Using Facebook Lives to Get Clients: Part 2 (ep. 33)

Facebook Live has made it so easy to use video to get clients! Just turn it on and go. But it’s not that easy to use this method to get clients unless you’ve got all the pieces in place. In this episode, Pamela shares presentation secrets that will help you make your videos more effective and irresistible.

In this episode, you will:

• Learn the 3 important questions to ask when creating your Facebook Live.
• Discover the must-do actions to show up as your best self on video.
• Identify the top 5 presentation secrets that will have you look like a pro (even if you’re new at this)!

Timecode Guide:

• 02:02: Discover the 3 important questions to ask when creating your Facebook Live.
• 08:15: Let’s talk about the must-do actions to show up as your best self on video.
• 12:11: Learn the top 5 presentation secrets that will have you look like a pro.

Podcast Transcription

Episode 33: Using Facebook Lives to Get Clients: Part 2

Intro

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

Pamela (00:02):
Facebook Live has made it so easy to use video, just turn it on and go. But it’s not that easy to use this method to get clients unless you’ve got all the pieces in place.

Gene (00:13):
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, increase their impact in the world, and 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 (00:42):
I am doing great. And it is the second week of Facebook Live. Yay! One of my favorite video formats. I love Facebook Live. It’s made it so easy to use video to get clients. You kind of just turn it on and go. And Facebook has helped with that, but just because you can do Facebook Lives easily doesn’t mean that they are going to work to get you clients unless you’ve got the pieces in place. So in this episode, we want to build on what we did last week and talk about three really important questions to ask when you’re creating your Facebook Live, the must-do actions to show up as your best self. Gene and I are both performers, and so we’ve got a lot to say about that. And five presentation secrets to have you looking like a pro.

Gene (01:26):
So as we are continuing this conversation about Facebook live, if you’re in a circumstance where you’re still not exactly sure how to implement Facebook lives in your specific business, so you can really connect in a personal way with their ideal clients. We would love for you to reach out and have a conversation with one of our coaches. It’s absolutely free. All you need to do is go to BookMyBreakthroughCall.com, that’s BookMyBreakthroughCall.com, get on the calendar and have a conversation with one of our coaches to ensure that you’re not just doing something that is simple, but you’re doing it in a way that is really useful for you and your business about these.

3 Must-Ask Facebook Live Questions

Pamela (02:02):
Three important questions to ask when you’re creating your Facebook live. Like I said, you don’t just want to turn on the video and go. You want to ask the first question is, what action do I want the audience to take? Now, that’s actually a question we, we discussed a lot last week. What is the CTA that I’m going to make? What action do I want the audience to take? But we’re repeating it here because it’s so important.

Gene (02:24):
It’s so important because it is difficult to execute a plan. If you do not have a clear target in mind. And when we say, what action do we want them to take? It’s not like reach out, but it’s, I would like them to reach out and schedule a strategy session with me. So I have an opportunity to offer this program to them. So it’s not just what the action type is, but exactly how you want them to take it. And what’s the outcome you’re looking for with that particular app.

Pamela (02:53):
And that will lead us into the second question to ask when creating your Facebook live, which is what’s the hook that will keep them watching past five or 10 seconds because you don’t have that long to get people’s attention. And I know I used to start off my videos and Facebook lives with things like, hi, I’m Pamela Bruner from Attract Clients Online. And what we do is blah, blah, blah, blah, blah. That’s all about me. That’s all about my company. That’s not of interest to my ideal clients. Instead. Now I start off with, if you’re a coach expert or healer and you’re struggling to do Facebook lives, you want to pay attention because I’m going to give you three really great tips in this video. So now, you know, immediately who this is for what I’m going to do and that you want to pay attention or not. If you don’t fit that category, or that’s not a problem that you have, but that is a hook that will keep them watching and introduce them to what you do right away.

Gene (03:48):
One of the things I’ve been thinking about a lot, Pamela is the fact that we all navigate the world as if we are the lead character in the movie, because all of us think of ourselves as the leading man, the leading woman, the leading person who is navigating all of this. And so when I am providing content in a marketing sense, what I need to recognize is that I am the supporting cast in someone else’s life. And so therefore when I start, I want to start with the things that is supporting them. And it’s exactly what you just said. It is a clear, obvious value statement about what we’re going to offer with you. And so it’s valuable to you because once you know, I’m providing you something that is valuable to you, then you’re interested in me as a supporting character because I can actually support you in giving you something useful. And so we always want to be looking through the lens of how are they engaging in it, not how am I saying it and how am I presenting it? Exactly.

Pamela (04:45):
I mean, you know, they talk a lot about using the hero’s journey as part of storytelling and part of marketing and in the hero’s journey, there’s the hero. And then there’s the, the mentor or the guide or something like that. So basically when you are marketing, you are not Luke Skywalker. You are Obi-Wan Kenobi and or you are Yoda or something, but you are not Luke. So think about that. How can I be the guide or the helper? I am not the leading character. All right. And that was just a bonus question because I like star wars. Third important question to ask when creating your Facebook live, what are three points that I want to share? And we talked last week about really honing down, going deep, not wide. And I want it to break down if you’re, if you’re saying, well, you know, three points, isn’t very much, how am I going to make a 15 minute Facebook live out of that?

Pamela (05:37):
I wanted to talk through a structure that you can use when you identify your three points that will make your Facebook live more interesting. This is the same structure we teach when we teach signature talk to our ideal clients. And that is the idea of concept, story, and validation. So let me explain that. Usually when you’re sharing three points, you’re something that is important to your ideal client. And you’re initially sharing a concept. You’re saying, for example, if you’re a health coach, you might say, Hey, you want to only eat X percentage of this kind of food. That’s a concept and concepts tend to be cerebral and somewhat dry. They may be very important, but they’re not very emotionally engaging. Now a story or a metaphor can often be much more emotionally engaging. People will forget a concept, but they will remember a story. Now I love using stories about clients when I’m doing something like this.

Pamela (06:35):
And Gene, you often say, “oh, I was talking to one of our clients today about this issue as we’re recording these podcasts.” So you can use a story about a client to illustrate a concept, to illustrate overcoming an obstacle or what a concept did to improve a client’s life. And when you talk about a client, you are combining story and validation. So you’re using story through a client story, but you’re also using validation that you do this work. And here’s an example of the work that you do. And here’s an example of your clients. You can also separate the story in the validation. You can tell a story, that’s more illustrative. That’s not about a client, but then perhaps provide a little case study or a little testimonial about a client as well.

Gene (07:16):
If you do that, like you mentioned that we can use stories of clients. Speaking of which I was having a conversation with one of our clients earlier today, and we were talking about this exact same thing. And what we realized was the most compelling story in this particular case was her story. It wasn’t a story of a client. And so we can use it as a story of a client. And we’re validating because we’re demonstrating the fact to see I’m useful in doing this thing. We can also use validation when we’re able to say, I understand this struggle because this is what I went through along the way. And this is what I’ve learned so I can share it with you. You know, when I am initially teaching, you know, you’re a nice favorite modality tapping to other people. One of the places I start is talking about my own social anxiety and how powerful of a tool it was for me to overcome that. And I’m getting the validation because they’re seeing me in front of them, engaging with them. So obviously that worked in some particular way. So we don’t have to just use your clients’ stories. We can use our own as well. Oh,

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How To Show Up As Your Best Self On Video

Pamela (08:15):
That’s a great example. I love that. And I love that story about your social anxiety. Like I still remember it. I can tell it just because it’s so powerful. So yeah. Stories really stick with people far more than concepts. Well, also, when we’re talking about what are the three points that I want to share, and I’m trying to pull people back, pull you back from, from sharing five or 10 points and over over-giving, it’s often from this idea that let me give them everything I can in as quick a time as I can, but it’s not useful as we call it fire hosing you fire hose, someone with content, and it’s just not useful to them. So make sure that you give something that’s very useful. Then also as part of the CTA, as part of the action, you want them to take, letting them know it’s insufficient. So let’s talk about the must-do actions to show up as your best self on video. And, you know, I said, I’m a former professional musician. Gene is a, I don’t know, how do you describe yourself staging stage something?

Gene (09:20):
The easiest way I would describe it as life would be much easier if I was born in the 1920s and I was just performing in vaudeville because those are basically the skillsets that I use on stage.

Pamela (09:29):
There you go. Juggling comedy improv, right? So we’ve both been in a situation where we recognize the importance of practicing, practicing, practicing over practicing. Now I’m not saying that you want to get in front of a blank computer screen and practice every Facebook live 20 times before you hit the go live button, because the truth about Facebook live is if you go live and you really hate it, you can delete it and get rid of it off the internet. It doesn’t have to sit out there, but I do know that that practicing a few times can be useful and you can also treat Facebook lives as a little bit of a practice. Just know, you know, although this will live out on the internet forever, the fact is it will be forgotten a week from now. So use them as practice, continue to do them and show up that way.

Gene (10:19):
Well, you’ve always done a really good job of modeling this explicitly. Like, you know, you have, you’ve spent your time on stage. You spent your time in front of camera. You’ve been doing this for a really, really long time. And there will be times where you and I are working on something that we’re going to present to the clients. And we’ll talk about the concept and you will take a deep breath and you go, okay. And then you present it to me as if you are presenting it to our clients, to make sure that you don’t just understand that, that you have some words around her and it feels comfortable inside of your mouth. And so recognizing that practice, isn’t something we’re saying, because you were beginning and doing this practice is something that both Pam and lie still do very, very regularly, because it is so useful and making things comfortable

Pamela (11:00):
For us. Thank you for that. The other concept in terms of showing up as your best self consider trying everything for real, that you’re going to do in the Facebook live. So if you are going to open a document, if you’re going to share a screen, if you are going to bring somebody else on, you want to test that ahead of time, practice doing it so that your eyes aren’t going down to your keyboard and you’re going, where is that button? And what do I do? I mean, there’s a lot of forgiveness in Facebook. Live. People want you to be authentic and you still want to make it look easy

Gene (11:33):
That I am I’m. I’m so fanatical about this particular thing that when I’m working on things that I do live, and I’m going to have a volunteer, I actually practice how I’m going to move and how I’m going to get a volunteer on stage. And it seems like that’s a simple thing, oh, you just get a volunteer. You ask them on stage, but knowing exactly how to do it makes it so much easier. And when we are competent at things, we are perceived as competent at all the things that we are sharing. And so if I’m effortlessly polling people online and popping up things like people aren’t consciously going, Jean is very, very good at sharing his screen, but because I’m showing up in a way that is comfortable and competent, it’s easier for them to engage in everything else that I’m sharing.

5 Presentation Secrets

Pamela (12:11):
So now let’s talk about presentation secrets to have you looking like a pro, even if you’re new, one of the simplest ones. And it’s funny, cause you can probably hear this in my voice right now. Smile, smile, smile, smile more than you think you need to. Even if you deal with a serious topic, if you’re dealing with trauma or depression or grief or something like that, I’m not saying plaster a grin on your face and leave it there the whole time. But smile at the camera or the little blinking green dot or whatever it is more than you think you need to. Because every time you smile, your face changes, you become more connectable, you become more relatable. And so this was something I really had to teach myself to do because I would get in my head about concepts and let me present the concepts. Here’s one, here’s two here’s three. And I would watch a video back and I’d go, wow, I didn’t smile for like five minutes in that video. And I’m very, very non-accessible and I feel closed off in that video because of that. And I would have to do it again and again and again. So I’ve taught myself to smile and you can to smile more than you think you need to.

Gene (13:20):
And another reason why that is so important is we as an audience mirror and match, whoever is presenting. It’s the reason why, if you’ve ever been in a situation where you see someone who’s presenting, who’s really, really nervous. It feels like you can’t breathe. It’s because as an audience member, our respiration, the way that we breathe matches the person who is presenting to us. And so if I am presenting and I have a big, but natural smile on my face, you as an audience member are going to mirror and match that. And we know that when you smile, you feel better. Like we have a classically conditioned response that smiling makes us feel better. And so if I’m presenting something and I’m smiling and you start unconsciously mirror and matching me, you were feeling better just because you were smiling a little bit more, which helps to build rapport, which makes it so much easier for them to listen to us.

Pamela (14:15):
The second presentation secret that I want to give you is to vary your voice for emphasis. Now, I just did that. As, as a sort of meta-level demonstration, you can hear him talking much more quickly now, as I go into the description of this, vary your voice for emphasis. So if something is important, you want to slow it down. Then if you give the explanation sort of behind it, you might speed up that part of your speaking because it’s something that you’re very familiar with. You can also vary it in a number of different ways. You can vary the pitch. Often when we get our voice get higher, and then we take a deep breath and we drop lower. And often the lower than feels like it’s got more weight. It’s more important. Now this is a concept that it takes a little time to play with and, and to try out and you’ll probably need to listen back to yourself because unless you’re a singer or a performer or something like that, you may not hear your voice the first time through often, we’re not used to hearing our voice, but varying the voice for emphasis helps make it a lot easier to listen to.

Pamela (15:23):
And

Gene (15:24):
As, as you’ve listened to this podcast, when we get to the call to action at the end of the episode, you will hear me demonstrate this in a very specific way when I’m telling you exactly what I’d like you to do. The third

Pamela (15:35):
Presentation secret is that the right background is important. It should be interesting, but not distracting. So if you are set up in front of a, a bookshelf that has a lot of messy things on it and messy books, some people love a bookshelf as a backdrop. It’s not my favorite, but if you’ve got a very neat bookshelf with a few things on, it can be an interesting, but not distracting background. If you have anything moving in your background, probably not a good idea. Now, a number of people like using the the fake zoom backgrounds that make them look like they’re on a beach or they’re on a mountain or something like that. I don’t think those are a great idea for Facebook lives for professional use. Partly because to me, they read fake and I don’t want to be associated with the word fake.

Pamela (16:24):
Like I just don’t want people going, oh, that’s a fake background. That’s going to wear off on me. Now. It doesn’t mean that you can’t get a screen, you know, a pretty folding screen decorative screen, set that up behind you, but somehow curate your space so that your background is interesting. And the last two, it may seem obvious, but they’re so important. One is good lighting. Now, when I do Facebook Live, I have a studio light that I use. It was not very expensive. It’s a light box light. I think it was $60 or $80 or something like that. And I ordered it online and I have natural light coming in from a window on the other side. So I’m lit on both sides, one natural one, the light box. And, and that’s it. It’s not a, you know, big, multi light all around me studio setup, but what it does is it highlights me. It has me, you know, step forward. I also use about a $200 camera. So again, not an expensive camera, but it’s a little higher quality than the camera that’s in my laptop. And so that again gives additional presence and a little bit of crispness to the Facebook live.

Gene (17:28):
Yeah. And if you’re in a situation like me, where you’re in a tiny New York apartment and you don’t have room for a giant light box, there are a number of really amazing ring lights that are now available. And the technology with ring lights, you can find them for $25 that they have multiple settings of lights, something that is warm, something that is bright, something that looks indoors, you can turn them up and down. And so if you get something like that, just at a click of a button, you can play around and you can create some lighting. That makes sense for you.

Pamela (17:55):
Awesome. And then the final one is good sound. So, you know, it’s funny cause you use really, really good microphones because you’re a podcaster, I’m a podcaster, but I use one microphone for podcasting and on Facebook live. Usually I use the, the microphone that’s on my camera. Now I have very clear diction. I speak clearly. So that works well for me, but you don’t, what you don’t want is to just maybe use the microphone that’s in your computer. That may not be the quality you want. And,

Gene (18:27):
And Pamela, I don’t even know if you realize this, but the, by using, by getting a web camera and external web camera, like you use that has a built in microphone to it. The microphone that is in a web camera is basically a shotgun microphone, meaning that it is pointing at a very narrow scope directly at where the camera is pointing at. And so it doesn’t excellent job of blocking out background noise, getting a good, crisp, clear sound. And so if you are in a situation where you’re going to spend between 150 and $200 on a good external webcam, get one with a microphone that’s built in and more than likely, obviously you want to try it out in your environment, but more than likely it’s going to provide sound. That is exactly what you need.

Pamela (19:09):
All of these things are leading to this idea that wow, Facebook live is easy and I just turn it on and I have to prepare and I have to practice and I want to get set up and it’s worth taking the time to do it. Because as I said at the beginning, video is not going away as a way to connect with people and get your ideal clients.

Conclusion

Gene (19:29):
And so as you have explored this journey with us over the course of the last two episodes, if you’re still in a situation where you’re not exactly sure how to implement Facebook, live for your business in a way that is going to be the most profitable and create the largest impact, we would love for you to have a conversation with one of our coaches, absolutely free. All you need to do is go to BookMyBreakthroughCall.com, that’s BookMyBreakthroughCall.com, get on the calendar of one of our coaches. And they will help you to figure out the best way to navigate Facebook live for you and your business. If you enjoyed the conversation we had today, and you know, another coach healer, transformational entrepreneur, who’s in a circumstance where they’ve been dabbling with Facebook live, but as you’ve listened to the conversation, you know, they could be doing it better.

Gene (20:15):
Pass this audio along to them. Not only will it make a difference in their business, but it will help them to be in a circumstance where they too can have the impact they want in the world. If you have a question, a comment, or a topic that you would like Pamela and I to cover at some point in the future, we would love to hear from you. All you need to do is go to AttractClientsOnline.com and click on that contact link. Let us know a topic you’d like us to cover in the future. If you have not done so already, please subscribe to the show in podcasting. It is always free. It’s not like Netflix or Hulu. When you click the subscribe button, it’s absolutely free. You can get the show in Apple Podcasts, Google Podcasts, Spotify, Pandora, Amazon Music, Audible, basically anywhere you listen to audio online, just search for ‘A Profitable Impact.’ For ‘A Profitable Impact,’ I am Gene Monterastelli. Until next time, I hope you have an impactful week.

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!