Episode 32: Using Facebook Lives to Get Clients

Episode 32: Using Facebook Lives to Get Clients: Part 1

Video is here to stay, and for connecting with potential clients, there is no easier or more far-reaching type of video than Facebook Live. But how do you actually use Facebook Live to get clients? In this two-part series, Pamela unpacks the keys to produce a client-attracting Facebook Live video.

In this episode, you’ll discover:

• Discover the 3 critical set-up pieces for a great Facebook Live.
• Learn the #1 thing that most people leave out that costs them clients.
• Identify the 3 biggest mistakes people make when doing Facebook Lives.

Timecode Guide:

01:49: Learn the 3 critical set-up pieces to create a great Facebook Live.
10:19: Discover what most people leave out of their Facebook Live, and how that one thing ends up costing them clients.
12:01: Let’s talk about the 3 Facebook Live mistakes and how to avoid them.

Podcast Transcription

Episode 32: Using Facebook Lives to Get Clients: Part 1

Intro

Intro (00:00):
You’re listening to ‘A Profitable Impact.’

Pamela (00:02):
Video is here to stay for connecting with potential clients, and there’s no easier or more potentially far-reaching type of video than Facebook Live.

Gene (00:11):
Welcome to ‘A Profitable Impact,’ where every single week we help experts like coaches, healers, course creators and other online professionals to expand their reach, to increase their impact in the world and to be well-paid for their extraordinary skills and talents. My name is Gene Monterastelli, and I am the lead coach in Pamela Bruner’s Impact Accelerator coaching program. And now, please welcome my friend, my colleague, and the CEO of Attract Clients Online, Pamela Bruner. How are you doing today, Pamela?

Pamela (00:39):
Great! And we get to talk about one of my favorite things, which is video, and particularly Facebook Live. I have really started to fall in love with Facebook Live. It’s changed the way that I get to talk to people in the world, and I love that. So I’m really excited because we’re doing a two-part episode. This is the first part, next week we’ll do another part and really unpack the whole thing around Facebook Live. So, what we’re going to cover in this episode is five critical set-up pieces for a great Facebook Live. The number one thing that most people leave out that costs them clients. And three big mistakes that people make when doing Facebook Live. And then we’ve got a whole different episode next wee that will take you through some of the presentation for Facebook Live. But let’s dive into this.

Gene (01:22):
As you hear the conversation today and you’re seeing how you can use Facebook Live more effectively, if you have any questions about the strategy and how to implement it specifically for your unique business, we would love to have a conversation with you. You can have a chat with one of our coaches, absolutely free. All you need to do is go to BookMyBreakthroughCall.com, that’s BookMyBreakthroughCall.com, and you can get in the calendar of one of our coaches and they can help you to execute the strategy in a way that makes the most sense for you.

3 Must-Have’s for Your Facebook Lives

Pamela (01:49):
So let’s talk about these three critical set-up pieces. And, you know, some of this is a conversation that you and I had, Gene, about how to do what we do relatively unconscious. We have an unconscious competence with this and we wanted to make a conscious competence. And so one of the up pieces and the first one that you want to start with is not the one you might expect. It’s not, you know, what am I trying to say? Or what am I teaching or something like that. It is what is the action. I want my viewers to take AF during watching this, after watching this, what is the action I want the viewer to take?

Gene (02:27):
And the reason why I think this is something that is, I guess there’s two reasons why this is so important. One is it really guides our work and what we create to make sure that we’re setting something up that allows them to do that. But the second thing is I am a person that has a lot to say, and I’ve written lots of things and I’ve recorded lots of things. And I think I have lots of charming stories that I want to share all of the time. And by starting at the end and working backwards, what I do is I make sure that everything that I add to my content is going to be, that is specifically useful for the action I want them to take. And so it creates this editing governor that helps me to create content in a way that makes it easier to create the thing that is going to be most useful.

Pamela (03:10):
That’s such a good point. If you’ve ever heard a less than skilled storyteller telling a story, you’ll find that they often, they ramble. They go on detours. They add red hearings. I mean, you could say the same thing about a poor writer writing a novel. That’s not well put together, but especially with video and especially with Facebook Live, people are watching and have the opportunity to just exit very quickly. And you never know, it’s not like you are in front of an audience and they’re saying, Hmm, I would really like to leave, but you know, income kind of embarrassed to stand up and walk out. They can just leave a Facebook Live. So putting it together in a really tightly structured way is such a great idea. Now that doesn’t mean everything needs to be scripted. Heaven forbid, you know, we, neither, one of us is a believer in scripting.

Pamela (03:57):
We both improvise, but we improvise based on an outline and the structure and things like that. So starting with that question, what is the action I want you to take enables you to notice if you are adding a story that as you say, gene, you may love to tell, and I love all your stories. I really do, but sometimes they can be not relevant or you may have a story that’s not relevant to a particular action. And then it belongs in a different to Facebook live, not this one. So the second critical setup piece is what do you need to know, think, feel, or believe in order to take that action? So where am I going with the content? And is this about getting someone’s emotions riled up? Is it getting them to know something thinks something different, feel something, what is the emotional state or the thinking state that is going to cause that action

Gene (04:51):
Because taking a call to action is always going to be in response to something and the response isn’t just because I asked you to do it. It is a response that they’re going to take because it is useful. And so it’s really important that we recognize the state that we need them in, in order for the call to action, to be the next easy, obvious, next thing for them to do.

Pamela (05:12):
And the third critical set-up piece is what am I doing in the video to accomplish this, to get you to know something or think something, or feel something or believe something. And this is a four-part structure, Gene, that you gave me, that I just think is brilliant. And if you would share it because there are sort of four different ways that you can look at how you’re doing the video and I want you to go in.

Gene (05:35):
Absolutely. So it’s basically, there are four types of content that we can use that is going to help our audience. And those four types are things that are transformational, things that are inspirational, things that are educational and things that are informational. And so transformational for something that is short as a Facebook Live is something that is really difficult to do. And as a general rule, we should steer clear of it, but just having a framework for the types of content, I think it’s good for us to talk about it.

Pamela (06:06):
Well, I’m going to, yeah, I’m actually going to interrupt there because there is a time to do a transformational Facebook Live. If you have a really dedicated Facebook group, or if you have a paid Facebook group than doing a Facebook Live, that’s centered around transformation can be an amazing thing. But then the CTA is probably to get your clients to take action or get your group to take action in order to be more successful. It’s not necessarily going to be call to action to become a client

Gene (06:33):
Of yours. Absolutely. So it’s almost more of a fulfillment type thing than a marketing type thing as we’re navigating this. And so transformation is that we’re providing some sort of transformation for them. The second time is inspirational that sometimes people simply need to know that they are not alone in the struggle that they are facing. It is possible to overcome it, that other people have done it before and they can do it as well. And being around people who are inspirational is good for our soul. We are naturally gravitated towards people who inspire us to do more and to do better. And so it’s possible to do something like that. The last two part are similar, but there’s a slight difference. And those are educational and informational educational content is something that teaches you how to do something new, a new way to approach something questions to ask steps to take we’re informational is we are sharing information with them that makes them more well-informed. So something that is educational is going to teach me how to work out. Something that is in informational is going to teach me that, oh, I have a specific body type. Therefore, my body needs something specific in order to be healthy, educational and teaching you how informational and giving you information. So you understand yourself, the problem, the solution, or the world in a new way, which makes it easier for you to take action that I want you to take at the end of the video. And

Pamela (08:06):
When you analyze the potential content focus like that, is it transformational, inspiring, educational, informative, or informational? It can be tempted to say, well, which one’s the best one. And which one is going to get someone to want to become a client of mine? The truth is that all of them can even the transformational one, which we suggest you don’t do in a short Facebook Live, because you can kind of get in over your head, but an inspiring video. I know that I’ve sent out inspiring videos and inspiring emails, talking to people about results that clients have had. And that has sparked a whole lot of interest in working with me. Like that’s an example. You can tell an inspiring story that leads people to believe in you, or to believe in the work that you do. You may educate people in a way that has them go, wow. If I learn this much with a how to, in this short Facebook Live, what would happen if I actually worked with this person and information sets you up as a thought leader or sort of a guru. And when people get a Hawes about that again, they are, they can often be inspired and they can be moved to follow up and learn more from you. So all of them are good formats.

Gene (09:16):
Go ahead. And the other thing I think is important to recognize is that when we’re doing short Facebook Lives, Facebook Lives that are five or 10 minutes long, they’re not one-off experiences more than likely. This is something that becomes part of our regular marketing, where I might be doing them every Tuesday at 2:00 PM. I’m going to show up and share something with my community. And because it’s a Facebook Live, people can come back and watch the replay of it. But since I’m doing multiple ones over time, it’s not an issue of boy, which is the, which, which type of these is the one that is the best to do. But I can be informational today. I can be educational next week. I can be informational and other time and I can work my way through these different ones in a way that makes sense for my personality, my topic, my audience, but it’s not like I got to pick the right one, cause this is the one time I’m doing it. This is something that we can do regularly. And by having the focus of one of these four, it makes it easier for us to create good, useful consumable content, which makes it easier to build that rapport. So they will take that call to action.

#1 Forgotten Step that Can Cost You Clients

Pamela (10:19):
What’s the number one thing that most people leave out that cost them clients? They leave out the CTA, the call to action, or they make a very weak call to action. So if you give great information, you’ve educated, you’ve been you’ve informed your clientele. You’ve just poured your heart out and given some really valuable content for 15 minutes. And then you say, great talking to you and you get off of the Facebook Live without telling them what to do. Next. You have grossly deserved your ideal clients. So instead you want to give them the instruction. You know, we talked about lead magnets before you, same thing in a Facebook Live. You want to give them the instruction. What is the next action that they should take? And you even hear a call to action. Every time you listen to this podcast, we suggest that you book a call, a free call with one of our coaches and we give you exact instructions on how to do that. So we’re modeling the same thing in a podcast that we want you to do on a Facebook Live. What is your CTA? Make it strong. And Gene, as you said, when we were talking about lead magnets, tell them what to do, tell them why to do it and tell them exactly how to do it. What link to click, what URL to type in and all of that.

Gene (11:28):
And when we’re giving instructions, I always think about the exercise they do with a group of third graders where they’re teaching third graders, how to give instructions and they’re going, the third-grader is going to tell the teacher how to make a peanut butter and jelly sandwich. And the third-grader says, put the peanut butter on the bread. So the teacher picks up the jar of peanut butter and sets it on top of the loaf of bread, where it feels like we’re giving a piece of instruction. That’s really, really clear overexplain exactly how to do it. So it’s so much easier for them to do it because the confused mind disengages. And if they don’t understand what to do, they’re just going to wander away.

The 3 Biggest Facebook Live Mistakes

Pamela (12:01):
I love that example. I’m going to remember the loaf of bread and the peanut butter jar for a long time. All right, let’s talk about the three biggest mistakes people make doing Facebook Lives. So one is not describing the video in the title. So if you do a Facebook Live and you title it, you know, January’s Facebook Live or something like that, it’s not going to be helpful to somebody knowing whether they should click knowing whether they should watch. Another mistake is, you know, we just talked about the number one thing that most people leave out. The custom clients is a CTA. If you don’t have clarity on the action you want them to take, or if you, if you give multiple CTS, which is very common, I want you to implement this activity that we just, that I just described to you. And I want you to connect with me on Facebook.

Pamela (12:51):
And I want you to get on my website. And I want you to book a call with me. That’s not a clear CTA. Now you can say there’s, but there’s four CTS. I don’t care how clear they are. A confused mind always says no way, way, way too, too many. And the third thing, that’s a big mistake when doing Facebook Live is trying to give too much information. You know, I often talk about three, this, sometimes we talk about five, that five mistakes, five secrets. When we’re talking about lead magnets, if you’re going to do a 15 minute Facebook Live, it may seem like you could go through 10 things in 15 minutes. I’m going to suggest you limit it to three, maybe five, but more often three. Because as you go through the material, you not only want to give the content, the idea, the concept for each one, but you want to give a story. You want to talk about maybe a, an example of it. So you want to go deep on three, rather than going very, very shallow on 10. Not helpful to do that. So watch and pull back from too much information. You may notice on these podcasts that we usually cover three key areas. Now we may break the three down. You know, we’re talking about three critical setup pieces, three mistakes, that kind of thing. But we are focused on three big areas in each podcast. It’s a great amount of content.

Gene (14:11):
This is one of the biggest changes that if you look at the course of the last five years of my business and the way that I share information, if you looked at the outlines of all of the videos that I’ve done over the course of the last five years, it would look like this wedge that is getting smaller and smaller and smaller as I’m recognizing fewer things deeper so that people can understand it, integrate it, because then it is more useful. And with all of our marketing, with all of the things that we are sharing, the key is to be useful because if we are useful to them, they will come back again and they will come back again and they want to work with us. So like Pamela said, few things deep, not a lot of things shallow.

Pamela (14:53):
So that’s the beginning of it. There’s so much we have to talk about Facebook Live that we’re actually doing a second episode next week. Make sure you stay tuned for that.

Conclusion

Gene (15:02):
And until that time, if you are in a situation where you have some really specific questions about executing Facebook Lives, as part of your marketing strategy, we would love for you to have a conversation with one of our coaches so they can help you to figure out exactly how to add this to your toolset. So it’s easier for you to grow your audience. All you need to do is go to BookMyBreakthroughCall.com, that’s BookMyBreakthroughCall.com, click on the calendar, add yourself to it. So you can have a free conversation with one of our coaches. If you enjoyed the conversation that we had today, and you know, someone in your life, who’s another small business owner or a course creator, or a coach who could use this information, please pass it along. Don’t spam your inbox, but you might know one or two people who had really appreciate this information to help them to expand their reach as well.

Gene (15:52):
If you have a question or a comment or a topic that you’d like Pamela and I to cover on a future episode, we would love to hear from you. All you need to do is go to AttractClientsOnline.com, click on the Contact link, drop us a note and let us know what you would like us to cover. If you haven’t done so already, please Subscribe to the podcast. In podcasting, Subscribe is always free. You can find the show in Apple Podcasts, Google Podcasts, Spotify, Pandora, Amazon Music, Audible, basically everywhere you listen to audio online. All you need to do is search for ‘A Profitable Impact’ and you will find the show. For ‘A Profitable Impact,’ I am Gene Monterastelli. Until next time, I hope you have an impactful week.

Want to know more about how to attract your ideal clients online?

Learn more about my live virtual event Transform and book a ticket today!

ABOUT THE PODCAST

Building a business as a coach or expert is challenging, especially if you’re trying to find your clients online.

Join business coach and online marketing expert Pamela Bruner as she uncovers the secrets of successful transformational businesses. If you want to make a difference in people’s lives, expand your reach, and attract high-paying clients, you’ll love this show!