Why Script Writing is Essential to Video Production

Jan 26, 2017 | blog, Content, videography | 0 comments

Why Script Writing is Essential to Video Production

Strategizing before producing a new company video not only expedites the process, but provides clarity for everyone involved. In this article, I discuss the important aspects of a production script and why a quality video strategy is important for any business near Memphis, Tennessee .

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What is Script Writing?

A production script is a word document that outlines and describes your video project. In other words, it helps establish the purpose and process of your upcoming video. For a more official definition, Wikipedia describes script writing as a document that outlines every aural, visual, behavioral, and lingual element required to tell a story. Planning and preparing for a production project is a lot more work than many realize. This is why an effective script that outlines your project will inevitably help you produce a quality video. In order to understand this process a little further, I’ve broken script writing down into two elements

The Story Structure.

The structure pertains to the actual story itself. No matter what channel you’re using, if you want to promote an effective video, it needs to incorporate a storyline. Some questions you can ask are: What happens in the beginning and what is the plot or purpose? How is the plot relevant to brand objectives or consumer needs? What type of conflict do you want to portray and how do you plan on overcoming it?

Organizing actors, happenings, expressions and outcomes also play a large part in the clarity of your production. Similar to a box office hit, short videos need to make sense. Also known as a “screenwriting,” this process forces you to organize your media presentation in story form so that it causes an emotional response or reaction by the audience. Once you solidify the storyline, you”ll want to expand on the action within.

The Visual Action.

A production’s visual action overview is one of the most overlooked aspects of script writing. Although most video projects incorporate a script, some wait to determine the video’s elements until the day of the shoot. There is no right or wrong way, but if you’re just starting off, then I’d recommend mapping out every scene beforehand. This is where you literally narrate movement, attitudes, actions, and dialogues.

You’ll want to describe interactions in detail to reassure your message is getting across. Furthermore, this is where you go into detail about, camera angles, lighting, scene moods, locations, and other varying factors. Meshing all of these variables together forms an effective script writing process. As you can tell, this is completely different from any other form of content – and far more complex. Instead of telling a story like a blog, you’re now showing your audience the story by using an effective script. Expanding on the visual shots beforehand will definitely give you an advantage.

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What Goes into the Script Writing Process?

Attention Headline. First and foremost, you’re going to want to focus on the video’s opening statement. When writing your script, you must understand that the initial communication is what hooks your audience. A failure to execute during this portion of the writing process can create boredom or disinterest overall. In most cases, the best way to start off your script is with the problem you’ve set out to solve. This is the most important element of production as you should want viewers to continue watching the video.
Characterization. Second, you’re going to want to solidify actor’s lines and their corresponding actions. The sooner you’re able to solidify this, the better. In this step, you’ll want to thoroughly define the look and feel of each character. Not only does this come in handy when executing casting calls, but it allows the characters to practice their lines and learn the purpose and personality of their respected role.
Scene Messaging. Similar to any form of content, it’s important that you relay your concept, or the value your story brings. Don’t just piece the production together to reach 30 seconds or 1 minute – as every form of communication matters. This is especially true when developing a video with humor. You must consider that way the joke will be perceived. Take time to carefully craft out each line so that it resonates well and doesn’t offend anyone involved.
Scene Transitions. Once you’ve outlined the dialogue, emotion, and viewpoint – it’s time to start identifying the way you’d like to transition each scene. Most movies, even short ads, have a number of transitions. Planning these out beforehand can save a lot of time and frustration. A simple misstep in this aspect can throw your entire story off. Poor transitions can create confusion or misinterpretation of what just happened.
Solidified Viewpoints. Lastly, you’re going to want to highlight the details of every scene. Experienced production writers, like myself, generally have an improved understanding of this. In order to incorporate the mood of every scene, I like to map out the visual representation of every scene through illustrations or box drawings. This enhances the way everyone understands camera angles, lighting, emotional reactions, surroundings, props, and additional features. Detailing the scene with a written description is OK – but imagery tends to resonate better.

Finalizing Your Written Script.

After you’ve completed the general production script, take additional time to look over the dialogues to see if anything else can be expanded on. I even recommend going as far as referencing voiceovers, natural noises, the cuing of music, and video animation. The more cohesive you are with your script, the more efficient the entire process will be.

Once you finalize the script, it’s time to start sharing it with and explaining it to your team. Depending on the extent of your production capability, this can vary. Let’s pretend, you hired me to design the video project and it’s now my job to relay the next steps. First I’m going to want to review everything with stakeholders and those vested in the project. Once I’ve received a green light, I’m going to email copies to my technical team to begin equipment preparation. It’s always best to confirm capabilities before anyone else is involved. If you don’t possess a production team, this is where you begin to garner quotes from equipment contractors and establish your budget.

From here, we can begin to execute casting calls and educate the selected talent once they’ve been hired. Leading up to the shoot, it’s imperative to review all production aspects with everyone involved. I would even suggest choreographing a morning meeting the day of the shoot in order to reiterate goals and workflow. This ensures your script goes as planned, all questions are answered, and general mistakes are eliminated.

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The Benefits of Script Writing for Video Production.

As aforementioned, your production script is essentially the blueprint of your video. Planning ahead reassures your ability to get your vision across in an effective manner. Aside from a thorough strategy, a professional script writer also makes sure the cast feels and acts out the script instead of just reading their lines. They have a keen ability to communicate with the cast and understand how certain viewpoints and angles improve audience perception.

Having solid leadership that ensures cohesion will eliminate excuses or error on production day. A strong process also allows directors to be more direct and critical throughout filming. The main benefit of a good script writer, is that they’re able to guide you through the process while paying attention to the fine details that can inevitably distract viewers from the video’s purpose.

Writing Out a Video Script is Bigger Than Producing Something “Cool”.

Here are some of the main advantages of hiring a creative director to write your production script.

Strategic Writing. Hopefully this blog has helped you understand the amount of strategic detail that goes into video production. When media is speaking to a specific audience or relaying a certain brand, this is essential. Not only is a story needed, but it needs to tie into the brand or audience’s values. Most script writers have advertising and marketing experience, so this comes natural to them and they’re able to communicate in a number of ways effectively. Let’s remember that a script isn’t written to be read, it’s written to be performed.
Less Time Filming. As most projects, improved planning creates a better process. This is even more true in the production realm. Preparing contingencies for weather help avoid setbacks while a thorough projection establishes cohesion. A script writer understands all of the things that can go wrong as well as every scenario that needs to be planned for. Quality production creates a seamless process with less stress and more action throughout filming day. This gives the business owner more time to focus on other aspects of the company that require their attention.
Creative Outcome. Experienced copywriters tend to have a knack for telling good stories. After all, this is their profession. Hiring someone to write your script not only saves you time, but creates a peace of mind that everything is under control. An understanding of the process increases one’s ability to be more creative and produce something that’ll engage, or catch the eye of ideal consumers.
Less Money Spent. When filming a video, you not only have to consider the time it takes, but the amount of money you pay everyone involved. Investing a little more on the front end to establish an outline projection sets the parameters of the project and ensures you don’t go over them.
More Money Earned. This is border line common sense. A professional production script will allow you to develop and promote a higher quality video with a more substantial message. The better your storyline resonates, the more trust you generate towards your brand. Entertaining users creates a sense of intrigue that leads to store visits and potential loyalty.
Production Satisfaction. Not only will a written script improve the video quality, but it creates a positive experience for everyone involved. A poorly planned video project can create a lot of stress or frustration quickly. Taking the time to ensure everyone is on the same page and everything is mapped out relays a sense of professionalism that’s appreciated. Not only will participants look forward to working with you again, but they’ll respect the amount of preparation you placed in the project so they could experience a peace of mind.

Concluding the Script Writing Process.

Content and copywriters have a passion for what they do. Not only do they understand how to position brands so their audience is reached, but they understand all of the work that goes into an effective presentation. If you’re on the fence with hiring a production script writer then consider the ramifications of avoiding one. Creating a video is an expensive project, but promoting low quality media can be brand damaging. Either way, good luck with your process and feel free to reach out with any questions or concerns.

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Finding a professional to manage your copy can be a stressful and even frustrating experience. This is why I attempt to provide as much clarity as I can through my blog strategy. If you’re currently looking for help producing content that aligns with brand values and customer interests, let’s schedule a call to see if we’re a good fit.

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How to Target Senior Citizens in Memphis, Tennessee.

Jan 11, 2017 | blog, Branding, Content, Social | 0 comments

How to Target Senior Citizens in Memphis, TN.

Outside of targeted digital strategies, there are plenty of ways to reach and engage senior citizens throughout the Midsouth region. The biggest factor is tailoring your message to their values as this garners their trust and loyalty. Remember, this is an age group that tends to lean on traditional values, so it’s imperative to consider their well-being. In our ever-changing world, many elderly citizens fear their best interest isn’t a priority or even considered at all. Since I’ve had success with geriatric and retirement demographics, I thought I’d share some of the insight I’ve organized over the past few years.

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First and foremost, targeting senior citizens in the West Valley needs to be purposeful. A majority of them are either visiting for the winter, or settling in for the remainder of their lives. The decisions they make are concrete and if it’s your goal to change their behaviors, then you need to do so with quality promotions. No matter what you take away from this article, it’s imperative that you understand their perspective. This is something we take pride in at PreFocus.

A Few Senior Stereotypes.

Before we begin our senior targeting list, there are a few bias viewpoints I want to touch on regarding this growing demographic.

Seniors Are Cheap – I couldn’t disagree more. Look around and you’ll notice most of them driving brand new vehicles or golf carts with plenty of bells and whistles. Not to mention the amount of cash poured into pet grooming. Price can’t be discounted with the elderly. Purchase decisions by seniors (especially regarding healthcare) are usually made based on what the solution can do for them. They want to trust their investment. Once they can clearly see HOW it meets their need, price doesn’t necessarily matter. Avoid making them feel this way by harnessing a qualitative message over an affordable one.
Seniors Don’t Really Matter – Believe it or not, categorizing seniors as important, will garner more interest than you think. Too often, advertisements are geared towards younger generations (or et al) and their demographic is left hanging. Messaging that isn’t catered to their unique situation is a huge turn off and causes them to believe it’s not in their best interest. Promoting a large amount of copy (text) and stock images on flyers tend to overwhelm seniors. If you haven’t taken the time to tailor a more simplistic message with photos that showcase your value, then you’re missing on a ton of opportunity.
Seniors Need to be Told What’s Best – Senior citizens can be a stubborn bunch. Not only do they purposefully avoid change due to fear, but they really dislike being told what to do. Think of it this way: Once seniors begin losing their ability to care for themselves, they want to hold onto every sense of pride they can. They’ve been immersed in purchases or processes that have worked for them for a long time and they truly believe they know what’s best – for them. Using tactics that support change (we’ll discuss some below) help them understand what’s best instead of ego draining direction.

Consider the above takeaways as you progress through my guide to targeting senior citizens below..

1. Social Media and Content Marketing.

Many of you might think I’m crazy for putting this at the top of my list but let me hit you with a few statistics before the chuckles roll off your tongue. According to Target Marketing Magazine, 47% of seniors 50-65, and 30% of 66+ preferred online communications and transactions in 2012. In 2013, those numbers increased to 65% of seniors 50-65, and 34% 66+. In order to understand what they use the internet for, here are some of their behaviors. 94% of seniors use the internet for e-mail; 77% use it shop; 71% use it to allocate health information; and 70% use it to read the news. If you notice one common theme, they’re engaged in some form of content. Although most don’t believe seniors are on social platforms, they are. They realize that technology can help improve their health while giving them a form of engagement they can’t receive bedside.

Whether they find content on social media platforms while keeping tabs on family members and old friends, or come across a relevant ad while browsing for a gift they’re shopping for – seniors are present online. The problem with most senior citizen targeting efforts are the reasons I listed in the beginning of this article. Ads or content that’s not geared towards their demographic tends to disinterest them while creating a poor first impression. This doesn’t solidify they aren’t online – it solidifies you’re not presenting them with a purposeful message. A targeted strategy with an agenda alongside brand clarity will help you overcome this marketing bias.

2. Create or Collaborate for a Tailored Event.

Believe it or not, seniors are an active bunch – especially in Memphis where it doesn’t get too cold during the winter. It seems like there isn’t a time of day most of them aren’t on the road. Aside from the danger this presents, it means they’re always looking for something to entertain their time. Of course they have their routine appearances, but for the most part they’re seeking new ways to interact and engage with others. This is a perfect opportunity to present them with an event that aligns with their values, needs, and interests.

Imagine the type of credibility you can achieve by presenting seniors with a new event catered to them. Even if you have a small budget, there are plenty of ways to engage them with basic activities. Most importantly, find time during the event to relay your cause or provided value so they know who’s behind their consideration. As long as you’re able to promote it effectively, you can expect a solid return on your investment either way.

3. Direct Mailing with Targeted Messaging.

Direct mailers are a common tactic when targeting the senior citizen community. If you’re looking to create an effective flyer, consider some of the stereotypes I mentioned above. First and foremost, you’ll want to design a presentation that’s geared towards them. Simplify your message, enhance the font size, and capture original imagery that resonates with them best. Remember, seniors don’t want to be told what’s best, they want to allocate brands they can trust and justify on their own. Simply ease them into the process by engaging them with what they value.

Moreover, try to incorporate something within your design that they can find useful. Maybe create a crossword puzzle with answers that sends a specific message and aligns with your core values. You can even present them with a mailer design that serves an additional purpose. With this strategy, seniors can use it for more than information and potentially hang it on the fridge to share with others. If they’re able to use it as a guide, then your company will automatically be associated with that value. At the end of the day, you’re executing brand recognition.

4. Online Advertising Strategies.

Again, I know you might be hesitant to invest here – but hear me out. As aforementioned, seniors are online – and even though they might not be looking for you specifically, they’re engaged somewhere. This is where paid advertising or display ad retargeting can come into play. Using online advertising based on behavioral activity is a great way to target seniors with a message that’s relevant to what they’re currently looking for.

For example: Senior A is looking for a pharmacy close-by to refill their cardiology medication. They happen to come across an advertisement by a mobile cardiologist that also executes prescription delivery. Don’t you think that’s something that would catch their eye? Using strategic initiatives to target senior citizens not only increases conversion rates, but it lowers the amount of money you have to spend on entire campaigns. Targeting with purpose, especially when advertising, enables you to ramp up or cut off your campaigns at a moments notice to execute the processes you’re promoting.

The same thing goes for children of seniors. They play a large role in influencing their parents with decisions. If you’re able to target them accordingly so they can pass along the message, then you’ve executed another channel through valued influence. It may be a little more strategic, but it beats sending out 10,000 mailers and crossing your fingers, in my opinion.

5. Partnering with Relevant Companies.

When it comes to partnering with relevant channels, there are opportunities everywhere. If you’re looking for a place to start, try the local Piggly Wiggly or farmer’s market for starters. Seniors seems to visit the grocery almost every day. For example, Bell Road and the 303 is host to 4 grocers within a mile. (Albertson’s, WinCo, Sam’s Club, and Safeway) Visit a location and watch who they interact with and what they stop to examine. Who’s loyal to which brand and why? These might be opportunities for your brand to present itself – whether at the cash register or through an affiliate ad inside. Approaching the business is the first step to generating a relationship that serves their customers with value.

Don’t be afraid to think outside the box of normality as well. A common service venue I visit when targeting senior citizens are local dog groomers. The elderly view their animals as a part of the family and frequent these locations often. If you’re looking for low hanging fruit, consider car dealerships, RV parks or maintenance shops, restaurants, craft stores, and other retailers that are apart of senior’s every day lives. You could even volunteer time with a non profit at a chance to promote your product or service.

6. Print Advertising or Sponsorships.

Print ads are another intriguing way to target senior citizens in the Memphis area. Many care facilities and placement providers tend to invest in senior care publications and other weekly newsletters. Although I have my own opinion on this tactic, it really depends on the product or service you’re looking to provide. Similar to content and online ads, you’ll want to focus your message on the value you provide with simplicity in mind. Some examples include newspapers, billboards, event brochures, announcements, prescription packaging, or sponsored vehicle wraps.

Either way, it’s important that you monetize your investment before throwing out dollars. Although some publications have an extensive number of viewers, it doesn’t necessarily mean senior citizens will see your ad. Print is very difficult to measure because of this. You can only assume, which is why it can be muddy waters if you aren’t careful. Don’t allow the salesperson to sell you, take the time to research your investment and make a decision with your best interest at heart. In most cases, you can take that $3,000 and pour it into other areas where your message is accepted with ease.

7. Scratching the Backs of Senior Communities.

This tends to be the traditional way to reach seniors or the geriatric community. At the same time, I know how difficult this can be. These facilities deal with so much solicitation it’s no wonder they’re never too happy to see you. If you’re going to invest in this type of approach, please be prepared. Don’t go in there without a plan because most of them are wanting to hear what you can actually do for them and their residents – not why they should align with you.

Take the time to research each community so you can understand what to expect when you arrive. Learn about the management or the person you may first come across upon arrival. Ensuring you’re able to execute a positive first impression opens the door to possibility. From here, it’s all about how committed you are to helping them improve their facility while enhancing the experience of their patient base. Until you place yourself in their shoes, you’ll find this a frustrating option – which is why I placed it at the bottom of my list.

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Although it’s important to target senior citizens with purpose, we also want to ensure your brand message and presentation accurately relays your value. Our strategies align your voice with target customer needs in order to improve efficiency and drive down costs.

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Top 5 Reasons Realtors Should Invest in Property Interior Imagery

Jan 5, 2017 | blog, Content, Photography | 0 comments

Top 5 Reasons Realtors Should Invest in Property Interior Imagery

Capturing the interior of real estate listings is beginning to grow nation wide. Realtors are beginning to realize that showcasing properties accurately provides future home owners with clarity. Although it may seem like a lot of work or cost a lot of money - here are 5 reasons why it's worth the investment.

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1. Purposeful Property Imagery.

Have you ever tried to take a bunch of pictures of properties yourself? When I first began house hunting, I attended viewings alone and sent pictures to my wife. No matter how many different angles or videos I sent her, it never presented the property accurately. It was nearly impossible to paint a picture of the way the room or space made me feel. It was because I was trying to showcase the listing from a device purposed for making calls – not virtual tours.

When you invest in an imagery professional, you’re gaining access to proper angles, lighting, and equipment. In most cases, this isn’t something your buddy or wife can always do. Presenting purposeful images that promote all of the nooks and crannies (that potential home owners want to see) provides you with a sense of credibility and trust.

2. Enhancing Realtor Trustworthiness.

For those that know me, they understand I tend to be pretty honest about my experiences. When it comes to real estate, I haven’t had many positive vibes. The problem is, it’s not because I don’t like the realtor, it’s because I’ve felt misled by the listing. I understand no one’s perfect, but avoiding some of my concerns so that I meet you for a tour isn’t exactly an amazing first impression. You’re not going to sell me until I’m sure about every square inch. So, why not present as much accuracy as you can on the front end so potential buyers know what to expect.

Organizing your images (so certain aspects of the property can be accessed easily) also allows you to avoid constant questioning. Most buyers spend a lot of time searching online before they waste their time with an agent. It’s a fact. So, why not present yourself and your listings in the most professional and transparent way so the consumer is drawn to you? Similar to realtor headshots, home buyers want to see updated and professional looking photos. They always select the most presentable portrait to represent them. Don’t you think they consider properly listing imagery the same way? Phoenix is full of realtors and I know I’d want to stand out. Moreover, you’ll receive less questions about the property because they trust you. In turn, the more time you’ll have to execute the tours you’ve scheduled.

3. Saving Time – For REALtor.

First and foremost, investing time and money into capturing property listings can be exhausting. Especially when you don’t have proper equipment that relays accuracy. Being a business owner myself, I definitely understand the capital constraints experienced through the first set of clients. In the beginning, you need to do what you’ve got to do.. But if you’re making a decent living and still running around taking pictures – it’s time to monetize your time.

Even if you don’t want to hire full time help, a photographer that understands property listing imagery can educate you along the way. Once you’re able to determine what your time is worth, you can begin justifying your investments and monetizing the value. Why not focus on what you do best and stop wasting your time updating pictures?

4. Competition and Home Value.

Selling a hot home can become ugly fast. I remember missing out on a ton of properties because people were willing to pay more – before even looking at the house! Can you imagine the engagement and over the phone bidding wars you’ll receive with an eloquently presented property? Appeal will steal the show every time. If you want your listing to resonate as a hot commodity, promote as many quality pictures as you can. Showcase the blemishes, create some trust, and let the demand take over.

A property with minimal or low quality photos says two things to me: There’s something being hidden, or it’s really not all that great. Buyers understand this and when they’re able to see a majority of the property online, the chances of them making an offer increases drastically. The more people you have interested in the property, the better chances you have at selling it for the asking price – or more.

5. Sell Properties Faster

Consumers base big purchases on a few things. Most of them we’ve already discussed. Trust, sight, and value. At the end of the day, home owners want to make sure their money is well spent. If they feel like they can trust you; if a majority of the interior photos are clear and precise; and if you limit the amount of questions (or banter) you have to answer – it’s common sense that you’ll sell your listings faster. When it comes to real estate, being detail oriented and honest will go a long way. Although professional interior imagery is a portion of the process, I wouldn’t sleep on it. You may catch the eye of someone browsing, and wake up to an offer on your desk.

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Investing in property listing imagery can be a big step in your journey as a real estate agent. This is why we cater to our clients by offering custom packages that best suit their needs. Feel free to tell us what we could help with and we’ll respond with an affordable option that satisfies the value you’e seeking.

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Why Consider Original Content and Brand Photography?

Dec 3, 2016 | blog, Branding, Content, Photography | 0 comments

Why is Original Content and Photography More Effective?

When it comes to developing content and imagery, I've noticed that many brands lean on copy-cat techniques and stock photography. Although I understand why they're doing this, I can't help but think why they believe this is going to enhance their conversion rates. Let's view this from the perspective of a consumer and see where it goes..

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promote-quality-imagery-and-content-by-focusing-on-your-customers-needs-pictured-is-a-black-harley-dyna-swithcback-in-downtown-phoenix-next-to-some-wall-art If you’ve been following me over the past year, you’ve probably noticed my passion for presentation. No matter what your content resource is, it’s imperative that you don’t distance yourself from this strategy – rather work smarter. In the past, I’ve been affiliated with a number of businesses that leverage articles, inspirational posts, leading professional’s ideas, and even competition for content. The problem is, they’re not necessarily leveraging them – they’re stealing from them.

No one should know your offering better than you – so why not showcase this at a maximum level to ensure you’re resonating? Duplicating someone else’s writing, imagery, or strategy is a bad idea all around. If you have long term aspirations for your brand, then you should be considering every endeavor you’re involved with. Here’s some reasoning behind my belief.

1. The Potential for Consequences.

The cost of duplicate content is a lot worse than most of you realize. Some businesses actually continue paying SEO contractors blindly. They’re unaware of the consequence while searching for a way to reach #1. (This is nearly impossible anyways.) Without a large amount of capital to invest in optimization you’re setting yourself up for failure – especially if you’re ranking ability is jeopardized. Using photos or copy that don’t belong to you can result in getting sued. Even more, ranking in the near future becomes a pipe dream once search engines drop your quality score and penalize you. Is that worth pulling an image from Google search results or changing some verbiage in an already published article?

If you have the money to throw at SEO, consider addressing your branded content to save yourself the stress. Relaying knowledge, success, and expertise will build the perception of your image more than duplication ever will. Copying can eventually handicap your ability to persuade someone you’re different or worth their dollar. Stay focused on handling business on a personal level and showcase the stories on other channels (such as social media). Not only will original content help you avoid consequential penalties, but it’ll help overcome an inability to be organically found.

2. Competition is a Real Life Thing.

When you set out to conquer the world with your product or service, did you think you were the only one? I hope not.. In my opinion, losing the competition battle is one of the main reasons businesses fail. I’ve literally seen companies try to do the same thing as their direct competitor and wonder what’s broken. For years I’ve seen bloggers with no knowledge in the industry curate content for businesses. This is where brand recognition comes into play. If you don’t create your own voice, vision, and solution (at least with a twist) – then what are you doing?

Sure, people can make a decent living mowing the same style lawns with the similar equipment, etc.. and that’s perfectly fine – but if you want to eventually scale and build something then you must acknowledge the need to stand out. There’s always going to be someone looking to trump one of your promotions and steal your customers. That’s why developing a seamless message and original content that doesn’t waiver from your value is important.

Once consumers see you as a viable brand, prideful in originality – it’s simply up to your retention and service. If you refuse to separate yourself then you’re risking a few bad reviews ruining your reputation for good. The more people that relate to your message and voice, the more likely they’re going to support you – no matter the circumstance. But, if you don’t take pride in highlighting what you do well then you’re limiting your potential – while giving competitors an advantage.

3. Trust is in the Eye of the Beholder.

I get a lot of slack for this belief, but I’ve seen enough to know what inevitably keeps customers engaged. Every business is different and no brand is the same. I get that. I also understand how 30 year old companies lean on grassroots – or how a monopolized need leaves consumers with no choice.. But failing to consider what a potential customer sees (especially if you want more revenue) blows my mind. I know that I’m more picky than most when it comes to where I spend my dollar – but I’m also not ignorant to the fact that a new generation is becoming adults.

Referrals aren’t going to last forever. The old days of “Mike said Jerry was good at this and he has a guy” – are coming to an end. The ability to be found and the ability to relay trust is becoming a necessity. Today, pretty much everything can be found online. If you’re out of touch with this reality then you’re missing out on opportunity. Even if you take a small portion of your time (or budget) to invest in quality trustworthy promotions you’ll see a difference. It can be as simple as an appealing customer testimonial or a detailed about me page.

Let’s Put Believability in Perspective..

When I was finally able to convince a past client to promote head shots of their physicians, there was an immediate surge in patient registration. Why did it work? People want to know the clinician that’s managing their health. How did I know? Because I asked patients what their determining factors are. Hell, I even realized I want to be able to see who I’m meeting with. If I can’t find anything online, I don’t necessarily think somethings wrong – but it doesn’t seem right..

How Does Originality Promote Trust?

If you’re afraid of being vulnerable in order to prove you’re trustworthy, then your grassroots campaign can slowly turn into a game of telephone. Give the people want they want so they can be comfortable investing their time and money for your product or service. They want to trust you, and (in most cases) you just have to show them they can.

Posting random quotes, relevant phrases, or general imagery isn’t going to be enough to keep you on the playing field. Technology is advancing and most development surrounds efficiency and convenience. People want to know as much as they can before forking over cash. Promoting one of your actual plumbers helping a local homeowner tells a potential customer your capable. The simple fact they know it’s a real story versus a relevant photo should open your eyes.

Think about it as you shop or browse. What brand seems phony to you? Consider how much easier it’ll be to scale when people already believe in the message you’re relaying. It’s hard to do that when you’re using general imagery and content that people can’t sense and feel.

Trust me.. 😉

Why Are You Wasting Money on Amateur Marketers?

Nov 17, 2016 | blog, Branding, Content, Photography, Social | 0 comments

Why Are You Investing in Amateur Marketers Lacking Purpose?

It may seem like a low monthly retainer, but autopilot campaigns without substance cost you opportunities - even if they're driving some revenue.

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My Thesis Behind Irrelevant Marketing

Before I get into the nitty gritty, let’s get one thing straight: Anyone and everyone can say they know how to market your brand. Especially if they have special access to a hard drive, monitor, mouse, keyboard, and a social media account. Sounds pretty legit right? If you say so.. Going into business for myself was risky – especially in the marketing and advertising spaces where plenty of amateur marketers give me a bad rap.

At the same time, I knew that once I was able to clarify the value that I bring to the table, everything would work itself out. So, let’s discuss some of the inconsistencies in marketing and why I deem them as wasteful. After I’ve highlighted some popular waste, I’ll explain what PreFocus can do with a similar budget. Deal?

1. Purchasing Followers and “Likes”.

This has never made any sense to me.. Are most of you aware of how this is done? It’s quite time consuming and rather tedious, but people actually spend all day soliciting users to follow their personal accounts. If you’ve received an awkwardly short comment on Instagram, this is why. Once these “marketers” sell you on their “free followers” plan, they simply promote your company to the hundreds of random followers they’ve conned into following them. It’s almost like magic.. This is also done in data form.

Websites and other forms of subscription content store email addresses and customer cookies, then attempt to sell this user information. It’s basically unethical, and for whatever reason, people buy it. In my opinion, nothing is more valuable than a customer you earn for free because you supply them with relevant and engaging content.

Don’t Let Amateur Marketers Deceive You.

No matter your perspective, how can you be sure these users are even interested in your product or solution? You can’t – it’s just a numbers game that sustains engagement long enough for you to believe it’s actually working. The further you read this article, the more you’ll begin to understand that followers, likes, and shares doesn’t equate sustainability.

This is the main objective behind inexperienced and irrelevant marketers. Although it feels good to see people like your posts, it doesn’t mean their interested in investing in you. Simple demographics and numbers don’t necessarily drive a solid return even though it seems like you’re “growing”.

How we address this with a PreFocus: We help you understand the value of original and purposeful content. Instead of taking shortcuts by purchasing followers, we enhance your presentation so that it resonates with those that are already engaged. We use your “shortcut budget” to capture relevant photos of your branded value in action. This can encompasses your staff, customers, facilities, equipment, processes, quotes, or even success stories.

Users that already follow you will promote post they can relate to as they’re proud to be apart of the value you’re providing. When someone endorses you based on their own experience, others become intrigued. We call this an organic following that is genuinely interested in you – not just your posts.

2. Investing in Affordable Social Media Managers (SMM).

Outsourcing marketing efforts has been a commonality in the last few years. Finding a freelance marketer in order to increase your productivity is a solid idea, but not when their posts lack quality and purpose. Although they can drive down your costs, amateur marketers aren’t necessarily invested in your brand or the way it’s perceived.

In fact, they’re more likely invested in volume in order to collect a check. They tend to follow the same checklists they use across other verticals for various clients. Again, you may see some improved engagement – but you’re essentially trying to drive [growth] with the e-brake on. Let me paint a picture for you.

poorly-executed-social-media-display-posting-by-irrelevant-marketer-tactics-with-affordable-rates

A few things bother me about the above post. First, I doubt this is an original photo from their gym with a paid athlete or compliant member. Plagiarism anyone? Second, the message has no purpose and means nothing to the average bear. Lastly, it’s an effortless design that lacks quality. The logo isn’t transparent and the typography doesn’t stand out at all.

social-posting-in-surprose-arizona-with-quality-imagery-original-photos-and-a-description-that-enhances-the-message-of-the-branded-value

If you’ve taken the time to research successful marketing tactics, I’m sure you already know that consistency is crucial. But, it’s important that you read between the lines here. Consistently promoting low quality posts without a strong message is a recipe for mediocrity. Whether you want to believe it or not, consumers trust brands that establish a voice and value consistently.

Consider the second post that promotes an original shot of a member working out at the gym. The message is informational, but it provides meaningful substance behind joining a boxing class – which should be their only objective. Although the first example targets daily motivation (for already converted members), those looking for a gym may associate the low quality of the post with low quality results.

Moreover, this isn’t a real-life inspirational story they can relate to. To me, this is wasteful and a common tactic of amateur marketers hanging onto retainers. Targeting volume and general interest will keep you around a 2% conversion rate while purposeful campaigns create the most return. Do you like being average?

How we address this with a PreFocus Solution: The best part about our business model is that we photograph all imagery (for a specific number of posts) on the front end while strategically captioning each photo. From here, we help you schedule out all posts to ensure you’re capturing your audience at ideal times with certain events and holidays in mind.

In addition, all images are formatted to fit certain social media platforms in order to ensure quality resolution. Consider the value we’re providing by simply eliminating the hassle of communicating with your social media manager on a weekly basis. For the most part, we strategically showcase your value while avoiding the development low quality posts that only satisfy monthly social post requirements.

In turn, many of my clients find themselves surprised by the results of a simple testimonial or caption with superior graphics and imagery. Although our service costs more on the front end, it allows you to streamline your promotional strategy for months to come (compare this to your monthly retainer over the same time frame). You also receive exclusive rights to all photos which enables you to use PreFocus imagery in other forms of media as you please.

There’s no way you can’t see the value in this..

3. Paying a Content Strategist to Curate Relevancy.

Let’s start off by defining the term relevancy. In this case, it refers to generalized topics a marketer assumes your perfect customer is interested in. In other words: conceptual guesswork lacking purpose with hopes of possible attraction. What really grinds my gears is that some companies pay up to $1,500/month for these randomized topics. In my opinion, spending initial capital on content that has nothing to do with your provided value is wasteful – and my experience backs it up.

Over the years, I’ve been blessed to work with some exclusive brands in Phoenix. I’ve also been forced to deal with unhappy clients that second-guess campaign effectiveness – and rightfully so. For the most part, their poor experience derives from a well written article with high bounce rates. I can only imagine the drop-off for those of you investing in a amateur marketers. For the most part, objectives are only geared to drive traffic and shares so marketers can attempt to claim attribution and monetize your results.

Some examples include: opinionated articles, guest writing, tips, top 10’s, guides, etc.. I’m sorry, but this is a waste of everyone’s time. From experience, these types of strategies mainly generate an influential relationship. If you don’t tie in your value or present a solution, users tend to only return for free advice. If you’re paying someone to develop content on your site without purpose, I beg you to throw your dollars elsewhere.

How we address this with a PreFocus Solution: To be frank, it’s really as simple as understanding which topics and ideas drive users with intent to your website or business. If you’re a landscaping company that continues to promote articles teaching homeowners how to care for their garden themselves – how can you ever expect them to request your service?

At PreFocus, I help service companies alter their message so it clearly funnels into their solutions. Instead of letting amateur marketers run the show, there are a number of ways to showcase landscape value. Why not educate homeowners on reasons why weeds keep growing throughout their grass patch? Why not reiterate how lawn care and professional treatment is one of the many things that can be addressed with maintenance packages?

Communicating actual value gives consumers an opportunity to figure out the convenience and effectiveness of your business themselves. With that being said, here are some additional ways I’ve enhanced campaigns to ensure they don’t veer away from brand objectives.

local-phoenix-gym-membership-content-strategy-altered-to-address-irrelevant-marketers-approach

west-phoenix-healthcare-provider-with-irrelevant-marketing-agenda-changed-by-jordan-trask-to-ensure-patient-registration-and-company-growth

local-phoenix-fitness-club-content-strategy-changed-from-irrelevant-marketer-to-piurposeful-strategy

4. Paying an Advertiser Then Staying Away.

Investing capital without a vision never seems to sit well with me. Although I can understand some business owner’s mistake of paying a social media manager or content writer, I will never understand a blind investment with an advertiser. Whether you’re paying someone to manage your social media ads or pay per click (PPC), your outsourced team needs to understand your customers and vision. Some of you may say: “Well, I’ll just fire them if they’re ineffective, it’s their job to figure it out.” That’s fine, but you’re still flushing dollar bills in the meantime. Advertising is no joke, and once you decide to go all in it’s imperative you have a plan. Trust me..

I’ve literally witnessed external PPC managers use up monthly adspend on some of the most general phrases, such as “care”. Do you know if you’re paying for stuff like this? Do you even know what I’m referring to? If not, please call me and I’ll gladly explain for free. While managing overseas teams, I’ve even come across instances where we were paying for keywords with another state’s abbreviation – and we were local! This is unacceptable, but it’s the reality of hiring amateur marketers for the low.

Ad Managers Love Autonomy and Controlled Reporting.

To be honest, advertising can be one of the most wasteful expenses in your bottom line. Most companies think it’s essential so they invest in the cheapest option and it can be a huge mistake. Not only are you paying someone to manage, but you’re also paying on a CPA, CPM, or a CPC format. This can become very costly quickly and there’s nothing you can do once a user “clicks.”

A previous employer chose to ignore my concerns and their overseas team ended up spending $30,000 on advertising in a 3 month span. The worst part? They didn’t even set up their analytics properly and were unable to attribute any results. Save yourself the headache and understand the importance of an ad strategy before you start throwing money at someone to experiment with. To put this in perspective, you can pay an inexperienced advertiser $300/month and garner $600 in sales (2:1); or invest in an advertising strategist for $1000 and drive $10,000 in revenue over a 6 month span. (10:1)

How we address this with a PreFocus Solution: For starters, we follow a discovery process that helps us understand your brand, customers, goals, and competition. In order to clarify expectations, we help educate you on the media buying process so you can accurately determine focal points throughout the campaign. Instead of targeting broad search terms like “care” or “home service” – we drive intent with long tail keywords.

(Examples: Phoenix child care at home, Senior care for homebound patients, Emergency HVAC home service in Phoenix, or 24/7 certified home service.) Using phrases like these tell us the person searching is in the market. We also help you develop display ads for social and display networks. Honing in on all of these moving pieces and solidifying everything on the front end allows us to place campaigns on autopilot and select specificities when the time arises.

Disclaimer: Since the end of 2020, Google and Bing have now disallowed “exact match” bidding. This impacts small business tremendously. If you’re unsure how, I am more than happy to explain – free of charge. It’s worth knowing.

It’s Your Money, but Amateur Marketers will Cost you in the Long-run.

One of the hardest things about working with small business owners has been their misconception of marketing. Although I”ll never get used to being stereotyped due to someone else’s failure, it motivates me to improve my presentation and prove my tactics are effective. For those of that are content with your current performance, I challenge you to ask questions and seek answers. I’m personally tired of combatting what others believe works, and I’m committed to helping my clients return to promoting substance and value. Hopefully I was able to inspire you to be better and do better. Feel free to inbox me with any questions and best in success nonetheless..

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