Video Marketing Expert Series with Andy Jenkins.
Andy Jenkins A.K.A. The Video Boss
*** Disclaimer – Andy Jenkins Was Actually on Screen We Did Encounter a Freeze, and Andy Jenkins Does Not Usually Stare Into Space For An Entire Interview. (If You Don’t Believe Us Scroll to The End of the Webinar! ***
For those of you who don’t know who Andy Jenkins is yet, prepare to be amazed. As an Internet Marketer, Andy Jenkins has flipped the script on how to effectively market to an audience. In the Video Marketing world, Andy is a legend, and constantly defines the cutting edge techniques of Video Marketing. Last year alone, he did over 10 Product Launches, including one of the biggest software launches to date – KAJABI.
Cory Michael Sanchez and Ira Rosen are proud to bring you the Video Marketing Expert Series with Andy Jenkins. Please feel free to download the audio version below and make sure to take notes as you listen to Andy spill the beans on some of the best and ninja marketing tactics that anyone can use today. As Andy would say, “Learn from those who have done it before you and succeeded.”
Video Marketing Expert Series with Andy Jenkins:
Cory: Hello and welcome! This is Cory Michael Sanchez. Here’s my sidekick, Ira Rosen here.
Ira: Hi there! Hi there!
Cory: Hey! And we’re really excited to be on this — on the line with Andy Jenkins who — undeniably, one of the biggest video bad asses. Say hi, Andy. How’s it going?
Andy: Oh. Hey, all! How you doing?
Cory: Right on. Well, this is going to be an awesome call, the one that I’ve been looking forward to for a very long time. We’ve been stalking Andy with style because he is [laughs], like, one of the ultimate gurus when it comes to video marketing. And he’s got the proof to back that up.
So let me give you a Reader’s Digest version of all the crazy stuff Andy has been involved in over the last decade and a half, because he’s been doing, well, a lot. He stays busy, right, Andy?
Andy: Yeah, yeah, yeah.
Ira: No bet.
Andy: There’s a — at this point, I think, we can safely say I’ve been diagnosed with workaholism [laughs].
Cory: [Laughs] yeah, yeah. We got that same thing going on, too.
But — so let me give you a little background on it because in — since 1996, Andy’s really been buzzing with a lot of — he’ been doing feature films. He’s done quite a few of them. He was involved with the Blair Witch Project in a major way. And if you don’t know, that was the highest grossing independent film in history, which is pretty awesome. And I was definitely a fan of that project and tons of people saw it.
And he’s since gone on to do a lot of internet marketing. He was highly involved in e-commerce; started lots of stores. He’s actually — used to sell replica of medieval weaponry. So — was that on eBay? Did you do that on eBay, kind of deal?
Andy: No, man.
Cory: Oh. [Laughs]
Andy: I actually used the Yahoo stores. Yahoo stores.
Cory: Yahoo stores.
Andy: So really — I mean, not that I’m – I didn’t dabble in eBay. That’s mostly where I sold the little furry animal things – what were those things called? You remember them?
Ira: Geopet? You didn’t sell geopets?
Andy: No! I think they were called furbies.
Ira: [Laughs] Okay, yeah.
Cory: Furbies! [Overlapping] [Laughter]
Andy: Yeah, yeah. You guys! What is this, like, a counseling session? My goodness! [Laughter]
Cory: It would have been — so if you had guests over, they saw a stock of pile of furbies in a corner and — [laughs]
Cory: — you’re like, ugh! [Laughs]
Andy: I mean it was equally weird when they saw a bunch of swords and armor hanging on the wall, but – hey —
Ira: [laughs] furbies, swords and [expletive]
Cory: Yeah. That’s awesome, man! [Overlapping] right on! Well, since then — redeemed himself; sold a lot of sports collectibles [laughter]. But you know — and then he started working a lot more on info products. And in 2004, he released ‘Stomping the Search Engine’ —
Cory: And so that had a pretty wide acclaim back then. And in 2006, he launched StomperNet, which was one of the biggest launches in internet marketing history. I think it’s still, like, holds some major, major records — [overlapping]
Andy: It’s up there.
Cory: — on that front, right?
Andy: Yeah. It’s up there. It’s, like, debatable about — everybody has their different yard stick for measuring success. But it’s one or two, number one or number two, depending on how you want to use the math.
Andy: It was just — it was a big deal at that time because —
Andy: Well, it’s just a big deal at that time. I mean, it was different.
Cory: Awesome, man! Well, hey, you got a lot of clients and customers, a lot of happy clients and customers from it since then. In 2010, you launched Video Boss —
Cory: — which basically put you as the premier guru when it comes to video. And honestly, it’s like — there’s nobody that has the amount of experience that you do because you’ve done feature films, you’ve — I know you used to work for a — involved with Fox. Was it Fox that you were involved with?
Andy: Actually [overlapping], NFL films. NFL Films. I used [overlapping]
Cory: Yeah, NFL. All right. Okay.
Andy: — to be an editor for NFL Films. Yeah, yeah.
Cory: It’s amazing! That’s awesome. So you have some major experience there. Then you started discovering, “Well, I got all this video awesomeness [laughter], I need some technology to help me out with that.” And thus, Jo-Bee was born, which is pretty much the e-mirror platform for internet marketers to launch their products. And it’s widely used, pretty much the main launch platform that people are using today. And so now you’ve done that. And now, you’re working on a whole bunch of different projects. I know you’re working on some more feature films.
Cory: You’re also about to release a — re-launch the Video Boss again. Is that right?
Andy: Yeah. I’m really torn about what to call it — like, Video Boss, Slightly Better or Video Boss, the Special Edition. I really don’t know what to call it. But it’s coming soon to a web launch [laughter] video.
Cory: Sweet! You can call it Video Boss Mojo. [Laughter] All right, dude! But that’s awesome, man! I’m totally stowed for that, looking forward to it.
Andy: Thanks, man!
Cory: So today, we’re going to talk a little about how you really position yourself with video, right? And it’s interesting because here’s what I know for a fact — everybody knows they need to do video, right? Anybody on internet marketing, or if you have a business, or if you have a freaking motor company — it’s not really a big secret that you need to do video at some point if you want to succeed.
Andy: That’s right.
Cory: The big question is how do you use video to position yourself and actually bring in customers, right? At the end of the day, that’s really what matters for a lot of businesses. So how do you use it to convert? And you’ve had a tremendous amount of experience in this because last year, in 2010, you actually did 11 launches, which on average did just phenomenal numbers. And you can share with us those numbers if you want. But I know it was just crazy ridiculous. And we’re talking about some of the biggest launches that happened in 2010.
Cory: And you were the, so called, the puppet master; the guy behind the curtain just orchestrating all those video launches and just using this very specific formula that you had mapped out in order to make sure that they — that everything was smooth, streamlined. And that actually you got opt-ins. And those opt-ins converted into actual sales at the end of it. So —
Andy: Shucks! [Laughs]
Cory: I’m highly impressed with that [laughter], dude. Yeah! And there’s — it’s interesting because it’s kind of like this illusive thing. And people are buying a lot of products. And just how to do that — it’s like —
Cory: You have this formula that’s — most people are in the outside looking in. And they’re trying to reverse-engineer it. But you got it. I mean, it’s just like — it’s interesting because I saw you on stage and you were talking about it. It’s like — and you said something really important. You said, “Innovation sucks!” Right? And just – [overlapping]
Andy: There’s nothing creative about me or innovative about me at all, in fact.
Cory: That’s not true. [Laughs]
Andy: Well, not, it’s — what I wa — here’s a couple of interesting things, facts about Andy, not that anybody’s taking notes. And if you are, scribble it out. This is irrelevant. I have a very good memory. And it’s essentially a photographic memory. And that’s really served me very well because I remember a lot about what happens in other successful things. So I’ve had just sort of like this built-in, innate ability to easily reverse-engineer good stuff. So I watch a good movie and I can remember it shot for shot. I can almost dictate the entire script of the first ‘Star Wars’ word for word, shot for shot.
And partly, that’s because I’m a complete, uber ‘Star Wars’ geek. But the bottom line is in that process that’s mental — and some people have to do it on a piece of paper, or in a mind map — in that process, it’s very easy for me to draw relationships about how one element of story telling or marketing works with and supports another, right?
So I say innovation sucks because I haven’t really tried or even made the attempt to go out and do something different. What I’ve been doing is taking a look in the last 10 years that I’ve been in internet marketing and the last 23, 33 years that I’ve been an avid film goer. And just have, sort of, drawn upon all these lessons that I’ve taken from watching great films that have moved me emotionally, and have caused me to go out and do silly things, like, buy action figures or little cells of film, or put swords on the wall.
So ultimately, when I say innovation sucks, I think it’s — people spend way too much time trying to come up with the next big thing. They really do! They feel that that is the barrier of resistance. If I can just get past this thing that’s going to let me create something new and innovative — well, yes, that is definitely one way to do it.
But in the meantime, on this side of the wall where there is success from hundreds and thousands and millions of other people and companies and lessons from the business past, you have all of these success lessons. So why not just draw upon the things that you have seen work. And integrate them into your own style and in your own business and in your own marketing campaign. And use those! I mean, that’s a lot easier than trying to come up with something new and exciting.
Frankly, you want to know what my capital innovation was? It was actually taking some of the lessons that I learned, or stole, from doing feature films and story-telling and documentaries and commercials and just simply turning them into messages that resonated for web products. That was the big innovation, which — all it was was sort of borrowing from here and adding to there.
And I guess, one of the things that made what I did, in the video space a little bit different is, I felt like there was no need to not exercise all the things that you get to exercise when you’re a filmmaker. Music, for example. I was one of the first people to say, “Let’s put some cool music into a launch video because we’re accustomed to having a good score and a great sound track when we’re watching something that engages us. Using animation, not just stuff that you might find on Keynote or PowerPoint but — I busted out after effects to make cool stuff. I did 3D character animation just — at that time it was new because it hadn’t been done. So I suppose you could call it innovative but it wasn’t. Really, all I was doing was transmogrifying one medium, which was television and film entertainment, into the web online sales medium. And it worked out really well! It really did!
So — this is probably a longer answer than you wanted, Cory. But the fact of the matter is that — you’ve heard the expression ‘there’s nothing new under the sun’? Probably, that’s probably true. And I don’t think we need to keep searching for that. I think what we need to do is take the lessons from other visionaries; true visionaries that have been there before us and look and see what they did. And say, “Okay. Now how can I apply that in a reasonable, relatively inexpensive, without having this huge hockey sticks learning curve to my own business. And that’s all I’ve done. That’s it! I am — the Steve Jobs quote, “Good artists — what is it? — copy “Great artists steal.” — or “Good artists imitate.”
Andy: — great artists’ style. [Overlapping] something like —
Cory: Yeah, yeah. Right. What we call R and D – rip off and duplicate.
Andy: Ri — [Laughs] that’s awesome!
Andy: So we’re really starting —
Cory: That’s the —
Andy: — starting this call off on a high moral position, aren’t we? [Laughs]
Ira: Yeah. [Laughs] well, what you’re really implying here, right now, there’s such a need for what you’re doing as far as articulating your message because right now, there’s so many people out there that know they need to use video but they don’t know where to begin. They don’t know how to use it.
Andy: Well —
Ira: They can’t monetize it.
Cory: And here’s the thing too, I think a lot of people are going for what’s viral. They’re trying to figure out, “Ah, how do I make something so viral?” So by sticking laughing babies — this guy, epic failing on a BMX bike, and some videos —
Andy: Yeah, yeah.
Cory: — and some casts. I have something right there that’ll go viral. And that’s a big problem because it’s contrived. And it’s not going to work, right? The whole power about viral is that you have something that people love and they want to pass on. And so instead of thinking —
Cory: Let’s just go back to the basics and try to figure out what they’re customers are actually looking for, and what keeps their attention and holds their attention, rather than having something that they think will be funny or think will work. Just go back to the basics. So a lot of companies out there are like, “Okay, so how do I position my videos in the market place?”
Cory: And I know you’ve got some pillared tactics on how to do that.
Andy: So let’s talk about it a little bit. Let’s talk about it a little bit. So the first thing — let me just make this comment on going viral — I don’t think you can engineer something to go viral unless that’s what you do for a living. And there are people that do that very well. But ultimately, getting lots of views and creating a cultural event in the market place, sure, it absolutely can result in creating commerce for you. But I kind of think that that’s sort of an interesting long journey to get to, ultimately, what it is that we want to do, which is generate commerce through messaging our customers directly, right?
So why not start off by creating a video that really explains your message very intelligently, or to the extent that you can. Make it a valuable video. Help the customer that’s watching it generate some ideas that they’ve never had before about this particular product, or this particular market, or this particular industry. And, in a sense, what happens is if it’s good enough, it will get shared.
Now, I mean, just from my own experience, I’ve never really had anything that’s gone viral. And with that said, it’s still — just about every launch that I’ve ever done, and certainly every launch I did in 2010, was a multiple millions of dollars worth of sales launch without the whole ‘let’s go viral’ kind of thing.
So I think the most important thing — and let’s get into some of these tactics. I mean the most important thing that you need to do when you’re going to sit and you’re going to create a video is that you have to immediately bifurcate – and that’s big, fancy, silly word which means —
Andy: — separate into two cans – yeah, bifurcate. It’s a bifurcation. You have to separate you’re message into what the public is going to perceive it as and what the prospect is going to perceive it as, right?
So I think, when people sit down to make videos, they immediately think that the video medium that they’re accustomed to when they’re watching television, or even watching YouTube videos, is generalized. It’s for everybody. So they try to create a message that appeals to everybody. And that is a screw up. [Laughs] I mean, it’s an understandable screw up but it is not what you need to be doing for your marketing. And it’s one of the reasons folks get nervous. Because what they try to do is they try so solve everybody’s problems that’s watching the video. So, let’s just consider —
Andy: Let me give you — let me kind of go out of order here and give you an example of something. I want you to consider a t-shirt. So — I don’t have one on now but [laughs] I’m — you do, Cory, and you do, Ira. The fact of the matter is, we think about a t-shirt and a t-shirt has utility for everyone in the world, right? Everybody wants a t-shirt. Okay, fine.
So — think about this, though. There are different types of t-shirts. They have different sizes, different colors. There’s long sleeved, short sleeved; cotton, rayon, blends, right? There’s the zipper, there’s the turtleneck, there’s the mock turtleneck; there’s the ones with writing, there’s the ones without writing. There are the ones that are athletic fit, big and tall.
I mean, think about a t-shirt — when you think about it just in the context of something that’s global that everybody probably owns. And then think about how many different positioning that a t-shirt can have; all of those different positioning. And that really to me is sort of the quintessential metaphor for what you need to do when you’re positioning your marketing videos. You need to say, “Okay, yes, it might be a t-shirt. And yes, of course — of course, we’d love for everybody to buy our products!” But that’s just not reasonable.
And so what you want to do is you want to narrow the message. You do not, absolutely do not, need to try to please the public. Your prospect, in most cases, is the person who has entered a search term into Google; or they’ve clicked on a call to action in an email; or they’ve seen an ad. They’re already qualified, right? They’ve already said. “I have interest in this. So I’m going to vote with my mouse. I’m going to click with my mouse. I’m going to search. I’m going to actually actively enter information and I’m going to go and find something that is relevant and interesting to me.” So you don’t need to make the initial case that what you’ve got is interesting. Somebody else has already found you, right? They’ve decided that you are, or at least you’re messaging — you’re initial messaging — is something that they want.
So you’ve got to narrow down your focus and realize that there is already a step. When someone comes to watch your video, there is already a step of qualification that’s taken place. I mean, again, more metaphors. When we watch television, sometimes we channel-surf. But a lot of times, we look at the guide. And we say, “Ooh! That looks interesting!” When we go to movies, sometimes we read reviews. But — I mean, when was the last time you’ve just showed up at a movie theater, looked at the titles, and walked in? Or even better, when’s the last time you just went and just said, “Give me a ticket, any ticket” went to the theater and sat down. You never do that!
Andy: It’s ridiculous, right?! You are always making these qualifying decisions when you’re doing that. So you don’t need to be general. You can make some assumptions.
And these are good assumptions, which is, based on the type of advertising that you do, you’re video, your message of your video can be much more focused. And this does a couple of things. First of all, because it’s much more focused, you end up with the right prospect. So if you’re doing a lead generation campaign, you don’t have to spend a bunch of time trying to get everybody that shows up, convinced of your message. Which means, you can be more focused in your initial advertising, which means, a.) You don’t have to get the broad key words, right? You don’t have to do the goofy, broad, stupid banner ads. You don’t have to do the stupid email blasts. The people that show up are more qualified, which means higher opt-in rates, for example; higher user engagement rates; and, hey, higher conversion!
I would much rather, much rather, send a joint venture partner, or do an ad, where I know I can get 200 or 300 highly qualified prospects versus 2,000 people that I have to convince, “Hey, you’re watching the right video!” It just makes more economic sense. And at the end of the day, when you don’t have to start out so broad, you actually sound more intelligent.
And just one other additional thing — the public, by and large, is going to not like you. All right? So – [laughs] [laughter] let’s have the reality check in this. The public —
Cory: [Laughs] We’re a likeable guy over here.
Andy: Well, you can be as likeable as you want. And believe me, I have a reputation that is as mixed as a McFlurry. Truly! [Laughter] true. Some people think that I’m a blowhard. And they’re probably right. A blowhard, egomaniac, self-conscious — all these things. I mean, take whatever negative connotations you want to have about gurus in the market place. Search for one of those terms. I come up in one of those search engine terms. There’s no — whether it’s scam or blah-blah — but that’s the public. That’s the public.
Thank you for listening to the Video Marketing Expert Series with Andy Jenkins.
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