Episode 28

From Videos to Viral: Jon Weberg's Guide to Effective Content Marketing

🚀 Ready to revolutionize your marketing game? Join us on Digital Coffee: Marketing Brew! 🎙️

✅ Uncover the secrets to engaging B2B marketing with Jon Weberg and Brett Deister.

✅ Learn why entertaining, educating, and enticing content is key to captivating your audience.

✅ Discover the value of genuine, human connections in the digital age.

🎧 Tune in now and transform your marketing strategy!

3 Fun Facts

1. Jon Weberg prefers his coffee with a unique sugar-free spritz and enjoys flavored teas.

2. Jon advocates for creating video content, emphasizing that authenticity and intimacy in imperfect videos convert better.

3. Jon Weberg suggests a content creation strategy: 2 days entertaining, 2 days educating, and 1 day enticing, focusing on adding value to the audience.

Timestamps:

00:00 New episode of Digital Coffee Marketing Brew.

04:05 Faster follow-up increases chances of sales.

07:10 Engage, educate, entertain: keys to marketing success.

12:34 Perfection hinders greatness; focus on authenticity.

14:43 Focus on short form content, it's popular.

17:10 Skills and experience essential for integrating AI.

22:57 Offer good deal, entertain, educate, then promote.

24:10 Repetition, practice, trust your instincts, get help.

29:05 Try new social media features for growth.

31:52 The future involves more products and AI.

33:53 AI changing game, authenticity used for advantage.

💬 Want to get involved? Leave us a comment, give us a 'like,' and follow us for more insights. Join our Locals for lively discussions, and if you've got questions, email us at bdeister@digitalcafe.media!

👕 Check out our mech: www.digitalcafe.store

🌟 Review the Podcast if you loved this episode and share it with fellow marketers who could benefit from a treasure trove of podcasting wisdom. Tune in to "Digital Coffee: Marketing Brew" and let's brew up some success together!

Transcript

Brett Deister: 00:00:12

Mm, that's good.

: 00:00:15

And welcome to a new episode of

Digital Coffee Marketing Brew,

: 00:00:18

and I'm your host, Brett Deister.

: 00:00:21

And this week we're gonna be

talking about marketing, about

: 00:00:25

consulting, about businesses.

: 00:00:27

All the things that you guys need to

know and with me is gonna be John here.

: 00:00:32

And he has for the past 11 years, managing

four different businesses on his own

: 00:00:36

consulting for three companies, in which

he's produced over $250 million in revenue

: 00:00:40

and being a multi seven figure affiliate.

: 00:00:44

And he's also learned business

marketing, sales, and optim

: 00:00:47

optimization skills necessary to

scale any business or profitability.

: 00:00:51

Jon Weberg: welcome to the show, John.

: 00:00:53

Thank very much for the

very warm, very great intro.

: 00:00:55

I appreciate it.

: 00:00:56

Hopefully we'll deliver some

insane value for the peeps.

: 00:00:59

And I got my coffee Morning brew ready.

: 00:01:02

All right,

: 00:01:03

Brett Deister: because first

question, I saw my guest you,

: 00:01:05

are you a coffee or a tea drink?

: 00:01:08

Jon Weberg: Okay.

: 00:01:09

So if it's a cold coffee

with, some of those sugar free

: 00:01:12

spritzes, 'cause I'm on carnivore.

: 00:01:14

If I get some sugar free spritzes

in there, coffee a hundred percent.

: 00:01:17

Otherwise, at home I do a little tea.

: 00:01:20

All right.

: 00:01:20

Do you have any specific

teas you like at all?

: 00:01:23

Same thing.

: 00:01:23

I gotta have a little flavor in it.

: 00:01:25

So I buy this brand that has

it has a little truffle in it,

: 00:01:28

it has a light chocolate in it.

: 00:01:29

Anything with a little flavor,

a little something that gets me.

: 00:01:34

Brett Deister: Got you.

: 00:01:35

And then I gave a brief

summary of your expertise.

: 00:01:37

Can you give our listeners a

little bit more about what you do?

: 00:01:40

Jon Weberg: Sure.

: 00:01:40

So I've spent the last 11,

12 plus years doing basically

: 00:01:46

every form of digital marketing.

: 00:01:47

You can even imagine for my own

businesses, where businesses I've

: 00:01:51

consulted for people I've done

freelancing in services for you name

: 00:01:55

it, I'm probably very good at it.

: 00:01:58

Brett Deister: Got you.

: 00:01:59

And what's the number one

thing that businesses are not

: 00:02:01

good at digital marketing?

: 00:02:03

Jon Weberg: From my experience, about

95 to 98% don't do follow up at all.

: 00:02:09

And if they do follow up, they

don't do in the right ways.

: 00:02:12

And if they are even doing in the

right ways, they're still probably

: 00:02:14

missing the vast majority of 'cause

we, we've kinda lost the art of

: 00:02:19

actually building like known trust.

: 00:02:21

It's just sell.

: 00:02:23

And we.

: 00:02:23

Yeah, they need to get outta that stage.

: 00:02:26

Brett Deister: So you're saying that

all the people on LinkedIn just trying

: 00:02:29

to sell you the first message probably

isn't the best way of going about it?

: 00:02:32

Jon Weberg: Probably

isn't the best message.

: 00:02:34

And I think what's happened is over

the years, as more people have gone

: 00:02:37

online, there's so much competition.

: 00:02:39

People just want to teach and

preach that just do this one

: 00:02:44

thing, follow the strategy.

: 00:02:45

You'll get results.

: 00:02:46

Whether it's on LinkedIn, whether

it's spam emails, you name it.

: 00:02:48

I think that's gone so far, spread.

: 00:02:50

It's impacted everywhere.

: 00:02:51

As you just said it, 'cause

you know it, LinkedIn is one

: 00:02:53

of the worst places for it.

: 00:02:55

I get pitched probably every day

or every other day, Hey, I have

: 00:02:59

a blah, blah, blah, blah, blah.

: 00:03:00

Hey, I have a blah,

blah, blah, blah, blah.

: 00:03:02

To emails, to LinkedIn.

: 00:03:03

There is no value.

: 00:03:06

People, I think people think

having a good offer is value.

: 00:03:08

That's not value.

: 00:03:09

Value's like act, the art of actually

helping someone solve a problem they have.

: 00:03:15

It's actually getting someone

a solution they're looking for.

: 00:03:17

It's building a relationship over time.

: 00:03:21

Yeah we're missing all of that

throughout, like I said, probably

: 00:03:25

95% of the businesses, everyone I

talk to, I'm like do you follow up?

: 00:03:29

Most of 'em know the

ones that do follow up.

: 00:03:32

Tell me about your follow up.

: 00:03:33

It's once a week, once a month.

: 00:03:34

Okay.

: 00:03:35

What your help out?

: 00:03:35

I'm like LinkedIn spam.

: 00:03:38

It's just a, we need a fix of human

marketing and it converts best and

: 00:03:42

I think we need a lot more of that.

: 00:03:45

Brett Deister: For example I didn't get

the Upwork thing, but I I edited practice

: 00:03:49

edit, but then I told the people like,

Hey, look, regardless of you picked

: 00:03:52

me or not, you should really split off

the two audios or two, get the two go.

: 00:03:57

Co-hosts audios into different tracks

because it's easier edit and everybody

: 00:04:01

has a different sound profile.

: 00:04:02

Would that be something like a added

: 00:04:04

Jon Weberg: value to it?

: 00:04:05

Yeah, added value.

: 00:04:07

That's great.

: 00:04:08

And even following up faster, just simply

following up faster is so great for.

: 00:04:14

Getting people to buy literally anything.

: 00:04:17

Whether you're doing consulting, whether

you're B2B, B2C, you're on Fiverr,

: 00:04:20

you're on any of these places, for

example there's a study that they did on

: 00:04:23

follow-up within someone booking a call.

100

: 00:04:26

If you simply, it doesn't matter

what you say, literally after someone

101

: 00:04:30

books a call with you or shows

interest of wanting to work through

102

: 00:04:33

in some way, if you respond within 10

minutes, the chance of them converting

103

: 00:04:37

it to a sale and customers like.

104

: 00:04:39

70 to 80% higher just because you

followed up a little bit faster and

105

: 00:04:45

you did it within a certain timeframe.

106

: 00:04:47

So I think how you bring

value is things like that.

107

: 00:04:51

And things like following up faster

when you do follow up, be as genuine and

108

: 00:04:55

human and conversational as possible.

109

: 00:04:58

And I think we've gotten away from that

too, I think because we're in business,

110

: 00:05:02

but we forget that we're, whether

you're B2B, B2C a, doesn't matter.

111

: 00:05:05

You're always just dealing with people.

112

: 00:05:08

I would be called in professional

in a lot of cases because

113

: 00:05:11

I'm very just upfront myself.

114

: 00:05:15

I don't speak clearly.

115

: 00:05:16

My emails when I write them aren't even

like proper English, but my stuff works

116

: 00:05:20

because I'm actually like being human.

117

: 00:05:23

I'm realizing all your communication

is just human to human.

118

: 00:05:26

It's not to sell, it's to actually

collaborate with someone in some way.

119

: 00:05:32

Brett Deister: So how do people start

to, I think, rethink or reconnect with

120

: 00:05:36

their human side of writing a message?

121

: 00:05:39

Jon Weberg: And that great question.

122

: 00:05:40

I like that a lot.

123

: 00:05:40

I, 'cause it's not done enough.

124

: 00:05:43

And I think the way you reconnect is

think about what messaging have you

125

: 00:05:47

ever seen, whether it's an ad you

saw, whether it's the Super Bowl,

126

: 00:05:51

whether it's while you're in person,

what piece of communication have you

127

: 00:05:54

ever seen that's left you impacted?

128

: 00:05:56

And I guarantee it's not

something that's been like.

129

: 00:05:59

Hard selling you.

130

: 00:06:00

A lot of the times you look at

Squatty Potty by the Hyman brothers.

131

: 00:06:03

You took look at the squat

soap by the Hyman brothers.

132

: 00:06:05

You take a look at the horse Super Bowl

ads, or the baby Super Bowl ads, or

133

: 00:06:09

the Frog Super Bowl ads, all the best

converting advertisements, marketing,

134

: 00:06:15

sales businesses have relatable,

fun, entertaining pieces of content

135

: 00:06:23

and communication versus sell sell.

136

: 00:06:26

And what people don't realize is.

137

: 00:06:28

That can work.

138

: 00:06:29

'cause there's a lot of people

who do the sell sell, and it

139

: 00:06:31

works for them or it doesn't work.

140

: 00:06:33

It's one of those two things.

141

: 00:06:35

And even if it's working for you,

you have to realize that when you

142

: 00:06:38

do this, you do human marketing.

143

: 00:06:40

You, I.

144

: 00:06:41

Be authentic.

145

: 00:06:42

You be genuine, you be

entertaining, you be fun.

146

: 00:06:45

The things that actually relate

to people first, you do that

147

: 00:06:48

first and then sell people.

148

: 00:06:50

Whether it's your advertising, whether

it's you're talking to someone like

149

: 00:06:53

this one-on-one, anything you're

doing, you always focus on value first.

150

: 00:06:57

It always converts better because you

have to get back to, there's a quote I

151

: 00:07:02

love, I think it's Theodore Roosevelt.

152

: 00:07:05

People don't care how much you know

until they know how much you care.

153

: 00:07:10

And that is true in business and

life relationships, you name it.

154

: 00:07:13

And just getting back to that, getting

back to why would someone actually care

155

: 00:07:18

that I'm messaging them reaching out to

them, seeing this ad, just selling them.

156

: 00:07:22

Maybe 3% of people viewing it will buy.

157

: 00:07:25

If you want like 20 or 40 or 50%

of the people to engage, you have

158

: 00:07:30

to provide them some kind of.

159

: 00:07:32

Unique, fun, exciting, something

to grab and hold their attention

160

: 00:07:38

and actually relate to them.

161

: 00:07:40

It's getting it back into the business

of like knowing trust and to help

162

: 00:07:44

people have a specific plan For this

I teach something, call the three E's.

163

: 00:07:49

So all communication, whether it's

an ad, whether it's follow up,

164

: 00:07:53

whether it's content, you name it

should be entertaining, educating.

165

: 00:07:59

And then finally.

166

: 00:08:01

Enticing.

167

: 00:08:02

So you entertain to get attention.

168

: 00:08:03

First, you educate to build value, build

trust, relationship, and then you sell.

169

: 00:08:08

Lastly, if you do that in everything

you do, all marketing, all sales, all

170

: 00:08:13

business performs so, so much better.

171

: 00:08:17

Brett Deister: Go for B2C and B2B.

172

: 00:08:19

Always do that because sometimes

B2B is a little behind on

173

: 00:08:22

the curve in a lot of things.

174

: 00:08:23

Jon Weberg: Yes.

175

: 00:08:24

Or especially B2B is, and

I think it's because B2B.

176

: 00:08:28

It's almost like it, the ego realm

of B2B to me, that's a real thing.

177

: 00:08:33

Because anytime I talk to be people

who are us, usually, not always, but

178

: 00:08:36

usually B2B, they go, I have a different

audience, I have a different, I'm dealing

179

: 00:08:40

with c-suite executives and I'm dealing

with, you are dealing with people.

180

: 00:08:45

I've talked to many people, for

example, who I tell them to go on

181

: 00:08:49

different platforms for their marketing.

182

: 00:08:51

So for example.

183

: 00:08:52

Let's say I'm talking to a business, they

go we, our clients are only on LinkedIn.

184

: 00:08:56

We really only find

B2B people on LinkedIn.

185

: 00:08:59

There are more B2B people on LinkedIn.

186

: 00:09:02

But are you telling me that

there's no B2B people who have

187

: 00:09:05

Facebook, who have Snapchat, who

have Twitter, who have et cetera?

188

: 00:09:09

Absolutely not.

189

: 00:09:10

For example, Facebook I think has

4 billion users versus LinkedIn's

190

: 00:09:13

probably, maybe a billion.

191

: 00:09:15

So I think for B2B, you have to realize.

192

: 00:09:19

Yes, you are B2B, but you're

still dealing with humans and

193

: 00:09:22

they still relate the same way.

194

: 00:09:24

An example of this live is right now

I'm in talks with possibly speaking for

195

: 00:09:29

AD World, or sorry, affiliate World.

196

: 00:09:32

Affiliate World's, the biggest affiliate

marketing comforts there is in the world.

197

: 00:09:36

How I reached out to them.

198

: 00:09:38

I didn't lay out all of my credentials.

199

: 00:09:40

I didn't lay out, anything

fancy, anything professional.

200

: 00:09:43

My message to them, quote word by word

was, Hey, I saw this event was going on.

201

: 00:09:49

I think I could bring a lot

of value and love to it.

202

: 00:09:51

I have something I would love to

teach and give to your people.

203

: 00:09:54

Is there any way we can book

a chat to just chat about it

204

: 00:09:56

and see if that would work?

205

: 00:09:58

That's how I make a lot of my B2B

big business deal connections just.

206

: 00:10:04

Be yourself.

207

: 00:10:05

Be human and simplify stuff.

208

: 00:10:09

Brett Deister: So it's

almost like a no obligation.

209

: 00:10:11

Hey, spend five, 10 minutes,

see if it works out.

210

: 00:10:15

If it doesn't, no hard feelings.

211

: 00:10:17

Jon Weberg: Yes, that as well.

212

: 00:10:19

And I also think when you do too much

and you write too much and try to

213

: 00:10:24

sell yourself too much, especially in

initial interactions, that's sensed.

214

: 00:10:28

So what people don't understand

about all communication ads

215

: 00:10:31

follow up, et cetera, is it.

216

: 00:10:32

Is what you're typing and how you're

typing it is sensed by people.

217

: 00:10:35

There's a feeling to your message.

218

: 00:10:37

So my type of trying to make a deal

or go on a podcast or speak into

219

: 00:10:42

the event, the sense I give is, Hey,

very conversational, very like you're

220

: 00:10:46

saying, very relaxed, no obligation.

221

: 00:10:49

Let's just book a call,

see what can happen.

222

: 00:10:51

Let's.

223

: 00:10:52

Make a deal.

224

: 00:10:52

Let's collaborate, let's whatever.

225

: 00:10:54

Hey, I wanna work with you.

226

: 00:10:55

Is there anything we can

do to make this work?

227

: 00:10:58

That's how, as I went through

earlier, that's how you want

228

: 00:11:00

to receive stuff, isn't it?

229

: 00:11:01

That's how everyone wants

to receive messaging too.

230

: 00:11:04

That's your favorite.

231

: 00:11:05

Because when people spam your

inbox, hard sell you, et cetera,

232

: 00:11:08

it pushes people away immediately.

233

: 00:11:10

You can't push people.

234

: 00:11:12

You want to pull people in.

235

: 00:11:16

Brett Deister: Gotcha.

236

: 00:11:16

And then, you talked a little bit

about content, but could it be video

237

: 00:11:20

or written that can use the three E's?

238

: 00:11:23

Jon Weberg: Yeah, preferably video.

239

: 00:11:25

I always push because

video converts much higher.

240

: 00:11:28

And if you are genuinely yourself

on video, it is picked up immensely

241

: 00:11:33

and it's felt, and that will lead

to more engagement, more everything.

242

: 00:11:37

However, yes, it works for

video, it works for if creating.

243

: 00:11:41

Swipe files for people.

244

: 00:11:42

If you're creating PDFs for people.

245

: 00:11:44

eBooks, if you're just writing content,

imagery, anything, the three Es

246

: 00:11:48

entertaining, enticing, and educating.

247

: 00:11:50

Lead with entertaining and

educating first, then entice

248

: 00:11:55

with a really good, strong offer.

249

: 00:11:57

It works in anything you do in email

sequences and the order of ads.

250

: 00:12:03

You have people see from you in anything.

251

: 00:12:06

And again, it's because you're.

252

: 00:12:08

You're not asking for a sailor right

away, which you cannot do if you

253

: 00:12:11

want to be in business for long.

254

: 00:12:14

Brett Deister: And you talked about

doing video first, but a lot of

255

: 00:12:18

people are like, Ooh, video, they get

the, I don't really wanna do this.

256

: 00:12:21

Because when you think about

video, you think about lighting,

257

: 00:12:24

you think about the camera, you

think about the editing software,

258

: 00:12:26

you thinking about all this stuff.

259

: 00:12:27

What can you tell for people to

help them be like, it's okay.

260

: 00:12:31

Just start at, just start doing something.

261

: 00:12:33

262

: 00:12:34

Jon Weberg: I would say perfection

is the killer of all greatness.

263

: 00:12:38

So if you want to do anything

and do it well never lead with.

264

: 00:12:42

It has to be perfect.

265

: 00:12:43

It has to be great.

266

: 00:12:44

It has to be the way I want to be

because it will probably never be that.

267

: 00:12:48

What you want to do is just try because.

268

: 00:12:53

Everything works and the only way to get

better at everything is to do more of it.

269

: 00:12:56

So what you should do, I highly

recommend, is first just shoot videos

270

: 00:13:01

of you talking to yourself about

something you enjoy and you love, and

271

: 00:13:05

the way you feel about that subject.

272

: 00:13:06

Try to transfer that to how you

talk about your business and really

273

: 00:13:09

think about how you feel about your

business, how you actually deeply want

274

: 00:13:12

to help your customers and help and

nurture and give to your audience.

275

: 00:13:17

And the more you think about

that and feel that and can

276

: 00:13:19

transfer that into how you speak.

277

: 00:13:21

And practice it naturally when you go to

actually go live on LinkedIn, go live on

278

: 00:13:26

YouTube, go on a podcast, you name it.

279

: 00:13:28

That's gonna help a lot.

280

: 00:13:30

And also realize that video and

speaking and being yourself is the

281

: 00:13:36

best way you can actually help people.

282

: 00:13:39

Because that is when messaging,

that is when advertising, that is

283

: 00:13:43

when marketing, all these different

things usually converts best.

284

: 00:13:46

So if you're not doing video, you

are actually preventing yourself from

285

: 00:13:50

being able to relate and help your

audience customers as much as possible.

286

: 00:13:54

And the last thing I would say

about video is there's almost no

287

: 00:13:59

circumstances when being more intimate

with your audience ever has a drawback.

288

: 00:14:06

So if you're afraid of posting

pictures, posting videos, et

289

: 00:14:10

cetera, it always converts better.

290

: 00:14:13

It's always warmer.

291

: 00:14:14

Think about what you would receive.

292

: 00:14:15

Would you rather receive from

your grandma a text a picture,

293

: 00:14:19

a video, or an in-person visit?

294

: 00:14:22

You probably would want a in-person visit,

so use that in your frame of thinking.

295

: 00:14:27

Make it less about yourself.

296

: 00:14:28

Make it more about the

audience, and just realize that.

297

: 00:14:32

Once you get through it and you become

good at it, it will be your best resource.

298

: 00:14:38

Brett Deister: So you

can recommend people.

299

: 00:14:39

Should people just do shorts because

they're a little bit easier to do first?

300

: 00:14:43

Jon Weberg: Yeah.

301

: 00:14:44

So along with not worrying about

editing, don't worry about lighting.

302

: 00:14:47

Just be yourself and just look

clean, crisp, you name it.

303

: 00:14:52

Shorts also convert.

304

: 00:14:54

Especially right now, shorts, reels, any

short form content is doing very well.

305

: 00:15:00

Doesn't matter how unprofessional

quote unquote looks, doesn't matter

306

: 00:15:03

how it is edited, you name it, short

form is doing particularly well.

307

: 00:15:07

So I would focus hyper-focus on short

form and then in between do long form,

308

: 00:15:12

or what I do that usually does really too

is at the beginning of the week, either

309

: 00:15:17

you are selling your team or whoever's

managing content production of any kind.

310

: 00:15:21

Record all long form content for the

week at the beginning and then cut that

311

: 00:15:25

long form into the best short form bits.

312

: 00:15:28

So you tailor and user content in the

flow and it's more of an automated

313

: 00:15:32

process versus just creating on the go.

314

: 00:15:34

So focus though, short form,

it's doing really well.

315

: 00:15:37

Literally a minute video of

you talking in 30 seconds.

316

: 00:15:40

There's even 15 minute once of you just

talking, uploading a testimonial uploading

317

: 00:15:45

any kinda social proof, anything.

318

: 00:15:48

Get it out there, mass produce

until you get really good at it.

319

: 00:15:51

And then it will be an incredible

resource for any business, content

320

: 00:15:55

creator, influencer, you name it.

321

: 00:15:58

Brett Deister: Yeah.

322

: 00:15:59

Makes sense.

323

: 00:15:59

And then I'm gonna have to

ask this because AI is the

324

: 00:16:02

talk of the town right now.

325

: 00:16:04

Should instead of just doing it

themselves, could they use just

326

: 00:16:07

an AI tool to help split it up?

327

: 00:16:09

Because you can't use those

types of tools to help.

328

: 00:16:17

Jon Weberg: In my opinion I'm less on

the AI bandwagon currently than I will

329

: 00:16:21

be in the future because the problem with

this, and the problem with the idea in

330

: 00:16:25

my mind is until AI gets good enough,

you don't even know if you're uploading

331

: 00:16:30

good enough content until you actually

experience and see what it produces.

332

: 00:16:34

And until and have gone through

the physical process yourself,

333

: 00:16:38

I just don't think, to me it

doesn't seem AI is as effective.

334

: 00:16:43

As when people like get good at creating

content and then they create AI to

335

: 00:16:47

automate it, whether it's posting it,

whether it's editing it, you remember,

336

: 00:16:50

you name it, that goes amazing.

337

: 00:16:52

But when you just jump straight

into ai, I think it, there's a lag

338

: 00:16:56

time of you getting good at it.

339

: 00:16:58

So I would recommend people maybe

use it for editing initially.

340

: 00:17:02

Otherwise, all content you

create should be self made.

341

: 00:17:07

Until you get really good at uploading.

342

: 00:17:10

Maybe you do a light

editing here and there.

343

: 00:17:12

You get, feel like

you're gotta hang of it.

344

: 00:17:15

Then slowly start producing AI because

otherwise you lack the skill needed to

345

: 00:17:19

know if what the AI is doing is even good

or not, and there's so much more to it

346

: 00:17:24

that you need the skill and experience

and then integrate that with ai.

347

: 00:17:28

That's powerful versus everyone jumping

out, for example, using AI for chat.

348

: 00:17:32

I have yet to see a

single good AI for chat.

349

: 00:17:36

DM yet because people are going,

oh, this ai, this tool, it's

350

: 00:17:41

gonna automagic everything for me.

351

: 00:17:43

And unless you have at least somewhat

of a competent skillset to go along

352

: 00:17:46

with ai, it's not gonna do much.

353

: 00:17:50

Brett Deister: Yeah, because

there's so many different ones.

354

: 00:17:52

If, for example, there's opus

clips that will split it up for

355

: 00:17:56

clips, but I still do the editing.

356

: 00:17:58

It's just I let that do that part

because it does a lot of things for me.

357

: 00:18:02

But I still do the manual of the editing.

358

: 00:18:04

I just let it do the clips for me.

359

: 00:18:07

Jon Weberg: That would be much

more better of a system to follow.

360

: 00:18:10

And also, again you've done video

you've had some experience, so

361

: 00:18:13

get someone getting started, I

think going with simple first.

362

: 00:18:16

Then adding something a little bit more

complex, a little bit more after that.

363

: 00:18:20

So start with just creating, making

content then, okay like Brett

364

: 00:18:24

just said, use a tool like that.

365

: 00:18:26

Okay.

366

: 00:18:27

Now maybe you can create some

video where you're not even in it.

367

: 00:18:31

With AI and start building

upon what you start with first.

368

: 00:18:35

And the biggest thing is just start,

and I talk about this a lot in

369

: 00:18:39

speeches and podcasts and stuff is

the biggest thing people get wrong

370

: 00:18:44

is they've heard this before, they've

heard all this messaging before.

371

: 00:18:48

It's just actually applying it and

getting out of your own way, dropping

372

: 00:18:52

your ego, dropping your pride, dropping

your fears, you being scared just.

373

: 00:18:58

I'm gonna do it right after

listening right now, or even

374

: 00:19:00

I'm gonna stop listening to the

messaging right now and go do the

375

: 00:19:02

thing that they just told me to do.

376

: 00:19:04

That's my biggest, push yourself.

377

: 00:19:06

Get through it.

378

: 00:19:08

Brett Deister: Yeah, because you

talked about live a little bit sh.

379

: 00:19:12

Some people are even more apprehensive

about live because live is well live.

380

: 00:19:16

And so if you mess up and there's

no going back to, so right.

381

: 00:19:20

If you mess up here, I can stop or I can

edit it out and then know if you mess up

382

: 00:19:25

around all we need and you would actually

go, so should do the shorts first and

383

: 00:19:30

then maybe eventually build up to live.

384

: 00:19:32

'cause live is a different

skillset than just recording

385

: 00:19:36

video and doing it that way.

386

: 00:19:37

Jon Weberg: I completely agree.

387

: 00:19:38

I think especially if you're gonna

come across authentically in life

388

: 00:19:41

and you're gonna come across fluidly,

be able to communicate and go off

389

: 00:19:45

the cuff like, like we are back and

forth with zeal problems, zero errors

390

: 00:19:49

is sometimes pretty hard to do.

391

: 00:19:50

It depends, like I said, as is two master.

392

: 00:19:54

First, give yourself

your own steps to follow.

393

: 00:19:57

So first, create and start

with one short a day.

394

: 00:20:02

Or one reel a day, I suggest creating

one-on-one platform, syndicating it to

395

: 00:20:07

TikTok, to reels to every other platform.

396

: 00:20:10

So one a day minimum after two,

three weeks, do two a day, one

397

: 00:20:15

in the morning, one at night.

398

: 00:20:17

Now that you've done it for probably

two to three weeks, do a longer form

399

: 00:20:20

video because okay, now you've done it

enough, you get the hang of it, et cetera.

400

: 00:20:25

Great.

401

: 00:20:25

After two, three weeks of that move to

live, and I think with live, I think.

402

: 00:20:32

One of the biggest things is, again,

being your authentic self helps a

403

: 00:20:36

lot because you're not trying to put

out a message that isn't just you.

404

: 00:20:41

And when you do that, you kinda

stutter, you stop you, whatever.

405

: 00:20:43

So I think people start with just

relaxing, just off the cuff, having

406

: 00:20:51

fun, chill, relaxed lives, and

folks again, on the audience because

407

: 00:20:57

it's really good for the audience.

408

: 00:21:00

Be yourself, be authentic and

just relax and realize that the

409

: 00:21:05

first one's not gonna go perfect.

410

: 00:21:06

Just like the first of any of

the content's gonna go perfect.

411

: 00:21:08

None of it's gonna be received or liked

or engaged with as much as you want.

412

: 00:21:12

That's okay.

413

: 00:21:13

It's okay for mistakes to happen as well.

414

: 00:21:15

That's a big thing is,

oh, I made a mistake.

415

: 00:21:17

I, my eye was a little bit squinty

on when I said bank, or when I

416

: 00:21:22

said traveling, or the dog barked.

417

: 00:21:25

That gives content the

authenticity that it needs.

418

: 00:21:29

Like your dog's moving

into the background.

419

: 00:21:31

Hi, we better take out, we

better take out the dog.

420

: 00:21:34

Let's Photoshop out the dog.

421

: 00:21:35

Whatever else.

422

: 00:21:36

Don't focus on that.

423

: 00:21:38

Start with simple.

424

: 00:21:39

You can get to making things perfect

later, but try to make things perfect.

425

: 00:21:44

Now is going to.

426

: 00:21:45

Break just getting content and video

and lives out in the first place.

427

: 00:21:51

And so

428

: 00:21:52

Brett Deister: you talk about three E's.

429

: 00:21:53

And so how do they do this?

430

: 00:21:55

Because they're not gonna do it perfectly.

431

: 00:21:56

Let's just say that when they start

out doing the three E's, so should

432

: 00:22:00

they focus on one of 'em first and

getting that right and then going

433

: 00:22:02

on the second one and the third one?

434

: 00:22:03

Or should they try to hit all

three and then maybe go back and

435

: 00:22:06

be like, okay, what did I miss?

436

: 00:22:08

What did I not?

437

: 00:22:14

Jon Weberg: I say, do one,

do the next in that fashion.

438

: 00:22:18

So I first, again, I always start with,

I'm gonna create, let's just say I'm

439

: 00:22:23

doing a short or a long form video.

440

: 00:22:25

It doesn't matter.

441

: 00:22:26

Once a day, okay, the first

day, let's just say it's Monday.

442

: 00:22:29

I'm gonna do an entertaining,

fun, funny, myself, genuine, just

443

: 00:22:35

connecting with the audience.

444

: 00:22:37

Maybe a few jokes here and

there, relating with them.

445

: 00:22:40

Value driven, always value driven.

446

: 00:22:43

Day one, day two, then

practice and go to educating.

447

: 00:22:47

Okay?

448

: 00:22:48

Now I'm gonna teach them,

walk them through something,

449

: 00:22:50

give them a ton of value.

450

: 00:22:51

Help them solve one of their

biggest pain points, or give them

451

: 00:22:53

one of their pleasure points.

452

: 00:22:54

You name it.

453

: 00:22:55

Then go to enticing.

454

: 00:22:57

Okay, now I've done that.

455

: 00:22:59

Now I'm gonna give them a really good

deal, offer possible way to work with me.

456

: 00:23:03

Now I'm a proponent of maybe even

two days of entertaining two days.

457

: 00:23:09

Of educating and then a day only of

enticing, because again, what we don't

458

: 00:23:16

focus on is while we're creating content,

when we're trying to be perfect, make

459

: 00:23:20

things look good, we're trying to say the

right things to the right time and the

460

: 00:23:24

right, you name it, what we're missing.

461

: 00:23:27

I is focusing on the audience, giving

value to them entirely on them.

462

: 00:23:32

So I think making sure that's

there otherwise just in general.

463

: 00:23:37

Focus on value first.

464

: 00:23:39

Then a little bit of promotion, some

promotion, light promotion, and as

465

: 00:23:43

you get better at it, you can dial

the entertaining and educating stuff

466

: 00:23:47

back and put in more promotion.

467

: 00:23:50

Brett Deister: Gotcha.

468

: 00:23:51

You talk about doing the editing process

yourself, but to be honest with, when

469

: 00:23:55

I started out, I hated editing myself.

470

: 00:23:57

I hated hearing my voice.

471

: 00:23:59

So what would she say to those

people that you were saying, like you

472

: 00:24:01

should go through the process like.

473

: 00:24:04

How can they do that?

474

: 00:24:05

Because it took me about a year to

finally get okay with hearing my voice.

475

: 00:24:10

Jon Weberg: I think, again, repetition

again, a lot of practice and I think

476

: 00:24:15

you're gonna have to just go through

it because otherwise, let's just

477

: 00:24:18

say you end up using a AI tool right

away and you go I think that's right.

478

: 00:24:23

What it did, it cut these at this time.

479

: 00:24:25

That seems good.

480

: 00:24:27

I think you have to get the feel of it.

481

: 00:24:29

There's some skill sets and there's some

things to know if you're doing the right

482

: 00:24:31

thing or if the tool's doing the right.

483

: 00:24:33

You just have to get the feel of it

and of course, making things easier.

484

: 00:24:38

I have a better idea.

485

: 00:24:40

You can do that.

486

: 00:24:40

Or also if you wanna hire one time

so 'em to walk you through it or sell

487

: 00:24:47

'em to do it on Fiverr or somewhere

else to give you an example or a

488

: 00:24:51

template to go off of that would.

489

: 00:24:54

Be good for the majority of videos

or content, whatever you're doing.

490

: 00:24:59

That's also really great is following

some kind of proven someone who

491

: 00:25:03

creates shorts all the time or

someone who has expertise in that.

492

: 00:25:08

Again, don't go super, super out your

budget, but find song within reason.

493

: 00:25:12

This person seems like they're

pretty good at what they do.

494

: 00:25:14

Either spend some money or try to learn

from the for free or exchange services.

495

: 00:25:18

Try to find a proven example to

follow that also does really well.

496

: 00:25:22

And again, some people go I don't,

I wanna create my own stuff.

497

: 00:25:26

You can get really good at creating your

own stuff, but first it may be just try

498

: 00:25:30

following, someone house who's doing

really good in your industry, who gets

499

: 00:25:33

a lot of engagement, who's perfected it,

it seems try to duplicate what they do.

500

: 00:25:38

Emanating that and then customizing it.

501

: 00:25:41

Once you get good at it to your own

stuff and your own authenticity, that

502

: 00:25:44

also can be really well performing.

503

: 00:25:50

Brett Deister: Educational or educational

selling content, should you focus on one?

504

: 00:25:54

Should you go to LinkedIn?

505

: 00:25:55

Twitter has, or X has interesting

things that they're doing, right?

506

: 00:26:00

You figure out one specific social

network to do it and then stick with

507

: 00:26:05

it and then go off to the next one.

508

: 00:26:06

Should you do that process?

509

: 00:26:08

Jon Weberg: What I recommend is foc.

510

: 00:26:10

Yeah.

511

: 00:26:10

Hyper focusing on one single platform.

512

: 00:26:13

So what I suggest for most people right

now is YouTube's only gonna get bigger.

513

: 00:26:17

SEO is being changed a lot

right now if you're doing online

514

: 00:26:21

blogging content and such.

515

: 00:26:22

And just other content platforms.

516

: 00:26:24

Facebook is this, I feel like

losing a little bit of ground.

517

: 00:26:28

Twitter's gaining ground as well,

I would say YouTube or Twitter.

518

: 00:26:32

Highly hyper focus on, and that's.

519

: 00:26:36

Your main platform, you create all long

form or short form content on, and then

520

: 00:26:40

always though, from whatever platform

you decide to master, this is the one

521

: 00:26:43

you're DMing and collaborating with people

on, you're creating content on, you're

522

: 00:26:47

posting on, et cetera, always indicate

to three, two, or three other platforms.

523

: 00:26:53

Those are your side ones that you care

about, but aren't your main focus,

524

: 00:26:56

but hyper focusing on one because.

525

: 00:26:59

You get leverage in business when you

hyper focus on one thing at a time,

526

: 00:27:03

get it to work and convert and generate

leads and get engagement very well.

527

: 00:27:08

And then once you've mastered it,

spread it to one other platform.

528

: 00:27:11

Once you've mastered these two,

use these two masteries you've

529

: 00:27:14

gotten on YouTube and Twitter.

530

: 00:27:16

Okay, now I can also build an

Instagram following, et cetera.

531

: 00:27:18

And that's what a lot of really

good business people do is they

532

: 00:27:21

build, get big on one platform

and then they go, oh, I can.

533

: 00:27:25

Do this another, they get big on

this one and people go, oh, he did it

534

: 00:27:28

across both and it just spreads itself.

535

: 00:27:29

So hyper focus have two to three others.

536

: 00:27:32

You syndicate spread that content too.

537

: 00:27:35

And that's usually what

works best with the focus

538

: 00:27:37

Brett Deister: and

aspect shows of each one.

539

: 00:27:40

Because LinkedIn is not the same

as YouTube is not the same as

540

: 00:27:44

X is not the same as Facebook

reels and everything else, right?

541

: 00:27:49

Jon Weberg: Yeah.

542

: 00:27:49

So there are different, like LinkedIn.

543

: 00:27:52

It's still with what, what I've

said, but it's still different.

544

: 00:27:55

LinkedIn is a more professional,

quote unquote, business

545

: 00:27:58

oriented quote unquote platform.

546

: 00:28:00

So being authentic, being new to yourself,

but tailoring more business-like more

547

: 00:28:06

professional, is best for LinkedIn.

548

: 00:28:08

YouTube is more in the entertaining,

Digital Coffee: Marketing Brew

Episode 28

From Videos to Viral: Jon Weberg's Guide to Effective Content Marketing

Transcript

About the Podcast

Listen for free

About your host

Brett Deister

Subscribe to the newsletter