5 Videos You Need Right Now to Boost Prospect Engagement with Carl Kwan | Ep #778

5 Videos You Need Right Now to Boost Prospect Engagement with Carl Kwan | Ep #778 Speaker 2: I want you to stop working for free. If you're tired of getting ghosted on proposals, the endless follow-ups and We'll think about it as a response. There's a better way. The top agencies aren't sending proposals. They're getting paid to pitch and close bigger deals way faster. I want you to grab this free resource I just put together at agencymastery360.com slash strategy. That's agencymastery360.com slash strategy and you'll learn how to flip the script if you want to get paid for your expertise instead of giving it away for free. Hey Carl, welcome to the show. Speaker 1: Thank you very much, Jason. Happy to be here. Speaker 2: Yeah, excited to have you on. Tell us who you are and what you do. Speaker 1: So my name is Carl Kwan. I'm the owner of Kwan Multimedia. It's a video marketing agency that's been around for just over 10 years now. I started out by making YouTube videos back in 2009 when I was an executive presentations coach living overseas in South Korea. And I had a client say to me, it was actually Korean Air, Korean Airlines said to me, hey, are there any videos online you can show our students? And I said, well, you know, if it was 2024, no problem. Tons of videos, but it's 2009, there aren't any. So guess what? I'm gonna start making them. And that's what I did. I started making YouTube videos and now I've got a channel of 120,000 plus subscribers and about 16 million video views. And along the way, I decided, hey, you know what? I think that this video thing can actually work for a lot of businesses because Myself, I had a background as an executive presentations coach. I had an MBA. I was doing TV. I was doing radio, live radio and voice acting and all this kind of stuff. And I thought there's got to be some way that I can apply all these skills into what I do. And so that's essentially what I did. I used all that and turned it into the business that I have now, which is helping other business owners figure out how they can use videos to leverage videos for their business to essentially, you know, what all of us want to make money and have a better life for ourselves. So that's essentially what I do. Speaker 2: Well, I'm a big believer in video. You know, when I started this business about a decade ago, everyone was writing blogs and I was like, I can't really understand their tone. I don't understand their personality. And plus, honestly, I think I was lazy and I hated writing and I was horrible at writing. So I was like, I'm just going to turn on a video and see what happens. And I was just lucky enough that I did that, you know, back then. So what are some of the things that can help some of the agency leaders listening in? What should be their first couple videos that they create? Speaker 1: That's a really good question. I love your experience with it as well. Exactly what you described is still relevant today where people are I'm not as engaged by text and especially nowadays with how busy we are, how little time we have. I actually just created a video about this for LinkedIn where I was telling people, stop posting text in LinkedIn because you're just like everybody else. And so a business coach friend and client of mine, she has been getting some training from me for videos. So she's like, yep, I'm going to take the jump. I'm going to take the leap and start making these videos. And immediately she's like, oh my goodness, such a huge difference in engagement. So, yeah, absolutely important. So where to start though? I mean, you could start like what she's doing and just start putting out content that you're already putting out onto the different platforms in whatever text-based format you're using. Start creating videos about that just to kind of get yourself going. But if you're thinking, okay, well, how do I use these to attract new clients? I always start with the foundational video. You need to tell people who you are and what you do, that business introduction video. The mistake that people often make is they think that video is an about me video, an about us video, where it's actually not. It's really about them video. How can I solve your problem? How do I demonstrate that I understand you? So that's absolutely the first one. And there are a few others as well that I always recommend. One of them is going to be something about your services. What exactly do you do as an agency? What value do you actually provide? But the other part of it is when you're looking at a person's buying journey, you think, okay, well, what else do they need to know? Well, they'll probably want to know, they'll probably have some questions. They'll probably have questions that everyone asks. So I say, always make those FAQ questions. Answer those questions for people so that they build trust and rapport with you. And then to go beyond that, think about what are questions that they should be asking you that they don't ask you, right? Oftentimes there are things like that, that people, they just don't know. And when you do that, you're demonstrating your value. You're demonstrating knowledge of them and their situation and background, but by sort of this really cool byproduct, you're building a relationship and rapport with them. I've got one client where I didn't meet them for about a year. It took about a year for us to finally start working together. But I've been sending them video messages and communicating with them through video. And when I finally met them in person, like I'd never met this person in person ever, right? First time ever. I meet him and he goes, Carl, this is so weird, but I feel like we've known each other for years. How are we having that FaceTime with each other? So those are really important, those three types. And the last one is going to be those testimonial videos. If you can get some people saying that you're great instead of having it, you know, as a Google review, whatever, a text, always great to have that social group. So those four types, the intro, the service that you do, the FAQs and then the testimonials, if you have those as a foundation, you're pretty much set. Speaker 2: About a half hour ago, I just got off our agency mastermind call. And we were talking about video and really kind of building authority in thought leadership. And they asked me, they were like, what kind of videos do we need to create? And I told them, it was kind of funny. It was the four that you just described, like you were literally listening to the conversation. And if you guys want examples of this, if you go to our about page on agency mastery.io, You'll see one where it has a title, Accidental Agency Owner. And my whole goal was like what you were saying, Carl, how can I relate to them? Because most people are accidental agency owners. And so I just start off going, hey, I got my start because my friend looked like Justin Timberlake, created a fake band, fake website called InShit, got really popular. And then I didn't even know what an invoice was, right? It did start off about me, but it started off more about how can I relate to them so they don't think, oh, he's built an eight-figure agency. I can't do that. I was like, literally, I started from ground zero knowing shit. And then the second one, if you guys go to our page of how we can help, we just put a video on there that launched literally today, which is probably a couple months from when this was posted. But it literally goes through the four areas, how we help and why a community is actually better than one-on-one. And then the last one I think you were saying was, I call it case stories. I hate the word case studies, right? Because video, right? They want to hear a story. And we were talking about a story. And then, oh, and the fourth one that you were saying, that we use this as an indoctrination video. And people are like, what do you mean? Before you jump on a call with them, the one video you should send out to someone after they book, like as soon as they book on Calendly or whatever software, send a video going, Hey, here's a three minute video for you to watch. I want to save time so I can focus on you. Here's the most common questions that people have. Go do it. So I love it. We're on the same page. Speaker 1: That's amazing. So tell me about that. Like, you know, from your experience and of having these videos there, what impact or difference have you noticed? Speaker 2: We literally just put them on last week. But the indoctrination video and the case story videos, we've been doing those for years. But our idea and thinking about putting it under the about page, because the about page is going to be your second most trafficked site or page outside of your homepage. Because people are going to be like, who is this person? Why should I listen? Or why should I listen to this company? And my feeling is people will click on a video more than they're going to read text. Same thing with how we can help, right? We have four different things, like two different masterminds, live events, and a playbook that they can jump into. But I was like, let me just explain it to them. Some people are going to relate a little bit more and going, okay, I like the vibe or I don't like the vibe. Let me go somewhere else. So that was our thinking on that. But the indoctrination one, works like a champ because we're answering all the questions that they're going to have so we can save time, right? And save them time too. Speaker 1: So, you know what I love about the videos, the other thing and why I'm such a huge advocate. It's because whenever people are making a decision and agency owners are the same, it's not necessarily just one person who's making that decision. And so when we just talk to people, like if I talk to you and I talk to someone else about the exact same thing like two hours later, I might say it totally differently. I might forget something, right? And so with the video though, it's that consistent message so that the next person who watches it gets the exact same thing that the first person who's already convinced is going to, you know, already heard. So it makes it so much easier for that message to always be delivered consistently and exactly the way you want it. And the cool thing is, if you don't like that one, just do another one. Make it again. Try it again. Try a different version of that and see what happens. So I guess that's the sort of Maybe it's an unknown. Maybe it's people just don't realize how powerful that is. But I know that for myself, the use of videos and there's a video email that I often send out. Any new client that I meet, I always send them this video email. And I got to tell you, that thing has probably made me more money than anything else because... Speaker 2: Can you customize it? Or is it the same video every time? Speaker 1: I customize it every single time. So let's say for example, we've had a meeting. So I'll send a message back to you. I'll say, Hey, Jason, it was really great talking to you. I really loved hearing about how you, you know, went to Canada and went to a casino and that was your Canadian experience. I can't wait for us to talk again next time about, you know, how it can help your business. Right? So I personalize it with something that we talked about and then they know, and then it's a little video. It's a, it's literally, it's like, it's me holding up a little, my phone with, you know, hi Jason on it or whatever. And it's a little gif as well. It's an animated gif, right? Where I go like this. And so, you know, it's for you. And that thing, I'm not kidding, it costs like 500 bucks a year to use it, but that thing's made me more money than anything else. It's a personalized video that took me probably, you know, 30 seconds to a minute to create if I get it right the first take. But that's the thing. It's so powerful. And then I use that as a follow-up as well. So for agency owners, this is huge. You can make ones that are stock ones, you kind of send out to everybody, generic ones. But if you just take a few seconds and just have that, especially if you're competing with another agency, no other agency is going to be doing that, except for people who listen to the podcast, of course. They'll all be doing it after this. You'll be the only one that ever sends this video out, and I have people watching these things over and over again. It's incredible. So that ability to have that consistent message, to have that FaceTime and the rapport with people that you can build passively, nothing beats the video. Speaker 2: Yeah. What software do you use? Speaker 1: That one is called Bombomb, so B-O-M-B, B-O-M-B dot com. They have a few different tiers, but the cool thing about Bombomb that I love is that it integrates with Gmail, with Outlook, I think with different email providers. You can use it on mobile as well. There's even, I think, an extension where it even works on LinkedIn. So I've sent them through LinkedIn as well. The cool thing about that also is that whenever someone watches it, it gives you all the tracking. So, it tells you if someone's clicked on it, has watched it, how much they've watched, right? If you put a link into your email, even they would track that for you. There's a little call to action thing there. So, it does a great job of, you know, providing some metrics for you that you can say, oh, yeah, you know what? That video is working really great. I love it. And so, here's a sneaky little trick that I use. Whenever I notice that someone has watched that video, let's say it's been a week later or something, and they watch the video and I can get a little notification. Within about five minutes, I'll send them another message going, Hey, you know, just thinking about you and wondering how things are going and just want to check in. And I've got this other thing I was thinking about might be really useful for you to provide some of the value for them. And you know, they've already, they already just watched the video. They don't know that. But suddenly it's like, oh, hey, Carl's like reaching out again. Look at that. You know, we're just watching his video. So that's a sneaky little trick that people can use if they're using that service. Speaker 2: You know, the other little trick most people don't know, if you go onto the LinkedIn app on your phone, you can send videos. You can upload a video to people that way. Like, I love the video. I've always used a video for when people join because I always find the onboarding process is very key. So when an agency owner joins the community of the mastermind, I always send them a welcome message and I send it right to their text. I just literally record a video right on my phone, like right in the office or wherever I'm at. Hey Carl, you made the right decision joining the mastermind. Glad you're here. Here's my personal cell phone if you ever need anything. We'll go over the rest in onboarding. Welcome, right? Like, it's just, it's amazing how powerful video is. And then a lot of times people think, how'd you automate that? Especially with AI now, I'm like, it's not, but that's really going to hurt us on the mastermind. I created this song. You probably were listening, probably the pre, I did it off the Gambler and I did it for agency owners and then I put it in a tool. I was like, sing it and you'll probably see me lip syncing. My team will probably make me do it to get some views. But it can be so realistic now that people are going to think we didn't customize it. They're going to think, oh, AI did that. And that's going to hurt us. I mean, what are your thoughts on that? Like, I'm not liking that because I take a lot of times in sending personalized videos. Now they're going to think it's all fake. Speaker 1: Is this all fake right now, Jason? Is this really you right now? Yeah, me neither. Not me either. Yeah, it's me. Yeah, exactly. It's not me either right now. I love that. So personally, I think AI is fantastic. I fully embrace the use of AI. I think it's just an amazing tool. I think what you talked about with the song thing, I had an experience with that recently where I was talking to somebody that writes songwriter, professional songwriter, been doing this for years and years, probably 30 plus years. Lots of different clients all around the world or whatever. And I had a conversation with this person about their services. And they're explaining to me, you know, how I'd write this custom song and all this stuff. And I think it costs like five grand to get a song made, right? And I thought, okay, that's really cool. But there's this AI song generator stuff out there. So I took my own personal branding, whatever, I used AI as well to help me figure out what I should do with the song lyrics, put in my own brand, said, I want to create song lyrics for like this, you know, 15 second thing or whatever. So I went to that AI service, plugged it in, had a song done in about, you know, five minutes, of course. We're like singing different, you know, I love, I mean, I look like it, but I'm really into like old school funk and like hip hop and whatever. And so I'm like, I want, I want a song just like just for fun. And so sure enough, it comes up with like two different versions. I didn't like them, so I had to do it again. Within like five, 10 minutes, I had this song. I'm like, that's actually doable. I could actually use that if I really wanted to. And so I was telling everybody, I'm like, save your five grand. Here's like, you know, do with AI. So when you say, you know, is it going to be us? Is it going to be real? I think that ultimately, if we are real, like you were saying, like maybe someone's worried that it's not going to be me, it'll be like someone else. I don't know if that's going to ever really take the place of having a real person. I think that we'll get called out on it if we do. They might say, hey, Jason, I love that message you sent to me about how you thought about my dog and stuff like that. And you're like, yeah, no, yeah, your dog, a spot. I'm hoping that surgery on his leg went well or whatever, right? And you're like, no, that wasn't. So I think that you still need to be authentic and we'll still want to connect with humans. That's why, although I love AI and I use it for so many different purposes, I still think that this is so important. And when you see, you know, the technology will get really good where we may not be able to tell the difference. But as humans, I think we'll always know. And I think that if you are who I think most agency owners are, you have that authenticity, you have that passion for what you do. You'll never want to replace yourself with AI simply because I think your own values won't allow you to. At least it won't for me. Speaker 2: Hi there, agency owners. Let me ask you, are you ready to scale your agency without increasing your overhead costs? If yes, then you need to know about E2M Solutions. Now, E2M is the number one most reliable white label partner for agencies. They specialize in web design, WordPress development, e-commerce, SEO, and content writing. They basically do all the heavy lifting, which frees you up to focus on growing your agency. Now, here's the best part. E2M is just not another vendor. With over 10 years of experience, their team of over 300 experts has a track record of delivering for more than 300 agencies. They're your strategic partner. They deliver on time every time so you can focus on what you do best. Now, E2M's mission is simple, to help 500 agencies increase their revenue and profit margins with white label services that actually work. And to help you get started, they're offering a special deal, 10% off for the first three months. But act fast because it's only a limited time offer. So head over to e2msolutions.com slash Smart Agency to check out their transparent and their flexible pricing. Trust me, if you're ready to grow without burning out, e2m is the partner you've been looking for. That's e2msolutions.com slash Smart Agency. Go check them out and tell them Jason Swenk sent you. Yeah, I'm a blow your mind. We always have like these discussions in the mastermind and we were talking about AI. And I'm always beating people up on like members. I'm like, you should create a podcast. Like if you're not creating a podcast, you're missing out. There is this tool. I can't remember the name. If I can remember it, I'll put it in there. But literally, you can say create a podcast and here's the website. And so they even did one for me. And they put in the agencymastery360.com. And in about 10 minutes, it created a 30-minute show. And it was like two people talking, a female and a male. And it was going back and forth going, hey, Carl, welcome to the show. And they were having banter back and forth. You could not tell. And they're like, hey, I like this Jason guy, man. He's got like this eight-system framework for really helping you out. And dude, he's built and sold agencies. Oh, yeah, I really like that. And then it kept... Because it was reading our site and then putting it together. Everyone in the mastermind were blown. Like you could not tell. Speaker 1: Holy smokes. Speaker 2: It was crazy. Speaker 1: That's awesome. Speaker 2: Yeah. And then think about then you could put that with video. Now, this one company, the disadvantage they have currently right now, it's the same voice, you know, same voice for the male and the female, which if you think about, it's really easy to change, you know, later on, but damn, this is awesome. Speaker 1: Wow, man, that is incredible. I've never heard of that before, but I can definitely see how that is possible and why that exists. That is, yeah, my mind is blown already. I'm thinking that's amazing because, you know, have you ever tried, like I did this for a couple of clients where we had actually one client, they had something recorded by a different videographer out east and the videographer stopped the recording before the client finished their last sentence, their last word of their video. And they couldn't record it again, it was impossible. So I cloned their voice. Yeah, I cloned their voice. I cloned the client's voice and I just, you know, fixed it basically, right? And you couldn't tell. He couldn't tell. I'm like, hey, and by the way, you made a couple of mistakes within your script as well. I fixed those other parts as well using AI. I hope you don't mind kind of thing. Of course he didn't mind. But the fact is I could use his voice and other people's as well. I've done it before. And I think that with this, if we could, like I said, upload something, create something, I do a brain dump every week, you know, like some ideas, the law should create all the ideas for me. But then if it just uses my voice to create this stuff, like. Speaker 2: One thing we were thinking, and this is possible, I've seen people do it. So let's say there's this site that has all this news information, a news source that we have. Anytime I highlight, so let's say I wanted to create a podcast every day. And I wanted it to talk on three different topics. All I have to do is highlight these three different things, and then that would go into a Google Drive. Then I would take the Google Drive, and this is all automatic. You can take it from anything goes into Google Drive, run it through ChatGPT for the subject of the podcast, the script, then that pushes it to the script voice generator. It's all possible right now. So literally all I have to do is like, oh, that's an interesting article that Carl wrote. Highlight. And then at the end of the day, each day it dumps and it creates this show. Now it doesn't create the interaction that we have because I think the benefit of jumping on a podcast and interviewing people is you get to meet new people and you get to have those conversations and you become smarter. By chatting with them, unless you're an idiot and you become dumb or whatever it is, right? Like, so I don't think that will go away, but it's just when I started researching some of this stuff, I was, I was like, wow, we have come so far. It's a little bit scary, but then it's like, it's exciting too. Speaker 1: It is exciting. I love that. I love that idea of being able to connect those different aspects and have some sort of output like that. I think it's make or something like that, where you can link different things and kind of like a Zapier type of thing. Speaker 2: Yeah. It's like Zapier too, right? Make. Speaker 1: Right. It's like that kind of thing, right? Like make a similar. Because I heard about this as well. And for example, as an idea for if you're creating video content, you want these scripts and whatever, same thing. You could just highlight something that you think is a great topic. Have that put into there, generate a script for you, right? Have all the titles and descriptions and the tags and everything kind of made for you and then have, you know, maybe sent to your teleprompter app or whatever and record your video type of thing. Or what I saw, I think it's in Brazil now, I think it is. I don't remember the exact country, but they're using the AI newscasters. So when you're watching the news program, it's not a real person. It's an AI character. And it's because of all the threats to reporters and journalists and whatever in those countries that they're not even using the real people anymore. They're just putting the AI people in there and even say, right. But they'll even say like, hey, you know, by the way, I'm not a real person. Don't come looking for me down the street outside the studio after because I don't exist. You know, I'm not a real person, but that's what they're doing already. Speaker 2: I saw one. There was an iPhone app I saw an advertisement for. And it had Celine Dion singing the song. And the app is you could put your face over it. So put the rock's face over Celine Dion singing. And it was amazing. Like, ugliest person ever. The rock is Celine singing the song. I'm not saying the rock's ugly, but you're an ugly woman, right? Like, it was pretty funny. Speaker 1: Well, one cool thing that I saw was that if you made a video of yourself, like just, you know, switching back a little bit towards video, but if you made a video of yourself, let's say we're, you know, we're obviously all speaking English here or whatever. But let's say, for example, I want people in Spanish-speaking countries, Brazil, Portuguese-speaking countries, Germany, wherever, France, wherever, to also be able to watch these videos in their native language. There's actually a plug-in, I can't remember what it's called now, but there's a plug-in that you can use to translate your voice into that language, but then it actually mimes your voice, mimes your mouth, so that it looks like you're speaking in that language as well. So if I want to speak Japanese, I'm thinking, you know, I need to get into the Japanese market, but I don't speak Japanese at all. Well, I now look like I can speak Japanese. Right, because, you know, you can tell, right? Like, it's like lip-sync, obviously, you can tell you watch. Speaker 2: Whenever I get on Netflix, that's my biggest pet peeve, is when it's dubbed and I can tell, like, I'm like, ah, turn it off, right? But yes, and that's what Mr. Beast has done. But I think he would pay, like, these famous actors to, you know, be his voice in all these other countries. And now you can use a plugin to do this. Speaker 1: And it's your voice. Like it'll still be your voice, Jason. It won't be, you won't be getting like, you know, Arnold Schwarzenegger do like the Austrian, you know, the Austrian accent for, you know, for your German audience or whatever. It'll be you. Right. Speaking with a German, you know, speaking in perfect German. Speaker 2: I love it. Speaker 1: I love it. So cool. Yeah. Speaker 2: Well, this has been a lot of fun, Carl. Is there anything I didn't ask you that you think would benefit the listeners listening in? Speaker 1: I think the one thing that I want agency owners to realize is that you need to be using the videos, especially on YouTube. We know as agency owners, the importance of being out there for our clients, right? How important that is. And yet we don't do it enough. I have agency collaborators where when I send them clients, the clients go, are you sure we should work with them? I go, yes, but their website. I'm like, yes, don't worry. So you need this awareness as well, right? For yourself. And it's still not too late. It's not about how big of a channel you have or how many subscribers you're going to get or how many views you get, really. It's really just having that ability to prove to people that you actually know what you're doing and what you're talking about. And YouTube is the only platform that will also help you find an audience. So, have a YouTube presence and utilize that over the other social media channels that you're utilizing already. And that will greatly impact your business as an agency, just because you'll have more proof that you know what you're doing. And for all of us to stand out and to be different while you're doing this, while you're helping people with the program, right? Help them to elevate and to stand out. So, get into that. If you're not really sure how to do that, Please, you know, ask me. I'll be more than happy to jump on any call with anyone to say, hey, you know what, do this, do that. Here's what you should be doing. We'd be happy to do that. That's the one thing I think I want to leave people behind. Speaker 2: And I'm glad you mentioned kind of the, it's not really important about the vanity metrics, how many subscribers or how many views. I can't tell you how many emails I get every single day going, wow, you've been doing putting out videos, like over a thousand videos out there. I just got a notification on YouTube. I was like, holy shit. I didn't know we did a thousand and there'd be like, well, you're, you should be getting so many more views. I'm like, well, yeah, I'd like to, but they think it's like. A bad thing. I'm like, well, but the 300 people that watch this one video, these are my core. Like, I don't want to attract the people that are not in my core. And I don't think a lot of people understand that when they actually put out a video, they think, oh, it was a failure. It was only got 300 views or 10 views. But what if you were in front of nine of your perfect prospects? Speaker 1: But that's the thing and there's actually a great example of this. There is a channel, I don't remember the exact name, but they do church marketing services. So they essentially help churches to market themselves. And they didn't have a large channel, what we would consider a smaller channel at the time, maybe like 8,000 subscribers. But what I found out was that they were actually earning about $160,000 or $200,000 a month Today, we're going to talk about how to get people off of that small channel because they were able to, what we should be doing, like what you're doing, getting people off of that YouTube channel and into their program, into their sales funnel, whatever it might be for them. And that's where they're making their money. So like you just said, it's not about the vanity metrics. It's really about are those 10 people, your mom included, are those 10 people the ones that will actually want to do business with you, right? And that's the only people we want to talk to anyway. Speaker 2: Awesome. Well, this is so much fun. Thanks for jumping on the show, Carl. And for everyone listening in, we just put together and really gave you access to the agency playbook or aid system framework. We've opened it up for all of you to see the first three systems, which is the foundation for really scaling your agency. We want to give that to you for free. You guys go to Swenk.com. You can get access to that. And until next time, have a Swenk day.