5. The structure of the video

The intro of your video

First up: no one cares about your CV (sorry).

This rule also applies to your ads. Don’t just launch into a presentation of your CV: “Hi I’m Sally, I graduated as a nutrition specialist in blah, blah”. 

No one cares. Think about it, if you’re watching a video on the internet, do you have the time to listen to the back-story of a stranger? No. You’d click away. Because you’re there for yourself. You’re watching this free video to help you achieve a specific goal.

With a video workshop like this, you need to quickly grab and hold their attention.

The intro is where you can connect with your audience and set the scene – remind them why they’re there, why this training will help them and why they should stick around to the end.

These next few points are guidelines which you can play around with. You could even record some different intros to see what works best.

But do make sure you lead with the benefits – this is why they’re here to watch the video, wherever they’ve come from: an ad, an email, a social media post. They are here to hear what you can do for them.

So, start with a “thank you” and remind them why they’re here:

“Hello, Annie Ridout here, thanks for joining me on this free workshop, where I’m going to share some of the key strategies that have helped me sell over 1000 online courses and build a six-figure business from my kitchen table. I’d love for you to be next”. 

If you have testimonials and success stories, now would be a good time to back up your opening statement: “After Josie took this course, she “had the best month in course sales she has ever had”.

Sarah says “thanks Annie, I sold 30 spaces within 2 days of opening sales”.

Include some photos with the testimonials written on screen.

If you don’t have online course testimonials, try to incorporate some ‘real life’ testimonials where you have achieved results with past clients offline. Or even results you’ve got for yourself, if applicable.

Next, if it feels right, it’s great if you can create some sense of urgency.

When we have done online course launches that have a start date, this can be very effective because you can say something like:

“Do watch this right now because this video is coming down soon, and I don’t want you to miss out on learning how to…….”

People don’t like to miss out, and this sense of urgency will increase the number of views.

If there’s no start date, you can still give this a go, and allude to the fact that the video ‘might not be up for much longer’.

Either way, if you do want to test out some marketing tricks in relation to ‘creating a sense of urgency’, you could add a timer to the page, and explain that when the timer runs out the page will disappear. We’ll show you how to do that later.

Note: Adding a timer might not feel right for your brand/product. But you can always split-test landing pages with and without a timer and let the ‘data’ speak for itself. We’ll show you how to split-test using Clickfunnels later on.

Then, something we’re doing more and more, at this point in the intro, is to connect and resonate with our audience by weaving in pains, gains and objections. 

So, back to that pains and gains list. Pick out those top pains/gains – the ones that will resonate the most with your ideal customer. 

And talk about your own experience weaving those pains and gains into YOUR story (assuming it’s true).

So, you’re going to tell THEIR story by telling YOUR story. You’ll be ‘speaking’ to them. You want them to be thinking “yes, that’s how I felt”, “Yes, that’s hard for me too” etc.

Tell them of the struggles you had (you had the same pains as them) before you discovered the solution (that you’ll tell them about in the training). If you’ve done your customer research right, you know that they’ll be interested in this stuff and you’ll hold their attention.

So, let’s use another one of our consultancy clients as an example. This one created a coaching course/programme specifically for women who wanted to get their career back on track having had children.

She identified pains and gains, in her ideal customer, along these lines…

Pains

No time for herself

Guilt when she works and so isn’t parenting

Hankers after part-time work but isn’t sure it’s viable within her current job

Being in charge of the home (kids, domestic)

Gains

Feeling confident as a working mum in a leadership role

Feeling equal to her colleagues; with and without kids

Work-life balance

Guilt-free ‘me-time’

So, in the opening section of a free video workshop, (and this is just me making it up, by the way – just an example) she might say something like:

“When I became a mother for the first time, it was wonderful, but some time into my maternity leave, I started feeling anxious about the career I had left behind. I knew that I had to pick things up again, but the thought of leaving my child in full-time care filled me with worry and guilt. I considered the idea of part-time work within the same company, but couldn’t imagine my boss agreeing to it and was worried about how my colleagues would treat me. I just couldn’t work out how I was going to balance being there for my daughter with working in a job that I love and find fulfilling.”

Then she might build to a point in her story where she felt overwhelmed, confused and quite miserable. This is the low point. Then she explains that: “I needed guidance, but I thought coaches were too expensive and I couldn’t imagine where I would find time for coaching anyway. But I did eventually decide to book a free initial call with a coach, and to be honest, I wish I did it sooner, because things instantly began to feel more manageable…”.

You get the point – handling objections about expense and time, then going on to list some benefits.

By explaining how she invested in a coach, she’s positioning her own product as the solution to all the pains mentioned above. And then she can describe how her confidence grew, things became clearer.

Whatever the outcome of the course you’re selling, try giving this story-telling strategy a go.

Another example:

If you were selling a course on hypnobirthing, your intro would include all the worries and concerns a pregnant woman might have, told through your experience. Then you could position a hypnobirthing course as a turning point for you. 

And this opening section is a good place to handle some objections that your audience might have too. With hypnobirthing, an objection might be that it’s too ‘woo’ for them. But you can handle that objection here, and explain how there’s real science behind hypnobirthing; that it increases the chance of a safe and more comfortable birth.

After that, you could launch into your training points to further convince them of the power of hypnobirthing. 

Before going into the training points, you might want to (very quickly) establish some credibility by explaining that, for example, you have been a fully qualified hypnobirthing practitioner for over 10 years and have helped thousands of women to feel calmer and more positive about the birth of their babies.

You could even drop in a couple more success stories before you deliver the training, if it feels right for what you’re selling.

Note: It might be necessary that you give a super quick disclaimer here that lets your audience know that your results can’t be guaranteed for everyone who takes your course. We actually have a statement about this in small print at the bottom of every funnel page. But I’m not your legal adviser, so I’ll leave it to you to do your own due diligence. 

The Training Points

In terms of the training content, you need to enlighten them to the existence of solutions that will help them out of their pain, or will help them achieve the thing they want to gain, without telling them exactly how to do it. 

For our ‘how to sell an online course’ free video, we picked out a few subjects from the course that we were selling. All of these subjects had the appeal to our ideal customer of getting them closer to their goal – the main benefit of ‘selling more courses’. The same benefit to completing our course.

Just to give a couple of examples for the training points we used: 

For one, we gave an overview of the theory around why a ‘free video workshop’ marketing strategy works, without explaining how to do it. 

For another, we explained how, with a ‘nifty’ Facebook ads feature, you’re able to tell Facebook to find people who are similar to your followers, and send ads to them. Again, we didn’t explain how to do it, we just introduced them to this feature and explained the benefits of being able to do such a thing.

So, open their eyes to a new way of doing something and get them excited about how it will help them achieve that goal.

3/4 training points:

It’s a good idea to think of three/four different training points. This helps the ‘free video’ seem like better value. You’re going to help with four things rather than just one. And each training point can address a different pain, gain or perhaps an objection that your ideal customers might have. You might even use one of the topics to debunk a myth in your industry. 

So, again, it’s about using your customer research to find the things that will connect best with your potential customers – their needs/wants/desires, and creating training points around them.

When you’ve decided on what these training points should be, you should sum each one up with a concise headline. Again, you want to appeal to those pains, gains and objections. And you want them to be benefit heavy. These headlines will be used later on your email ‘opt-in’ page, to persuade people to sign up and give you their email address, in exchange for the free video, so it’s really important to get this right.

Below, you can see the four topics we used on our campaign for the ‘How to sell an online course’ free video. 

Training points that follow a natural/logical flow

We know that a lot of our followers get frustrated with trying to grow a following, so Training point 1 grabs their attention and alleviates that frustration by suggesting ‘you don’t need to worry about that – there is another way’.

Training point 2 complements and builds on point 1 by introducing paid ads as another tool for finding customers. Exciting tech features, leading to the desired outcome.

Training point 3 touches on how you’re going to convince those potential new customers (that you find on Facebook) to buy your course. There’s a logical strategy that will help you reach your goal.

Training point 4 alludes to the simplicity (this isn’t going to be that difficult) of ‘three little web pages’ that will help you get where you want to be. When you’re selling, if there’s something that does make things simpler/easier for you customers, it’s a good idea to mention it as one of your training points. People are attracted to things that make life easier.

All your training points are there to pave the way for when you make your offer. You have sprinkled pain points throughout, getting people’s attention, resonating with people. You have opened their eyes to new ways for them to get what they want. You’ve dealt with any objections and shown that you have the knowledge to take them further on their journey. You have prepared them and led them to a point where they want to know how they can make those training points happen. Now you’re ready to tell them about your offer.

The sales bit

As a segue-way into the sales bit you might say:

“Thanks so much for watching, I hope you enjoyed this video. And just quickly, for those of you who’d like to take their online course selling to the next level, I’d love to tell you about MY online course that’s going to help you do just that.”

If we’re running a campaign with no start date – it’s just rolling with a discount that’s available for a limited time – we encourage them to stick around to the end to hear about a special discount “for the people who’ve watched this video”. And we explain that the page with the discount will be expiring in (insert time). This is achieved with one of the Clickfunnel timers, which redirects to a ‘sold out’ page when the timer runs to zero.

And depending on what you choose to do, you could either encourage them to tap the button where they can learn more on the next page (the sales page). Or, you could include a breakdown of your course/programme in the same video, as we have here.

In the sales part of the video for our ‘How to sell’ online course free video (which could be used as a separate video on the sales page), we break down the course, and describe each separate module. And yes, you’re going to want to include lots of benefits. 

On the final slide we include a breakdown of all the modules on one page. You could even run through (with your voice) and recap all the benefits. The reason for this is that people only remember the last thing you showed them. So you want to rebuild the offer and show them everything that they’re getting before you reveal the price.

For all the time we’ve been working in marketing, we have resisted one particular thing. It just seemed a bit silly, and too, well, ‘markety’. But the thing is, ALL the top marketing gurus use it, and it has actually worked on us. So there must be something in it. After much resistance, we’re going to test it out.

Here’s what it is:

For each part of your offer (that might be a module or a bonus) you say what it’s worth. That value can, within reason, be up to ten times the price you’re actually going to charge. And when you’re pricing it up, you can use the logic of: how much did it cost me to learn that. Or: how much time did it take to learn that. Or how much is your time worth. Or how much will this thing save for the person who learns it. Or how much money will they make having learnt this. You get the point.

So, when you do the recap at the end of your video, you can add those values in next to each module/part of the offer. Then, when you reveal how much you’re actually going to charge, it seems like incredible value. You can even go a step further and offer a further reduction on that price, for a limited time only (using one of those Clickfunnel timers).

Finally, in the sales section of the video, you need to tell them what to do next, whatever that might be: 

“Tap the button below and grab this course before the discount disappears and start (insert benefit) straight away”

“Tap the button below to learn more about the course and hear from people who’ve got some incredible results.”

“Tap the button below to book a free strategy call, and lets get this thing going”