Hey welcome Jeff Heggie Daily Success Strategies. Thanks for being with me today. Today. I want to talk about something that I hear quite often, and it’s, especially when I talk to people that have been in their career or different things for awhile, and they talk about the things they wish they would have done in their lives. They wish they would have started a business. They wished they would have taken a chance. They wished they would have done all these things, but now they’ve been in a certain role or they’re at a certain age that they don’t think they can do it anymore. And the example I always give them is Colonel Sanders with Kentucky Fried Chicken. He started that when he was 61 years old and look what it is now. And so what’s holding you back from starting something, age is just a number and it doesn’t mean because you’re a certain age you’re locked in and you can’t do the things that you really want to and really desire to do.
You can still do those. I got something from one of my coaches today, someone that coaches me on a regular basis and I was reading it. And that’s why I wanted to talk about it today because there’s a number of people on his list that actually expanded my how I looked at this. So I’m going to read you what he sent me. Ray Kroc opened his first McDonald’s at age 52. Rodney Dangerfield was 46 when he got his break. Martha Stewart was over 50 before she started her brand. Stan Lee of Marvel comics was 42 when he started. Henry Ford was 41 When he founded Ford motor company, Melissa McCarthy was 41 when her wheels started turning Robert Noyce was also 41 when he started Intel. Morgan Freeman was 52 when he got his first big break, a Joy Behar was 55. When she started The View. Chaleo Yoovidhya was 61
When he started Red Bull. Judy Dench wasn’t famous until 61. Colonel Sanders was 61 when he started Kentucky fried chicken. So I want you to think about that and think about how successful those people have become and the things they’ve achieved and when they started. So if you’re looking at yourself and thinking, I wish I would’ve done that, I wish I could’ve been this. I wish I could’ve been that, but I can’t now because I’m 40, I’m 50, I’m 60 I’m 70. I don’t care how old you are. There’s still time. 2020 is the year to do it. If there’s ever been a time that you want to reset, that you want to take advantage of opportunities. Now’s the time to do it. This is the year that has thrown everything into a loop. And it’s given you the opportunity that if you want to do something now is the perfect time to do it.
So I really encourage you to do that. Go out there, figure out what it is you want to do and do it. And again, go to www.JeffHeggie.com, get my free Momentum series. It’s going to help you figure out what it is you really want, how you’re going to get there and why it is and get the motivation behind it. It’s a free series. Go get it. Motivation series, go to www.JeffHeggie.com. Scroll down. You’ll be able to see that. And hopefully this is something that’ll help you, and help you make some decisions to move forward and take some action. And if it is, please share this with someone else that could use it as well. Thanks for being with me today and we will see you again tomorrow. Thanks.
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People only remember the extraordinary, strange, wild, surprising, and unusual. You need to make sure your ideas and marketing reflect these reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away. You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.
As you research word of mouth, there are some questions you need to ask along the way:
What are the users willing to tell the non-users?
Exactly how do your customers describe your product?
What are the non-users willing to ask the users?
What are the things they need to know but are unwilling to ask?
What happens when these issues are raised?
Exactly what do your prospects have to know in order to trigger purchase?
Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
How do your customers persuade their friends to use your product?
How do your customers suggest they initially get to know or try your product?
What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?
There are two main reasons why word of mouth research is so important:
To get the real impression and feedback from customers
To define word of mouth itself and the concept it creates
There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.
What this breaks down to is:
2 groups of customers
2 focus groups of prospects
2 mixed groups (enthusiasts & skeptics)
In these groups you need to ask the following questions:
What would you tell a friend?
How would you persuade a skeptic?
What questions would you anticipate from a skeptic?
How would you answer their objections?
The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.
We’re going to transition a bit and talk about how to construct a word of mouth campaign. First, we’ll take a look at the essential ingredients you need to put together a campaign. These ingredients are:
A superior product
A way of reaching key influencers in your marketplace
A cadre of experts willing to bat for you
A large number of enthusiastic consumers
A way of reaching the right prospects
One or more compelling stories that people will want to tell to illustrate your product’s superiority
A way to substantiate, prove, or back up your claims and how the product will work in the real world
A way for people to have direct, low-risk experience, a demo, sample, or free trial
A way of reducing overall risk, an ironclad guarantee
Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:
When there are credibility problems
When there are breakthroughs
When there are marginal improvements
Where the product has to be tried in large numbers or over time
Where there is high risk in trying the product
With older or mature products that have a new story that people tend to ignore
With unfair competitive practices such as spreading rumors, or telling lies about your product
When there are governmental or other restrictions on what you may say or claim directly
While most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:
Products where a seminar would not provide meaningful added value
Products that can’t be tried and where there is no consensus among experts
Products that are clearly inferior, without having a compensating superiority for similar products
Products that are so personal or emotion that rational discussion is irrelevant to the decision
Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.
This wraps up this post on word of mouth research and how that research can be used when putting together your word of mouth campaign. If you need help with the research and a plan to use the results of that research, try our GUIDED TOUR to get all the help you need with our top-notch resources and tools.
For a FREE copy of our Fear to Fuel, 18 Proven Strategies to Turn Your Fear Into Power eBook, Click HEREand learn how to be confident in yourself.
Carrie Severson is the Founder and Publisher of The Unapologetic Voice House, an independent publishing house for authors that has an agency outlook. Carrie and her team do everything from editing to marketing of books. Carrie has been in the storytelling industry for 22 years and created her publishing house based on her own understanding of what it feels like to be on the author side of things. Check them out at www.theunapologeticvoicehouse.com
In this episode of my Daily Success Strategies podcast I talk about the things that I’ve been able to accomplish during the Coronavirus Pandemic. My hope is that as you look at everything that you’ve been able to accomplish during this time you will be able to realize that it is significant and continue to build on that momentum.
Take the time to list everything you’ve accomplished since this pandemic began and then click on the button below and leave me a voice recording. Tell me about the successes you’ve had. Share your breakthroughs and all of the things you’ve accomplished.
I’ll be picking a few of the recordings to share on future podcast episodes. So share your inspirational stories and your thoughts or ideas that will motivate others to keep going!
PS – Yes, I know it’s June 29th today, not the 30th. I made the mistake of saying the 30th in the podcast 🙂
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We have recently had some of our small business coaching programs approved by Small Business Breakthroughs Magazine for their grant program. See the information below. If you may qualify and want more information, please contact us as outlined below.
FOR IMMEDIATE RELEASEContact: Jeff Heggie
Phone: (801) 830-3858
$5,000 Grants for Small Business Owners
(Gilbert AZ) Due to the current economic crisis, Small Business Breakthroughs Magazine is offering ten grants up to $5,000 for small businesses. These grants are offered to help small business owners obtain specific strategies they can use to quickly recover revenues lost during the Coronavirus shutdown.
2019 revenues of $50,000 or greater
Experiencing a decline of at least 10% in monthly revenue
Requirements: Email Jeff Heggie at email@example.com and include your contact information including your phone number, email address, and website URL. Use “SBB Grant” in subject line.
There are no fees required to apply for this grant and no repayment is required.
Grant Usage: Small Business Breakthrough Magazine has done an extensive review of the online business programs offered through JeffHeggieCoaching.com and has given approval for ten (10) grants to be offered for these programs. [contact Jeff Heggie for details]
About Small Business Breakthroughs magazine
Small Business Breakthroughs magazine can be found on the web at https://smallbusinessbreakthroughsmag.com/. It is dedicated to the success of business owners and offers state-of-the-art training and resources. It regularly features articles about business icons such as Dan Kennedy, Gary Vee, Seth Godin, Les Brown, Mark Cuban, and many more.
If you would like more information about this grant program by Small Business Breakthroughs magazine, please call Jeff Heggie at (801) 830-3858 or email firstname.lastname@example.org
In this episode of The Jeff & Heidi Show podcast we switch things up a bit. Today we are talking with Alyssa Carson and hearing her story and what she is doing to prepare to be the first person on Mars… Yes, the planet!
“Always follow your dream and don’t let anyone take it from you.”
Ever since she was a little girl, Alyssa Carson has had her heart set on the stars. At only 3 years old, she told her father, “Daddy, I want to be an astronaut, and be one of the people that go to Mars.” He had no idea that this seemingly offhand statement would actually become the birth of a meaningful lifelong endeavor.
At just 19 years old, Alyssa’s list of accomplishments include witnessing 3 Space Shuttle launches, attending Space Camp 7 times, Space Academy 3 times, Robotics Academy once, youngest to graduated Advanced Space Academy, and multiple Sally Ride Camps. In 2012 and 2013, she furthered her education at Space Camp Turkey and Space Camp Canada, becoming the first person to attend all three NASA Space Camps in the world. Alyssa is also the first to complete the NASA Passport program, visiting all 14 NASA Visitor’s Centers stretching across 9 states. In January 2013, NASA invited her to be on the MER 10 panel in Washington DC to discuss future missions to Mars live on NASA TV. She was later selected as one of seven ambassadors representing Mars One, a mission to establish a human colony on Mars in 2030. In October of 2016 Alyssa was the youngest to be accepted and graduate the Advanced Possum Academy, officially making her certified to go to space and an astronaut trainee.
More than anything, Alyssa is driven by an insatiable desire to live life to the fullest; to break through the ceiling of possibility and make a positive and lasting impact on the world.
Check out her profile on LinkedIn for the most up to date accomplishments
Its going to be a big week. To make it a successful week and accomplish everything that you need to, make some plans and commit to them. Make sure they are commitments that will make it a successful week and will also get you closer to your bigger goals.
Rosa Parks said, “When ones mind is made up, the fear diminishes “
Look at the things that you know you need to be working on to achieve your big goals but you’ve been putting off. Make a commitment to do those things. Once you make that commitment, the fear will diminish and you can get it done.
Go out and kill it this week!
All of my Daily Success Strategy podcast episodes can also be found in my Facebook Group:
When I posted this episode, I included the comment below:
I don’t want to talk about these things and not be doing them myself, so I’ll use this as my opportunity to publicly commit to what I talk about in this episode. One of my big goals is to have my online courses all running successfully, helping entrepreneurs grow themselves and their businesses. My goal is to have 10,000 people go through my courses. To achieve this goal, this week I will be focusing on my marketing strategies and funnels with my e-Learning Marketing System as well as my Marketing Accelerated course. For my week to be successful with these, my Marketing Accelerated course will be running with new FB ads and my e-Learning Marketing System will have a new funnel and be launched on my site, www.JeffHeggie.com. I’ve blocked my times throughout the week to have focused, dedicated time to do this.
…the unexpected a-ha moments were life changing. Thank you for your ability to guide us through this process so seamlessly, and for helping us see so much potential in our businesses once again!
Great investment of my personal time. Jeff was able to deliver a thought provoking, systematic approach to recognizing and understanding what makes me tick and how to improve. Application of this in the mastermind group setting offered greater insights and perspectives to my personal and business challenges. Worthwhile on many levels!
Today’s lesson will talk about how word of mouth messages are delivered and how you can influence those messages.
There are essentially 3 methods of word of mouth:
Expert to Expert
Expert to Peer
Peer to Peer
When experts are talking about your products or service you will usually receive an amazing rush of sales and new customers, so obviously this is one of the best things that can happen. You can also help to facilitate this by offering free products to experts for them to review.
Expert opinions can also bring about new ideas that help to fuel new products, services, and operating systems within your company. If you take the time to change or develop the opinions of even a small group of experts, you will have the opportunity to help your market explode.
There is a standard word of mouth delivery system that, in most cases, takes a few years. But, you can speed this up into only a few weeks. The standard system is:
First impressions from an expert
Organized trial of your products or services
Pooling peer experiences
It’s important to know exactly who is advocating for your products and service. Take the time to find out who they are and reward them. While you may already have a customer service system for filing complaints, do you have one for compiling praise? Most likely not. If you take the time to show these people appreciation, they will help take your products and services to the top.
Some of the ways you can show them appreciation are:
Invite them to a customer appreciation dinner
Offer to video their testimonials
Ask to interview them for feedback to improve with
Offer them a premier customer membership
Ask them to join a referral incentive program
There are lots of things you can offer your biggest fans to help spread the word about your products and services.
Conventional media has been around forever and while it can still be effective, it’s lost a little of its luster over the last few years. There are a few reasons for this:
Expensive and doesn’t necessarily return results
Boring, lacking something fresh and new
Too short of a time slot to offer enough information
While these are all true, there are ways you can make conventional media work for you. For the information to be effective, it needs to be presented in the right sequence, come from the right sources, be relevant to the target customer, be credible, and be delivered at the right time in the medium.
We’re going to switch gears a little and talk about the two phases of the product adoption cycle. Traditional media is great for taking you through the information stage where you can offer the information you need for your potential customers, but it’s not so great for measuring the results of those efforts.
Without these results, you can’t fine-tune your marketing and therefore can easily miss the boat and lose potential customers and waste a whole lot of money. Once a consumer has the information they need, they’ll go through a verification process as they analyze whether or not the purchase was a good one. They generally get their information through:
Direct experience with the product
Interaction with peers using the same product
Scientific journals and other resources
Independent reviews and opinions
You can accelerate this process by:
Providing your own demo’s and free trials
Offer them indirect experience through the experience of others
Offer a good true story that can be passed around
Once you have the ability and are able to work through these concepts, you will be able to target your customers much better. If you need help with any of this along the way, try our GUIDED TOUR to gain access to our experienced business coaches.
There are these two young fish swimming along and they happen to meet an older fish swimming the other way, who nods at them and says “Morning, boys. How’s the water?” And the two young fish swim on for a bit, and then eventually one of them looks over at the other and goes “What the hell is water?”
David Foster Wallace
We are often oblivious to what is around us, what’s directly in front of our face.
In a world where so much has happened in recent months I believe it’s more important than ever to try to be more aware of what is happening, or even what possibly may have happened.
We are quick to judge but often don’t know anything about the person we are judging. The “Man on the Subway” story from Stephen Covey shows us how we can have a complete paradigm shift once we hear a person’s story.
“I remember a mini-paradigm shift I experienced one Sunday morning on a subway in New York. People were sitting quietly – some reading newspapers, some lost in thought, some resting with their eyes closed. It was a calm, peaceful scene.
Then suddenly, a man and his children entered the subway car. The children were so loud and rambunctious that instantly the whole climate changed.
The man sat down next to me and closed his eyes, apparently oblivious to the situation. The children were yelling back and forth, throwing things, even grabbing people’s papers. It was very disturbing. And yet, the man sitting next to me did nothing.
It was difficult not to feel irritated. I could not believe that he could be so insensitive as to let his children run wild like that and do nothing about it, taking no responsibility at all. It was easy to see that everyone else on the subway felt irritated, too. So finally, with what I felt like was unusual patience and restraint, I turned to him and said, “Sir, your children are really disturbing a lot of people. I wonder if you couldn’t control them a little more?”
The man lifted his gaze as if to come to a consciousness of the situation for the first time and said softly, “Oh, you’re right. I guess I should do something about it. We just came from the hospital where their mother died about an hour ago. I don’t know what do think, and I guess they don’t know who to handle it either.”
Can you imagine what I felt at that moment? My paradigm shifted. Suddenly I saw things differently, and because I saw differently, I thought differently, I felt differently, I behaved differently. My irritation vanished. I didn’t have to worry about controlling my attitude or my behavior; my heart was filled with the man’s pain. Feelings of sympathy and compassion flowed freely. “Your wife just died? Oh I’m so sorry! Can you tell me about it? What can I do to help?” Everything changed in an instant.”
In this episode of The Jeff & Heidi Show we interview Devin Butler and learn about his entrepreneurial journey.
Devin Butler graduated from Davenport University with a Bachelor’s Degree in Business Management and Administration. He had a strong passion for football, playing all the way through college, and it wasn’t until his sophomore year of college that he realized he also had a deep passion for entrepreneurship. After moving to Arizona in May of 2019, he began his entrepreneurial journey. Devin is working to build several small businesses that he started. Clear Cut Home Improvements, Clear Cut Events, and a community built to connect like-minded people, Arizona Entrepreneurs. Each of these businesses have one thing in common, they are built around bringing people together. Being able to provide value to the community in various ways is something that inspires Devin to bring his vision to reality.
Today we’ll cover the idea of shortening your customers’ decision-making process with positive word of mouth. There are essentially 5 stages in the decision-making process.
Give the product a chance and transitions from a “no” to a “maybe”.
Check out the options and investigate the different products available.
Observe the product to check for potential benefits, features and operations to see if there is a fit with their needs.
Become a customer and purchase their first item. They will be discriminate with their first product as they form their opinion of you.
Purchases again and starts spreading positive word of mouth as an advocate of your products.
So, let’s take a closer look at each one of these.
From “No” to “Maybe”
This stage is really important because if your potential customers don’t even take a second look at your products and services, then you have no chance of sealing a deal. This is why you need to offer credible information and well thought out pricing, guarantees and incentives.
Investigating Your Products
At this stage they are taking a closer look at your product line to see if there is actually anything that could benefit their life. This is where you need to make sure your hard information is right out there in front for the customers to see and compare.
Customers often feel more at ease and ready to purchase when there is some sort of a trial in place. They usually want to try vicariously through someone else, so they don’t feel any risk involved. A good way to offer this is through demo videos, product demonstrations or a tour of your facilities. This stage may invoke a reaction of “I tried it and liked it. You should check it out.”
Make a Purchase
At this stage, they have taken the risk of purchasing one of your products or services and are now evaluating how easy, convenient, cost effective and satisfying your product or service is. At this stage a common reaction would be, “It was really easy to use and learn from. It’s really great, you should get it!”
Advocates for Yours Products
At this last stage of decision making the customer is immensely pleased with your product and often keeps using it and/or comes back for more products and services. They are likely telling everyone they know how much they like it, that they use it every day and have already (or will be) back to your establishment for more.
We talked a minute ago about the different types of purchasers. Now we are going to take a closer look at their characteristics, so you can figure out which tactics are best to use at the right stage of the decision-making process.
Wants to stand out from the crowd
Know what’s hot and trendy
Likes “strange” or “weird” new products
Wants to be the first to try and will talk about it animatedly
Driven by excellence
More concerned with possibilities than realities
Always looking to be a leader
Always looking for a new vision
Wants to be perceived as competent
Concerned about practicality and easy comparisons
Needs an easy way out if not satisfied
Wants products that meet the industry standard
Generally skeptical and wants to know the risks upfront
Needs to shop around for the best deal
Needs a support system
Wants what everyone else has
Needs it to be completely safe and traditional
Needs reassurance that nothing will go wrong
Won’t try new things unless it’s the last resort
Will search for loopholes and problems
Wants to use it in the standard industry way
As you can see, each type of consumer wants something just a little different depending on their personality type. The key to successful word of mouth is to target and cater to each type of consumer. If you need help identifying the types of consumers you are currently helping and how to attract the types you are lacking, try our GUIDED TOUR for the resources and tools you need to get the job done.
Also check out our FREE training, the Momentum Series, that will help you get focused on what your goals are and where you are going in life.
Next time we’ll talk about how word of mouth messages are delivered and what you can do to help facilitate that.
It Is Not The Strongest Species That Survive, Nor The Most Intelligent, But The One Most Responsive To Change.
At the beginning of March, when I first began to have a feeling that COVID-19 was going to cause an interruption with business, I started to plan an online course for entrepreneurs and small business owners. I had no idea how much of an “interruption” we were actually going to face.
I felt that we were going to see a shift that would force us to take business even more online than we currently were. My experience with most small business owners was that they had an online presence, but they weren’t utilizing it properly to their advantage. I knew that I could create a course that could teach small business owners how to increase their leads, their conversions, and their profits significantly by just making some minor changes to how they were operating online. Plus, we could do it without requiring them to invest a bunch of money into their marketing and advertising during difficult times.
I started to develop this course and soon after, COVID-19 was having a larger and more far reaching impact than I had ever imagined. It was having a bigger impact and we didn’t know how long it would last.
If you’re a business owner, you are probably like me and many other business owners who have major worries and concerns.
I decided to add a lot more into the course than I had originally intended. The outcome is my Marketing Accelerated course which developed into a five-module course that covers many different, and easy to implement marketing strategies for entrepreneurs and small business owners that are worried about their businesses, need to generate sales again quickly, and don’t have the money to invest in growing or rebuilding.
As I watched everything unfold over the next couple of months I knew it was looking worse and worse for small business owners. I knew that this course would bring incredible value to anyone who would implement the strategies, but I kept looking for ways that I could keep adding more value.
All said and done… I’m as excited about all the bonuses that I’ve been able to put together and include with my Market Acceleratedcourse as I am the course itself. The ROI on the investment in this course can be infinite.
The Ultimate Small Business Guide To Shooting Video At Home
Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.
During this same time period, the incredibly talented Steven Burkhart of Burkhart Creative Agency had similar thoughts and created a course to help small business owners who would be shooting more video from home. As an incredible measure of generosity, he has allowed me to include this 11-part series as a bonus with my Marketing Accelerated course!
I want to share his talent and value that Steven has to offer with as many small business owners as I can, so I’ve asked him to write a guest blog that I can post here.
Video Lighting 101 For Small Business Owners
By Steven Burkhart from Burkhart Creative Agency
Don’t Be Intimidated
If a picture is worth a thousand words, what is a video worth?
If you’re anything like me you’ve seen a million videos whether it was blockbusters in the theater or whether it was podcast interviews on YouTube. Often we are surprised to learn that there is very much science and art to lighting that can create a situation that is rather intimidating for people trying to just simply shoot great-looking video for your business. If you’re interested in learning more about shooting video at home visit Ultimate Guide Small Business Guide to Shooting Video At Home on our site to help you through the entire video production process!
Unfortunately, like most things that are done well, years of experience have gone into learning the craft to justify the quality of the end product. However there are some simple things you can do to create great lighting for your small business videos especially when first starting out and doing it on your own. Your future business will thank you for all your hard work at improving your videos by taking a simple and educated approach to lighting!
Amount of light
No matter what you do, your job is to tell your story
Well cell phones have come a long way and new models can shoot externally great-looking video, the reality is that your whole phone with all it’s functions is still only a third of the cost of a great video camera. Video cameras like what they use for motion pictures can cost upwards of
$80,000 for just the body not including lens batteries or support gear.does that mean your phone can’t take a great video of you talking about your business? Absolutely not! It does however mean that the sensor that is capturing the video needs a little bit more help.
Outside of the aesthetic qualities that it has, shooting by a window to use sunlight is the easiest way to knock out your first problem of having adequate amounts of light. You have to spend a decent chunk of change to get lighting as bright as the sun!
Of course you have to realize that you are now at the mercy of the weather to have consistency in your video. It’s nothing worse than really nailing your script only to find that a cloud rolled by and covered the sun in the middle of your take and your video went from properly lit to very dark, which is incredibly distracting.
If your background where you have windows is not ideal for shooting you will need to change it up and either reconstruct your background or shoot with lamp light. You may be asking yourself, “why wouldn’t you just use the light in my ceiling?”. Great question, I’m glad you asked. It is simply because light that comes from up above tends to cast shadows underneath our eyes and chin which looks unprofessional and most importantly, unflattering.
While the light from a lamp especially if you remove the shade to increase the amount of light hitting you can look unflattering, (more on this later) the light will the very least be shining into your eyes casting fewer shadows and looking more flattering especially when placed at the proper angle to your face.
Lamp light, while it might look bright to you or me, to a camera is quite dim. You can easily go out and buy some super bright lights that you wouldn’t normally use for a house lamp and replace them for your video shoot to increase the volume of light you have to work with. Oftentimes you can buy a splitter that will turn one light bulb screw to 2 potentially doubling your light output for your video.
Direction Of Light
Video informs and entertains people and, good or bad, today most people prefer to watch a video rather than read a page of text.
We already covered the light from above and it tends to look unflattering. We do have a couple options for other directions of the light.
With our example of window lighting you have the lighting coming in from the side as well as a light that is hitting the floor and reflecting back up. This is why the shadows underneath your chin and your eyes are less pronounced because of the upward bouncing light.
Whether you use a lamp, a window, or if you’ve invested in video lighting, it is important to realize that the light source should never be directly in front of you. Traditional lighting places the key light, or the main light, at a 45 degree angle to your face. This kind of lighting is not only what your eyes are used to seeing but it also creates a little drama by having a shadow side and light side of your face. It’s also more flattering to your features.
Because of the fact that we do more cinematic and edgy lighting we tend to have our key light nearly 80 degrees from the front of the face. This angle creates pronounced shadows and adds more drama and interest to the image, at least to our personal taste. Often the shadows can be adjusted by putting in with industry calls a fill light. It’s a light typically placed directly opposite the key light meaning in this case 80° the other direction from the front of the face, and adjusts how dark the shadow side of the face is.
While you may not have the equipment for this or the desire to spend that much time setting up lighting my suggestion would be to simply adjust your angle to your key light till you find a balance between your bright side and your shadow side that you are happy with.
Color Of Light
Video is the most powerful way to evoke emotions online.
Now that we’ve talked about the amount of light and the direction of light we can now talk about the color of light. The cameras we have on our phone are awesome in the sense that make a lot of adjustments that we do not have to think about. One of those is color balance. Color balance is simply the camera adjusting how it sees color based on the overall image. It’s called White balance.
When we are outside the camera is going to have certain settings for how it processes colors which are completely different than how it measures colors indoors. Without getting into the technical aspects, simply put inside “white” lighting is orange and outside lighting is blue to a camera and it adjusts accordingly.
When we begin to mix these colors it provides a challenge to the sensor of our camera where it has to pick the best option for that white balance. Oftentimes this makes for an odd-looking video image or photo image because objects in the background can be out of whack looking and become distracting in our video.
To make it easier for our cameras to produce a better-looking image it is best to make sure that all of our lighting is the same kind of white balance. This means that if you use window lighting it would be best to turn off other lighting in your home so that the camera doesn’t see incredibly orange lighting in the background and changes the color balance on your face making it more blue. The more blue your face is the less warm and friendly you’re going to seem on a subconscious level to your viewers.
Great stories happen to those who can tell them.
When you follow the typical “rules” for lighting that we have discussed above you’ll notice that your work improves in quality. It also simplifies something that most people don’t spend a lot of time studying. I wish you the best of luck in using this tutorial in improving your lighting for your small business videos.
For an extended look into shooting video at home with your phone and minimal equipment we have 11 videos in our Ultimate Guide Small Business Guide to Shooting Video At Home.
In this episode of my Daily Success Strategies podcast I talk more about Benjamin Hardy’s new book, Personality Isn’t Permanent. I don’t go into the same detail as I do in my article, which you can find the link to above. In this podcast I focus becoming the person we want to become by setting our goals and intentionally working towards them. As we work towards those goals, if we want to achieve them we need to act as the person we want to become rather than the person we currently are.
Listen to this podcast, read my article, and if it sounds like a book you’ll enjoy (which I know that you will), you can get a free copy of the first chapter HERE, and you can pre-order the book HERE (releases June 16, 2020).
In this episode of The Jeff & Heidi Show we interview David Jasse and learn about his entrepreneurial journey.
David M. Jasse opened DMJ in 1992 after garnering network experience at CNN, MTV, CBS & FOX. Among his company’s recent achievements is program editing & designing graphics for Emmy Award winning “Born to Explore with Richard Weise” as seen on ABC. Previously, DMJ headed up the editorial team for “Cafe Digital”, 52 half hour shows on The Discovery Channel on new technology. David’s specialty is directing video that engages audiences, & touches hearts. Mr. Jasse’s non profit films have helped raised over 100 million dollars. The films range from pediatric cancer, special needs children, to teens at risk. In the last few weeks his company DMJ Studios has been pivoting to virtual events to replace gala dinners.
I first became aware of who Dr. Benjamin Hardy was when he was promoting his new book, Willpower Doesn’t Work. The fact that you had a chance to win Joe Polish’s Tesla if you bought a copy of the book may or may not have been part of the reason that book is now on my self. However, the Tesla isn’t in my garage. As I read more of his work on Medium and on other platforms I began to gain a real appreciation for what he does. I love how he’s willing to be controversial on a topic, and then he backs it up from personal experience.
A couple months ago I was listening to one of my favorite podcast shows, The Richie Norton Show , and Richie was interviewing Benjamin and talking about his upcoming book, Personality Isn’t Permanent. It was a great interview and it made me reflect back on my own life and how I’ve seen changes in my personality over the years.
A story that he shared on the podcast, and one he also talks about in his book, was when he was dating his wife, Lauren. They spent some time with some of his old high school friends. He said, “she saw a side of me she didn’t know existed and, frankly, didn’t like.” He explained how his present and former selves were two very different people and when he was with his old friends, he shifted back “into the role, identity, behavior, and even language patterns he exhibited in high school.”
The following day I noticed that Richie had posted something on Facebook talking about the interview. By this time I had already pre-ordered my copy of the book. But I was intrigued and wanted to hear what others had thought of the interview and started to read the comments on the post. I recall one individual who only had to read the title to know he was not going to agree with Benjamin. I don’t recall the full context of his comments, but he believed that in essence, you can have changes within yourself as an individual, but your personality is permanent and remains that way throughout your life.
I’m sure that there are a number of things in his book that he will get some opposition to, and the fact that he argues that personality tests are about as scientific as horoscopes is sure to stir some emotions.
Personality Isn’t Permanent will be available on June 16. When I was given the opportunity to review it ahead of time, I jumped on it and I’m glad that I did. I’m the type of person that underlines, highlights and writes notes in the margin when I read a book. This book is a mess with all my highlights, scribbles and notes. I really enjoyed reading and absorbing this book. Though many of the things Benjamin talks about could be considered controversial, he backs them up with solid, logical evidence.
This is the first that I’m actually writing about this book, but over the past couple of weeks I have discussed it’s content and specific ideas in my podcast, Daily Success Strategies.
Who You Become Is A Choice
Human beings are works in progress that mistakenly think they’re finished.
Daniel Gilbert, PhD
I’ve been involved in a number of leadership events where we’ve talked about personality tests. I’ve learned how they can help you to understand your team and how they can help you build a team by matching the right personalities together. But one thing always seemed to be an assumed fact. Once someone was given their results from their test. Once they were identified as Red, Square, Horse, or whatever the particular personality test used, that is what they were pegged for life.
From my own life, I know that I am a very different person than I was 20 years ago. All aspects of my life, including my personality are different.
As I read, I wasn’t wondering if our personalities could change, because I know they can. I was more curious about the possibility of intentionally making that change yourself to become the person you want to be.
With these thoughts in my mind, I reflected on a story I heard Jeff Goins tell about how he strategically defined who he wanted to be. It wasn’t more than a few pages later that Benjamin shared that exact story!
Benjamin condenses Jeff’s story here:
“When done intentionally and strategically, defining yourself as a certain “type” of person, or giving yourself a specific label, may be useful. For instance, Jeff Goins had always wanted to be a writer, but hadn’t done anything about it. Yet, when he labeled himself as a “writer,” that identification bolstered him to start writing, and, ultimately, to become a successful author.”
Create Your Future Self
Life isn’t about finding yourself. Life is about creating yourself.
George Bernard Shaw
You are not “caused” by your past
Benjamin emphasizes that your personality is an effect, not a cause and you primarily shape your personality by the goals that you have set for yourself. When you have set specific goals and are intentional about where you are going, he says you can become the person who you want to become.
He says that successful people start by figuring out who they want to become and use that as a filter for everything they do.
Explaining this, he uses the example of Matthew McConaughey’s hero speech when he won an Academy Award for best Actor.
When I was fifteen years old, I had a very important person in my life come to me and say, “Who’s your hero?” And I said… “You know who it is? It’s me in ten years.” So I turned twenty-five. Ten years later, that same person comes to me and says, “So, are you a hero?” And I was like, “Not even close! No, no, no.” she said, “Why?” I said, “because my hero’s me at thirty-five.” So you see, every day, every week, every month, and every year of my life, my hero’s always ten years away. I’m never gonna be my hero. I’m not gonna attain that. I know I’m not, and that’s just fine with me, because that keeps me with somebody to keep on chasing.
“One day, you will become your future self. The question is: Who is your future self?”
This stresses the importance of setting specific goals and intentionally working towards who you want to become. You should think, focus and act as the person you intend to become, not as who you are right now. If you are not doing this, who’s creating the future you? Are you going to leave that to chance? Leave it to your environment or what happens to you?
If you don’t have very specific and intentional goals set for yourself, start with my free Momentum Series training that will walk you through the process to get started.
Your vision of where or who you want to be is the greatest asset you have. Without having a goal it’s difficult to score.
Your personality can, should, and does change. It will change according to how you see yourself, how you act, and the environment you are in. You absolutely can become the person you want to be when you act intentionally and are aware of this.
“Life is a classroom. You’re here to grow. You’re here to live by faith and design. You’re here. You’re here to choose. The choice is yours. Who will you be?”
Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30 (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!
There are six steps to harassing word of mouth:
Understand your customers’ values and priorities, this will help you understand why they would buy your products.
Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards.
Identify which decision stages are needed for your product to be adopted.
Use the information from steps 2 & 3 to figure out which wording and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
Put together the resources for the highest word of mouth impact.
Create and implement your word of mouth campaign.
The Decision Maker Matrix is based on years of trial and error by George Silverman. It essentially charts to different concerns you may come across when working with different adopters and putting together a decision process for each one.
We are now going to move on to the 30 ways to harass the power of WOM:
Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:
Experts’ selling groups
Seminars, Workshops & Speeches
These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:
Peer selling groups
Teleconferenced experts’ panels
Trade show events/opportunities
“Canned” Word of Mouth
The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:
World Wide Web
As we’ve talked about before a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:
Referral Selling Program
The concept of “new” media is the use of up and coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Here’s some of the “new” media options:
Web-based word of mouth, such as forums, e-mail, etc.
Using Traditional Media for Word of Mouth
Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:
Word of mouth in ads, sales brochures, or direct mail
Salesperson programs, sales stars, or peer training,
Customer gifts they can share with their friends (articles, how-to manuals)
Internal Word of Mouth
Encourage employee word of mouth and sharing feedback with family, friends, and others
Offer rewards or commission for word of mouth success
As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our GUIDED TOUR to access our exclusive resources that can help you put this whole thing together.
If you are looking for help and direction setting your goals and the path to achieving them, try our FREE Momentum Series.
“With increased options come increased choices. This may seem like a good thing, but for most people it is not. More choices mean more decisions… decision fatigue can lead to you getting stuck in negative cycles. A lot of the choices you encounter on a daily basis are endless rabbit holes to nowhere. Instead of keeping the door open to more choices, you need the discernment and confidence to close most doors so you’re entirely unaware of them.
…It’s too costly for your mind to be focused on the wrong things, one you become serious about success and change.
We assume that more choice means better options and greater satisfaction.
However, choice overload makes you question the decisions you make before you even make them.
Choice overload leaves you in a perpetual state of FOMO – the fear of missing out – always looking over your shoulder and questioning the decisions you’ve made.
This puts you in a constant state of stress, always feeling like you’re falling short, always questioning the decisions you’ve made, always wondering what could have been.
…If you’re serious about achieving goals and intentionally moving forward in your life, you must create an environment that shields you from most of the world.
…Strategic ignorance is not about being closed-minded. It’s about knowing what you want and knowing that, as a person, you can be easily swayed tor derailed. Rather than putting yourself in stupid situations and being forced to rely on willpower due to lack of planning, you simply avoid stupid situations. You even avoid amazing situations that you know are ultimately a distraction to becoming your desired future self… You create boundaries… You live your priorities and values and dreams.
…Selective ignorance is not the avoidance of learning. It’s not the avoidance of getting feedback. It’s simply the intelligence of knowing that with certain things and people, the juice will never be worth the squeeze. It’s knowing what to avoid.”