When the average person thinks video marketing you may be thinking of a hit and miss approach where you shoot dozens upon dozens of videos hoping that some of them may bring you more customers.
With this strategy known as the “10 x 10 x 4 Formula” the guesswork is replaced with a strategic approach designed to allow you to focus your efforts on money producing terms that position you as the expert in your prospective customers eyes.
First of all thanks to our friend Daryl Urbanski of BestBusinessCoach for introducing this insanely effective Video Marketing Strategy. Which he used to grow one of his early businesses (a BJJ school) and to this day (more than a decade later) still has that business ranking and generating leads.
So what is the 10 x 10 x 4 Formula?
The 10 x 10 x 4 Formula is a strategy originally created by Mike Koenigs which addresses your markets most pressing questions positioning you as a trusted authority and ultimately generating your business leads and sales.
The Frequently Asked Questions
Write down the top ten frequently asked questions about your product or service.
The first 10 represents the top 10 questions customers typically ask about your product or topic. To address them, you’ll create 10 separate videos, each typically running two to three minutes.
To illustrate, assume you’re doing a video promoting your BJJ studio.
Questions your videos might cover include:
- How long will it take to get my black belt?
- What are the benefits of mma?
- What does BJJ mean?
- Why is BJJ so effective?
- How dangerous is BJJ?
- Is BJJ the hardest martial art?
- Can you learn Jiu Jitsu at home?
- Does BJJ make you tough?
- Is Jiu Jitsu hard?
- Why is BJJ so addictive?
- Why is BJJ so hard to learn?
Once you’ve selected the top 10 questions and have articulated clear, concise answers, set up the camera, attach the microphone, and press record.
Again, each video should be no more than two to three minutes long.
The Should Ask Questions
The next 10 in the 10x10x4 formula answers questions your audience should be asking. Mike refers to these as “holy cow questions,” because they allow customers to view the topic in ways they hadn’t previously considered.
Write down the top ten questions a potential buyer SHOULD be asking you about your product or service. These are the important things that differentiate you from your competitors and tap in to the experience, skills and knowledge that you’ve acquired over your career.
These are significantly different from frequently asked questions. “Holy cow questions” clarify exactly how your product will benefit your audience. Examples for a yoga studio include:
- What do I wear to my first ju jitsu class?
- What is the difference between gracie ju jitsu and brazillian ju jitsu?
- How long does it take to get a blue belt in BJJ?
- How many days a week should I do Jiu Jitsu?
- Will BJJ get you ripped?
- Does size matter in BJJ?
- What is the best age to start BJJ?
In these segments you want to let your personality and warmth shine through. In addition to further establishing you as an authority on your subject, they help you create a deeper, more personal connection with your audience.
Lights, Camera, Action
Now that you know your markets frequently asked questions and the questions that they should be asking, record these as short Q&A videos asking and answering each of the questions. Each Q&A video should be 30 seconds to 3 minutes long.
The Final 4
The final 4 of Mike’s 10x10x4 formula represents the following four videos:
- A call-to-action at the end of each of the 20 videos. A strong call-to-action moves viewers from simply admiring your message to entering your sales funnel. The action can be opting in to receive your free newsletter, signing up for a trial class, or purchasing an entry-level product. It’s best to position your call to action at the end of your video.
- A personalized website video. Put this on your “Video Lead Capture Page.” It’s your chance to connect with the visitor and explain your offer and why they should sign up. To develop a closer bond with customers, greet them with a welcome video that reinforces your brand and message. Also include information that provides immediate value, and a clear call-to-action that encourages opting-in.
- A thank you video for opting in. When visitors opt-in, say “thank you” for doing so. This is courteous, indicates thoughtfulness, and helps further develop trust.
- The sales video. Selling is reserved for the last video. You’ll put this on your web site and link to it in your outbound emails once the prospect has registered their contact information in exchange for your free videos.
Distributing your videos
Now that you’ve got your videos recorded and ready to upload, getting them in front of your customers when they’re seeking answers is key.
After the footage is recorded, transfer it to your computer, edit and polish each segment, and add text (a headline) to each video reflecting the question covered.
You can then upload your videos to the various distribution sites. This entire process can be done in under a day and is a key first step in establishing your position as an industry expert.