Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing)
Ken Okazaki, How to Create High-Converting Videos with Just Your Phone | Marketing | YAPClassic
Fri, 08 Nov 2024
Ken Okazaki first got the bug for producing videos when he was a teenager. Years later, he went into the event business where his job was to “get butts in seats.” Every day, he was surrounded by crew, equipment, sets, and gear. Ken decided to pivot, take the video marketing part of the business, and start his own video marketing company. In this episode, Ken will teach you the skills that optimize video content to gain more views, leads, and sales. He will also break down his 7-Figure Video Funnel Framework. In this episode, Hala and Ken will discuss: (00:00) Introduction (01:39) Leaving Home at 17 (03:09) Ken’s Exciting Start in Video (07:36) Are You a Video Dabbler, Part-timer, Pro, or Rockstar? (09:51) Tips for Looking Your Best in Videos (13:33) The Eye Contact Hack for Better Engagement (15:13) Bringing Life to Your Videos with Movement (16:56) iPhone Lighting Hacks (17:51) What Is the Toilet Strategy? (22:49) Ken’s 7-Figure Video Marketing Funnel (26:50) Grabbing Attention with the ‘Hockey Puck’ Title Strategy (28:37) Crafting Magnetic Hooks (30:42) Using AI for Video Content (31:58) The HILDA System for Locking in Engagement (38:44) Delivering Value Like a Pro (43:12) Breaking Down the Video Marketing Funnel (53:37) Common Funnel Problems (55:40) Key Takeaways from Ken Ken Okazaki is the head of Oz Media Global and loves helping businesses plan, optimize, and launch their video campaigns. He offers done-for-you video agency services and done-with-you video coaching programs. He also specializes in helping promote and market personal brands. Through working with him, his clients have generated millions of dollars in extra profit from video marketing. As a side benefit of working with world-class clients who are household names, he’s been able to take what’s working for them and systematize the process to help businesses of all sizes. Connect with Ken: Ken’s Website: https://kenokazaki.com/ Resources Mentioned: Ken’s Book: The 7-Figure Video Funnel: https://www.amazon.com/Figure-Video-Funnel-ultimate-marketing/dp/B09KN7ZQM5 Ken’s Video as a Service Agency: https://20xagency.com/ Go to youngandprofiting.co/goboxstudio and use coupon code YAP for a 10% off discount! LinkedIn Secrets Masterclass, Have Job Security For Life: Use code ‘podcast’ for 30% off at yapmedia.io/course. Active Deals - youngandprofiting.com/deals Key YAP Links Reviews - ratethispodcast.com/yap Youtube - youtube.com/c/YoungandProfiting LinkedIn - linkedin.com/in/htaha/ Instagram - instagram.com/yapwithhala/ Social + Podcast Services: yapmedia.com Transcripts - youngandprofiting.com/episodes-new Entrepreneurship, entrepreneurship podcast, Business, Business podcast, Self Improvement, Self-Improvement, Personal development, Starting a business, Strategy, Investing, Sales, Selling, Psychology, Productivity, Entrepreneurs, AI, Artificial Intelligence, Technology, Marketing, Negotiation, Money, Finance, Side hustle, Startup, mental health, Career, Leadership, Mindset, Health, Growth mindset. Marketing, SEO, E-commerce, LinkedIn, Instagram, Social Media, Digital Marketing, Content Creator, Storytelling, Advertising, Social Media Marketing, Communication, Video Marketing, Social Proof, Marketing Trends, Influencers, Influencer Marketing, Marketing Tips, Digital Trends, Content Marketing, Online Marketing, Marketing podcast,
Chapter 1: What inspired Ken Okazaki to pursue video marketing?
So tell us about that journey and how you first got interested into video marketing and what led you to your career today.
Wow, you did do your research. So 17 years old, this actually started when I was eight years old. And I'm going to compress this as much as I possibly can to honor everybody's time. But there was a time I was sitting in the back of the classroom and I realized the teacher was teaching the same thing that was being taught a week ago.
And I went to my dad, I said, dad, why do they keep teaching the same stuff? And he says, well, maybe someone in the class didn't get it. And at that moment, I realized that they're teaching everything to the pace of the slowest person. And I started feeling claustrophobic. I started feeling stressed about it. And I said, how much more of this is there?
And he explained, you're in elementary school, you know, then there's junior high. And I was like, then I'm done, right? And he goes, well, then there's high school. And I said, and then I'm done, right? And he goes, well, you know, then there's college. And at that point, I was like, there's got to be another way. So long story short, he got me enrolled in American curriculum in Japan.
I'm Japanese. I live in Japan. I've never lived in the States, even though I sound kind of American. It's because I got enrolled in an American school. So this allowed me, because it was a correspondence course, to go at my own pace. So by 17, I'd finished everything. And I told my parents I want to leave home.
And I literally did that thing where you take a globe and you spin it, you close your eyes and you pop your finger down. It ended up in India. I told my parents, I'm leaving home. I'm going to India. And I did that. And it was 11 years of, you know, after leaving home, going to India that I traveled to multiple countries, got married, had kids 11 years before I came back home to Japan.
Wow.
So that's how we got started. The backstory.
That's amazing. And then what first got you intrigued with video marketing? How did you first start dabbling in video marketing?
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Chapter 2: What is the Toilet Strategy in video marketing?
Chapter 3: How can you optimize video content for better engagement?
I love that. So let's get into the meat and potatoes of this interview. We have the video marketing guy, guys, on this podcast. We all know how important video is. But to really give us some foundational knowledge in terms of why video helps us convert more sales. Why is video the best marketing tactic to actually convert leads?
I'll answer that slightly differently. I don't know if it is the best for everybody in every situation. I've seen situations where people are running ad campaigns and they split test a video against an image. They split it against just text. And I've seen it not perform the best. So I'm not the guy who's going to be shouting off the rooftop saying everybody needs to do video all the time.
I think video is a great tool among a whole arsenal. You know, you need paid ads, right? Sometimes it's text. Sometimes there's a book people will be more attracted to than a video. So I think video is great to have in your arsenal, but don't make it the sole focus and shut your eyes off to all the other great things that are out there.
Blogging is still, by the way, extremely effective for getting SEO and ranking on Google. So now that I've made that disclaimer, I think the great thing about video, there's this thing about being human. I think AI is getting pretty close to catching up.
But when you can look someone in the eye and you see the whites of their eye and you feel the passion they have in their voice, that is something that a trained copywriter may be able to attain after a lot of experience. But anybody who's passionate about what they do, the person on the other side can feel it.
And that's why there's this shortened gap of time from when someone starts making video to when they can start effectively communicating not just the words that they're saying, but what they're feeling to the viewer. And that's the magical thing about video.
I love that. And I'm happy that you made that distinguishing factor because it's true. Everybody can like there's different things that work for everyone and different scenarios. And so you've got to make sure that you use the right tool in your toolbox.
So speaking of having to sort of how people on a spectrum when it comes to their video skills, you talk about this in your book, you say that they're either a dabbler, a part time or a pro or a rock star. So talk to us about From all the way to a dabbler to a rock star, what are the elements of each person? Yeah.
Well, the dabbler is the one who's going to see somebody else, maybe a friend or an associate on social media, and they're going to pick up their phone and say, I can do that. And they shoot a few videos, they get exhausted, and what happens is they put in the effort, but they don't do it consistently enough that it becomes a habit and they start getting traction.
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Chapter 4: What are the key elements of Ken's 7-Figure Video Funnel?
Yeah.
So medium format content, this works really well. So medium format is anywhere from 10 to 12 minutes. And that's my definition. Start with a hook, introduce yourself, lead their anticipation into something you're going to deliver, and then finally ask them to do something at the end. HILDA. Hook, intro, lead, deliver, ask.
Hook, we explained that a bit earlier, but you've got about, by the time I wrote the book, I think it was about seven seconds. Now, especially in the short form videos that are less than a minute, you got about three seconds. And I can show you the numbers behind that, the data we have based that on. Introduce yourself. Now it's not as necessary as it used to be.
But if you must, if you feel like you must say, hey, my name is Ken Okazaki and I'm blah, blah, blah, blah, blah. Always put that after the fact that they're bought into what you're about to say. But the truth is nowadays, if they want to know who you are, they'll just tap your little profile, you know, face and they could see that. If you're going to say it, keep it short.
First name, who you help, what you do, five seconds or less. And that sounds cruel, but it's real. The longer you talk about yourself, I'm sure you've looked at those engagement graphs on YouTube, right? That's where people drop off is when you're talking about yourself. But some people have got it. So I say, if you must, make sure you hook them in, right? Lead.
This is where you start telling a story. This is where you start giving context. Like I read this newspaper article the other day, and it got me thinking about this. I was talking to my friend, or the way I discovered this, the importance of what I'm about to share. You're just setting up the big reveal. And that's what you're going to deliver next.
So this is where you actually spend the most time. Because the moment you release the tension, when you deliver something, and release the dopamine. So D can also be for dopamine. That's when people feel satisfied, satiated. And you got to build this tension, release it. It's a classic Frank Coppola, you know, strategy and video directing.
And then at the end, and this is a, there was a marriage counselor who was asked by this woman, just like, Every time I ask my husband anything, he always says, no, I want to buy a dress. No, I want to go on vacation. No, I want to buy this vacuum cleaner. No. And he says, well, here's what you got to do.
You got to one day light some candles, cook him an amazing meal, put on your sexiest negligee, give him mind-blowing sex, and then afterwards ask him. She goes, what? He goes, just try it. It absolutely worked. I'm like, ah! And then she goes back and says, why did that work? He goes, he's got so much dopamine running through his brain. It's so easy to get a yes.
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Chapter 7: What are Hockey Puck Titles and why are they essential?
So what I did is, and they teach us that one, two, three steps. Now people are bought into the steps because they might be that 50 year old person who has their life out of balance and they have money, but no time. So that's, those are some examples of how can you give context, tell a story or paint a picture that sets up what you're about to share.
This is so good, Ken. Like you are so brilliant. I've had video marketers on the podcast before, but by far, I feel like you are giving the best advice. Thank you. You really know your stuff. You really, really know your stuff. So let's talk about delivering value.
One thing that I just want to stress to my listeners is from my understanding, what you say in your hook is the value that you're promising, right? So you need to make sure you deliver on your hook. Otherwise, people are going to leave your video and be like, you didn't, I watched this for no reason. Clickbait, right? That's what clickbait is.
It is.
So talk to us about how we can frame up delivering our value and what we need to know about that.
Yeah, let me paint a quick picture for you. Say you're a drug dealer. And social media, by the way, I see the closest analogy. It's like a farm. And you got a plot of land on the farm. And the person who owns the farm is Facebook, Instagram, TikTok, YouTube. They own the farm and you are leasing a plot. Now what's going on is when you create content, then the product is your content.
And they use that and they sell it. The only thing on social media universally across all platforms that is a universal currency is time. People buy time. The advertisers buy it from the farmer. And you're just the person who's volunteering to create, to work the farm for them, which is amazing that they convinced us to do this.
So now that we've got this analogy where time is a monetizable product, it actually is money. It's bought and sold every single day, millions of times, billions of dollars. And when you understand this, then what you gotta think is like, well, if I am buying and selling time, and that's the currency of social media, when someone watches a video, Let's say they spend three minutes.
They pay you three units of time. And what are you getting in return? What you got to give them is a dopamine hit because otherwise they will not get addicted. They won't come back. They won't feel like they got their money's worth. So if you say, hey, get over here, you know, spend three minutes with me and I'm going to give you a dopamine hit. They come.
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