In today’s episode because we’re going to talk about live video – going live on Facebook, going live on YouTube, etc. And when I started thinking about this, I was like, “Oh, I already know who to talk to about this!” Yes, I have a YouTube channel. People always ask me for video advice (which is why I created Content to Clients), but I just don’t do a ton of live video. I’m not scared of it. It’s just not something I do right now. But I was like, “But we can talk to Jereshia. She’ll show us what’s up.”

    Transcript:

    Host:                     So, I am so excited because we’re going to talk about live video. And when I started thinking about this, I was like, “Oh, I already know who to talk to.” Yes, I have a YouTube channel. People always ask me for video advice. I just don’t do a ton of live video. I’m not scared of it. It’s just not something I do right now. But I was like, “But we can talk to Jereshia. She’ll show us what’s up.”

    Jereshia:              I love live video.

    Host:                     I know. So first, I want to make sure everyone knows who you are, what you do, all that kind of fun stuff.

    Jereshia:              Well, hello to whoever’s listening, whether you’re on your morning commute or listening to this at work or at home. I love long walks down the school supply aisle at Target. I am a school supply junkie. So if you rock out with Post-It notes and far too many pens, we can be BFFs. But I’m a former engineer. I used to work in corporate America as a pipeline engineer, and almost three years ago, I started my business. Two years ago, almost here, I became a corporate dropout and went full-time into this digital space.

    Jereshia:              And the reason why people typically hire me now is when they’re at a point in their business where they want to start charging high end high ticket offers, things that are two to $15,000 per client, and they need some assistance on how to package that offer and how to sell it consistently. And one of the unique ways that I teach people how to sell, most of my clientele base are making less than six figures a year and they don’t have a large online presence or a large email list.

    So we do something called the lean launch, which is specifically using live video content and the content in that live video, really matching it up with sales psychology and how buyers make decisions and making content around those stages of awareness that a client goes through and closing clients on sales calls.

    So we teach people how to build really healthy five figure, close to six figure businesses, strictly selling using live video and sales calls. And that’s what we do now inside of my program services that sell.

    Host:                     I love it. Okay. So let’s just dive into this live video shenanigans. When did you start using live video? Why? Did you have any kind of plan or were you just like, “I just want to get on my video and talk”?

    Jereshia:              So in the beginning, I looked up when the very thought about I’m going to start an online business, I thought I had to have a blog, because three years ago I’m like, I felt like everybody that I looked up to, they wrote really amazing content. I looked at the Pat Flynn’s of the world or … Oh crap, why is her name even … I can see her face, but she would write these short novels and blog posts. I need to stop saying I’m not a writer. I’ve had to work very diligently to learn how to write conversationally online.

    Jereshia:              So when I first started I was like, I’m not going to be able to make it. I don’t write blog posts. I’m failed before I started.” And I realized, “Okay, if I can’t write then I need to speak.” And speaking behind a podcast, at the time, podcasts, I feel like I wasn’t really as aware of podcasting three years ago as I am now. So I’m like, “Okay, there’s audio, there’s written, or there’s video.” I’m like, “I don’t know the audio world. I cannot write a blog post to save my life. The only other option is me doing video.”

    Jereshia:              So I just looked at it as a process of elimination. I looked at where my strengths were. If I were in public or if you threw me on stage, I’m really good just talking on my feet, and I love to just speak more so than me sitting there writing, and I still, even now that I have a podcast, I feel so weird talking behind a mic and it just being me and a mic. We can talk about how that comes later. But that’s why I got started using live video, just through a process of elimination of how am I going to create content and how am I going to put myself out there. I had to pick a medium. Video was that medium.

    Host:                     And did you do it every single week? Was it just kind of as you felt prompted, you’re like, “Oh, I got something to share,” or were you just like, I don’t … What was your thought process behind this?

    Jereshia:              Yeah. In the beginning, it was just like, “I need to do something. What can I commit to doing at a level of frequency?” I would do at least a video a week on average. Those videos are still on my Facebook page, which I want to take them down because I feel like I’m so terrible, but-

    Host:                     Don’t we all? Don’t we all?

    Jereshia:              But you get to see the progress that has [crosstalk 00:06:02] years. So I would do about one a week, and I started by just answering questions that my coworkers had for me.

    During this time, I had been promoted to a $400 million pipeline project by 25 and my peers were like, “How the” … and I was not qualified for that role by any means. I think I maybe met 12% of the criteria on the job description. And they were like, “Well, how did you get this? How are you positioning yourself for opportunities? How are you selling yourself?” So I just started answering questions that my peers were asking me about how I got mentors or sponsorship or whatever, and I would just do a video a week. Really, I like to look at it as I was more focused on documenting the journey more so than creating perfect content. And that has paid off dividends for me.

    Jereshia:              And I think that’s why my live video content has been such a profitable asset in the business, but reason why I am where I am today, because I’ve been more focused on listening to what people are asking of me and not just creating what I want, really being able to meet your client where they are versus where you want them to be, and just documenting the journey more so because it’s transparent. It’s real. It’s authentic. You’d never run out of content ideas because you’re constantly living. You’re constantly learning. So back then it was really just, “What can I do on a consistent basis where I can have a consistent level of frequency where this is coming out?” So I’d say on average pretty much for the duration of how I’ve been doing this, it’s been about one a week. And then recently, I’ve been testing out doing it more, but in the beginning it was a video a week.

    Host:                     That’s awesome. And that’s important that it was sustainable. You weren’t like, “I’m going to go from zero to five videos a week.”

    Jereshia:              I tried that and that didn’t last a week, right?

    Host:                     Yeah. So that’s the important part is that you chose what was sustainable, and what you said a few minutes ago about, “I don’t like to write and podcasting,” whatever. So you chose the medium that worked for you, because content creation is important. You just have to find whatever medium you best like. That’s what matters.

    Jereshia:              And I think there’s a lot of positives, like learning more about why live video is so effective, and especially if we look at … We can look at social media as a tool and not the solution, but every social media platform is prioritizing live video content. So in my business, I’d say we didn’t start running legit ads until about six months ago, but getting to multiple six figures was all off of organic growth and live video I think is a huge contributor to that because of how that content is prioritized on the platforms that I was publishing on. So I’m glad that video was my strength. And I’m also glad that the platforms I was publishing on prioritize that content.

    Host:                     Yes, yes. And that’s what I tell people. Video content is king, but live video is queen. Sometimes I’m like, maybe that should be reversed, that live video is better because people like to interact with you. I mean, yes, we can still leave comments on recorded videos, but people love to like sit there, and I feel like we are somewhat having a conversation when you’re live and you can keep answering questions from people in the comments or whatever. So I think that’s part of why people love live video so much. It’s more off the cuff.

    Host:                     Now, you said a little bit ago that it was a profitable asset, so I want to dive into that. I mean, and you’ve kind of already covered this, but can you give us just some more specifics, whatever that looks like with, has it brought you clients or revenue? Has it created more press opportunities?

    Jereshia:              Yes, yes, yes, yes, yes.

    Host:                     Yeah. I was like, I feel like the answer is yes, but can you walk us through that?

    Jereshia:              Totally. I mean, live video, I’d say about 80% of my revenue is because they found me on some live video that they saw me on. And that’s starting to evolve. So, I mean, getting to six figures was … I mean, I sold specifically on live video. Before I had a sales page, it was more about creating quality live video content and using my live video content to qualify my leads. Before I get on a sales call with anybody, they are very well-versed in understanding what problem they have, well-versed in understanding what solution they need to solve their problem, and now they’re really just on a phone call with me because they’re trying to figure out do they want to buy the solution from me versus buying it from somebody else.

    Jereshia:              When you structure your live, it’s not just go live every day or go live once a week, but really making that high value content that really does shift people’s mindset and changes their perspective and really guides them through the buying, the psychological buying process, when you use live video and mash it up with that sales psychology, for me, it’s allowed me to attract high quality caliber of clientele. It’s allowed me to qualify those leads before I get them on a call. So I’m having a higher close rate on my sales calls and I’m converting more clients consistently because I’m only on the phone with qualified leads. I really believe your content should be qualifying those leads before they visit a sales page, before they get on a sales call.

    I mean, live video, the lean launch I did, it was for a $9,000 program, and I was also offering one-on-one services at the time, and I lean launched using a series of eight live stream videos matched up with the sales psychology, and that’s what allowed me to book over $60,000 in sales in one month.

    Jereshia:              That was when I was like, “I’m out. I’m going [inaudible 00:11:52] into this,” because before that, I had been making 5,000 a month, 7,000. I had been slowly, gradually building up to it. But that was the largest booked month, chunk of money I’ve ever done. And I’m like, “Oh my gosh, and this is what I’m doing when I’m working full-time? Imagine what can be possible if I go all in on this.” So live video, that’s how I sold before I knew how to write a sales page, before I was able to hire a team to produce my sales pages. My live video content was an extended form of a sales page. Now we use webinars and automate more of our sales process. But my live videos were an extended version of a webinar over the course of four weeks or over the course of eight weeks.

    Jereshia:              And I think for me, especially in the beginning when you are trying to get to consistent four figures or getting to that six figure mark, you only have so much capacity and bandwidth, and I didn’t have the resources to build more complicated sales funnels or more advanced sales funnels. So live video, really targeted live video content, selling a very targeted service was the thing that afforded me the opportunity to go full-time for myself. And since then, live video has been, I’d say it’s the foundation or the baseline of all the content that I create. So we produce a live video. I do a bit more live video now because I just have capacity to do it. But even if it was once a week, now we’ll take that live video, transcribe that and turn it into a high value thought piece for email copy.

    Jereshia:              So now it’s an email. I’m not a writer, y’all, but I can talk. You’re speaking. Those are words that can be transcribed. So now we transcribe it into a long form email to go out with an email list. We will pick apart the quotes and things like that to now put that inside of my Facebook group as content. Pretty much every solo episode on my podcast is a previous live video.

    Jereshia:              So we’re even using live video to really test out positioning and test out different ways of messaging and then based off of the engagement on the live video, that really now is our testing ground to see what we need to be adjusting in our messaging and positioning as we’re growing. But I will then take the most popular, the most engaged live videos and now those are the episodes on my podcast.

    Jereshia:              So really the live video has been, I mean, it’s the foundation of where majority of my money comes from, from a clientele base, but even look at speaking engagements or national publications. I’ve been featured in Forbes, Black Enterprise, a ton of local media. That all was because they saw my live video content. Even getting speaking engagements, I’ll be speaking at Podcast Movement this year that you mentioned, Summit 21 this year. Every speaking engagement I’ve got, I do not have a speaker reel. I just recently the past month started intentionally pitching myself, but up until now, every speaking engagement I got, my live video serves as my speaker reel. People would see my live video. They’d watch a couple of my live videos like, “Oh, we want this girl to come talk.” Even the podcast requests that I get now, everything started with my live video. So it’s been the gateway for everything.

    Host:                     I mean, that’s why you’re on this podcast right now.

    Jereshia:              Right.

    Host:                     Literally, that is why. So two questions about your live videos, and you might have different answers comparing from when you started to your live videos now, but I’m curious, one, how long are your live videos? And I know that may vary a lot, and then are you specifically pitching your services or have you, or workshops or products, whatever, whether it’s occasionally, in every video or only during the launch, or what’s that look like?

    Jereshia:              Totally. I’m really glad that you asked that question. I’m going to answer the second one and then go to the first, because I think every piece of live video content needs to do two things. One, you need to have a very captivating title of that video. So if I see people going live and there’s no title, there’s no caption, you’re already losing out on engagement because you really have to think about the consumer. If they’re just scrolling through their feed, you have to make it very clear what value them stopping what they’re doing and listening to what you have to say is worth their time. So your title of your live video needs to make it clear what value they’re goin to get by watching this, like what problem it’s going to solve, what topic it’s going to address. Don’t just write, “I went live. Listen to my video.”

    Host:                     Right. That’s not intriguing.

    Jereshia:              No. So you need to have a very clear caption that clearly articulates, because the whole goal I think with anything in sales and business is to help somebody make a decision. So have a title that allows them to make a decision on whether or not this is important for them to listen to. And then second is you need to have just one call to action. Sales is a contact sport. You should always be making contact to allow somebody or some sort of transaction to take place. If the call to action is to join your Facebook group or the call to action is to download, again, something that’s going to be of value, and your Facebook group should be of value and it should be specific, or if it is to schedule a call with you. So every video I do will always have a clear caption, will always have one call to action.

    Jereshia:              When I use what, so I mean, it kind of depends on if I’m doing an intentional lean launch, that all the content for the … Normally our lean launches are eight videos over the course of eight weeks, and the reason why we do eight weeks is because we’ve noticed for most people, their sales cycle from when somebody discovers you to when they’re ready to buy normally takes two to three months. Again, you really have to think about the buyer. You need to be thinking about the buyer in all of this. But we normally do a eight week period and the first five or six videos of the eight video series are called … Well, if it’s a traditional lean launch, every call to action is to schedule a call with you so you can close a client on the phone. Every call to action is.

    Jereshia:              So if it’s a lean launch, literally the call to action that we’re doing every time is, “If you’re interested in learning more about what we just discussed and you’re ready to take the next step and get support with it, click the link above or below to schedule a next step call with me.” So when I am doing a very targeted, intentional lean launch, every call to action is to close a client. So that’s the case for traditional lean launches. If it’s just ongoing content, it’ll be either a call to action to get them inside of my Facebook group or to, again, download a targeted opt in that after five days, they then get invited to a sales call with me. So it’s always leading into something that if it’s not an initial, like the first call to action isn’t direct to a closing conversation, they’re either maybe what’s the one step before that closing conversation gets introduced to them. So there’s always some sort of call to action, though. There’s always one.

    Host:                     Yes, and there always should be.

    Jereshia:              There always should be.

    Host:                     We don’t need to be going live and just like, “Thanks, bye.” That’s not serving a purpose. If we’re spending the time to go live or to blog or to make videos, podcasts, whatever, they need to have a purpose. And that includes a call to action.

    Jereshia:              Yes. I’m so glad you said that. I look at it like relationships. If you’re just one night standing your viewers, you get them hyped up. They watch your content, then you’re like, “All right, I’m out,” you don’t give them your phone number, you don’t tell them how they guys can stay in contact, you’re just one night standing everybody.

    Host:                     That is a perfect analogy. I love that.

    Jereshia:              We want a long-term, committed relationship, people.

    Host:                     Yes, yes, we do.

    Jereshia:              That was the second question. The first one and how long are my videos. My videos have always been 10 to 30 minutes.

    Host:                     Nice.

    Jereshia:              And I know some people are like, “Your videos should be short,” and I think it really depends on what your style is and what you’ve conditioned your audience to expect. And I’m learning to, now that we’re starting to run more ads, the video content for ads, we are making shorter bits to kind of feed people in. But I think that’s a different strategy. But my traditional content, I’m a talker, man. We’re on here for 10 to 45 minutes.

    Host:                     Yep, yep. But your videos are amazing and that’s why people are willing to stick around for 30 minutes.

    Jereshia:              Yeah. I think as long as you’re adding value, and I think even the word adding value gets overused. If your topic is solving a specific problem or shifting a specific mindset shift, talk for as long as you need to talk to get that message out. And if you notice that you’re just, I don’t know, going off on tangents that are not adding any substantial value, then trim it down, but I wouldn’t get so caught up in, “Oh, this video has to be four minutes long,” or whatever.

    Host:                     Yeah, yeah. No, that makes sense. So for the person listening who’s like, “Oh my gosh, now I feel like I have to start live video, but I don’t know. It’s so nerve wracking,” and whatever, what piece of advice would you give them?

    Jereshia:              Internet stage fright is real. I will acknowledge it first and foremost. But one thing, I’d say 80% of my clients who come into our program are, “Video? No, J.” I’ve had people ask for refunds because it’s like, “Wait a minute, I have to do live video? Oh, I’m out,” just because there’s live video involved. So I understand that it’s real. Besides the fear of death, I think that most common fear that a human has is speaking on stage. So I know that it’s just a reality, but I think as a business owner, if your goal in your business is to generate revenue, is to create a service that people are willing to pay for, putting yourself out there is just part of the process. You can’t grow a business hiding in the background.

    Jereshia:              Even if you’re somebody who is trying to get hired by somebody else or an employee, you still have to sell yourself. You still have to show up to the interview. You still have to present yourself. You still have to show up to the team meetings. You still have to show up. So I think it’s really making a decision on do you want to run a business that just keeps you comfortable or do you want to run a business that’s going to generate you profit, and are you willing to do whatever’s required for you to put yourself in a position to earn more revenue? And if live video is one of those things that can help you do that, we got to work.

    Jereshia:              So part of it is an ego mindset thing that we have to work through. But I think that the biggest thing that I’ve noticed that has helped people be more successful in live video is having a process and a framework to follow. Yes. I joke with my fiance because I feel like he’s an 80 year old man stuck in a 33 year old man’s body. He didn’t know what a Boomerang was before we started-

    Host:                     What?

    Jereshia:              Just giving you context here, okay?

    Host:                     Oh my gosh.

    Jereshia:              We’ve worked on it though, because he’s like, “There’s no way I’m doing live video. I’m not going on live. I don’t want people to know about my life.” I’m like, “You don’t have to tell them your deepest, darkest secrets, but you’re missing out on revenue and earning potential by not doing this.” But the thing that works for him, and I use him as an example because I feel like he’s such an extreme … That’s an extreme … is when I gave him a process to follow and gave him a framework saying, “Okay, this is how you should structure your live video content, so don’t just go live, but here’s how” … Your first 6 to 10 seconds matter the most because people drop off if they’re not captivated.

    Jereshia:              So if you go live and it’s just like, “Oh okay. Well, let me get my stuff situated, guys,” immediately when you go live, tell them what the value add is going to be and why they should keep listening and then spend your first five or six seconds doing that and then welcome your guests and then go into your introduction or going into whatever your topic is. But I think if you have an actual framework to follow on how I should lay out my live stream videos and then you also have a framework to follow in regards to this is what content you need to be creating and why you need to be creating it in this order, I notice that it’s helped so many of our clients be more successful. It’s just having something to follow.

    Jereshia:              I think about cooking. Versus you just going in the kitchen, you giving somebody all the ingredients and saying, “Make dinner,” it’s like, “What do I do?” When you give somebody a recipe, like, “These are all the things you need to have and then these are the steps you need to take and in the order that you need to take them to get the result that you want,” I feel like it helps. It gives a lot of individuals more confidence in being able to show up. So I would say get a framework or get a method or get a recipe for your live stream videos, I guess is what I’m trying to say.

    Host:                     No, I love that. That’s really smart. Yeah, because it’s just a lot easier to have that to work within instead of sitting in front of the camera and being like, “So, hi. What am I supposed to do now?” It feels really overwhelming. So when you break it down step by step and you’re like, “Okay, I can say hello and tell them what we’re going to talk about today,” and then walk through the three bullet points or whatever.

    Jereshia:              And everybody listening, if you’re listening and you’re like, “Oh, I don’t know,” the first step is just get one out of the way, because even if it’s terrible, you can delete it afterwards, or if you’re in, say, a Facebook community or within your program … Do you guys have a Facebook group?

    Host:                     We do, yeah.

    Jereshia:              Go live in one of the groups that you’re already a paid member of and just introduce yourself. One thing is people say, “I hate doing live video.” I’m like, “Have you ever Facetimed anybody before?”

    Host:                     You’re doing live video.

    Jereshia:              You’re doing it. You’re already doing it. So I think a lot of times it’s just we build up this hurrah of a thing. It’s also realizing too that 90% of your viewers are going to be replay video. So don’t get so, whatever, by the fact that maybe people may not be showing up live or may not be engaging live. The vast majority of your engagement, your views, your shares are going to happen in the replay. So that’s just normal, too.

    Host:                     I tell people that. I’m like, “So you don’t even have to worry because no one will be there to watch you live.” I mean, hopefully not no one, but it’s like, don’t feel like 500 people are going to show up on that first live stream. You can just talk to yourself and it’ll be fine.

    Jereshia:              Go do it.

    Host:                     I know. So a little bit of a pivot as we wrap up this interview. I know you mentioned you also have a podcast, so I would just love to hear … You have built so much upon live video, so I’m just curious what made you decide to also then start a podcast?

    Yeah, so basically, up until maybe four to six months ago, my business has been straight organic growth.

    We know how to get organic engagement. We know how to get clients organically. But now I’m stepping into this space of how do I position myself to get in front of cold leads and new audiences. I just feel like a podcast is a perfect platform. And I’m also thinking about what avenue will allow me to create a deeper level of intimacy with my current audience to help accelerate my sales cycle. So one thing I noticed is if somebody consumes about three to four hours worth of my content, they’re ready to buy.

    Host:                     Nice.

    Jereshia:              And it’s like, okay, well what can I do to accelerate the opportunity for them to consume that much of my content? And having live videos because they can just go binge watch is one thing. But I think a lot of us just generally how things are, people are listening to podcasts in their car or while they’re getting ready in the morning, while they’re in the shower. So I’m really trying to put myself in the perspective of … The people you’re trying to have buy, they’re busy, and it’s like, what ways can you integrate yourself into their current routine. And I just thought a podcast would be a very natural fit for that, but it’s not new content. This is something I was worried about a little bit at the beginning, “Well, that’s already live. I can’t put it on my podcast too.” And it’s like people do not see every move you make.

    Host:                     Nope, absolutely not.

    Jereshia:              They’re not paying attention to you as much as you-

    Host:                     Think they are.

    Jereshia:              Yeah, or want them to. It’s just not happening.

    Host:                     Nope.

    Jereshia:              And because people now are consuming so much, constantly being hit with so many marketing messages on a daily basis, I think before, they’re like somebody needs to hear something like seven times before they get it. Google, everybody makes statistics, but I’ve seen more articles now where you need to see something 14 times or 21 times before it really leaves an imprint. I’m strategic though which live video content I’ll repurpose on the podcast, because it needs to be a message that I want to make sure is reinforced.

    Jereshia:              But it’s been huge. There’s just a different level of intimacy that you get by being in somebody’s earbud. It’s just a different level of intimacy. So for me, it’s like I want to create a deeper level of intimacy with my existing audience, and I want to put myself on a platform that allows me to get new leads without really having to do anything, like being a suggested podcast at the bottom, that type of thing. Have you ever read the book Four?

    Host:                     I have not.

    Jereshia:              Okay. Well, I recommend it. But it’s mainly talking about how Google, Facebook, Amazon and Apple are basically taking over the world, because they are, but it’s like when you really look at your business, pick one of those four to start creating your content on. So for me it was Facebook, and then once you’ve really nailed down that platform and have a solid process for creating content and you’ve maxed out and leveraged every aspect of that platform, then pick one of the other four. And for me next up was Apple. So that was a very conscious decision, too, just based off of what’s going on big worldwide and how I can position myself on those platforms as such. So Apple was my next one. Amazon will come at some point. Maybe I’ll write a book, but that’s not now. Even as you’re transitioning, it’s like I’m not creating any new content. It’s not more work. It’s leveraging the foundation that it already had. So that’s why we transitioned into a podcast.

    Host:                     I love it, and I will just say I listen to your podcast when I’m doing [inaudible 00:31:23].

    Jereshia:              Thank you. Go subscribe.

    Host:                     Yes. So this has been amazing. Thank you so much for sharing all of this. I would love if you could share where people can listen to you, follow you, all that jazz.

    Jereshia:              Good stuff. Well, you guys can find me if you want to just generally hang out, Instagram, Facebook, I’m @JereshiaHawk, so J-E-R-E-S-H-I-A-H-A-w-K. And if you want some more support on how to do this lean launch that we’ve been talking about and how to sell high ticket services using it, I just recommend you guys go check out my masterclass training. It’s a 90 minute crash course on how to sell high ticket offers using live stream video. So you can visit jereshiahawk.com/workshop for that.

    Host:                     Awesome. Thank you again so much for being here.

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