The Four Key Elements of Every Video That Make Marketing Videos Easy-Peasy… [Video]

4 Key Elements of Every Video

What To Say On Video Even When You Don’t Know What To Say…  

The video elements that set the pace even when you just jumped out of bed and having your morning coffee on the hotel lawn!

Let’s face it, for most of us who are small business owners, entrepreneurs, coaches or consultants, or  new to online business and fleshing out your personal brand, video can be overwhelming.

But it doesn’t have to be that way when you start with these four key elements.

Marketing and social media videos shouldn’t be complicated, stressful, and make you want to break out in a sweat.

To show you how straight-forward and authentic social media and marketing videos can be watch this impromptu video training I filmed while I was having my morning coffee at a pretty hotel this weekend.  

Best part is that you don’t need to hire a videographer to follow you around.

Not only is that impractical all the time but ‘on-the-fly’ yet highly effectual videos are not only easier to create, cost almost nothing to make, but actually convert better because you are more relatable. Easy-peasy!

But what happens when the situation is perfect to whip out your phone and shoot a video yet you have no idea what to say?  

Don’t worry, you’ll never lose a golden opportunity when you know the the four key elements that are in the framework of every kind of video to keep you on track.. 

The Four Key Elements Of Every Video

No matter what type of video you are creating, every video must have these four key elements to drive your point and still be natural.

There are different nuances, twists and turns in how you covey this but the ultimate way to what is authentic to you.

1. THE HOOK

Grab their attention from the start!

What you want to do is a pattern interrupt that literally stops the scrolling and grab’s your audiences attention!

 It could be something funny, a gesture, a movement, looking like you are caught in the act, or a hooky statement.  It could even be as simple as picking up a glass or your coffee cup. Whatever feels natural to you, so that you can get viewers attention right away.

2. THE INTRO

Tell them what you are going to tell them.

Once you have your viewer’s attention, then you dive into the intro.

Here’s an intro example..

“Hey, today we are going to talk about…” and then let them know what you are going to get into. It’s that easy.

3. THE BODY

This is your content, the value and training points of the video.

You have two basic choices- go deep with one point or use three to five bullets. Odd numbers are usually better for this.

Personally, I find it easier for impromptu videos to just get the whole concept out and have a few different points in my head, rather than specifically say a number.

That’s a trick I learned from speaking. When you’re on stage and reading from a teleprompter,  you don’t want to say “I have seven tips for you.”  Because if you happen to forget a tip, then you’ll look like a dope, right? That’s why it’s better to not give a specific number in advance.

Tip: You can mention the specific number of tips later in the copy of your blog post or headline.

4. THE CTA

The Call To Action (CTA) is the action you want your audience to take after watching your video.

Don’t leave them hanging and just say bye-bye and run away. Give them something actionable to do next.

Example: “Hey I hope you enjoyed this and if you want to learn more go to VideoQuickStarter.com where I’ve got this great little program that you can download right now at an incredibly affordable price and learn how to create videos that align you with your most profitable audience.”

Or: “Hey I hope you really enjoyed this video as much as I enjoyed making it for you. If you find value in this, please feel free to share it with your tribe… thank you.”

Or: “Hey if you really loved this video, I would love to know what else you would like to learn from me. Let me know how else I can help you in comments below.”

And there you have it- the four  key elements in every video from social media to marketing videos.  Of course, video frameworks get much more intricate but this will give you a great start.

BONUS TIP: All videos are not the same but they do have the same key elements

There are a variety of different video frameworks for  everything from social media to branding, engagement to sales, thank video to your opt-in page but they all share a very basic premise.

Once you understand the core of all these videos you can just open up the camera on your phone when you’re having coffee in a beautiful space and go live.

But first…

Whatever type of marketing video you do, tzujed up or totally natural, it’s critical to always consider…

The Importance Of Your Set and Setting

In this video I’m wearing my work-out clothes and not wearing makeup, with a messy ponytail yet I was able to just go live. So even though I’m  disheveled  the video still has a  slightly aspirational vibe because of the beautiful background.

Now if I showed up looking the same undone way in a messy basement, the video would have a completely different non-aspirational vibe.

The set and setting of your environment are critical to how you are perceived.

Don’t let perfectionism hold you back but do set the right visual message.

I know how we worry about what to wear on camera, but you don’t always need to get dolled up for your videos. You can do more ‘everyday’ type of videos, but you don’t want  something distracting and fugly behind you because that is all that someone will see.

When you are putting yourself out there in a real, undone way – just make sure the set and setting of the background behind you is visually interesting and elevates your audience.

Also your lighting doesn’t need to be perfect but it should be as good as you can get it at that moment. As you can see the sun was not in my favor here, but the content is what counts.

Video Transcription

click to read full transcription

1
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[wind whooshing]

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– We are trying to get that set up.

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[whooshing]

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So, hey, I wanted to
come in and talk to you

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very quickly because this morning…

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Is it beautiful here?

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I’m trying to find a…

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00:00:13,174 –> 00:00:14,910
I would love a spot to hook up this video,

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but I don’t even know where it is.

10
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There’s nothing here.

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You see, there’s literally
no place, but my arm.

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So that’s exactly what we’re
going to talk about today.

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We’re going to talk about
what to say on a video

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when you don’t know what to say,

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on an impromptu video, okay?

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[lawnmower humming]

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So I know that’s something
that’s really a problem

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for so many people

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and especially like small
business owners and entrepreneurs,

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and coaches and consultants who are new

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to online and, or are
new to personal branding

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and creating a market and an audience,

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and getting on camera and videos.

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[lawnmower humming]

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And especially with what’s been going on,

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you can’t really…

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Well, now it’s starting to open up,

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but you can’t really
just hire a videographer

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to take you all over. [vehicle noise]

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Sometimes you just need to be
in the moment where you are,

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when the mood strikes,

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get on and be able to
talk to your audience.

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Like we are this morning,
we’re having breakfast.

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That’s Hubbs, do you see him?

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Hubbs, photo. Hubbs.

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A bunch of coffees and a map.

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We’re here in Vermont.

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I’m gonna sit down.

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We’re here in Vermont,

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and we’re going to be leaving later today,

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and we’re figuring,

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where are we going on this
little road trip of ours.

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And I’m like, it’s so beautiful.

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I’m kind of in my workout clothes.

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I haven’t even taken
a shower yet, [sniffs]

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but it’s okay. [laughs]

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And we’re just out enjoying coffee,

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and on the lawn, and I’m like,

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what a perfect time to
do a video with you.

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And it’s like, what a
perfect time to be able

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to share with you exactly
how you can create videos

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without feeling pressured and stressed,

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and without actually, you
know, needing a script,

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you need a framework, but
you don’t need a script

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00:01:59,210 –> 00:02:01,856
because a script, unless you’re someone

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who’s really well versed
with a teleprompter,

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like a professional newscaster,

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it’s just, it’s a lot of work.

59
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It’s very difficult to sound
natural when you’re scripted.

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If you wear glasses like I do,

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these actually have my prescription in it.

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It’s very difficult to see without glasses

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with the teleprompter,

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and you’re actually going
like this all the time,

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and it’s just, it’s a lot.

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It’s just really, it’s just a lot.

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So if you understand the frameworks,

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then, and there’s about 11 of them.

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If you understand the frameworks,

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but don’t worry, I’ve
really made it simple,

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then you could just open up your camera

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when you’re having coffee on
a beautiful space like this

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and go live or wherever it is,

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or when you do get a little judged up,

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go at your desk and do a
live or record a video,

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or an intro for an opt-in
page for your landing page,

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a thank you video, a sales video,

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or just really basically
engagement and bonding videos,

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sharing value on social media.

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There’s so many different types of videos.

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There’s like 11 frameworks
or 11 types of videos.

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So it’s about [mumbles] maybe it’s 12.

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There’s 11, anyway, it’s close.

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So what I want to go
over with you right now

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is to really ease the pressure,

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but first of all,

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if you want to learn more
about how to really create

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these videos and how to
set up the set and setting.

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Because, you know, I might be
sitting here with no makeup on

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and not showered yet,

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and my hair is in a dirty
ponytail from last night.

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I don’t even know if I
completely brushed it,

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and I don’t have any
makeup on beyond ChapStick,

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and I’m able to sit here
and go live with you,

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and look in a slightly aspirational way

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because that’s something
you always want to do

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with your audiences is
be one level above them,

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at least, where they can
obtain what you’re having.

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The reason I’m able to do this
being slightly piggish today,

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it’s because I have this
beautiful background

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around me, right?

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Because so you’re set and
you’re setting your environment,

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what you’re wearing.

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I mean, I’m wearing workout clothes,

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but they’re kind of, you know,
they’re kind of cool ones.

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It’s Y-3 right?

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I’m not sitting here looking
like I’m just cleaning

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out the carburetor, even though for me,

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face wise, no makeup, no hair, maybe,

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but I’m looking real and relatable,

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and I’m looking a little bit like,

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that’s pretty cool behind me, right?

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So that’s another tip when
you are doing your videos.

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Like, you don’t always need to get

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all dolled up and tzujed up,

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but when you are more every day,

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you don’t want to be doing it with, like,

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a laundry basket behind
you and you don’t want

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to be doing it with a mess behind you,

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or a really boring beige
office with no personality

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because then that’s also unseen,

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but if you’re putting yourself
in a very real undone way,

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make sure the set and setting
behind you is in a way

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that’s actually elevates your audience.

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And the light doesn’t have to be perfect.

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I mean, I’m in overcast in
here in direct sunlight.

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Look how I suddenly looked like much older

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because the sun is killing me, right?

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And then you could go
here and it’s much softer,

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but it’s a little dark.

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It’s a weird day today.

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Actually, it’s in the morning.

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The one of the best times
to shoot a video outside

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is kind of when it’s dusky,

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like around five o’clock in the summer,

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when the sun goes down, that’s
the most flattering light.

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So if you want to know how
to get all this together,

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I have something incredibly,

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and I’ll go over the script with you,

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which by the way, so I don’t
forget. [paper rattling]

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I have it here on [laughs] AT&T statement.

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It could really be that simple,

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and I only wrote it down
on the AT&T statement

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just so that you could see
how simple this can be.

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I actually know what it is,

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but, you know, it really
could be this simple.

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So go over to VideoQuickStarter.com,

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that’s VideoQuickStarter.com,,

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and I have everything you
need to be able to create,

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on the fly or even at your desk lives.

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Any kind of video branding,
video marketing, video that

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you need to go face to camera
to be able to increase sales,

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build your audience and engage.

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You can find it all at
VideoQuickStarter.com.

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It is not a long-winded,
bloated six-week course.

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You’ll get everything you need.

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It’s an incredible, incredible,

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very super low price right now,

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and you’re going to get like really crazy,

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like the price of dinner.

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You’ll get everything you need
so that you can download it

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and be able to go on videos
later today or tonight.

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So it’s that simple.

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It’s VideoQuickStarter.com.

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It’s to get you going without
all this bloated extension

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of information so you can
charge a lot of money.

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It’s what you need right now, okay?

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VideoQuickStarter.com.

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So when you want to go
live wherever you are,

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there’s a very basic
framework of four things

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that you really need to sort of do.

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It’s just four things that I’m just,

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you know, I am pausing because I have

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a mosquito coming to me.

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I’m like mosquito bait.

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It’s four things that you
need to do in every video.

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There’s different nuances,

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there’s different twists and turns,

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but if you wanted the ultimate simple way,

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there’s the hook, the
intro, the body and the CTA,

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so the call to action.

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So the hook is pretty much you can come in

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and do something really
interesting or movement wise

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that grabs your attention.

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You can say something
that’s controversial.

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You can even show where you are.

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You can do something
that hooks the audience,

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and so you don’t come in and go,

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“Hello, I have a video today,”

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because no one’s going
to listen to that, right?

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So the hook is you come in with something

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that’s kind of cool.

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Somebody wants to sit there
and like pay attention to you.

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It doesn’t have to be much,
could just be a movement,

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could be a gesture,
could be the background,

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it could be something funny.

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It could even be just
picking up a glass, right?

198
00:07:53,020 –> 00:07:54,370
Picking up your coffee cup.

199
00:07:55,840 –> 00:07:57,330
Hey, anything like that.

200
00:07:57,330 –> 00:07:58,760
Any kind of movement.

201
00:07:58,760 –> 00:08:01,590
Whatever feels natural
to you to sort of get

202
00:08:01,590 –> 00:08:03,960
the attention right away.

203
00:08:03,960 –> 00:08:06,150
And then after that, there’s the intro,

204
00:08:06,150 –> 00:08:07,605
and the intro is,

205
00:08:07,605 –> 00:08:08,930
“Hey, today, we’re going
to talk about blah, blah.”

206
00:08:08,930 –> 00:08:11,500
So that is where you kind
of let them know what

207
00:08:11,500 –> 00:08:13,140
they’re going to get into, right?

208
00:08:13,140 –> 00:08:16,110
So when you do your intro,
you can do it right away

209
00:08:16,110 –> 00:08:18,930
and go straight into it, nice and tight,

210
00:08:18,930 –> 00:08:22,120
or if you’re on a live, sometimes
the intro is kind of nice.

211
00:08:22,120 –> 00:08:24,580
“Hey, today we’re going to
talk about how to be able

212
00:08:24,580 –> 00:08:28,950
to create videos on the
fly and be able to build

213
00:08:28,950 –> 00:08:30,320
your engagement with your audience.

214
00:08:30,320 –> 00:08:32,170
I just want to show you where I am today,

215
00:08:32,170 –> 00:08:35,070
and it’s in this beautiful
background, blah, blah, blah.”

216
00:08:35,070 –> 00:08:39,053
“I don’t have a script with me
because I don’t use scripts.

217
00:08:40,085 –> 00:08:40,980
I don’t have a

218
00:08:42,710 –> 00:08:43,543
tripod.

219
00:08:43,543 –> 00:08:44,440
I don’t have anything.

220
00:08:44,440 –> 00:08:46,800
I just have my arm and
this pretty background.

221
00:08:46,800 –> 00:08:51,124
Here’s the pool, see here’s the pool.

222
00:08:51,124 –> 00:08:51,957
I just have this beautiful background

223
00:08:51,957 –> 00:08:54,220
and I thought I wanted
to share it with you

224
00:08:54,220 –> 00:08:55,830
so that you can…”

225
00:08:55,830 –> 00:08:57,890
Here’s another good trick.

226
00:08:57,890 –> 00:08:59,640
You can also walk backwards

227
00:08:59,640 –> 00:09:01,380
to show them what’s behind you too, right?

228
00:09:01,380 –> 00:09:02,213
With the lights on.

229
00:09:02,213 –> 00:09:03,961
My favorite that way.

230
00:09:03,961 –> 00:09:04,794
So that’s your intro.

231
00:09:04,794 –> 00:09:06,610
Your intro is get out the information.

232
00:09:06,610 –> 00:09:10,170
If you want to sort of
engage with your setting

233
00:09:10,170 –> 00:09:12,320
where you is, you can put that in.

234
00:09:12,320 –> 00:09:13,430
Then the body.

235
00:09:13,430 –> 00:09:16,760
The body is, this is what
I’m going to tell you.

236
00:09:16,760 –> 00:09:17,870
These are your value points.

237
00:09:17,870 –> 00:09:19,490
This is your training points.

238
00:09:19,490 –> 00:09:22,440
So the body of this video is
what we’re doing right now,

239
00:09:22,440 –> 00:09:24,160
and I’m doing it with example,

240
00:09:24,160 –> 00:09:26,730
and that is the four different points

241
00:09:26,730 –> 00:09:28,640
that you need to put in every video,

242
00:09:28,640 –> 00:09:32,220
and that’s your hook,
your intro, your body,

243
00:09:32,220 –> 00:09:33,820
and your call to action.

244
00:09:33,820 –> 00:09:37,910
It’s good to give about
one really deep deep point,

245
00:09:37,910 –> 00:09:40,020
and go over the whole
thing in a general way

246
00:09:40,020 –> 00:09:41,030
and get into it,

247
00:09:41,030 –> 00:09:43,260
or it’s good to like bullet three to five.

248
00:09:43,260 –> 00:09:44,093
Three to five.

249
00:09:44,093 –> 00:09:45,559
For some reason,

250
00:09:45,559 –> 00:09:46,990
odd numbers are usually
better on this stuff,

251
00:09:46,990 –> 00:09:50,170
but I find it’s just easier for me to get

252
00:09:50,170 –> 00:09:53,030
the whole concept out, and in my head have

253
00:09:53,030 –> 00:09:56,004
the few different points
rather than numbering.

254
00:09:56,004 –> 00:09:56,870
And that’s one thing I
learned from speaking.

255
00:09:56,870 –> 00:09:58,960
If you’re going to be on a stage

256
00:09:58,960 –> 00:10:00,710
and you’re not really scripted

257
00:10:00,710 –> 00:10:03,150
and you’re not reading
[laughs] from a prompter, yay,

258
00:10:03,150 –> 00:10:04,290
then you don’t want to say,

259
00:10:04,290 –> 00:10:06,830
I have seven tips for you all the time

260
00:10:06,830 –> 00:10:08,890
because what happens if you forget a tip,

261
00:10:08,890 –> 00:10:10,400
you’ll look like a dope, right?

262
00:10:10,400 –> 00:10:11,590
So it’s like, here’s, you know,

263
00:10:11,590 –> 00:10:14,260
hey, after in the copy you
can say there’s seven tips,

264
00:10:14,260 –> 00:10:15,873
so this way you don’t have to feel like,

265
00:10:15,873 –> 00:10:17,897
” Oh, where’s tip number six again?

266
00:10:17,897 –> 00:10:18,730
“I forgot.”

267
00:10:18,730 –> 00:10:20,310
So it’s easier to do it that way, right?

268
00:10:20,310 –> 00:10:21,980
And then at the end of every video,

269
00:10:21,980 –> 00:10:23,160
there’s a call to action.

270
00:10:23,160 –> 00:10:24,277
What do you want them to do?

271
00:10:24,277 –> 00:10:25,977
“Hey, I hope you enjoyed this,

272
00:10:25,977 –> 00:10:27,767
“and if you want to learn more about this,

273
00:10:27,767 –> 00:10:30,657
“you can go to VideoQuickStarter.com.

274
00:10:30,657 –> 00:10:31,490
“where I’ve got this

275
00:10:31,490 –> 00:10:34,067
“great little program that
you can download right now

276
00:10:34,067 –> 00:10:36,357
“at an incredibly affordable price,

277
00:10:36,357 –> 00:10:38,530
“and learn how to create
videos on the fly.”

278
00:10:38,530 –> 00:10:39,570
That’s one kind of thing, right?

279
00:10:39,570 –> 00:10:41,677
Or like, “Hey, I hope
you really enjoy this.

280
00:10:41,677 –> 00:10:42,837
“If you find value in this,

281
00:10:42,837 –> 00:10:44,567
“please share it with your friends.

282
00:10:44,567 –> 00:10:46,577
“Feel free tell the world about it

283
00:10:46,577 –> 00:10:47,647
“and share it with your tribe.

284
00:10:47,647 –> 00:10:48,480
“Thank you.” Right?

285
00:10:48,480 –> 00:10:50,407
And, “Hey, if you really love this video,

286
00:10:50,407 –> 00:10:52,447
“I would love to know what
else you want to learn from me.

287
00:10:52,447 –> 00:10:54,007
“Please let me know what else you need

288
00:10:54,007 –> 00:10:55,950
“in the comments below.”

289
00:10:55,950 –> 00:10:57,460
You know, just examples.

290
00:10:57,460 –> 00:10:59,530
So it could be that simple.

291
00:10:59,530 –> 00:11:02,110
You don’t need to be
dolled up, like I said.

292
00:11:02,110 –> 00:11:04,290
I’ve literally rolled out
of bed and got my coffee,

293
00:11:04,290 –> 00:11:06,178
and we’re at the hotel.

294
00:11:06,178 –> 00:11:09,630
My husband’s starting to pace
because he’s been looking

295
00:11:09,630 –> 00:11:10,970
at the map and he wants to talk about

296
00:11:10,970 –> 00:11:12,050
where we’re going today,

297
00:11:12,050 –> 00:11:13,020
and I just want to let you know,

298
00:11:13,020 –> 00:11:14,600
it could be that simple,

299
00:11:14,600 –> 00:11:17,450
that easy to be able to do videos.

300
00:11:17,450 –> 00:11:19,060
If you want to learn how to get it done

301
00:11:19,060 –> 00:11:20,510
simply without any fuss,

302
00:11:20,510 –> 00:11:22,570
without anyone driving you crazy,

303
00:11:22,570 –> 00:11:27,040
so you can be confident on
camera and you could forget about

304
00:11:27,040 –> 00:11:28,900
the neurosis of how do I look?

305
00:11:28,900 –> 00:11:29,733
What do I feel?

306
00:11:29,733 –> 00:11:31,760
I don’t even know what I look
like right now, you know?

307
00:11:31,760 –> 00:11:33,211
And it’s okay.

308
00:11:33,211 –> 00:11:34,550
I probably am going to look
at this later and go, crap,

309
00:11:34,550 –> 00:11:35,780
you know, I look horrible.

310
00:11:35,780 –> 00:11:38,750
Part of the reason is like
I would put lipstick on,

311
00:11:38,750 –> 00:11:41,370
but you know, when you’re wearing a mask,

312
00:11:41,370 –> 00:11:42,760
you can’t put lipstick on

313
00:11:43,871 –> 00:11:45,890
and this is where you’d
get ChapStick, right?

314
00:11:45,890 –> 00:11:47,560
So I took the mask off for you,

315
00:11:47,560 –> 00:11:48,810
and oh, here’s another good tip.

316
00:11:48,810 –> 00:11:51,810
So when you’re not only
having what you need to do

317
00:11:51,810 –> 00:11:53,240
on your AT&T bill,

318
00:11:53,240 –> 00:11:54,140
what you can also do

319
00:11:54,140 –> 00:11:56,333
is white acts a bounce board, right?

320
00:11:57,390 –> 00:11:58,710
So [whooshing] if it’s really dark,

321
00:11:58,710 –> 00:12:00,213
I should have done this all along.

322
00:12:00,213 –> 00:12:01,046
[whooshing]

323
00:12:01,046 –> 00:12:02,150
If it’s really dark, see here I am now,

324
00:12:02,150 –> 00:12:05,750
and if you put a piece of white
underneath you, like that,

325
00:12:05,750 –> 00:12:07,340
it actually brightens up the shot

326
00:12:07,340 –> 00:12:10,750
and that white could be
your AT&T statement, right?

327
00:12:10,750 –> 00:12:12,524
It’s that simple. [paper rattling]

328
00:12:12,524 –> 00:12:14,384
So really, I’ve got all sorts
of easy tricks and hacks.

329
00:12:14,384 –> 00:12:15,217
[whooshing]

330
00:12:15,217 –> 00:12:18,190
I was really uncomfortable
on video, on camera.

331
00:12:18,190 –> 00:12:21,580
I mean, I know when I had
my Macy’s TV commercial.

332
00:12:21,580 –> 00:12:24,520
I was the star of my own
national Macy’s TV commercial,

333
00:12:24,520 –> 00:12:27,300
and in my contract it said,
jumbotron, and I’m like,

334
00:12:27,300 –> 00:12:28,601
Oh my God.

335
00:12:28,601 –> 00:12:29,434
[laughs]

336
00:12:29,434 –> 00:12:30,450
And I was, like, so nervous.

337
00:12:30,450 –> 00:12:31,993
Besides it being on TV,

338
00:12:32,879 –> 00:12:34,310
I walked into the studio
the day of the set.

339
00:12:34,310 –> 00:12:36,530
No one told me it was just really me,

340
00:12:36,530 –> 00:12:40,780
and it was me in a stadium
size studio, all green screen,

341
00:12:40,780 –> 00:12:42,060
and it was nerve-racking.

342
00:12:42,060 –> 00:12:44,250
And I had to go at the
end and repeat my lines

343
00:12:44,250 –> 00:12:46,620
a million times because
that’s what they make you do

344
00:12:46,620 –> 00:12:48,610
so that you could be
comfortable on camera.

345
00:12:48,610 –> 00:12:52,410
And it was just all those people
staring and wanting me in,

346
00:12:52,410 –> 00:12:55,640
and just knowing I had to be
my best, it was such pressure.

347
00:12:55,640 –> 00:12:57,830
And when you’re doing
these kinds of videos,

348
00:12:57,830 –> 00:13:00,310
all that fear goes away because

349
00:13:00,310 –> 00:13:02,690
you’re just being live and
on camera, and natural,

350
00:13:02,690 –> 00:13:03,960
so you don’t have to worry about that.

351
00:13:03,960 –> 00:13:05,970
Anyway, VideoQuickStarter.com.

352
00:13:05,970 –> 00:13:07,160
Hope it helps. See you there.

353
00:13:07,160 –> 00:13:08,584
Let me know what else you need.

354
00:13:08,584 –> 00:13:09,584
[lips smacking] Bye.

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when your expertise is a little messy
4 Key Elements of Every Video
Confident Women- Secrets to Success
Authentic-storytelling-is-the-secret-sauce-to-growing-your-business
My Favorite Online Business Tools That Get To The Point

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