what I can tell in this little ad that I've created for myself is I haven't really mentioned who I am. So let's smash your marketing mayhem. Smash your marketing mayhem. I
Zoë Wood 1:01:25
Okay. So what I've done is I have adjusted that so again, we're working on the fly, and that is okay. So of course, I had the bear barns basic done by chatgpt, and of course I gave it so much information. That is what you need to do for these models to work. You need to give him so much information, and in this moment, I've been able to craft this ad to kind of where I want it to be. It's not perfect. It's not the be all and end all. But the idea is that you record multiple different things, like I'm going to be doing today, once I sit down in front of my cooler and just blow cold air on me for the next half hour. But let's read that again. Are you a woman or non binary superstar who's stuck on your personal branding. Let's order to adjust and glow up your marketing in just one hour, get tailored guides, tools and a roadmap to stand out. Let's smash your marketing mayhem with killer video strategies. With me. Zoe, the video confidence coach. Now you can see that I had different tones there. I emphasized different words and I had different pauses. Now, if I take that particular section out, I could probably realistically get 2025, seconds, and that's because I speak relatively fast. And for those people, and for those of us who speak a little bit slower, try and obviously do your best to work accordingly, depending on how fast you speak. But that is why. So honestly, I was I just used five minutes before this live stream, put in my information, chat, GPT, spat out a generic kind of ad copy, and I was able to adjust this to make this work for me. Now, of course, as I mentioned before, there's a prompt in there that's just a general awareness of me zo the video confidence coach, but in that moment, I want to probably get people to check out the link in the description. So let's measure my smash your marketing mayhem with killer video strategies, that is my tagline,
Zoë Wood 1:03:29
using the link and let us return. So again, we're thinking about our target market. We're thinking about the people that we want to work with. Work with because, and again, because of those people that we want to work with are not exactly very we need to think about them and the work that and the effort that it's going to take for them to reach out to us to click that button. Where is it going to take them? What is it going to ask them to do? Usually, I have a two fold system where I ask people to just if you're in a rush, and I say that in the title, if you're in a rush, give me a name, give me an email, and I'll follow you up. And for those people who maybe have a bit of time and want to do a research, they can be like, Hi. Here is all the stuff to research more about me, if you like. Or here is a basic, basic form which breaks down what we need to do to work with each other. And then I then send them an email, a discovery form. After that, via email, if those people don't, so don't fill in that form, or they don't fill in the discovery form, then I have no interest in working with them, not in a mean way, on a stress but just because, if you don't have time to spend five minutes filling in a form feeling like giving me the information that I need to do my job before we meet each other, then that kind of feels like you are like a bit too stressed and a bit too overwhelmed. You are not a superstar who is kicking goals and. Wants the framework to achieve more. But again, we'll go through that again, and I'm going to probably going to read this and then just use the audio from this take. We're not going to worry too much about the visual aspect of it, because I am sweating, because it is warm in here, and because it's summer, and the lights, even though they are led and they are not very hot, I'm hot. I'm sexy and sassy, as I was called the other day at, I think it was online. I think someone just called me, you're you're too sassy, like, too sassy in the comments, I'm like, Yeah, I take that as a compliment. So I guess Are you a woman or non binary superstar who's stuck on your personal branding? Let's audit, adjust and glow up your marketing in just one hour. Get tailored guides, tools and a roadmap to stand out. Let's smash your marketing mayhem with killer video strategies with me, Zo the video confidence coach, just use the first link in the description. There you go. And then I'm going to practice that a couple of times and be able to just go down barrel of the camera and start using this in my own marketing. So we have reached time, we have reached the hour. So let's Yes, I think we're done. So we're going to finish off with the closing title. Thank you so much for joining me on this little rant that I had. Well, not little. It was very long rant about recording ads. Hopefully I was able to give you some actual useful frameworks and tools to start generating and batch recording your own ads. Maybe on a day that you feel honestly, you feel really nice, you feel really pretty, your makeup is done really well, even just record a couple of videos, maybe even work with a an AI of some sort, just to give you some basic like breakdowns, and then you can use that in the future, because you felt good in the moment. We'll talk about in future live streams about breaking through that I don't like how I look feeling, because it's just a feeling, and it's going to fleet, it's going to fleet, and it's not always going to stick with you. We can work through that through future live streams, but in the meantime, I'll leave you to it, and I'm going to sit in front of the cooler and just hopefully not melt off everything. Bye. Have a beautiful day.
The above livestream episode description and transcript were generated together human knowledge + ai.
Listen to the edited livestream in a podcast episode
Who is your host?
Zoë Wood, your Video Confidence Coach connects the dots between personal branding and video marketing. Helping women and non-binary folk in small business, find their way in the world of marketing their passion without the energy drain.
Find out more about how to grow your personal brand with the power of video right here on vcc.training
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