Automate your marketing system


Den Lennie TV-Bay Magazine
Read ezine online
by Den Lennie
Issue 102 - June 2015
 

 

As I discussed in the previous issue building a relationship with your potential customer is vitally important, as this gains trust and allows you to then present a buying option. Ive also spoken about our free report that we offer to visitors, and this next chapter is all about how to create that report and how to set up your emails so that they are automated. When you know how, its super easy!

Create some valuable free content and give it away for free. When someone is searching the internet looking to solve a problem, there is nothing more powerful than landing on a page which not only promises to solve the problem, but actually gives them a free gift which helps them solve it more quickly. This is sometimes known as free line content or lead generator and its designed to lure your prospect into signing up (or opting in) to receive more information from you The psychology behind this process is designed to create a good impression with a prospective customer. It also puts you in control early on in the buying cycle.

Let me explain: if your ideal client is browsing the internet looking to find a corporate video production company to create a promotional video, and they are using the search term corporate video production, theyll no doubt have many companies (results) to choose from. Lets say they then click on two or three different companies. The chances are they will all offer a similar kind of service, including headlines like, look at our showreel, click here for a quote¦ and so on.

 

Now imagine if one of those results offers them a free report called, Five tips to help you choose a video production company and how to avoid making an expensive mistake! I bet they would be intrigued. There is the answer to their problem, and they dont have to wade through lots of other websites, as they now have a company which offers them a free report that will help them make their decision. (A very important psychological trick here is to include the phrase avoid making an expensive mistake. Its quite possible that the person tasked with finding a production company has budgetary restraints or at the very least a figure in mind that they want to spend.) So its your job as a marketer to highlight the pain and then offer an easy solution to help put their mind at ease, especially if you run a professional high quality business that charges premium prices.

A second benefit of creating a free report like this is that not many people go to the trouble of doing this, which means you instantly stand out from the rest of the noise. Go now and Google corporate video production and browse the companies which are advertising. My guess is that very few, if any, are offering this kind of free report on their homepage.

This is the biggest and easiest no-brainer that you can apply to your business immediately.

Its very important not to offer anything for sale in this first communication. The psychological purpose of a free gift is that it offers the client great value and you will have embedded in their mind that you are someone who is willing to help them before any money has exchanged hands. This is a very strong and powerful marketing tool.

 

When someone gives you anything, be it a bottle of wine for dinner or a thank you gift of any description, you feel a great sense of warmth and joy because it is nice to receive presents. If someone buys you lunch, you often have it in your mind that you owe them a lunch in return. If someone has done a favour for you or helped you out in some way, you are naturally drawn to wanting to help them in return. By creating a free report that helps someone solve a problem (and if they find it helpful) then its quite likely you will feature highly on their list of people to contact to carry out the actual work.
This is simply human psychology; when you give something away for free, you endear yourself to that person, just by being helpful.

In my own business www.fstopacademy.com, we offer free reports to get you started and then we follow up with email. Only after a two-month period do we begin to offer products for sale.

Nobody likes the hard sell without a bit of understanding in advance of who youre dealing with, and what knowledge and experience you have to offer.

Once youve created a report and its on your website, what happens next? Well, now you have to create a series of emails and an opt in form so that you can capture the data (contact details) and follow up with that customer regularly via email.

To read more and download a free chapter at
www.businessforfilmmakers.com


Tags: iss102 | marketing | leads | cameraman | content | advice | industry | expert | Den Lennie
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Tags: iss121 | sully | grading | filmlight | Maxine Gervais
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Submitted by Chris Cooper Read this article in the tv-bay digital magazine
5 top tips to getting the grade you want
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Tags: iss121 | grading | top tips | Tom Russell
Submitted by Tom Russell Read this article in the tv-bay digital magazine
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Submitted by Paul Wilkins Read this article in the tv-bay digital magazine
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Submitted by Paul Hooper Read this article in the tv-bay digital magazine
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Mr MXF thinks the future is made of components
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Dick finds the truth out there
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Submitted by Dick Hobbs. Read this article in the tv-bay digital magazine
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Submitted by Jonathan Aroesty Read this article in the tv-bay digital magazine
Outside the fixed curriculum
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Submitted by Emma Benson Read this article in the tv-bay digital magazine
6 Misapprehensions of MAM
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Submitted by Julian Wright Read this article in the tv-bay digital magazine
MAM needs to adapt or die
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Submitted by Tim Child Read this article in the tv-bay digital magazine
Smarter Branding
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Submitted by James Gilbert Read this article in the tv-bay digital magazine
Small post houses delivering a big service
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Submitted by Jack Wenzinger Read this article in the tv-bay digital magazine
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Submitted by KitPlus Read this article in the tv-bay digital magazine
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Submitted by Dick Hobbs. Read this article in the tv-bay digital magazine
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Submitted by Julian Marks Read this article in the tv-bay digital magazine
Mr MXF thinks the future is bright
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Submitted by Liam Laminman Read this article in the tv-bay digital magazine
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Submitted by Georgia Thirtle Read this article in the tv-bay digital magazine
80 years of broadcast and how far we have come
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Submitted by Neil Maycock Read this article in the tv-bay digital magazine
Radio cameras bring a live broadcast to life
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You need more damn pixels
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Space lights and a man called Bill
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The importance of a low noise floor
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Tags: iss119 | omnitek | test and measurement | intrinsic jitter | Alan Wheable
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Blackmagic Design URSA Mini Reviewed
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Tags: iss119 | ursa | bmd | blackmagic design | ursa mini | Ben Sherriff
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Television is dead, long live television
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Tags: iss119 | rascular | mam | Ephraim Barrett
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Review: Transvideo Starlite RF
Marcus Brent-Smith

The Transvideo StarliteRF is a new lightweight wireless monitor system that ticks many boxes and satisfies new and developing monitor requirements.

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The value of an industry placement
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Smart audio - the way foward for live broadcast production
Anthony Wilkins Today's broadcast facilities are facing ever-increasing demands on their resources as they strive to keep up with consumers who expect more content on more devices, both where and when they want it.
Tags: iss119 | junger | audio | Anthony Wilkins
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Hacking Hell
Dick Hobbs. There was a really scary story in the news a week or two ago. In the words of Yves Bigot, director-general of TV5 Monde, "we were a couple of hours from having the whole station gone for good".
Tags: iss119 | hacking | hackers | dick hobbs | Dick Hobbs.
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A changing media industry
Anupama Anantharaman How is the media industry changing today?
Tags: iss119 | interra | ott | vod | Anupama Anantharaman
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Taking a hybrid approach to the SDI/IP transistion
Matthew Coleman Broadcasters are not newcomers to technological transitions. As an industry, we've survived analogue to digital, baseband to file-based workflows, SDTV to HDTV and now 4KUHD resolution, not to mention weathering a barrage of new compression formats.
Tags: iss119 | tsl | ip | transition | Matthew Coleman
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Rethinking standards in the media world
Bruce Devlin It's actually a more difficult question than you think. When I ask the majority of engineers this question, I will get a technical answer. It will be something like "to be sure we meet the specification" or "to be sure we don't put bad signals on air" or "so that I don't get fired for getting loudness wrong"
Tags: iss119 | qc | monitoring | mr mxf | class | Bruce Devlin
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Behind the scences of Under the Shadow
KitPlus BAFTA nominated director Babak Anvari's first feature length film, "Under the Shadow", certainly offers a unique insight into the devastation of the 1980s Iran-Iraq war.
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Cause and effect of jitter in an operational IP video network
Paul Robinson What are the advantages of moving to an IP infrastructure?
Tags: iss119 | ip | tektronix | cots | jitter | Paul Robinson
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Scopes, a creative trilogy
Paul Issacs The purpose of color correction is to fix any problems with exposure and color, ensuring the final image looks right. Color grading is used to set the mood by adjusting the colors of the video imagery to achieve a certain look or feel.
Tags: iss119 | sound devices | video devices | scopes | monitoring | Paul Issacs
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Streamlining operations at BFBS
Adrian Richmond British Armed Forces around the world rely on British Forces Broadcasting Service (BFBS) to provide them with entertainment and information via their TVs and radios.
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10 Ways to make your trade show booth stand out
Candice Cowan With 15 halls and over 1600 exhibitors, there's little chance of seeing every stand at the IBC trade show - but this year I gave it a good try and racked up an impressive number of daily steps to prove it! Unlike most show visitors, however, I wasn't looking for the latest bit of tech or next product to purchase, instead I was focussed on how IBC exhibitors use stand design and trade show marketing techniques on the show floor to attract the attention of exhibition visitors.
Tags: iss118 | ibc | trade show | marketing | Candice Cowan
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IBC - how was it you
Duncan Payne IBC 2016 was very much a launching show, with more new products and updates than in many recent IBC's or NAB's. With so many of these announcements directly in the remit of a cameraman, blink and you'd miss the next big thing in camera and lenses news. With this in mind, this review focuses on camera and lenses only.
Tags: iss118 | azule finance | ibc review | panasonic | canon | arri | red | codex | jvc | zeiss | Duncan Payne
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Selecting the right broadcast minicam lens
Steffan Hewitt So we all know that HD and 4K (and beyond) is the norm for content creation and delivery, with the need for unique and versatile shots being offered to increase the audiences participation and visual experiences. A major factor aside from the camera itself is the selection of lens, for some of the UHD sensor formats a broad spectrum of "off the shelf" lenses exist - this however can mean that in some restrictive instances (such as In-Goal and In-Car environments) the physical size of the camera and lens are too large and therefore not suitable for the application.
Tags: iss118 | polecam | toshiba IK-4K | lenses | toshiba | Steffan Hewitt
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Highlighting YouTube Space
Peter Daffarn

Video, by definition, requires space and light.

However, the right space, with the right light, can make or break a production.

YouTube parent company Google's new London HQ in Pancras Square at King's Cross is certainly the right space. In fact, it's so right they've called it YouTube Space London, a 20,000 square-foot, state-of-the-art facility for collaboration, learning and production.

Tags: iss118 | youtube space | lighting | photon beard | highlight led | remote phosphor technology | Peter Daffarn
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Dick looks at the faster future
Dick Hobbs. I really enjoyed IBC this year. The fact that I barely set foot on the show floor is, of course, entirely coincidental, and I should take this opportunity to apologise to all those people I did not see in Amsterdam.
Tags: iss118 | nasa | ang lee | ibc | Dick Hobbs.
Submitted by Dick Hobbs. Read this article in the tv-bay digital magazine