Overview:

The podcast discussed how to create effective video testimonials to promote high-ticket products and services. The presenter, John Hubbard, shared his systematic process for capturing high-quality story-based testimonials that emotionally connect with prospects. He emphasized addressing fears and desires of the target audience through testimonials that follow a hero's journey structure. Shorter testimonials are best for top-of-funnel while longer form stories work well lower down the funnel. John also demonstrated editing software and offered an online course for $550, with all proceeds going to flood relief in New South Wales.

Takeaways:

• John Hubbard discusses his systematic process for creating high-quality, story-based video testimonials to drive more high-ticket sales.
• He emphasizes capturing quantifiable results and addressing prospects' fears/pains in each testimonial.
• Shorter (<1 min), top-of-funnel testimonials should focus on benefits, while longer testimonials tell the client's story and results.
• Trust is key for high-ticket sales, so providing proof that the product works through client testimonials is important.
• Following a "hero's journey" narrative structure makes testimonials more compelling by showing obstacles and resolution.
• Getting quality testimonials can be difficult, so John recommends professional collection and editing to ensure consistency.
• Benefits, product solutions, and quantifiable results should be clear in each testimonial.
• Testimonials can be used across the entire sales funnel, from initial opt-ins to upsells.
• Editing software makes it easier for anyone to produce high-quality testimonial videos.
• Donations are being collected for flood relief in New South Wales.

Automatically-Generated Transcription:

So today we've got a couple of exciting presenters.

First we've got John Huber and he's gonna be talking about, yeah, in terms of how, yeah, how he, his process, his phenomenal process for going about creating testimonials.

And next we are gonna have Tom Poland, who's gonna be talking about how he coordinates a hundred joint ventures a year and maintains quality control.

So let me tell you a little bit about John.

I've worked with John for about a year in creating a product, which I'm soon about to launch.

But I was really impressed with John's just his thinking process in terms of, and his methodical process with operations.

And he's now done that with video testimonials, which also incorporates his background in, you know, in, in videography over over decade.

So what he is gonna be sharing with us today is how to do video testimonials in a way that connects emotionally with your prospects, provides 'em with proof, and most importantly inspires 'em to buy.

Uh, so that's what John's gonna be doing today.

He is gonna dive in deep.

Without further ado, I'll uh, I'll hand it across to, uh, Mr.

Mr.

John Hubbard.

Thanks Scott.

Alright, I'll just get my screen sharing happening here.

Hey everyone, firstly, just thanks for the opportunity to share.

I'm, uh, excited to share this.

I haven't shared this before about testimonials.

We've been doing testimonials for many years but never actually talked about them.

So can everyone see my screen okay there?

Yep.

Excellent.

Alright, so let me just get rid of this over here.

Alright, so basically in this presentation what I'd like to do is show you how I use story-based video testimonials to drive more high ticket sales and more profit without investing extra money in top of funnel marketing activities or cold traffic legion and advertising type of activities.

And I guess my core premise is if you're a business that gets outstanding results for your clients, there is a marketing gold mine of proof that's lying hidden within your client base.

And this is exactly the type of proof that you can use to drive high ticket sales at that middle and bottom of funnel stages in particular.

So if you think of it about it from the perspective of, of a prospect who's considering taking the next step with you and investing a large chunk of change into a high ticket program with a, you know, coaching program, mentoring mastermind, whatever that is, product or service, what do they wanna see?

Firstly, they just wanna see proof that you can actually deliver what you say you can deliver.

So they wanna see people just like them who are now achieving exactly the same result that they wanna achieve and who are once in the same position they are now in their pre-purchase shoes and story-based video testimonials do exactly that.

And the power of story is undeniable right from birth rule program to engage with stories.

It's really in our D n a.

So when we use customer stories strategically, they can really multiply the potency of all of our other marketing and sales efforts.

They're also a competitive advantage that the pretenders can't replicate because if your competitors can't get real results, unless face it, a lot of people can't, then this is not something they can replicate.

They might be able to outspend you on advertising or even super slick marketing copy copy, but they can't show quantifiable results in the form of real proof.

So when I'm talking about proof today, I'm not only talking about kind of social proof that we all know from Robert Shei and the six key principles of persuasion, but it is worth just taking a moment to revisit social proof 'cause it's definitely a part of testimonials.

So Robert Cialdini said, social proof is when people copy the actions of others in an attempt to reflect correct behavior for a given situation.

And we all know about social proof and how critical that is to our marketing, but I'm also talking about another kind of proof and that's quantifiable proof.

And quantifiable proof is critical for high ticket sales.

Can you prove you can do what you say you can do?

Because if you can, that's a genuine marketing asset and a competitive advantage.

And so we've got some good stats these days on, uh, video testimonials.

These are current and they pretty well speak for themselves.

79% of consumers have watched a video testimonial to learn more about a company product or service.

70% of marketers say video converts better than any other medium.

90% of users say that seeing a video about a product is helpful for making decisions.

Two thirds of consumers say that they're more likely to purchase after watching a video testimonial demonstrating how a business, product or service help someone like them is the important part there.

47% of people say video testimonials are effective because they help them visualize how a product works.

I've just gotta resize my screen a little bit here.

There we go.

Alright, who am I?

I'll be very brief.

So basically I spent 10 years in an agency doing all sorts of weird and wonderful things, but nine, nine and a half years to be exactly, it was a, a company called 50 Caliber Films.

I've produced thousands of hours of commercial video production, content clinic, promotional videos, documentaries, TV ads for companies such as Ford, NY Honda, Suzuki, b h p Bulletin as they were called, Oakley, all sorts of things.

Then in 2010, I got into direct response in a big way and looked for all sorts of ways to start an online business.

But it wasn't until 2013 that I co-founded a property investment education provider called Your Success Australia, with a another member of our group, Jane Slack Smith.

We traded as Your property success and we sold online courses in the kind of $500 to two thou, two and a half thousand dollars range, as well as a high ticket group coaching and mastermind for 25, um, thousand dollars.

So that's where I've tested a lot of these things I'll be sharing with you today.

And over the best part of seven years, Jan and I produced more kind of lead gen product launches, webinars, and video testimonials that I can care to remember.

The last three years I've just been a digital marketing consultant, basically for a bit, a bunch of different companies in the US and the uk and here in Australia, my latest venture, which is always the most exciting, is a new company called Testimonial Express.

So testimonial express is a done for you testimonial collection service.

So you introduce us to the client, we take care of the rest.

Each testimonial is filmed 100% remotely.

It takes 40 minutes of the client's time and it's turned around in 14 days.

Now I've been ma making testimonials for a long time in many shapes or forms, but over the last month this has really become our team's primary focus and we've really been refining our thinking and processes and systems to the point where we can confidently take on any interview subject and whether they're camera shy or awkward or chatty or long-winded, and we get all of them.

Um, but we can take anyone and really cons and consistently produce very high quality testimonials comparable in quality to a human interest story or profile, um, that you might see on television every night.

Now, I'll give you an example at, at the, in a, in a little bit, and you can be the judge of that ultimately, but, but we really do, if we're going down the, there's a difference between what I see as short form testimonials, top of funnel testimonials and what I'm talking about here, and I'm going to address that in a minute.

But if you think about customer stories, which is really what we're talking about, we are really competing for attention with what engages viewers.

So what I'm gonna share with you, many of these techniques, um, we've adapted from television and high-end video production and brought them into testimonials.

And I'll touch on them as we go, uh, through.

Um, so my guess is many of you have been in business for quite a while and have a long list of happy clients that you've worked with to achieve outstanding results.

But the chances are you're not showcasing all of those results as effectively as perhaps you could be in the form of high quality customer stories and testimonials.

But I'll be right and I dare to make that, uh, bold assumption because in my experience, very few businesses are effectively showcasing, um, their best results, uh, which could be explained by the fact that video testimonials can be a pain to source, right?

But I certainly used to think this way and I've always found it awkward to ask for testimonials, particularly the video part introduces a whole new level of hassle factor for them to get on camera.

I always felt like I was imposing on their time.

They're busy, they're paying me.

So I try to time the perfect moment to ask, or in most cases I would put it off and never ask at all.

Or in some cases they said yes, uh, and then you get that awkward radio silence and you didn't wanna mention it at the next meeting kind of thing.

But something that was even more disheartening to me and is more di disheartening to me is when you do get a yes and then they supply a testimonial, but it's absolutely terrible, for instance, they completely miss all the biggest benefits that you've achieved together.

They overlook the crucial before and after comparison.

And, and often on occasions the video quality itself is terrible or their delivery is terrible.

They're just so inarticulate ramly and the final testimonials just barely usable.

And the thing is, you really only get one shot at this.

And to me, a a bad testimonial is almost worse than no testimonial at all.

'cause you can't exactly go back to them and ask them to do it again and say less s**t this time, please.

So quality and consistency is really annoying for me and it's difficult to get that, um, when they're self supplying.

So what I'd like to share with you are the techniques and tools that I've developed to receive and capture high quality testimonials with the goal of building a library of evergreen high quality video testimonials over time that can be integrated and leveraged across your entire sales and marketing sales process.

I'll share some ways to ask for testimonials that make it far easier for your clients to say, yes, I've got a, some resources including a request template that I'll share with you at the end.

I believe that you can collect outstanding, outstanding testimonials while simultaneously improving the relationship with your client.

And I'm also gonna show how to fix some of those quality and consistency issues so they look great and sound great and, um, they're enjoyable to watch.

And most importantly, how to make sure your clients say the right things and that those biggest results are captured.

Um, also for some reason, us marketers put a fraction of the thought and marketing now into planning and execute executing testimonials, um, than we do for any of our other conversion tools like webinars or VSLs.

If you think of the trade craft that goes into planning a webinar, for instance, we plan out the new opportunity, we address the key beliefs, we address the major problems our product or service solves, and we lay the foundation for the features and benefits of our product.

In the pitch.

We address all the fears, pains and desires of the target audience.

But when it comes to testimonials, most of us don't do any of those things.

We just walk off the field.

And my question is why It's simply another marketing presentation.

So I think it should be treated with exactly the same intent because it's no different, uh, in my mind, the only thing that changes is the actual presenter.

So what I'm gonna do is share with you my systematic process for incorporating all of those key selling points into each and every testimonial.

And also how to make a ripping good yarn so they're compelling and engaging for the audience to watch.

Uh, which is really my definition for a high ticket testimonial.

It's a combination of all of those things.

So what I'm saying, uh, is my definition is a high ticket testimonial is a story-based testimonial that provides quantifiable proof, includes the major benefits of your product or service, and addresses the beliefs that stand in the way of your prospect making a buying decision.

And in a moment I'll explain what I see are the key difference between what I'm talking about today and shorter top of funnel video ask style testimonials because I think both of them have a place they're just very different animals designed to do two different jobs.

Uh, I'm also gonna share with you the file actually that should say seven Scott, I wasn't, uh, going for gold here.

Seven biggest mistakes that I see, um, businesses attempting, uh, to make when they're trying to make these types of testimonials and customer stories.

Gonna give you some industry tools, including some user friendly video editing software.

Hopefully we'll have time to do a bit of a demo of that 'cause it's just a incredible, it's only come out in the last couple of years.

Anyone can use it.

And also some, some links to some con cost effective resources, video libraries and royalty free music.

And at the end, I'll give you a doc with all of this stuff in it that you can download without an opt-in or anything like that.

So what tick, high ticket testimonials are not.

So what I'd like to do is just to find what I'm calling high ticket testimonials and what they're not.

They're not lead generation tools for cold audiences or cold traffic squeeze pages.

Squeeze pages where audiences don't know you yet.

So if we think of that top of funnel, cold traffic, squeeze pages, opt-in pages, a video testimonial at that stage of the journey really needs to be shortened straight to the point.

So ideally, in my mind, a duration under a minute, 20, 30 seconds is better in my opinion because a prospect at that stage of the journey, either reentering or entering your world for the first time, is typically not ready to invest two to four minutes to watch a customer story.

And it doesn't matter how good it's, they're just, they don't know you well enough, they're not ready to invest the time.

Shorter testimonials there, uh, are a much better play.

And someone who used to do this well, I couldn't find, um, any immediate examples when I was looking just before the webinar, but Dan Henry used to do this really well.

He had all sorts of different, uh, incentives to get people to leave, um, video ask style testimonials, and then he would just plaster them all over his opt-in pages and you just get this visual of a lot of play buttons and you can't look at that and not be influenced by the sheer volume of social proof.

So that's the way I treat top of funnel testimonials as a volume play.

I want to as much of them as I can, and I don't mind if they look a little bit homemade or there's inconsistency in the quality or even if they're just talking about the products and benefits of the product themselves and not the actual quantifiable results, which I think, which I'm gonna touch on later.

It's really important in the testimonials we're talking about.

But with those top of funnel ones, I'm not as worried about that because in my mind it's more of a volume play.

So very two very different testimonials designed to do different jobs.

Now, the majority of time when we're selling high product, high ticket products to people who are already in our will, now I'm just defining high ticket by anything above three grand.

I know everyone's got a bit of a different definition of this, but when I'm thinking of high ticket, typically I'm thinking of the stuff that we can't sell off a shopping cart.

So it requires that extra bit from to the call or the, the sales call after, after it.

So anything from 3000 to a hundred thousand dollars.

So when I think about middle and bottom of the funnel, then what I'm thinking about is where we would typically do the work of selling high ticket email follow-up sequences, uh, upsell sequences, pre-sales calls.

Se in a pre-sales call, you warm them up for sales, post-sales call, checkout pages, events, social media, um, retargeting.

So the prospects, I guess the delineation there, prospects are already in your world and they're at the deep dive stage of making a big financial decision.

And at that stage, they'll invest the time necessary to make sure they're making the right decision.

So often the way we're using these longer form customer stories, high ticket testimonials is a bit of a one-two punch.

We're using them alongside another marketing tool.

So sometimes we use it along, uh, alongside, uh, Jane and I used to use it alongside, uh, product launch sequence.

So we'd have the three videos and on the third video, which is about the ownership before we go the fourth video and the pitch, it would be after they've watched today's video, then they could watch a long form testimonial or it might be in the, the sequence.

If they, for instance, didn't buy on the first opportunity, then we'd put them into a sequence where they'd see these testimonials.

So we're often using them as a two, a one, two punch and not a standalone.

They're really working complimentary with other tools that we're using at the same time.

Oops, sorry, I just lost my spot there.

One second.

I'm working with different screens today, so I'm, I'm not quite, here we go.

Alright, so if we think about what high ticket requires, sorry, What high ticket requires is essentially trust.

Trust is a prerequisite for us to move someone, particularly if they're forking out big change like $25,000 to join a year long program.

So trust is really a prerequisite.

Now, one of the fastest ways to gain trust is simply to provide proof, proof that it works.

Now, in a perfect world, it'd be great if we could just bring all of our new prospects into our office and sit them alongside our existing clients and let 'em have a chat.

'cause that'll work.

But it's not just not very scalable or practical.

So next best thing is we just record our existing clients talking about the success and quantifiable results that you've achieved for them, and we show that to prospects.

Um, so that's what I'd like to show you an example of.

Now, um, this is a client's testimonial.

Uh, his name's William Whitecloud.

Um, William's, a creative development trainer based in California.

He's also a bestselling author.

Uh, you might be familiar with his books, the Magician's Way Last Charman, uh, secrets of Natural Success.

This testimonial that I'm about to show here is been used as a, a part of a multi-pronged upsell campaign that goes from a free training to a paid training, then to a high ticket coaching program.

Now, one of the disadvantages of showing you a testimonial in isolation like this is you missed some of the context.

One of the things you'll see, for instance, at the start of the testimonial is Tiffany who's giving the testimonial plug, has a a a platform to plug their own business.

We often do that.

Don't let that confuse you.

It's about William.

So that'll pass in a in a little bit.

And, but in, in often in the case where we're doing B two B testimonials, their actual business is integral to the story as well.

So what I'll do is I'll just, uh, stop share for a minute there and, and reshare over to, uh, QuickTime.

Uh, Sorry about that.

No, it's not letting me do that.

Just while you're doing that, John, I'll just mention to the, I've dropped the audit AI link in for today's call.

So if anyone wants a transcript to find particular stuff faster afterwards, that's, that's it.

Excellent.

Yeah, for some reason it's not giving me all the share options, Scott.

It's giving.

I can do point of script.

Alright, let me just do, if You've got a link, you can always drop it in here and no, I've got a quick time that's open.

I'll just have one more go at it and, and then I will, there's another option I can use.

I'll just stop share there.

I'll just do one share one more time.

Event sharing options.

No.

All right.

One more go.

All right, I'll just do point of screen.

Alright, so what I'll do is I'll just grab this QuickTime video and I'll just bring it into the screen here.

Can you guys see that okay?

Yep.

Okay.

Excellent.

All right.

I was wanting to be courageous, but I didn't have the confidence.

I was a doorman.

I just gave all my power away.

I'm now the c e o of a global international company.

I discovered I didn't necessarily need to be the person I had been up to the first 20, 30 years of my life.

Hi, my name's Tiffany Broel.

I am the C e O of P M V A property management virtual assistant.

P M V A is a leading real estate outsourcing company and we help real estate professionals leverage virtual teams to grow their rent roles and sell more properties.

I always felt that there was something more to my life.

I was wanting to be courageous, but I didn't have the confidence I was a doorman.

I just gave all my power away.

I really needed to break out of this pattern in my life.

The first time I heard about We Whitecloud was through his initial book called The Magician's Way.

It was my first introduction to Living an Empowered Life.

I started to practice his principles immediately and I could see results straight away.

One of the first realizations I had was I had a bigger purpose in life.

I had an epiphany that I, I wanted to impact young people around the world.

I really wanted to inspire, educate, and motivate people.

I distinctly remember the moment where I started to get traction.

I started a training consulting business in real estate and I was able to get on stage and start public speaking and keynote speaking.

Then my calendar started booking with people wanting to have me speak at their events.

It did take time working for myself before my intuition told me that outsourcing the business overseas was the answer.

I do remember my biggest breakthrough.

I had seen this amazing building in the Philippines.

It was still under construction.

And at the time I had about 10 employees.

And I, I remember the moment where using Williams work, I had the confidence to divorce sea exactly what the end result might look like.

I'm now the c e o of a global international company hiring almost 200 employees around the world.

And those people came from nothing.

Their dreams are now coming true.

My staff are buying houses, which in, in a third world country is something you never really saw before.

They're buying cars, they're creating families, they are going places and doing things.

The impact has just been phenomenal.

Williams's work truly helped me step out of my own shadow.

I discovered different ways of being in the world and I didn't necessarily need to be the person I had been in the first 20, 30 years of my life.

I had the courage and ability to create a life that I custom designed for myself.

On a personal level, I've been able to buy my very first property and literally last week I bought myself a 48 foot leopard catamaran and I now am the owner of a luxury yacht.

And Williams's work made all of this possible.

I would most definitely recommend we are white cloud.

My suggestion would be don't wait, don't hesitate, say yes and figure out how later.

Cool.

So that's a good example of uh, high ticket, long form story-based testimonial.

I'm gonna run through these really quickly 'cause we're gonna run up against the clock real fast.

I'm seeing there, Scott, but basically question for you, what do all these films have in common?

Anyone type in the chat and let me know if they know the answer.

Hero's journey.

Yeah, well done.

Thank you.

Yeah, hero's journey.

And look, hero's Journey is thousands of years old.

It's been used everywhere from Moses to Mad Max and it's the most reliable story structure we've got basically available to us.

So we leverage the hero's journey very, uh, highly in our testimonials.

This is the structure that this guy in the forties, Joseph Campbell did this book, A Hero of a Thousand Faces, and he compared a whole bunch of different cultures and civilizations and it turns out they're all telling the same story.

It's just one of those natural phenomena like the 80 20 rule that's very hard to explain.

Oops, lemme go.

Sorry, stop for me.

There wasn't that going.

There we go.

So that's the hero's journey.

This is our, what you just saw in this video is we follow this pattern.

I won't go into the full breakdown, but basically there's a before picture of before they came into your world, there's the pursuit once they're in your world and they're doing the work.

Now, ideally we don't want this to be too easy.

'cause if they just, I, I met Scott and life was better immediately, the audience can smell a rat.

So there needs to be a, a process of transformation that they go through.

Then basically there's the reward that they get for doing the work.

And then there's the aftermath and our, our kind of nicknames for these are like, celebrate the times, happy ever after kind of thing.

But that's the structure that we're following.

And, and this is a very, uh, universal structure that we've just adapted for video testimonials.

I'd like to go through some of the mistakes that I see people making.

Number one is just relying on people to self-supply testimonials because there's a bit of a problem with that is that clients aren't expert at giving testimonials, even if they're trying their best.

Really the solution to that is arrange an interview.

Now this really just unlocks the whole thing 'cause this is what allows you to really drill down and get into the areas that you need to and pull on the threads, um, that are actually serving your purpose and, uh, leaving the threads alone, which don't, um, meet your objectives.

Now just one note that I would add to that is, is where you can, it's best to use a third party, like a really expensive testimonial collection service or a staff member to do this.

'cause it is a little bit weird for the whole thing of, sorry about that, of, Hey Bob, tell us about how good I am.

Again, it, there is a little bit of a weirdness to that.

So if you can have a third party do that, that is, uh, a better option.

The software that I use and recommend as opposed to Zoom, and I won't go into all the specs of Zoom, but it's just a little bit of a quality issue.

I use this, uh, software called Riverside fm.

We actually use it as a backup.

The recording that you just saw there of Tiffany was uh, recorded on a phone.

We do all our remote recordings on a phone.

Um, but we use Riverside FM as a backup.

But if you don't want to get to all the trouble that we have to make that happen with the phone, 'cause the phones are obviously really high.

It's the kind of camera that we paid 20 grand for a couple of years ago.

Um, and now everyone's got one.

So that's why it's the best in, uh, option for us.

But there's a little bit of a hassle factor with that.

But if you weren't going down that route, I'd highly recommend I using Riverside fm.

Uh, so that's the mistake.

Mistake number two is not removing all the dull, repetitive, and irrelevant material.

Now there's some amazing software available.

Now I I'm not gonna have time to demonstrate it to you, but it's called D script.

It works like your editing a Word document or a Google document.

You literally just delete the text, it deletes the video.

It's also got some amazing audio software, so it cleans up all the room noise and all of that kind of thing.

So there's no real excuse to me to not editing your videos.

Now, um, I could do a demo now where you could, you literally, in 30 seconds you can really whip something into shape using something like dscr.

It's pretty cheap too.

I think it's 20 or 30 bucks, um, a month.

Um, third mistake I see is not making each testimonial audience or product specific.

If, if I'm going back to my same thing about how you treat other conversion tools.

You wouldn't try and sell five products on, on a sales page at once or five products on a webinar at once.

So I don't understand why people try and do this on testimonials.

Um, by doing that, you miss the opportunity to narrow in on all of the selling points that make that service unique.

The other part of that is the testimonial candidate.

So the target audience.

So I'm always thinking about who's your very best customer and then from those who are the others, like that you wanna be selecting your most engaging individuals and essentially mirroring back to the community the type of people that you want.

Because there's this whole thing of birds that are feather stick together.

And I think that's more powerful than a lot of people realize.

State number four is just not doing the marketing, not doing all the same due diligence that we would do for a webinar or a V S L or whatever it is.

Understanding the top three benefits, understanding the products that it solves.

These are all things that we can be listening out for as we go through the testimonial interview.

The objections.

So these are all the objections from Williams interview.

Now you don't get it exactly 'cause ultimately you get what comes out of the person's mouth, but you get to choose which thread you pull on and which ones you can, which you can leave alone.

If you know these things upfront, then as soon as you get a sniff of them, uh, away you go.

The last thing, or sorry, the second last thing is asking the wrong questions in the wrong order.

Now, the way we do it, we, even though we have a structure which is very linear in the telling of the story, we don't actually interview that way.

We actually start with the most, the biggest result, the quantifiable result.

And then it, that's at the very start of the interview.

And the reason that we do that is because it's the one bit you wanna make sure you've got in the can, um, before you get to the edit suite kind of thing.

And at the start of the interview, the participant or the interviewee is less likely to be in the weeds.

They're more giving you the overview and that they've still got, uh, lots of energy.

And so you wanna make sure that you get that quantifiable result straight up the front right at the start of the interview.

And then we work our way through.

I'll come back to that in a moment, but that's my mistake.

Number six is just not capturing quantifiable results and without the quantifiable results all, it's really just not, it doesn't really carry the weight, it's really just empty platitudes.

So you wanna make sure that you can, and you can set this up, you can talk about this prior to the interview and just set the conditions up, even give them the data if you've gotta look it up and look how much we've, uh, increased the sales over the year we've been working together.

So that's really important to get those quantifiable results.

I'll just go back to this, um, box interview technique.

So we start with that in the interview, then we go to the before picture, then we go to the pursuit, then we go to the breakthrough moment, and then we come back to the new life, which is the how life looks now after they've, um, finished the journey.

The last thing is mistake number seven is not making it easy for your clients to say yes.

So obviously clients are very busy and one of the things that we do is to, is really define exactly what we're asking them to talk about and how long it will take.

Because when you get an open-ended question or a request, the first thing you think is, oh God, where do I start?

So you wanna do some of that work, um, beforehand.

So one of the things that we would say in a testimonial request is, Hey Gavin, I'd love to be able to share your story of how you doubled, doubled your sales using the book launch strategy.

I really think your story could inspire a lot of other people.

Would you be open to a 45 minute case study interview via Zoom with our video producer?

This is often what our clients will send out.

We say Zoom 'cause we're not, we can't be asked explaining Riverside FM at that kind of stage.

But the kind of key points are there that it's clear parameters.

You're saying, Hey, we want you to talk about this, these quantifiable results.

It's gonna take this long.

So what I've done is I'll pop a a link into chat.

I've got some resources here that you can, you're welcome to download.

There's no opt-in or anything like that, but I think I'm done for time and I'll hand back over to you Scott.

Yeah, a awesome, just a quick question, John, how long does it, would it take you for to just show that to script video that you mentioned before?

Yeah, what I, I reckon we could do it in about three minutes mate.

You want me to have a go?

Yeah, yeah, Yeah.

If you just wanna jump on because I think it'd be really good for interesting for people to see that.

'cause that's pretty phenomenal.

Yeah, let, let me give that a go.

Okay, can everyone say that?

Okay.

Yep.

Great.

Alright.

So what I'm gonna do is I'm just gonna, I'm just gonna drag a video file in here and what it's doing is it's transcribing it and I'll just take a moment while it does that, I'll pull up one of the other files.

Let's see how fast it 5%.

All right, so here's just a file that I brought in earlier.

I'll just play it.

So what it does is it transcribes it and then you can edit the text here.

So if I just play this little bit here, it's gonna Look like, yeah, it's just a whole different mindset for me now.

I enjoy it.

I love it.

How much easier is it when you Can, I'm getting more clients and the bottom line is that my business is earning more than it has ever earned before and that is purely because of being on camera.

So what I might do if I was just to edit this quickly is I could just for instance delete that.

It is just a whole different mindset.

So I'm just gonna do a really quick little edit here.

So I'll delete it there.

I'm gonna put that line after this line and I'm gonna start from here.

I'm just gonna get rid of that.

Let's see if this other example or let's see here.

So I'll bring this in.

I'm gonna do the exactly the same thing with this.

I'm gonna push this down the page a little bit.

So I'm gonna say that I'll start, this is gonna be my opening line here.

So it's gonna, everywhere you look is a video.

I see so much opportunity, so much, so much opportunity.

So I'm gonna get rid of that.

Then I'm gonna say it'd be great if we had a but here.

So we'll just go and search for that.

So what I actually want there, 'cause I've nearly got my story here, is if I had another little linking piece, I haven't got it there, but if I had another little linking piece we could change this.

But basically if we just play that story now Everywhere you look, it's video.

And so I see so much opportunity.

Getting on video was a real hurdle for me now that I have the bottom line is that my business is earning more than it has ever earned before.

And that is purely because of being on camera.

It's just a whole different mindset for me now.

I enjoy it, I love it.

So you can see how fast it is just to completely reshape a narrative and it's always for good.

Never evil as we, we swear the oath of allegiance for that.

But, so you're always not changing the intent, but you can take someone's sentence that it's all over the place.

People aren't finishing sentences and all of that kind of stuff.

And you can quickly whip it together very quickly with DSS script.

And I think this is about 20 or 30 bucks a month.

Yeah, yeah.

No, that's, uh, that, that's awesome John.

Thank you.

Let's give John a hand of applause.

That was, yeah, real, really excellent.

And thanks for putting all your all so much, um, thought into the presentation.

What don't, we might just open it up with FAQs.

Now we've got one from John.

Can you put, can you put in a transition from John Bellamy?

Can you put in the transition to smooth the brakes?

Yeah, you can.

I I don't find it, uh, I find it a better tool for editing dialogue than for doing what you would traditionally do with an N L e, like a, a Premier or a Final Cut pro.

So you can do those things.

It's just a little clunkier if, if you're just doing a simple letter, for instance, like a top of funnel testimonial, you can do things like if, if you're only doing three or four cuts 'cause it's 30 se seconds long, you can just reframe.

So you just push in for the cut back out to the wide, stuff like that.

So I find it, um, very easy for that.

Or just a couple of bits of overlay, some pictures that you can cover.

The edits would be another way, but it's a little bit clunky once you get into the, the cut and thrust of really you can do a few things, but it's not as good as a normal, like a premier pro kind of thing.

Premier.

Yeah, no, that's awesome.

I was just thinking even like calls like this, if you're running group coaching calls or something like that, you could throw it up in there and just Oh, it's perfect for that.

And podcasts, it's just amazing for podcasts.

Yeah, Yeah.

Love it.

The other thing it's got, which I didn't mention there, is it's got a, an AI voice recording capability.

So if you record in 30 minutes of your own voice, it'll make an AI version of you and then you can just fill in sentences and gaps and all of that kind of thing.

Yeah.

Which is pretty mad.

Yes, it's, and it's very, it's unbelievably real.

It's spooky.

Yeah, that's, that's awesome.

Any other, any other questions for John yet?

Tom?

John?

Cost of service, obviously we could try and do it ourselves, but we're far better to get a professional like you to handle the thing.

I saw a consult booking link, which I'll use to book a time to have a chat with you, but War Park figure per testimonial.

Yeah, at the moment we're, thanks.

We're working in us.

I'm just gonna remind myself exactly so I don't say anything wrong.

Basically we do, at the moment, we do 3000 US for one, 4,000 for two and 4,000, 500 for three, a package of three.

Now what, what we've done is we're relatively new still Tom, and we're getting up to capacity.

We've what I always see when I'm starting a new project.

So I try and not make price the issue.

So we've priced it pretty competitive to start and then we'll be putting the price up, staggering the price up at about 500 bucks each couple of months kind of thing.

So that, but that's where we sit at the moment.

Okay, super.

Thank you sir.

So I just wanted to clarify.

So you just need to edit the words and it edits the actual video.

Yeah.

Is that right?

Exactly.

Yeah, it's mind blowing.

Yeah, it's incredible.

What if the words that there's a typo in the transcription and you edit the words, is that Correct?

Yeah, you have to, you correct the transcript first ah, as to what it said and then that fixes it.

And sometimes it's not perfect.

You can actually edit on the timeline as well and just move things around and do a little bit of that fine tuning that you can't do with the script.

But what it, the major benefit for, particularly for dialogue is it uses more of the sensors obviously with you, you can actually read.

So it's about five times faster than editing in the way that all of us have been editing for years with, with non-linear edit suites.

So it just, it is just changed our world for dialogue partic.

So our process now when we get a testimonial is it gets edited and we just assign it to bins like all of our hero's journey bins, then it's signed off at the DS script stage, then we export it and put all the overlay and music in premier.

Amazing.

Thank you.

Production line.

Yeah.

E e.

Excellent.

I think it might've been a question that was answered.

Yeah, Rob, a Rob asked and John answered.

So that's, that's good.

That's all in the chat.

Yeah, that's That's great.

I've got that OD link in there.

Good on you.

Thanks.

Yeah.

Yep.

No, it ex Excellent.

Excellent.

Hey guys, we're back again.

Back the room.

Um, so we might just go quickly around the room just for 30 seconds from, from each group just to hear your take.

Biggest takeaways from that, from that session or from the breakout rooms really and the session?

Belinda from room one.

Yeah, Judith asked a really specific question on timing of testimonials and 30 seconds is what John suggested premium for top of funnel and no more than four minutes for long tail one.

And I think getting that right really matters.

Yeah, no, awesome.

Yeah, no, that was a big aha for me too with the, the 32nd in the top end and the shorter in the top end, top of funnel and bottom of funnel.

Brendan room two, We was chatting a little bit about, um, some of the mischief I was getting up to, but I think the, the biggest thing was really understanding that it's got huge value and really just trying to make sure that business owners see that, that value upfront and see by having those I guess curated testimonials that people can see just gives 'em a lot more confidence to do business and then shortens the sales cycle.

Yeah, yeah.

No, awesome.

Thank, thanks Brendan and Nina from room three.

Hi.

I thought it was really valuable.

So as I mentioned, I'm a sales coach and so I teach a lot of my clients how to pull the best pieces out when it comes to marketing.

I've got a ton of video testimonials, I've got a montage of all the best bits of a lot of my clients.

And following that process of the Hero's Journey and even the Epiphany Bridge by Russell Brunson is really powerful.

Um, so to have someone do it for you is I can see how, how incredibly valuable it is.

John, I've already booked in a call with you.

Oh great.

Thank you.

Excellent.

And then Liz from tha Thanks Nina, Liz from room, room four.

Yeah, it was good.

Both Tom and I used a lot of testimonials in our businesses and it was a really good reminder that hero's journey.

So bringing forth the idea of the, the, that that journey that customers make and I love, Tom actually has a really good system.

He gives the client questions that he's gonna ask, but also sample answers that they could use.

And I think that probably makes it a lot easier for someone to give you a good testimonial.

Whereas I do more of an interview where I guide them, so I help them bring out the things that, that I want to hear.

But I love the pro like we're both saying like that John, your level like that is really pro and that really brings a another whole level to a testimonial.

So.

Fantastic.

Thank you Te testimonial movies.

Yeah, yeah, that's uh, that's great.

And Jace from our group, Excuse me, the washing machines going, having to fit in the background, um, I, what we spoke about was organizing that we should do a group summit.

So we went a little bit off tangent on the conversation, but the key takeaway for me for doing testimonials, which is something I do have to do, is actually get the objections handled through the testimonial.

So whatever's in the, the, the perceived objections in the mind of the buyer just diffuse it before they even It is absolutely fantastic.

Yeah, thanks.

Yeah.

Well awesome.

Tha thanks.

Thanks Jason.

Thanks.

Thanks John.

That was, that was great.

Now John, there was something we spoke about this morning or vox it about this morning.

So with all the stuff that's going on in New South Wales, so with all the floods and all that sort of thing, I was thinking yesterday and I was actually speaking with Scott Baker yesterday.

Hey, if we could raise some money for that would be awesome.

One of the things John said, or maybe you can share that, John, what you were thinking you could offer for anyone who donates to that, to that cause Yeah, so we, we were tossing up ways that we could raise money for it.

So one of the ideas that, that I thought we put on the table was that, and I think you've got some details of the actual link there.

Yeah, perfect.

So we would be willing to do anyone that donated $200 or more give them a thousand dollars off one of our packages.

That's, and I think also Scott Baker's also got a offer, is that right Scott?

Yeah, I'll, I'll let Scott share.

Yeah.

Uh, we have something similar as well.

We're, um, we're doing the video ask version, which is the, um, that top of the funnel version that, uh, John was talking about.

And we're offering 13 video testimonials so that you can get from other people.

Uh, we're doing it, it's $550, but um, a hundred percent of that goes to the um, uh, flood relief in New South.

Yep.

E Excellent.

Excellent.

Thanks.

Hey guys, Just a quick question.

When you get the money, where are you going to put it to?

Is it going to be a charity?

Where's it gonna go?

Have you Yeah, yeah, yeah.

So I've, I've just dropped a link into the chat.

So you don't give the money to us, you give the money straight to Aussie helping hands.com au.

Yeah, and that one I'm actually connected with one of the girls who built that website.

'cause I'm a bit skeptical of a lot of these charities with what's happened in recent years.

So yeah, that, and I checked with her yesterday, I said this gonna go to the right place, et cetera, et cetera.

Yeah.

So if you, if you think, So in my case what I was thinking, if you just did a screenshot of the receipt, I'll send you a a thousand dollars US discount link and you can use that over the next three months or whatever.

Yeah, yeah.

So all you need to do is take a screenshot of, you know, of the donation and flick it to John or Scott if you want to take advantage of it.

Yeah.

If you're gonna, if you're thinking about doing something like that anyway, it's a good way of getting something done in your business and also supporting a, a great cause.

'cause yeah, there's some, yeah.

I I think it's pretty serious for a lot of people in that Northern New South Wales region in particular.

Yeah.

I can tell you it's pretty f****d up from firsthand experience.

Yeah, you, You are right there in the heart.

I, I'm in Sydney now.

I came down on Sunday, but I've had a bunch of mates lose their houses and stuff.

Yeah.

It's all, yeah, it is what it is, unfortunately.

But they'll get through it.

It's done happened a few years ago.

It's just hopefully the insurance companies actually pay out, but yeah, Yeah, yeah.

Not easy to lose your house and even if they do pay out, it's a massive disruption on, on your life, et cetera.

So Scott, I might wanna inform the guys that I'm, I'm working with a team at the moment of entrepreneurs, including, I don't know if people heard of Peter Moriarty, but he's an entrepreneur and he's got a helicopter and he's flying in and flying out and we're getting funds to do fuel, but we've also set up partnerships.

So Bunnings have been giving us supplies and, and everything.

So there's a lot happening on the ground if go to Aussie helping hands.

Absolutely.

There's just so many different pockets of things and I, I'm getting my finger on the pulse today through Messenger of what's actually required to go in there.

'cause there's different things where there's an overload of stuff and then there's other things that are more necessary.

We're just working that out at the moment, trying to logistically get a truck to do fuel containers to the airport to, so the helicopter can get refueled to get going out and, and doing its thing.

Well, If, if, if you know another place as well.

'cause for me, as long as the money goes to the right place, that's, that's the main thing.

Yeah.

If you've got a link or something you want to drop in the I'll in the chat, Jason, I'll do An introduction to the, the person that's heading up the project with our, our group.

We're doing amazing, like big things.

It's just, it's been full on, but yeah.

Big things are actually happening and it's, yeah, it's good.

So I, I'll do an introduction to Jade.

Yeah, no, awesome.

No, that, that, that sounds great.

And if anyone can think of any other ways that we can, you know, raise, raise funds or leverage what we have, yeah.

Then yeah, just let me know.

Yeah, no or awesome.