The Marketing Futurist Podcast

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This is your futurist advantage!

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With your hosts:

Mary Kathryn Johnson & Kelly Garrett

Ep008: Video Marketing of the Future with Roberto Blake

Show Transcript:

00:00 – Welcome back marketing futurists and today we are here with Roberto Blake, who is an entrepreneur. A creative person, you tuber and also a speaker. So welcome Roberto. Thank you so much for joining us. Thank you so much for having me. Yeah, we’re very excited to have you here. So we’re just gonna dive right in and let you kind of give us a little bit of background about what you’ve been up to, what you’re doing now, and a kind of everything that’s on your plate. So, I’m a creative entrepreneur. As you mentioned earlier, I do a lot of things within the creative services industry right now. Primarily my focus with my company create awesome media. My digital agency is on video content strategy, helping people navigate the landscape of the future of online video and what it means for their business and for their personal brand.

00:50 – So me and my team, we consult with people whether they’re individuals or brands. We also offer management services for video based social media platforms. Primarily our focus right now is youtube, which, in the near future will actually overtake its parent company. Google, when it comes to being the first largest search engine in the world, so, you know, that’s really exciting stuff. I’m obviously as a public speaker, I’m, I’m helping people at conferences with their content marketing content, marketing strategy, personal brand development, but also navigating video technology. We got to a place right now where this can essentially become the equivalent of what a film production studio was just a few years ago and a lot of people think that’s an exaggeration, but it’s really not. This is not their camera. Then Spike Lee had when he shot, do the right thing, but is a better storytelling device. This has timelapse.

01:40 – This can live broadcast. Live broadcast technology just five years ago was not available to the far majority of people. It was for the point one percent of companies, not even humans of companies. So that’s insane to think about how far we’ve come to the fact that every single human being can broadcast hd video live with the device that’s just in their pocket and it will look good. I mean, so that’s, that’s amazing. We’re seeing more happened with that. We’re seeing people use this for everything from webinars to town halls to running their own personal qvc show, to broadcasting live events around the world, whether that’s the wedding that their friends and family can’t attend from across the globe or whether it’s spreading information or whether it’s, you know, letting us get real news from people who are on the ground during either the best or worst moments in human history. I mean, I’m really fascinated by the future and all of that and how far it’s come being 33 being someone who watched all this stuff, getting invented and adapted to it in real time. So what I want to do is I want to help enable and educated, empower people around, you know, these things and all of my fancy cameras as tools that they can use in their life and business to move forward. Absolutely.

03:00 – I’m in a similar generation to you and that I watched all of these things happen and there was no choice but to adapt to it. And I was so young when it was happening that it was something really cool and, and you know, I could easily pick up and do on it. So what, what for you specifically kind of made you stick to technology or video in general? Are the some of the favorite things that you have, what was most appealing to you?

03:26 – I think it’s just that I’ve always been that way and I, I’ve, you know, I was the kid who took apart the VCR, put it back together. I’ve always been that way. And then I think it’s just because I’m being an introvert, being I’m an art minor, being the smart kid. I was picked on and bullied a lot. The world that I lived in was always never really satisfying to me. I was always in search of what the new world was and what the future was because I just always imagined that things had to get better for me at some point. Right. So I think that I’m holding onto that optimism and then it being rewarded with seeing a new world, a be born and come into life. A world that actually was advantageous from your world, that was better for me. A world that played to my strengths. I think that’s probably at the core of it and at the core of who I am.

04:12 – Yeah, absolutely. All right, so I can already tell just from the little little conversation we’ve had that you are a master storyteller. Okay. So right there. That’s a given. Everything you’re talking about because well, just your view of the world is what makes you that way, your view of your world. I’m seeing where you are and knowing there has to be something better knowing you’re going to search for that other thing that you can use to really, what we all search for. Feeling good, feeling happy, feeling content, feeling heard, all those things. Wow. Okay. So take me into that please. Because we’re talking about marketing, we’re talking about and because I could go so many places, but I can’t, I can’t because we only have a certain amount of time and we have to encapsulate it into marketing. I’m really angry about that.

05:01 – But anyway, we’re going to have to have another conversation. Okay. Seriously. So, how do you determine. So we, before we were recording, I have to tell everyone in the audience I’m wonderful marketing futurists about this new iphone and about new technology and how you’ve already figured it out and checked it out and, and all of that, but how do you take that and determine what you’re going to use next? So you were amazing when you were saying that this, you know, some of it’s great, some of it’s hype, blah, blah, blah, but so how do you in such a quick fashion and, and be able to just break that down and know what you’re going to use next and know what will be useful to you in your storytelling.

05:47 – So I have a clear objective, like what would you want to put this in the context of marketing? Let’s talk in the context of video marketing. Let’s talk about the thing that everyone is scared of and everyone has to answer. Justifying the Roi of video marketing and social media. The thing that everybody’s terrified with, I’ll just lead with that punch. It’s going to be and just so everyone knows, it’s going to be a devastating punch. It’s going to be a tiger upper cut right to people’s gut or face something like that. It’s going to be brutal because the thing is no one has any business trying to get around this or trying to beat it up because here’s the thing, if I told anybody that they could be on nationally syndicated television for free, even if I couldn’t guarantee the views and even if they didn’t have a show idea and they was like, yeah, you can be on nationally syndicated broadcast cable television.

06:33 – I have no idea what we’re gonna do and I don’t have a camera for you, but this is the deal. This is the contract and you’re going to be on TV for a year. Do you say yes to that? Every freaking marketer, every freaking business owner says yes to that and they won’t figure out how to rationalize it, how to justify the Roi. They will figure out how to do that because they understand that they grew up with it. The aspiration was always to be on television, is to be seen and to be heard and to get in front of as many eyeballs as possible and they will figure it out. They will figure it out and we know that also because we know people overpay for that opportunity in the form of a cable broadcast ads that you and I, if we even bothered to watch television, we’ll dvr past fast forward, past to get up and go to the restroom, go, go and grab a snack and not watch that ad that they paid so much money to get in front of us and will look.

07:20 – They will have no relevance and no top of mind with us. So guess what? People already justifying that they can’t prove clicks. They can’t prove views. They only get estimates based on near Nielsen ratings of how many people was broadcast to with no guarantee whether people take meaningful action and no ability to attribute sales to it. I used to design billboards for a small agency that had big clients when I lived in New York, I worked in Manhattan. I used to do hbo boxing billboards. No one ever bothers to justify the cost of a billboard. You want to know what the cost of the billboard was just for creative, just for the creative, not even counting printing it, not counting having it up on a billboard, just for the creative $60,000 plus for billboards and everything like that to get it designed and that’s not even counting the photo shoot that happens behind that as well in the licensing and all the other things.

08:06 – Nope. That’s just to have a graphic designer photoshop something together, put it together an indesign for digital print production and say, here you go and maybe give you three to five revisions, 60 k and like. And that they even in printing it, putting up and it’s only there for a limited time, so no one’s trying to justify the Roi of that. No one’s attributing direct sales and tickets or foot traffic to that. Nobody’s counting, but then you go to social media, you go to facebook views, youtube views, instagram views, and they’re like, what’s the value of a like or share what’s like, you had no way to attribute sentiment to any of the other advertising you bought. You have no way to attribute whether people like the print ad in a magazine or not, which I also designed for a living and everything like that and I’m not throwing those things completely under the bus.

08:50 – I’m putting it into perspective. As a marketer, you had no idea. You have ability for the last 50 years to attribute direct sales to anything unless somebody uses a coupon, which means you’re already taking a hit on margin, so let’s be frank about that. Now I’m not saying you shouldn’t try to qualify or measure social media. I can teach people how to do that effectively. Something I call the three s’s of Roi. Sales is the obvious one. I almost hate that it’s even in this equation because it’s obvious. Sales sentiment, social proof and scale and all of those things are valuable, but here’s the thing. Any material that you do advertising or marketing wise has to accomplish at least one of those objectives. It doesn’t necessarily have to accomplish all. Ideally it does, but it doesn’t even have to accomplish all of them equally, meaning that do it in a piece of content may not be that I have to attribute direct sales to it or make direct sales event.

09:48 – What if I want to do content to qualify the market and measure sentiment so that I know whether there is an audience viable that’s interested in this thing and interested and committed enough to buy or whether I’m going to solve a real problem. It’s free to make that content. Theoretically. Again, there’s costs, but it’s like it’s not like I have to pay for advertising and pay for clicks for something to shell out money to reach people. I can just put it out there and see how people respond. I can measure sentiment. We used to do this called focus groups. We used to do polling and that used to cost money. Now we can create content for free. Let people give us feedback. Let people tell us what they want and we can then deliver a viable product that they said they would pay for and we just have to take them at their word and they spent time on this, so that means that they probably will spend money and we can measure that in the form of content, ak videos on youtube or facebook or instagram.

10:36 – If people like it, people are commenting and our people are engaging with it. That is valuable to us in the fact that we now can qualify a product and we can get a product right going to market the first time instead of wasting dollars producing something that doesn’t sell, so we can now use sentiment as a means of qualifying Roi, of creating content and putting it out there and producing it because you know it’s cheaper to make content. Put it out there and see how it performs than to just throw a product, develop into the market and it sit on the shelf and be wasted inventory. So sentiment matters. Social proof. Why does that matter? Well, to be a market leader and be an authority, you have to be top of mind. It’s not an accident that people buy apple products even if they’re not always the best device.

11:23 – SPEC respect, dollar for dollar for its performance. Why? It’s top of mind. It’s a brand new. No, I buy craftsman tools because dad brought craftsmen tools. Craftsmen tools are top of mind with me there in my awareness, even though Michael Bay makes horrible movies because I grew up on transformers and it’s in my head. I still show up the $9 and fifty cents just because they won me over about 28 years ago. Top of mind map, so social proof and awareness and being, hey, even if I’m not number one, I’m always here. That counts, right? Just ask Steve Urkel took them 20 years, but eventually you were Laura winslow caved in because he was always their brand presence, social presence. Always showing up. Being there, being top of mind like, Hey, I’m not number one, but I’m here. You know that that’s important. The person who shows up wins, so social proof being a market leader and also again giving people the opportunity to qualify you social proof in the form of identity.

12:18 – I’ve never heard of you before, but now that I see you and I see that you’re always there and I see how much stuff you put out there. I see people responding to it. Maybe like, why were you not on my radar? Maybe I’m doing something wrong. That happens all the time. I’ve seen that play out in real life with my own public speaking career. The fact that I put out my speaking engagements on Youtube and I put out snippets of them on facebook and linkedin. I have more reach and more presence than public speakers who have been speaking five or 10 times as long as me. I have more social proof. I have more proof that I’m a speaker than most people because you can find roughly 50 videos that show me on a stage or more, probably closer to 100. Now at some point showing me onstage.

13:03 – They are constantly photos in my social media feeds showing me, you know, on these stages I have that social proof which means I’m top of mind when people think of speakers in the video marketing landscape, when they think about videos, social media, when they think about video content strategy, when they think about youtube experts, I’m creating social proof so that Roberta Blake is top of mind, so in the top five or 10 people that they think of and rattle off on that list on there. So social proof matters because of reach and awareness. It’s not even about your numbers, it’s about presence. It’s about presence. People mistake numbers for credibility and they can be, but presence, your body of work, your body of work, having a larger depth and breadth of body of work. Then a contemporary in the market, whether you’re a product or a service or an individual is important because that volume is a perception too.

13:59 – Most people have consistency of continuity and have longevity, so we trust those things. When we see somebody, even if they’re really good, but they only have 10 executions and we see somebody who’s I think that person is, this person’s a marginally better, but they have 50 or 100 executions, I trust them a little bit more because they’re seasoned, where they have the perception of that so that we can talk about. We talked about social proof. We talked about sentiment. What about scale? What do I mean by that? Because scale can mean a lot of things. Scales about positioning. This thing may not achieve a sales goal, but you might have an objective that’s part of your sales life cycle or part of your brand development or part of your company that you need to accomplish and can this content or can engagement around this content or qualifying the audience.

14:49 – Can this position you for a bigger overall goal? Let’s use a real world example. Growing an email list is something marketers all understand the value of a video may not convert today. What about using a video as a touchpoint to give away a free offering, a lead magnet you already have? What about using video to amplify awareness around the lead magnet you already have that puts people on an email list where you can convert them later because if you already know that you’re, oh, email converts for us better than everything else, email converts for us better than everything else. Why? Blah Blah, social media, blah, blah, blah. Paid ads suck, blah, blah, blah. Video is too hard. Okay? What about using all of those things where we know there is attention and we know their eyeballs and we know there’s participation. If we know that we are not winning, selling, there we go there, we give away something for free that put someone in an email list where we have had a successful conversion cycle.

15:41 – What about using this other thing? Whether we’re great at it or not to amplify the thing we are good at, so that’s what I mean by scale is you can look for this thing as an opportunity, as a leverage point, so in general being there and showing up that social proof, that sentiment, those things all matter, but now we could go ahead and say, well, we could use this for scale. We can use this for amplification, and then that eventually all those things add up to what we need to make a sale in the first place. You don’t buy from people you don’t know, so social proof and expanding your awareness is important. We don’t buy from people we don’t like, so gaging sentiment, making people like us by showing up and proving our worth and our value to them. That is important. Positioning for something that plays to our strikes so that if we don’t make the sale today, we have the opportunity to make it tomorrow or a week from now or a month from now or a year from now.

16:31 – That’s important. We can’t ignore that. These are fundamental truth within marketing. So when people say there’s no roi or I don’t understand the Roi of video marketing or social media, I don’t know what the hell they’re talking about, of Roi, you trademark copyright for SSF Roi as dictated by Roberto Blake are the key to unlocking and understanding the value of video marketing, video, micro content and social media, content marketing holistically overall, and why this digital landscape is so important and why you can’t ignore it just because of what you’ve done for the last 50 years. That worked. It’s like it’s not going to help you today. Sorry. No, and you know, first off, I’ve got to tell Ya. All right guys, if you didn’t know yet, we’ve just jumped into a roller coaster and you just better hang on because this guy is going to just rock your world. All right? So there’s number one. Just got to acknowledge that because I’m just hanging on and my hair is flying back. Okay? But beyond that, you know, you, you speak truth because if you look back and you guys being the youngsters and me being a little older, you know, there are companies like woolworth’s, there are companies like why stocks there are memorable worth. Hello? Yeah.

17:45 – So they’re, these companies may have been you, you mentioned craftsman, which is another older brand, but they stayed in your, in your presence. They stayed in, they adapted. These others will worse Weinstock’s. Those other companies didn’t. And a blockbuster didn’t. So even though yes, those four s’s are fantastic to think about and they keep everything top of mind and they keep us pushing forward. That’s exactly what we’re talking about. You’re using video, you’re using all of these same techniques in any marketers out there. If you didn’t hear what he said, please go back and listen to this again because if you don’t handle all of those things, if you don’t think social media and social proof it matters or is going to impact your Roi, video isn’t going to impact your Roi. Look around. Just look at the video, live video, I love what you’re talking about. So now take us the next step. What we don’t want to go back into the past and see why will worse than all those guys didn’t do anything. We want to look in the future. Okay, so what’s coming? How can we use these tools to push to, to be on that bleeding edge to really push this whole thing forward.

19:05 – Eighty percent of all online traffic in the next three years will be video based, so that’s important, which means you have to have video content. You have to be thinking consciously about that. You also have to align it specifically to your goals and to your objectives. You have to do that. Why I decided I wanted to grow my public speaking career when it happened from the very first time I recorded my first paid public speaking engagement, which was at a pepcon 2015 in June, so that was just two years ago and I’ve spoken 50 times on stage since then. And part of that I attribute to the fact that I recorded my first speaking engagement. I recorded my second speaking engagement. I record my third speaking engagement. Every opportunity I had to record where the camera didn’t like bug out on me. I recorded and then I took those clips and I made a speaker reel.

19:52 – My intention was grow my speaking career, which means show that I am a good public speaker, show that in perpetuity in the sense of here’s my full speaking engagement uninterrupted, but then for those of you who like that might be too much to commit to for an hour, 45 minutes, cut it up into segments and chunks just like the slides and present that as single serving information how to.dot thought and then it’s me onstage explaining how to.dot, dot and then putting up those videos. Doing that was intentional. It wasn’t an accident. It was a video content strategy. This is what I provide is in one on one coach and consultant and this is what my company is providing to a brand is content strategies and executions that are aligned to a specific outcome that you want. And mine was, as evidenced by the fact that we’re talking right now, is I wanted more speaking engagements.

20:38 – I wanted more interviews, I wanted to increase that social footprint beyond my how to in tutorial contents and the fact that yes, I am good at these and yes, I’d make a great consultant, blah, blah, blah, blah, blah. What can I do to help people understand that I can put that into context of giving a very powerful presentation, presenting a lot of varied information in an actionable way. Well, I had to show them. I couldn’t just tell them it’s not enough to put together a speaker sheet and say, Hey, I can do all these things. No, I have to use video because it’s the next best thing to being in person. You weren’t there. Okay. You missed out. Here’s what you missed out on for attendees. Hey conferences, let me film these videos and let me put the whole thing out. Because you already sold tickets.

21:21 – You got to sell tickets for next year. Oh yeah, you’re right. Roberta. Yeah. This is free marketing. I charge brands $1,500 to do a sponsored video. You’re getting it for free. You’re welcome. So that like that was a real thing because there are conferences that are hesitant to do that, but I’m like, no, no, no, no. Your attendees, they paid for the experience of being there. They paid to be able there to ask their questions. They paid to be able to see, not just me, but other speakers. I’m one of the only ones that were filming and they paid to be able to walk up afterward and hang out in the hall with me for an hour and get free q and a on top of all this. Something I should charge for, so that’s what they got as an attendee, not the content itself. When I started helping event marketers realize that and realize this is an opportunity with me putting out not only this one video, but chopping it up into five or eight videos, you don’t have video marketing right now as an event beyond an ad that you’re running in facebook.

22:10 – I can show people what they missed and make them decide to commit to next year and they’re like, and I have an audience to do it. Then they accepted that. That was so again, they. I understood what their clearly defined goal was. I understood what my clearly defined goal was. I understood that the clearly defined goal of an audience attendee is if I’m going to pay $600 to attend an event, what’s that look like? Where are the speakers they are like, and what would a session really be like? What would that experience be like? So I delivered on that is no ambiguity. So if you’re selling a product or a service to leverage video, one of the benefits is to eliminate ambiguity. The future of that is that everyone is more skeptical. The future is that people will be more skeptical, people will be more jaded, people will be more fiscally conservative.

22:53 – People will be more reluctant to part with their money and not want to feel that they’re being made a full of full of people will have more anxiety. I am someone who suffers from anxiety and depression like and I fight and win those battles everyday that I can write, but when it comes to a buying decision, anyone who can remove my anxiety, anyone who causes me the least anxiety gets my dollars. They, when video is an opportunity to show up and to do that and to put something into context for me, whether you’re leveraging influencers, whether you’re doing a product demonstration, whether you’re showing real people in the real world and use cases for this thing, whether you’re showing a how to videos so that I know when I buy it that I don’t feel stupid. Like this is too complicated, this is too hard.

23:32 – Like walk me through it. Instructional, those things all matter. They’re all important so you can leverage video for the future to do that. Because in a world, five years from now where we have more heightened anxiety than ever were, were more skeptical and cynical than ever. Unfortunately, I’ll be more optimistic than ever. I’ll be happier than ever. I’m pretty sure. But for everybody else who’s not in the, in that instance I’m parting with, their money will be much more difficult and strained. I want the economy and entrepreneurship to make everything better. What if it doesn’t? If it doesn’t, people will be much more strapped for cash. People will be much more concerned about where they’re putting their money in, what they’re investing it in, make them trust you, presenting yourself in video and doing that more than your competitors. Being able to say, Hey, I’m willing to put my money where my office is, I’m going to show you and let you be the judge for yourself. That speaks to authenticity. That speaks to, I have less reluctance to do anything with a brand that is out there and is fielding public scrutiny and taking, you know, taking it on the Chin than somebody that’s like, no, we’re not going to put anything out there. Now we’re afraid of social media. What if people don’t like it? What do people say? Bad things? What do people make? Memes, if you like, I have no interest in spending money with companies. They’re cowards. Yeah.

24:48 – That’s the Weinstock’s of the world. You’re going, you’re going the way of Weinstock’s and those other companies. Yeah. So you’re the reason that the next speaking Gig I have, I can’t videotape myself because the conferences videotaping it for me and saying, no, we’re doing that and we’re going to use that as our speaker’s reel.

25:09 – Ask them for the footage, asked them for you to be able to chop it up into segments, tell them that you want to distribute it, asks them for an affiliate link for sales because they like to get their speakers with sales and then point them in the direction that you want to use this as a sales tool. And then you, when not to mention, you can chop it up for your real. Say, Hey, I want to include some of this footage in my speaker reel. I’m not going to put up the whole talk since you’re doing that, but I want to put up segments. I’ll link back to your whole talk. So I’ll give you traffic. Everyone wants free traffic. So again, make it a win, win for them, and then again tie it to I want to do this because I want affiliate.

25:42 – Like I want to sell tickets. Yeah, I want you to sell tickets. It’s like, yeah, it’s a sale. You don’t have to get right. It enabled me. Help me help you. So make it a win, win for everybody and help it qualify for the audience. Make it a win, win. And again, tie it to money for them. If it’s tied to money for them, most people don’t turn it off down an opportunity for someone to act on their behalf. As a sales person, most people don’t turn down a free sales force. If they do, then they need. We need to have a talk. We need to have a talk. It’s probably not gonna be pleasant conversation, but send them my way a little.

26:15 – I’ve also got an uncle Vito who can do that for me too. So you got it baby. You got up. If marketing didn’t work out, I can do voices. All right, so you know, we’ve, we’ve got, I think we’ve heard a couple of things that kind of take you off a little bit about some of this stuff, but really let’s, let’s bring it into that. So we’ve got this amazing futuristic, a prediction that you have and I love it. I absolutely agree and embrace it. What really in, in specifically the marketing and video side, what really bugs you about the things that some of these people actually do? Not that they don’t embrace it, not that they aren’t doing it or, or acting upon it, but what, what bugs you that people are actually doing in this whole futurist video marketing idea?

27:12 – The phrase quality over quantity. Every time someone says it and doesn’t add very specific context to it, I really actually physically kind of want the, punch them in the mouth, like Hashtag disclaimer, no violence. Not really, but like this Hashtag. Yeah. I kinda like because it’s, it’s so, it’s so stupid because it’s not true. It’s not empirically true quality over quantity. It’s like you need both. Number one, you need both. And when I say no, they’re like, oh, so you’re saying we should just mass produced garbage. It’s like, why are you putting words in my mouth? It’s like, you want me to punch you? Do you want me to hit you like you’re putting words in my mouth? Why don’t you listen? And the thing is, it’s like once you get to a level of acceptable what you. When you find out what the minimal level on threshold of acceptable quality is for an audience scale, that’s retail.

27:59 – Once you have something good mass produce it, it doesn’t mean make it better. The idea is no, where’s diminishing returns? What’s the threshold at which I can produce something? And when it comes to video content, if it’s not something overly produced anyway, if the quality is you and your energy and your quality of information, how the hell would doing this more diminished the quality. Now if you’re going to say I don’t have the stamina to be on camera, back to back the next day, and by the way, you can address that. That’s called hydrate. That’s called workout, that’s called eat better. That’s called. Look at your optimal peaks, times of energy and figure that out and figure it out. Can you go more without it hurting you because I can understand that argument, but it’s there, but for every objection people have to this, I have an answer and then it’s just a matter of are you capable of that or not?

28:45 – Because if not, then you don’t qualify to do more than what you’re doing because you figured out these are limitations and there’s nothing wrong with that, but to make the blanket statement that you can’t increase quantity without diminishing quality is ludicrous and absurd. We’re better than that. It’s like how does quality diminish if you’re using the same camera than the technical quality doesn’t diminish. If you’re sitting on the same microphone to the technical colleges and Mitch, there’s objective quality which is all the technical production values and editing, and then there’s subjective quality, which is the energy online presence and the emotional connection you make with the audience. If it’s you, how is. Unless your energy levels are not being maintained, how’s the quality diminishing and if you’re using the same technical equipment and set up and you’re the editor or the editing team, unless you are slop getting sloppy just by doing it more than how’s the quality diminish, so again, people aren’t even qualifying the statement quality over quantity because if I break it down to the technical objective, quality of audio, video and editing, which has all technical aspect of it, if all of that is being consistent because you’re just turning on the camera, turning onto the camera, shooting back to back, and then you’re editing, you’re still editing, you’re still editing, or you take a day off and you edit some more, or you outsource it to your editing team.

29:52 – How’s the technical quality diminished by scaling the quantity? The short answer is it’s not. It’s impossible if you’re using a streamlined system and workflow. Now, if you’re not doing that, then there’s an argument to be made. That’s another problem for you to solve, but that’s not beholden to quantity. That’s beholding to technical accuracy and efficiency to begin with. A different problem to solve. This now the subjective quality of that, your delivery, your energy, your stamina, your on camera presence, your enthusiasm, your passion for the content, your knowledge of the content. If it’s you, then the delivery that’s not predicated on quantity, that’s are you good today or not? Whole different argument to have, so you’re either good today, you’re competent today, your interject today, your your height today or you’re not, in which case the quantity wouldn’t matter. It wouldn’t impact that because you like if you’re doing one video a week or like three minutes a month than doing two or six.

30:51 – If you’re on, you’re on quantity isn’t the factor in that case, right? Stamina might be, but that’s another problem for you to solve and that’s a business problem that you have to address regardless. So I don’t believe in the statement quality over quantity. It is both. Once you get to the viable threshold of minimal acceptable quality for you personally and for your audience, because the thing is what people want to admit is that it’s the problem is, well, I’m not personally satisfied with the quality of this thing. Okay, so it’s ego. It’s that you don’t want put out anything that is less than the most stellar thing in the world. Even if your audience is like, but I’m fine with this. If I could have more of it. The demand, you’re not meeting demand because you want to satisfy your own ego. Ego is expensive.

31:36 – Shirt coming soon. Like Egos. Ego is expensive. It’s ridiculously expensive. You could say, Hey, I can do this very polished thing on Wednesdays, but on Fridays I can take my hair down. I can be more direct with my audience. I can be more vulnerable with them and be like, and I can maybe edit lesson. I could like make this less fancy and this could just be a conversation and guess what? People might go, Oh wow, I relate to you so much more. I found that out to be true. I found out that sometimes less produced content, live streams, those things speak and scream authenticity and they do overwhelmingly well on engagement. People don’t care that the production value is less because at that point, maybe when you’re starting out at matters, but at that point they’re coming for the individual and they’re coming for access and so you have to understand what the leverage point and with the value to the audiences and you have to weigh that against your own ego and what the value is to you of what you’re doing. So when you say, well, what are people doing that ticking you off? That’s the thing. We’re going. Anything else that in getting started? But yeah, sometimes you have to say something 10 different ways in order to catch the ways that people need to receive that message. So you can’t just say this is the one way that I’m going to present this information and everybody must receive it and get it or where else.

32:55 – Exactly.

32:56 – Yeah. Yeah, I do. I let go of that ego thing a while ago as I started getting older and decided not to dye my hair. You know, I mean I show up on camera with my hair pulled back looking like, who knows what, it doesn’t matter what’s coming out of my mouth is what people are responding to, not whether I’ve got perfectly dyed hair.

33:18 – Authenticity and rawness is both a valuable funnel and it’s a filter because the people who are going to turn you off and not listen to you because of that aren’t worth your time anyway. You’d spend, you’d waste so much time winning people over. This whole idea of winning people over, I think is a nonsense. It’s because meritocracy, the value of that is the value. If somebody is going to filter you out over the most like minutia thing and your information could help them is valuable to them and would help them win. If they’re going to filter you out based on that. This is gonna sound harsh. People like think this sounds very presumptuous or arrogant of me. It’s like they deserve to lose, they deserve to lose. If I am not going to listen to someone who can actually scale me, grow my business, 10 x my business because of this one little thing or because they, they took me off this one little time or oh, because of their appearance, because of their gender, their race, their hair color, their age.

34:12 – If I’m like, look, there’s like a 15 year old kid caleb maddix and people give them a lot of crap because he’s 15 years old and he is a public speaker and he’s a young entrepreneur and everything like that and people give them a lot of crap because how dare you. You’re 15, what do you know? He’s freaking smart and this 15 year old kid hustles and he outworked people I know that are 20 years older than him. Thirty years older than him. He’s smarter. I know 45 year old ceos that are like really naive about the new world. This kid was born in it. You use a native to it. If you aren’t listening to like a primary example, if you’re 45, here’s the thing. A snapchat, a kid on snapchat at 16 is going to kick your butt when it comes to understanding that particular application, that ecosystem.

35:04 – I almost guarantee you that if you’re 55, when I was 16, 18, I bet you that if we had a speed typing contest of like home row keys, no look and everything like that, I would destroy you. I will destroy you for free. Right? I’m 33, these 13 year old kids. There’s certain video games that if I show up, I’m going to get my butt kicked. I’m going to lose like, okay. Like I mean I still hang in there, still a casual Gamer, but I’m going to lose and I accept that. I accept that, hey, like age ain’t nothing but a number. You live in that world day in and day out. I’m a foreigner to that I’m going to lose. Right? Yeah. So what? What gets me is this idea that if people are going to filter out on something like that, like ageism, a gender, sexism, whatever, they’re going to thing based and not accept value that another human being can give them unexperienced.

35:55 – That actually would matter to them or that they declared a goal too. You’re gonna say, no, I don’t believe that that person can do it for me instead of seeing if they can and judging it on merit. I believe in meritocracy so much. And my answer to that is I like the, the arrogance and the absurdity of thinking that you can’t learn from someone else is the greatest folly to me. You cannot arrogantly believe that there is no capacity for you to learn from another human being and from their experiences that that’s real to me.

36:22 – Yeah. Yeah. And it, it basically comes into what I see you saying. I agree. Again, we’re looking into the future and with all of this information that is readily accessible to any human being. Well not any, but most human beings on the, anyone, anyone with any kind of technology and Internet access, which is not all humans, but a lot of them I’m sure every day. Yeah. So if you, what we have to look for in the future, and I want to pick something specific you just said, is that if someone isn’t willing to look at what we have to say or isn’t part of our, um, our group, we are not speaking to them. That’s fine. Go on your way. Find someone who does because we don’t need to just reach all the masses. We need to reach those people who specifically need what we have and want to hear it the way we say it.

37:20 – Let’s dive into that. That’s it. That’s exactly because that’s the future. So it’s not getting passivity. Yeah. Laser micro targeting at a granular level because everyone. This is why the age of the influencer, and I believe in the micro influencer, you have people writing articles, micro influencers or scam. It’s like, no, no, no, no, no. They are 33 years buying craftsman tools because dad was a micro influencer, was a master mechanic in the Marine Corps. It was good enough for dad. It was good enough for me. Micro influencer. Dad impacted me and all my siblings. We are craftsman tools people through and through. That’s it, you know, that’s, that’s real. Most graphic designers and video editors that came up in or grew up watching people, through the nineties became Mac and apple people because their boss, their contemporary or this great artist that they admire was a mac person.

38:10 – You use the camera, you use the laptop. I became a nikon person because my friend shot Nikon. They influenced my decision, my famous of the world famous photographers that I followed, Scott Kelby, Terry White, jared Polin World Nikon guys, and I became a Nikon Guy, but my dad and I fulfilled, shot Konica Minolta before and then Sony bought their technology. When Sony got good at digital, I became a Sony person and also for video. I grew up and saw the news reporters and everybody with Panasonic cameras. When Panasonic got really good at that, I became a panasonic person too. So now I have panasonic and Sony cameras as my primary shooters from my youtube content. That’s what I recommend and according to my Amazon affiliate numbers, people buy because of my recommendations to the age of micro influencers getting very specific gang, very granular. It’s where dollars really exist, going for broad appeal of, Oh, millions of followers, millions of subscribers and everything like that.

39:00 – It’s not that relevant. It does give you the maximum ceiling of potential of what that person’s reached and amplification can be. There is some social proof to be had in that. It can be used as marketing leverage, but when it comes to conversions, conversions are about specificity. Conversions. It’s better to have less people but have a higher conversion ratio than to have a bigger audience and a smaller thing. We know that there’s the two percent rule. Two percent makes you a hero in sales and marketing. We know that and everything like that, but when I get email open rates of 23 and 38 percent and everything like that, which devastated the eight to 12 percent that most people get. That’s real. Okay, and why? Specific value? Very specific value, but very specific personality and profile and Avatar that people align with. That is extraordinarily important. I get beat up by youtube as regular youtubers about a Buda subscriber ratio all the time.

39:51 – You have a quarter million subscribers, but like 10,000 people watch this video. Are you buying fake subs? No. I solved this specific problem for these 10,000 people this week. Those 10,000 people. It’s like you weren’t one of the 10,000 people. They need to solve this problem right? Where it’s like you watch this video because you had that problem, right? The Jab, the other five problems that I addressed this week. No, someone who’s not. You did. I’m solving specific value for individual people and like by the way, that’s where I beat a lot of my contemporaries is because I found effective ways to say this video isn’t about getting youtube views. This video has a specific objective. This one is maybe affiliate sales. This one might be leveraged for a sponsor or a brand that I’m working with to get them something that they want to qualify an audience or get them awareness or reach on this specific thing and only the people that care about that because they need every sale they can get.

40:39 – Doesn’t matter how much views I get. Conversions matter. I am the conversion king and that’s what matters to people. Oh, I want to do this video because this is going to get me in front of, Oh, I don’t care if this reaches my youtube audience. I care if this reaches this producer at this thing so that I can get this interview. I care if it reaches this event marketer so that I can get this Gig so they fly me out across the country. I care about this thing so that I can get invited to this press conference or this event so I can be the first person to review this product. You know like those specific goals aligned to specific audiences. Specific values and niches and practical objectives are infinitely more important than vanity metrics and it’s a conversation that gets lost in marketing and social media and video all the time, but the nuance of it is very specific.

41:26 – A video that almost no one watches might make me literally 10 x the amount of money because what it did was it quantified the person who could write me the biggest shack and it won them over and that was important. Getting one person to view this, the right person that writes a check for $10,000 is infinitely more important than getting 100,000 views on that that don’t convert to revenue. Even if you’ve got passive ad revenue from it. That’s less important. If your goal is cashflow. If your goal was you wanted maximum impact and reach, then yes, getting the views and scaling the awareness does matter, but only if it later funnels into your bigger objective of either achieving. Using that as leverage to accomplish something with. From a marketing perspective of, Hey, I accomplished this. I got this many pop up with the pay attention, so I can obviously do this for you.

42:14 – That’s how you’re leveraging that. If you’re a brand than the way you’re saying that his hump, this many people responded favorably to our product or to our service or this many people represents how many people have this pain point. Let’s see if we can do something about that. Let’s see what we can do there. That data is valuable. Oh, excuse me. In fact, sometimes I, I put out content specifically for the purposes of only accumulating data to see what I don’t know and to understand the market better and to literally use it almost like a polling scenario because then I can make a data driven decision and target a specific person with specific objective and know that there’s a specific pain point. I’ve used online content in facebook and in twitter to qualify the pain points of audiences before I go to a speaking engagement of what people’s anxiety is.

43:08 – Instead of assuming that I already know how to solve problems for them. I’m qualifying before I go onstage what they want when I’m actually at the event. I spent hours before I talk one on one with people to do a couple of things. One, because I’m an introvert, I’m hacking, making a personal connection and getting someone to go to my talk. Not because I’m terrified. Although I am that no one will show up, but because it means that everywhere I look in the audience, I’ll see a familiar face which will calm me down and there’ll be somebody at least that will laugh at my joke onstage. So I’m a friendly face. I’m safe. Oh, somebody’s going to laugh. That’s okay. Cool. Somebody is paying attention. A, someone’s going to take notes. That’s great. And you know, someone’s going to give me feedback. I’m gonna be able to walk up to someone and say how’d I do?

43:51 – And you know, get some positive reinforcement so I don’t go back to the hotel room and cry. So there’s all those things. But what I’m doing also before the talk is I’ve changed my talks sometimes and change my slides an hour before the talk based on feedback from people who are attending the event because they’ll tell me something I hadn’t thought of that they need and then I’ll adjust and pivot based on that. I’ve added slides, the decks and deleted slides from dex an hour before, which nobody should do, but I do it because I cared that much about giving specific value to the audience. And at the end is I’ve never regretted it once, not once. And you’re a micro influencer, you have influenced that one person and that one person will be likely to talk to you about other things. Wow.

44:30 – Okay. So we’ve hung on for this ride and we’ve, we’ve Kinda of got to wind it up and bring it back into the station here. And one of the things we have to do is ask you, um, you’ve given us so much incredible information. Thank you. Uh, what is one of, what is a tip that you can give someone in the audience that’s looking for that advantage for? Let’s looking for tapping into your brain and knowing what the futurist advantage is. What can you tell them?

44:56 – Well, aside from hire me, the answer is the answer is the future is to look at things holistically, even beyond video and it’s a content marketing strategy. Beyond video. I talk with people about content strategy and the thing is it can feel overwhelming and it can feel hard to scale. You have to be. You have to do it for maximum efficiency, but here’s why I value video is video allows me to create a strategy that I’m advocating for. Something I’m talking about constantly now and we talked about this in our preliminary conversation, is read, watch, listen, look, when I say that, what do you think that means?

45:32 – Read a blog post, watch a video, listen to a podcast, look for the next thing. I don’t know.

45:39 – Look at photos or infographics presentations, right? Okay, so that seems overwhelming. It’s like Roberta, you’re telling me to be everywhere at once. It’s impossible. It’s like it’s not. It’s like I could like key up content for snapchat and instagram and do that in less than 10 minutes. Right now and like check that box off for the day and it’d be good content. It doesn’t have to be crap. I can do that in 10 minutes. That’s 10 minutes. That’s two platforms. That same photo contextually used in a snapchat or an instagram. I can put different context on that, put that in twitter or put out of the five photos. But before I chose the one, I could use those steps cycles and twitter and attached quotes to that or meaningful things or links and bring people in. And there you go. I can take that same photo.

46:25 – I can take that same idea of whatever short post I wrote and I can put that in Linkedin and ask people a question associated with that and give them a short pair, tap grap of context. And then I can pull sentiment and see if people care about the thing I care about. And I have a linkedin post right there in that. And there’s no reason I can’t do something and tweak it a little bit for facebook. All of that round trip. I haven’t made video yet, but that would be what, 30 minutes, so to say that you can’t be in every platform at once in a day and that you don’t have time. The problem is that nobody’s audited, that nobody has seen how long does it actually take me to do this thing because you’re anticipating that you need all eight hours in the day.

47:00 – I can out market almost every team of five people in America at accompany a in probably two hours and I say that in all humility because it’s not because I’m special. It’s because you can systematize it, you can contextualize it and it can be good and it’s not that challenging and difficult. The challenge of marketing departments and I worked in one incorporate so I’m not throwing them under. That’s the problem and the challenge is red tape because people do not have the preapproved communication strategy. It’s not about a marketing. It’s not about content strategy. First of all, if you get approval on a communication strategy on look, if we don’t adhere to the communication strategy in terms of tone and presentation, reprimand us, but you’ve approved the communication strategy so then you have to just trust us that we’re executing in the communication strategy. We put certain tent pole things on the content calendar, set stones in time for things that you can approve, trust us in real time to do everything else and if we screw it up, we’ll delete it and you can reprimand us, let us go, but you know what you’re getting, so your anxiety should be issued in the sense that you know what you’re getting in terms of the communication strategy and how we talk and our tone in each platform and in each scenario has already been approved and that’s policy done.

48:14 – So it’s just a matter of did we adhere to policy? Don’t red tape us and don’t sit there and have to check over everything we do. Either we adhere to policy or not, it’s just audit us afterward and reprimand us accordingly and pivot and correct accordingly. Then content strategy you’ve approved. We’ve all right, here’s one thing you know to expect this week and the weeks in the following weeks and the month and the year it’s set in stone. We’re on schedule. We’ve got that. That’s going out. You’ve approved that so you know what to expect. Trust us to do things that are in alignment with that in real time and if we don’t and we screw it up, reprimand us. That’s it. So that’s the. That’s how you overcome that challenge for the internal marketers. So going back to this read, watch, look, listen thing, it’s for me, the most simple example is a speaking engagement.

49:01 – To do a speaking engagement, I’m already going to have to put together a deck and slides. That’s content that people can look at and can read in the context of I completed in Linkedin, slideshare, I can put it in twitter, I can put it in facebook, I can put in all those places. I can take individual photos that are associated with that are photos of me on stage and I can put that in instagram stories, instagram, snapchat, all the visual places that people look and then I can write something that contextualizes all of that and it’s all predicated on the fact that I take a camera, I set it on record for me being on stage, I had a second camera or phone to someone and say, Hey, take photos of me while I’m on stage and then that’s it. And then I have, I can strip the audio from that and that becomes a distributed piece of audio content or a podcast episode right then and there I can take a summary of that and I can write a blog post in an article and link the video to that as well.

49:52 – So I can do all of those things. And then I have the photos as the visual representation of all that. Not to mention the slide decks and material, or I could even have a ghost writer take all of that, make it a summary. I can put out the transcript, I can do all of those things. It’s just one event, one thing that happened in real time and it can be farmed out into every content platform and every type of way that people can learn and can consume from it regardless of what and the other thing I can do with that is I can have whatever my main points in the presentation where I could get a graphic designer and I could have somebody make an infographic out of that that’s valuable and tie it to an article or to anything else or it could be a standalone piece of content.

50:27 – I can tall tie all of this to a sales funnel and email list. It’s valuable content that then gets me either more speaking engagements, converse direct clients for consulting, gets drives awareness to my social media profiles, keeps my social media followers that currently have engaged it does and accomplishes everything I need in terms of sales scale and positioning sentiment of seeing how people respond and the social proof of the body of work that I’ve produced and it allows me to create read opportunities. Watch opportunities, listening opportunities and things for people to look at so they can learn on their own terms whether their reading comprehension learner, whether they’re an experienced based learner, whether they’re an auditory lecture based learner or whether they’re someone who does much better with a visual spatial relationships and diagrams and concepts. I’ve hit an addressed all of these things and I’ve put it into context for people to consume on their own time in their own way and have positioned myself to achieve every goal I could possibly have and all I had to do was use one piece of content, pretty much one event, one thing happening in real time and say, turn on a camera.

51:30 – Do you have someone else? A camera? I’ve got it and now that we have it, let’s dissect it. Let’s chop it up. What’s Remix it? Let’s reformat it. Let’s repurpose it. One piece of content to create a 150 pieces of potential content. It’s literally that simple. I could take one speaking engagement. I could farm that into content for the whole year.

51:50 – All right sir. With a team of people, you are going to conquer the world. It’s all love domination, world domination. Kelly. Any other.

52:01 – Oh, I mean, I’m just kind of. I’m, my mind is catching up. It’s just amazing. I think you have so much insight to share and I mean, I’ve watched your videos. There are nuggets of gold throughout all of them and I mean, yeah, if you are not following Blake on social are Roberto? Hello? If you’re watching this guy on Youtube, I’m definitely do sell and uh, you know, thank you so much for your wisdom that you’ve shared with us. We, I think we will still be thinking about it and processing it days later. I know I will for sure.

52:38 – Yep. Definitely. Thank you. Roberto. It was such an amazing conversation for sharing your energy. Number one, I can feel it. It’s palpable. I catch up. I’m, I’m hanging on every word. Thank you. And uh, for, for the content as well. It’s not just a matter of getting in the ride for the rollercoaster. It’s, it’s the right itself. And so I, I really appreciate your time. Thank you.

53:05 – Thank you so much for inviting me. Thank you so much for having me. I’m glad that it created some value. Absolutely.