Ditch the Script: How to Master The Art of Being Yourself On Camera

Listen to this post as a podcast so you can listen in your car driving to your next appointment. (Right Click to 'Save As' MP3)

When we first started our social media marketing company - it was incredibly difficult to convince clients to be on YouTube or send video to their database. We'd show up to shoot a video and the client would not prepare - so before we went on the appointment we'd type up what we wanted the client to say. Then, we'd hold the sheet of paper behind the camera and they would read it. It would take about 5 minutes to shoot both educational videos, so our client was happy - and to be honest, it worked well. An article backed up the video and the videos were short and sweet, simply introducing the article so your visitor could get to know you.

Remember, You Shoot Your Own Web Video ALONE

However - here's the important distinction; we were the ones showing up for the client and shooting their video. They had an appointment with us and we could coach them in real time. For our national clients, when we ship you the Flip Camera and you shoot the video on your own, you don't have this luxury. Plus, we made an appointment and they couldn't put it off - we showed up if they liked it or not.

Over the past few months, I'm on the fence about providing you with video scripts. When you first start, you may lock up on camera and you'll need something to get you started - and that's okay. However, most of you are exceptionally well trained sales people - by no means do you sit behind a desk all day afraid of meeting people! You're SO GOOD on the phone and in meetings, you do not need a script.

What Using A Script May Not Be a Good Idea

Here's what happening - with a script, you're less likely to be yourself on camera. You'll be choppy because the scripts we write you are in our voicing - it's not how you speak naturally and, unless you're a trained broadcaster, you'll sound like you're reading a teleprompter. Now, writing down what you want to say on camera to organize your thoughts is great for preparation, but our best clients go live without any assistance.

Here are two example videos of our clients who go live without a script. See the rest at www.youtube.com/getvyral (850+)

Charleston Homes - Builders (Omaha, NE) - See Their Blog >


Bill Black - Realtor (Omaha, NE) - See His Blog >


See how natural they are? How authentic? It's not a fancy video, but it's real and that's what counts.

Now, we're all busy during the week and stressed out to get work done, so I recommend you shoot your video on a Friday afternoon or a weekend when it's calm. This way you can focus and you're not stressed out with phone calls and emails. Remember, set one monthly appointment to shoot two videos - STAY ACCOUNTABLE TO THE DATE, you have a deadline. And without an assistant to hold your script behind the camera, you won't take up their time and you can shoot by yourself in peace and quiet without distraction - just put your camera on a tripod.

I challenge you to film your videos without a script. Yes, you'll need to prepare so you know what you're going to say - such as making your topic timely and relevant to your local marketing or audience. Shoot all in one shot - no retakes allowed. If you make a mistake - keep going! Write down you talking points and hold them in your hand , it's okay to look down to look down to remind yourself, you're not on TV.

Effective Web Video Is Like a Telephone Call or Personal Meeting

Shooting effective web videos is just like a live telephone call, imagine you're on the phone with your long time friend, educating them about a topic important to them. Speak as you're speaking to that one person comfortably on the phone, now there's just a small camera in front of you - that's it. This style, in all honesty, will resonate the most with your audience because it's not fake.

Remember your first sales call - you freaked out and locked up, right? But now it's natural and it's why you're miles ahead of your competition. You can effectively pick up the phone and get an appointment or sale. Now I challenge you to do the same with video. Master the art of being yourself on camera and you'll stay miles ahead of your competition. It's a personal development skill to take your career to the highest level, you just need to pick the recording style that the best for you:

Here the video recording options you have:

1. Type your script and have your assistant hold it behind the camera. (beginner)
2. Type talking points (an outline) and refer to it while you speak.
3. Shoot with/without a script by yourself using the camera tripod - multiple take.
4. Shoot without a script by yourself using the camera tripod - one take. (your goal)

Pay attention to Gary Varynerchuck and how he records his videos. He's made millions of dollars from social media and video by being authentic and honest. No editing. All in one take. No script. Be yourself. Talk to me as a real person. See for yourself:

Personal Trainers: A Cheap Way to Get Clients Fast

Before I started my marketing company, I ran an in-home personal fitness service. Knowing what I know now about prospecting, marketing, sales presentations, and referrals here's how I would get clients as a personal fitness trainer offering in-home exercise services to affluent executives and professionals.

1. Purchase a Prospect List - Send Them Letters

Call a list broker and purchase a list of 300-500 prospects. Ask to run the following 'selects' if available - this is your ideal client who is willing, ready and able to buy personal training.

-Local Geographic Area
-Homeowner
-Single
-Divorced
-Gym Member
-$250,000+ Income
-Fitness Magazine Subscriber
-Buys Weight Loss Products
-Affinity Credit Card (Health/Fitness)
-Little Debt / High Net Worth
-Sales/Broadcasting Profession (in front of people, appearance important for career)

Action Step: Write them a one page letter about your services that includes:

1. Benefit: Lose Weight and Exercise Privately
2. Feature: In-Home Personal Fitness Training
3. USP: I Come To Your Home - Save Time
4. Testimonial: "I highly recommend trainer x"
5. Special Offer: 1 FREE In-Home Training Session
6. Act Now: Expires Soon
7. Guarantee: Lose 10lbs in 30 Days for Your Money Back
8. Call To Action: Call Me Now for Your Free Consultation

*Include your picture and as many testimonials as possible.

Recommended Reading: The Ultimate Sales Letter: Attract New Customers. Boost Your Sales

2. Build Your Center of Influence - Ask for Indirect Referrals

Build a list of everyone who will pay attention to you - friends, family, co-workers, classmates, etc. If pressed, the average person can build a 'center of influence' list of about 200 people. These people are NOT your prospects;  they simply know, like, and trust you. Most importantly they will introduce you to ideal prospects they personally know, saving you the time and hassle of mailing them.

Action Steps: Reach out to each person on Facebook, by email, or phone. Tell them you now offer in-home personal training, clearly identify who your ideal prospect is, and ask for a referral.

"Hi Jane, it's been a while - how are you? I'm now offering in-home personal training. Do you know anyone who's really into fitness who can afford to work with me? Can you introduce me to them? Thanks! Let's be sure to say in touch." 

Recommended Reading: The Referral Engine: Teaching Your Business to Market Itself

3. Create Your Sales Presentation

You get appointments with qualified prospects by marketing (sending ideal prospects a letter then they call you) and prospecting (asking for an introduction from someone you know). Once you have the ideal prospect on the phone or you're meeting face to face, identify their N.E.A.D.S and give them a reason to hire you now.

Here's how to structure your new client presentation:

What are you doing for fitness now?
What do you enjoy about it?
What would you alter about it?
Who else is involved in a decision to start?
Let me show you my in-home exercise solution.
If you start today - I'll throw this in. What do you say?

*Note: Few people care about your certifications and degrees - tell them the benefits they will receive and how fast they will see them (look great, lose weight, feel better, sleep better, less stress, etc). Craft your entire presentation around the answers your prospects give you in the beginning - you're guaranteed to get the sale.

Recommended Reading:  How to Master the Art of Selling

4. Follow Up With Educational Value

If you don't win the sale - it's because you did not have an answer to these statements:

I need to think it over.
I'm not quite ready yet.
Let me exercise on my own first.

These people want to hire you. However, it's just not the right time for them. They are in the information and research stage before they make a final decision. So you must provide them with information to make the right decision!

Send a monthly fitness newsletter, video, or email with a client success story and special offer to nurture these prospects into decision makers. That's it - keep it simple.

Action step: Go write 5-8 articles no more than 700 words long about the following topics.

How to Eat on The Run
Getting Started In The Gym
The Best In-Home Fitness Equipment
Supplements: Fact or Fiction
Business Travel & Weight Loss
etc....


Disclaimer: The book links above are affiliate links, I make a small commission on a purchase. Your price is the same either way, however if you wish not, visit Amazon directly.

How to Ask for Referrals from Email Opens

That's right, with professional email marketing software you can track who opens, and then clicks, on the links in your email. If you have their phone and name in your email database as well, the email marketing software will also give you a print out of this information.

Get into the routine of calling your past clients or network of relationships frequently to ask for referrals - but where do you start? Let's say you have 1,000 people in your email database, do you just start calling anyone randomly? It would make sense to start calling on the people most engaged with you first. They are the perfect people to call for a referral or ask for repeat business!

But what if you don't recognize any of these email addresses - how do you find their contact information? Well, you could obviously send them an email, or simply Google the email address and see what comes up; you'd be surprised you can find just about anyone's phone number with a Google search, especially when it's a company email address.

Here's how to ask for a referral from those who open your emails.

Google their email address or run a search in your database for their phone number. You're calling them to ask for feedback on your blog, build rapport, then ask for a referral (remember to ask TWICE) - they will not recall the first time you ask. I recommend you refer to their Facebook page to see what groups they belong to and what's happening in their life before you call so you have something to talk about.

Type their name in a Facebook search and you'll find either their public or private profile (invite them as a 'friend' to see their private profile). You can also Google their name to find more information about them - this is less 'taboo' as the years go on. Do your homework. People will appreciate it.

* Do not tell them you saw they opened your email, say "I see you subscribe....."
* F.O.R.D. stands for asking about their Family, Occupation, Recreation, and Dreams

Here are your talking points:

1. Introduce Yourself - "Do you have a moment?"
2. Indirectly ask them for feedback on your videos.
3. Run the F.O.R.D. rapport building technique - be specific.
4. Ask WHO you should be working with - clearly define.
5 Ask for a second time WHO you should be working with (w/ recall)
6. Get all contact information for referral (phone, email, etc)
7. Ask them to forward your email to them, introducing you.
8. Thank them!

Here's an example script:

(1) "Hi Dave, this is Frank Klesitz - do you have a moment? I own Vyral Marketing and I see you're on my email subscription; (2) I'm calling to ask your feedback; have you received my videos? Great! (3) It's been a while but I wanted to reconnect - how is the family? What are you doing for fun these days? How's your career? (etc, etc). (4) Well I only build my business by referral - do you know anyone I should be working with? (5) Well I understand no one comes to mind; let me explain exactly who I'm looking for (define your ideal prospect). I see on your Facebook page you belong to (these groups) - specifically, is there anyone in these groups who comes to mind? Well thank you! (6) Can you look in your cell phone and see if you have their phone number? Exactly how do you spell their last name? (7) Now, I'd like to reach out to them. Would you forward the email I sent you their way to introduce my services? (8) I really appreciate it. Stay in touch - I appreciate you! Have a great day."