The Entrepreneurs Radio Show show_ 022_Matthew Peters


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The Entrepreneurs Radio Show show_ 022_Matthew Peters

  1. 1. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 1 of 21 EPISODE #22: MATTHEW PETERS Matthew Peters Travis: Hey, it‟s Travis Lane Jenkins. Sandra: And this is Sandra Champlain and we would like to welcome you to Diamonds in Your Own Backyard. Hello Travis. Travis: Hi Sandra, how are you dear? Sandra: Fantastic, excited to be here today. Travis: I am too. We have a wonderful guest for us today. Before I introduce you to who it is, I want to handle some business I‟ve been dropping the ball on something. Sandra: Okay. Travis: I want to speak to you our listener, remember we view this as a conversation between me, you, Sandra and our guest. I want to ask you if you enjoyed this free podcast in helping you grow the success of your business then go to ITunes and post a comment and rate the show. This would be a big help for us in reaching and helping as many entrepreneurs as possible. If you take that comment and you go over to our Facebook page and just paste that same comment into the Fan Review section, I would really appreciate it and it will help us get our message out to more people. I will do two things for you as a way of thank you. I will give you 20 chances for each of the comment that you post, the ones in iTunes and the ones on Facebook to win a Galaxy Tablet that will be given away. Then I will personally say thank you on the show for taking the time to leave a comment. Is that sounds fair Sandra? Sandra: Oh, sounds great and one thing I just learned Travis which I didn‟t know is that the more likes people have and the more comments and things. You know more about the internet part of it but when people do searches for radio shows and business shows and things like that I believe our show may show up a little bit higher on the rankings. I say this is important because you, me, our listener, our guest have all responded. What a great contribution this has been in their lives and they have been able to take steps in their businesses. By taking the time and I know it will take a couple of minutes to comment and give a good rating. It will help another person who would not have normally stumbled upon our show. Travis: Right, right. Sandra: People really appreciate taking the time to do that.
  2. 2. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 2 of 21 Travis: Yeah. I am embarrassed to say I completely dropped the ball on that I said my effort in the Facebook but I am completely was not thinking about asking you to go post a comment. Help me make it up to Sandra here and we will see how many comments we can get posted in say the next 3 days. Right? Sandra: That‟s great. That‟s number 2 Travis that the show is like anyone of our businesses who makes a journey and can‟t do it all alone. Travis: Right. Sandra: We do need to request support and help from others and work with the team. No beating on ourselves best thing we do is take action and move forward. Travis: Yeah. That‟s a weakness of mine, I do not like to ask for help and so I am working on that I realize it‟s a weakness of mine I am constantly working on it. I also have a hard time accepting recognition so I am going to work on both of those. Anyway, if you don‟t mind I want to segue into the introduction because I am really excited. We have Mathew Peters on our show today. I met him a couple of years back in an event. Mathew is an award winning film maker, a recording artist, a Best Selling author, a radio host, he is known in the world over as the iPhone Video Marketer. He is the founder of Export Video Empire I hope you can‟t get that train on the background, can you hear that Sandra? Sandra: Nope. Travis: Good, good. Sandra: No. Travis: Mathew teaches entrepreneurs, authors, speakers, coaches and small business owners. How to use simple, fast, easy techniques with video tools that you already owned and get a pro quality results. Matthew welcome. Mathew: Oh, thank you so much Travis and Sandra for having me here. Sandra: Hello Mathew. Mathew: Hi. Sandra: Hi. I can say first hand I have used Matthew‟s coaching and anyone who sees my videos are done with my iPhone so, thank you Matthew. Mathew: You‟re welcome.
  3. 3. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 3 of 21 Travis: Yeah, I didn‟t know this as a matter of fact you probably don‟t know this back story. Mathew, I was recommended to you by one of our other guest and I ended up following up with you and then whenever you and I got on the phone we realized that we were actually at an event together a couple of years back and talked, right? Mathew: That‟s right, that event actually changed my life. Travis: Did it really? Mathew: Yes, it did. Travis: Ah, cool, cool. We talked about events a lot with our guest, that‟s one of the things that all of us have a common thing running in our background on our journey as being experts ourselves is we‟re constantly getting out of our bubble and we are going to events to expand our knowledge base, our perspective and even our circle of influence and the people that we know. I don‟t want to get too far a feel because I want to talk about you but do you mind sharing how that event changed your life? Mathew: Oh sure. One of the things at the event was they talked about becoming an author and I‟ve never thought of becoming an author, as a matter of fact I was terrible in English class. It just wasn‟t my thing. It was in that point in my life where I want to change some things. I want to challenge myself and make life more like an adventure. I said you know what I‟m going to write a book and I met a publisher there, we talked and it was about 10 months later I had a book and it was going to print. Travis: Hmm, cool. That was Morgan James wasn‟t it? Mathew: Yes, it was. Travis: Yeah, dang I‟m good, pretty good memory huh? That event was in 09 would it? Mathew: 9 or 10, yes somewhere. Must been late 09. Travis: Yeah, yeah. Anyways, the name of the show Diamonds in Your Own Backyard really comes from a story of acres and acres of diamonds. Ultimately what it means to us is a lot of times in life you are handed circumstances whether you created them or whether it happen on their own, whatever was the cause of it. It seems like it was an incredible failure or loss or mistake that you might even question whether you are going to recover from it. Then as you get little distance between you and that event you come to realize that it was the turning point that made you quit doing the things that weren‟t working and have you started moving towards the things that are working or it turned out that it was that „aha‟ moment. Have you had anything like that happen in your life? Mathew: Multiple times, yeah.
  4. 4. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 4 of 21 Travis: Yeah, on an epic level or just series of smaller type things. Mathew: Ah, epic I guess you could say working on something for a couple of years and having it not turned it at all, definitely. Travis: Right, that‟s a real heart breaker and I‟ve done something like where I believe and I understand exactly how everybody is going to want it. Spent months and months and months, heart and soul in it and break it nobody shows up, nobody cares. Sandra: Mathew, can you give us a little background as to how you got to be who you are now with this business because I‟m sure you didn‟t just start here, right? Mathew: It‟s kind of a very odd journey I guess you could say. One of the things I did to get to where I am right now is that I‟ve always been interested in recording things. Ever since little kid I was recording TV shows, when I was 5 years old one of those old box tape recorders and since then I‟ve been recording all kinds of stuff. It wasn‟t until about 7, 8 years ago I decided that I want to make a short film and be a rock star and make an album. I spent almost 2 years putting that all together and that‟s what I did most of my time but I did some other things in real estate at that time to make some money. I put my heart and soul into this project and it was so elaborate, I don‟t think anybody has ever done an elaborate project like this before with a music album. I said people is going to love this, they‟re going to say this so amazing, this is a new concept. I put it out there and of course my family bought it, my friends want me to give it to them and no one else cared. Travis: Right, right. Sandra: Oh. Travis: This was the epic that you were talking about? Mathew: Yes. Travis: Okay I‟m sorry, go ahead. Mathew: After that I was like what is wrong with me? I thought that I did something wrong that no one cared about it. The thing really I found out that was I need to help people care about it by letting them know about it which I need to know something about marketing. Marketing was very foreign to me at the time so I need to start looking into how people market things on the internet and elsewhere. That‟s really what got me down to this path of helping people market their project and stuff because I really love helping people get on stuff and helping them move forward and avoid the pit falls because I have had and it happens to me a couple of times and something that I want to help people with.
  5. 5. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 5 of 21 Travis: Right. Did you use video to help propel the success of this thing that you are talking about? Mathew: No, I actually moved down from that because at the same time I was thinking what are people paying for music right now? How can I make a living off with this one child just born I was thinking I don‟t want to be playing at local bars and travel that week to promote it. It came down shortly after that I started getting to marketing and affiliate marketing. That‟s when I met you at that event, that‟s when I realized I want to make a book and that‟s how I made the book, a best seller on Amazon was Less Video in Video Marketing. Travis: Okay. Sandra: Cool. Travis: That ultimately becomes your business model, right? Mathew: Yes, that‟s right. Travis: Doesn‟t matter really what it is, what do they have, a service, a product or whatever they propel the awareness in the marketing through the video I don‟t know. Maybe I am leading this in the wrong direction but is that a fair assumption? Mathew: Yeah, absolutely. These video does a lot for people not only does it help people I know like I can trust you but it also has incredible SEO value. Having you tube channel and having videos on your website really helps in many different ways. That‟s why I concentrate on video because once you have that video you can break it out that audio into different types of content, different media so that‟s why I concentrate specifically on that. Travis: One of the things that you say is you come to realize that you needed to understand marketing to propel what mattered to you. What was the training or the item that you have created that had flopped initially. Do you mind sharing that? Mathew: Not only that music album the book that I wrote, kind of a funny story because it did become the best seller on Amazon which doesn‟t take that much all to do. You become a best seller and I did it organically without buying any of my own books. Travis: Right, imagine that? Mathew: Not occasional. I did a great launch and everything worked according to plan but the thing is I was writing a book. Again, the same thing was with my music album I got this great idea. I‟m teaching people how to pay nothing for their housing in this type of economy this should make sense, people will love this. I did 26 videos in one day, put them all out there answering questions on all this different
  6. 6. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 6 of 21 topics about what the book is about. Use Traffic Geyser, SEO, everything I put it up all in the internet. The thing was I was not entering the conversation that people were having in their mind. I was trying to detour people into the way I think. Travis: Right, right. Mathew: I see so many times people fail and first of all, not knowing if their project is viable upfront yet there is a market for it and not sharing the message to the right way. All I need to do was reshoot the videos and put that all out in the verbiage that people were doing the searches for and everything. The thing is I need to figure out from what people are searching for to how I am going to translate that over to what I have for people to buy. That‟s what the hardest thing for people to think it wasn‟t a scam that I was doing or people actually go out and do the hard work to do what we are doing. Travis: Right, hey let‟s go back a little bit. I believe with the person that came up with that quote is Robert Cialdini I believe entering a conversation that people are already having. What most people make a mistake on is you were talking about it from a perspective that you felt like is important and what he means by entering a conversation that they‟re having is come up with a topic from an angle. They have a problem I can‟t afford this amount for rent. Is it for rent, housing or whatever? Mathew: That‟s right. Travis: Okay. So you basically had to rephrase the conversation so that they felt as if you were reading your mind to certain extent, is that a first statement? Mathew: Absolutely. That‟s what you needed to do. Travis: Give us a real example of how you first phrase it and how you change the phrasing that got you on the path of success. Mathew: Well, first of all, we were talking about what it is like to be a resident manager and the bags that go with that. What happens is, there are few people who were searching for that and so we try to answer all the questions on how to be a better a resident manager. What people are really searching for is how to get out of debt. Travis: Right. Mathew: That‟s what our book was really about was how to get out of debt but you do that by being a resident manager and taking the 4 hour work week approach to resident managing where you automate everything. Travis: Right.
  7. 7. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 7 of 21 Mathew: There‟s a lot of better angles I could have taken right off the bat with it. It did resonate with some people but not on a massive scale. Travis: Right. Mathew: Basically what I should have done is title of the book look differently. I should have known what people were looking for in that market and figure out how to take it from getting free housing and how to pay off your debt within 12 to 18 months which was what the book talks about. Travis: Right. A lot of people didn‟t understand. I don‟t even know what that is. What did you say a resident manager? Mathew: Yeah, a resident manager in an apartment complex. Travis: Yeah. There lies the problem I don‟t even know what that is but as soon as you change it to how to get out of debt, of course I understand what that is, right? Sandra: Yeah. Travis: That‟s exactly what you are talking about; you shifted it from this almost esoteric type meaning that very few people understood what it meant to this other universal meaning that everybody knew what it meant. In that way the people that it was meant for they thought for themselves that‟s exactly what I am looking for, right? Mathew: That‟s right. Travis: Yeah. Mathew: If I can add to that. Travis: Sure. Mathew: The thing that would prevent that book from becoming a huge success is that there wasn‟t a huge market for and there wasn‟t a need for it. I had to introduce what it was I had to explain what it was. I had to tell them why they needed that and that is working for all. As good as I could market something like that it really comes down to was there a market for it. Sometimes we feel like, I am speaking for myself, I have this great idea that everybody is going to love you put it out there and it doesn‟t work so you keep on trying to change the message but the end product that they buy it doesn‟t really solve any problems that they actually have right now in an elegant way. Does that make sense? Travis: Definitely, definitely. This brings me to a thought process and something that I kind of learn from my own. It can be taken wrong because a lot of people that will not fulfil on their promises. I
  8. 8. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 8 of 21 studied this a few years ago, and they talk about creating, writing a letter first and creating all the bullets of what is important telling it first and creating it later. So that as you play with it and dial it in in you can figure out what is and what is not working as long as you can fulfil on your commitment, 7 modules then you can download those 7 modules in. What do you think about that? Are you familiar with that process? Mathew: I am not familiar with it but I think it‟s brilliant and it makes so much sense. I think the other thing is to really see if there is a market for that and to test it in any way possible. Travis: Right, right. If you sell four then worst case scenarios you can say like in college courses do this on a regular basis. If they don‟t sell enough they cancel the course, give everybody their money back. It‟s a brilliant way to test the market for a couple of hundred bucks or probably 2 models 7 number but for a lower investment rather than say 6 months of your time. I know that I‟ve spent 4, 5, 6 months thinking I knew for sure exactly what they needed and I was wrong. Mathew: I think I‟ve done the „ready fire aim approach‟ several times and I think I‟ve been really good at that but what I‟ve done wrong is I take wait too long to go through that process. If I could do it more on a rapid succession towards a week or 2 weeks to try something out instead of months. The thing is I think we have been ourselves up by saying „I failed again and I can‟t do this‟ instead of saying „Okay, that just another way that this doesn‟t resonate with my target market or something.‟ It‟s a progression, it‟s a journey. Some people can be a little bit faster than others like for me it‟s taking years to get where I am. Travis: Right, right. Has there been an element of perfectionism that as prevented you from pulling the trigger sooner at times with yourself? Mathew: Yeah, if you watch my videos you can see I am perfectionist. One of the reasons is because like I put myself up there as the video guy I am going to show you how to do these things so every time I set it up, it takes me a little bit longer than I have say an author of a book on Psychology or something along those lines. If I say this is the model to go after, you and I talk just briefly before this about how that could actually stunt somebody from trying to be quote and quote good as Mathew. That‟s something that really was brought to my attention, trying to be too perfect because definitely as a perfectionist things are taking your way too long. Travis: It‟s more real just like even in my intro with you, a train is passing by and life happens. I think we‟re in such a different era where people want to get the real you even the little mistakes. I think there is an ease on their part, you let the pressure off from them a little bit whenever they see that you are not perfect either. When I say you I am referring to myself because „Hey, he is not delivering everything exactly perfect and it‟s not forbidding him from recording another episode of the show, right?
  9. 9. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 9 of 21 Mathew: Right. Travis: I think if anything you should lock yourself away and work on your skill. In the beginning when I was doing an audios and videos or mostly audios on my computer. I couldn‟t find my voice; I didn‟t know how far I wanted to be „Hey, it‟s Travis Lane Jenkins‟. I kind of feel like I needed to do that, I felt like there need to be no mistakes, everything needed to flow perfect. Then I transition to this phase to where every time I talk, I put kind of a question mark punctuation on top which is confusing people because it was almost like as if he is confident that he is saying the right thing. Will the lack of confidence was in my skills set up speaking on and being recorded, right? Once I got beyond all of that and I found really my best voice is my real voice. Imperfections at all just let it go either they‟re going to like you or not and just be who you are, be real and move on with it. Sandra: Mathew I have to share something interesting with you. I don‟t know if you will know better than me, average time people today watching a video before they tune off. I don‟t remember what that is, it‟s a minute and half or something like that. Mathew: Yeah, it‟s 60 to 90 seconds. Sandra: Yeah, something like that. After I saw your first video and I didn‟t watch enough to watch the whole how to but I thought well, I got an iPhone and I can do something. I had taken myself to a movie not having any intention of creating a video but you know what my book is called „We Don‟t Die, A Skeptic‟s Discovery of Life After Death‟. I knew deep in my heart that I have a purpose to help people through grief and back into life. This movie just triggered something within me that I just have to pour my thoughts out and I did it on my iPhone, Just sitting in the car, had no intention of sharing it to anybody. I just had to say what was there for me and so I‟m crying a little on the video and tell them my story. It is just kind of a relief from me. Well, a friend of mine asked me to see it because I told her about it and she passed it to someone who had a relative who died. Needless to say the thing was 27 minutes long and almost every view of that scene it does not in several hundred watched the whole 27 minutes. This is not to say people should record a 27 minute video. It‟s just that you can waste a lot of time trying to be perfect but correct me if I am wrong because I would like to find out more about your coaching that you give to people. I do believe that people should need to see authentic human beings and so the coach wants to see something perfect, they want to care for a person. One thing Matthew I know about your video is that it comes through so loud and clear that you care and want to make a difference and with ease people can use the tools that they have already on hand to really promote their business and what they are up to, is that correct? Mathew: Yeah, you were right on with 27 minute video. The thing that people put out there is 60 to 90 seconds people will watch and part of some people say 120 seconds the most. Really what I attribute that to is, if it is sound like a commercial? That‟s kind of what we have been trained for over the last 40,
  10. 10. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 10 of 21 50 years to give a commercial is that 30 seconds, 60 seconds. But people go to training for months and months and months to learn something. If your message is not about a bunch of information but life transformation or how am I going to apply this, it‟s not some kind of a sales pitch or something really shallow, people will give it much more time especially when you add that human element like you did, that‟s what it‟s really all about. And that kind of “perfectionism” that I have is really so that people can see you clearly and hear you clearly that‟s what really it comes down to and making sure that you are covering those things because a lot of times with an iPhones or foot camera people can get a little sloppy with it in a way that people can‟t really understand what you‟re saying, and that‟s what turns people off. So what you did sounds perfect. You captured the moment you captured your feelings. People are able to connect and resonate with your humanness. Travis: Right. Do you use any of this psychology behind what you teach in creating the videos in a content? Matthew: I don‟t use any kind of tricks on anything I do, so I don‟t use that kind of appear or anything like that, if that is what you are talking about. My Psychology is really about the connection. It‟s about being human; it‟s being about being vulnerable. I learned that from a guy Bo Ethan. I don‟t know if you guys know who Bo Ethan is. Sandra: Yes. Travis: Yes, I have trained with him. Matthew: Yeah, the thing is he is so large on stage and he is one of these guys that got me out of the box. Out of this little playing small, and it‟s definitely not feeling like this is a corporate video we have to act a certain way but really share from your heart. Be all who you are, instead of retelling your story, relive it. That‟s something I do more of when I do live stuff but to really bring that into video is something that I will be doing next. Travis: Yeah, there‟s a multiple way to use a Psychology, and yeah I agree with you that there‟s LOP but there‟s also just like Robert Cialdini into your conversation that your prospects are already having in their head is a layer of psychology as well. I think you need to understand deeper what is going on, who your avatar is, your ideal customer and what they are after. Do you delve any of that when you teach some of the strategy that you teach? Mathew: Yeah, one of the things I make sure people do is really do their research and that‟s finding out and you could do Facebook. You have a Facebook page it‟s very easy to see who likes you and what they like. What they are following and things like that you can see what is important to them. One of the things that I see people do if they start shooting videos like I have one client that has over a hundred videos on their channel. It‟s just kind of a hodgepodge of the things that they‟re talking to the camera all
  11. 11. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 11 of 21 the time. It‟s just they are shooting at of room full of people doing some exercises. It‟s a little confusing to people, you can have technology of having an iPhone and shoot anytime upload in a couple of minutes the world has access to it. To really have to start thinking about why I‟m creating this video? What purpose does this have? When you just shoot random videos sometimes you can lose that purpose, and you can also lose some people who are following you saying “Whoa, I thought they were all about this, what is this new thing?”. It‟s plain to helping people know what to expect also giving them a little bit of newness every once in awhile. As far as what you are saying is definitely I spend a lot of time on you need to know who you‟re making these videos for and how they are going to use them and what you want to do with the person is watching that video afterwards. Travis: We‟ve got people, entrepreneurs from all walks of life that listen to us. Let‟s take our show as an example, would you recommend taking like a podcast adding some screen cast slides to it and then creating a YouTube channel and putting it up there to access more people? Mathew: Well, definitely it‟s a different circle of people that will be going to a podcast I believe you have some iTunes as well. Then you go to Google and YouTube, both works so well together that you are going to get some natural SEO there. But that‟s getting more technical stuff, it‟s really how people that are in your group and how they digest information. A lot of times if it‟s a longer program like this I think it maybe better as something they can download and listen to while they‟re driving or doing something else. So YouTube the visual aspect may not be as necessary unless you are doing it specifically for SEO. Travis: Ah okay, okay. I don‟t want to dominate the whole conversation here Sandra jump in. Sandra: Oh, you‟re wonderful. Travis: Yeah. I‟m grown to be more and more considerate. Sandra: I have a burning question do I have Mathew is the first one, I‟ve heard a lot about why is it important to be on video now? I don‟t really get it all but I know we‟ve got some business owners listening maybe not be using video. The first question would be if you could speak to why video is important and what difference it could make in our listeners‟ life. If they are not using it already or if they are not using it much of it already like maybe speaks into the future of video. The second thing is talk to us a little bit about what your Expert Video Empire is about? Like what kind of tools you can help people with because I for one, you know I got the iPhone and downloaded some videos but obviously I want to put my face out there the best way that I can in the world. Matthew: Sure. There are a few reasons why you want to have your business out on video. Since Google owns YouTube, they really favour videos; they‟re optimized for searches on Google. So for instance, if I type in how to tie a tie on Google, there‟s going to be a bunch of listing since at least one
  12. 12. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 12 of 21 of them is going to be a video. If you click on that video it‟s either 11 million views or something. What its doing is Google is saying „hey, let‟s grab what we have over here on YouTube and put it up on Google as a Google result because they now control where you are going so you click on YouTube. You are going over to YouTube you are watching that video probably a commercial in front of it. There‟s also they monetize all over that. What Google is doing is saying, if you have content, good quality content that we can serve on Google, we will serve that as a matter of fact put that up way up on the first page. If you try doing some SEO on your videos you find that quite easily you can get on the first page on Google. If you have a visual element people will click on that more than the text. There‟s a few other really big reasons, there‟s a force to research that it is said adding a video to your website make your site 600% more likely to convert a casual browser into a paying customer. Sandra: Wow. Mathew: I don‟t know if too many other things you can put on your website that will give you 600% conversion increase. The other thing is in 2014, 90% of all web traffic is going be video. Some people think well, that means that 90% of all the things that people watch and go to on the internet or going to be a video but really talking about bytes and bits of information and how videos can be such a huge part of the information going back and forth. There are social aspects that you put a video on YouTube it is easily shared with Facebook and Twitter and it becomes viral. It‟s not like a commercial you are paying for each time you are watching it. If you are providing valuable content, if you are helping people out, you have a message that people want to share, those share and that‟s where it gets viral people are sharing your quality information and making sure that it leads back to you. There are a lot of stats on what it‟s doing for you to have video as a part of your marketing but there‟s also a whole other part of it being a window into your business. If you think about, if you have a brick and mortar business especially an online business for people to know they can trust you, you have to have a Facebook. You have to have a personality to it, and people don‟t want to do business with a building or a company. People want to do business with an individual. Like what you were saying Sandra, having a really human aspect to it people can really connect and resonate with that and what I teach now is more about resonating with people and that connection instead of making commercials like a lot of people in the video industry are still doing is making commercials that just don‟t resonate with people. That‟s why they get them 30 to 60 seconds to give them their pitch. Sandra: Quick question, how I used to be is like I would never be good on camera because I never had training and all that. It would be more if someone wanted to do a commercial that they would have to be good and trained, but for the average Joe or Jill who has not done video work they can jump right into this as well, right? Travis: Right to the point.
  13. 13. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 13 of 21 Sandra: It‟s about doing something human obviously thing to do, and be coachable, and better ways to do things. You take away some of that fear that I‟ve never done a video like “I can‟t do It.” Matthew: The great thing that I tell people is, one of the things I teach is what I call the art of the one take. I don‟t believe in editing up your videos and trim the beginning and the end and get a lot more done and a lot more videos out. What it helps you do is not rely on editing your message up that becomes a crux to a lot of people and they waste a lot of time editing. I have spent thousands of hours editing video in the last 10 years and I don‟t want to do that anymore. To tell people to do that you just have to learn more about editing stuff. I think it‟s not helping them getting their message out. When you work on your message and let‟s say it takes you 4 or 5 times to get it “Right.” You‟re perfecting your message so next time you are being interviewed on the radio, you‟re on TV, or you‟re giving a speech the stuff becomes more and more easy for you to relay to people because you worked on it. The great thing about video is your shooting on your iPhone, split camera, your webcam, or whatever you are doing that in the privacy of your own home or your office. If you don‟t like it, no one else is going to see it. That‟s why I tell people to shoot 5 to 10 videos of yourself and watch it back and give yourself some grace. Look at it and say what is it that I like to change about myself or what are the best qualities that I have. Another thing that I do is when I really like this speaker, I really like this actor, I like how they move, how can I incorporate that into what I‟m doing to become more of myself. Not be somebody else but be the best of yourself by developing your skills. Sandra: How does somebody look at a camera Matthew? And not be intimidated and just see in it there‟s actually a person they are talking to. I haven‟t done a ton of camera work but I am so nervous alone in the privacy of your own home. Matthew: It‟s kind of funny. What I tell people to do is as if you are looking into a mirror. You look into your camera lens because if you are focussing on the camera lens, the people who are watching you are not at that depth they are behind it. So as if you are focussing on a mirror you are focussed to it. What I found I don‟t know if you have done public speaking and sometimes you are speaking everything just kinds of a blur you are not really focussed on any one person. That‟s the same way when I‟m talking to a camera. The camera doesn‟t even exist anymore. I am just looking at that direction and it is kind of I just concentrate on right of what I am saying. I don‟t know if that is what other people experience, but really I pretend that the camera is not even there. Definitely when I started out I was concerned about where do I look on the camera and how do I look on camera. I was nervous about every aspect of it. It was very hard for me to get in front of a camera because I was a very private and quiet person, believe it or not. A while back it was just through really getting to know myself on camera and really being okay with how it is going to cross and not being overly critical like I am on other areas of being a perfectionist. Saying “you know what, this is good. I am putting this out.” Now it is out and I control taking it down if I want to. But really I put out what; I am the chief editor of what goes
  14. 14. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 14 of 21 out. You just realize that people have the power to put out what they want to and keep offline with what they don‟t. Sandra: That we are so hard on ourselves and we forget that other people are looking at us for help to ease their pain or help to increase their business or something. They are not looking like their hair is not in place or something, or you have a blue shirt on, or whatever that is. We are hard on ourselves and our viewers are probably not looking at those same things. Matthew: Absolutely, that is the hardest thing for people. I hear that they watch themselves back. Like I look terrible on camera, or I sound terrible on camera. Really, you don‟t sound or look terrible on camera. It‟s what you watch after the fact that no one is going to see what you don‟t want to put out. But really, I have talked to a lot of people that shot a bunch of videos and they are still on their camera because they are too afraid of other people seeing it and they are not perfect. Like what you were talking about in the beginning, the perfect doesn‟t resonate with people. Perfect sound like this is a commercial, and I may fall victim to that trying to be a perfectionist in my videos. That is definitely something that I am going to be taking a look at not trying to be so perfect even though I am the video guy that knows how to do everything perfectly on video. It could be a stumbling block for some people saying “I could never do that because that is too perfect or what have you.” Sandra: So many people hate how they look on photograph that they don‟t realize that that is the same person we are putting out in the world. So if they can just get over it people looking at us. This is how we look, this is how we talk, and this is how we sound, and put that face on a photograph, on a video and put it out there to serve people. Matthew: I would like to say something about that. About 5-6 months ago, I was in a bad bike accident and I landed on the pavement on my face. For a brief moment I said to my kids as they pulled up in the car a couple minutes later. I said “This is going to change my life.” I have been on camera and I am teaching people and I landed on my face and so my face was all bloodied, cut through my lip, needed stitches and everything. The first thing that I did was I got to the emergency room and I checked in and I turned on my camera. I made a video and I said, “Hey, I was in this bike accident and I don‟t know what is going to happen.” And I put it up in the internet and it‟s out there and it‟s the worst that I am ever going to look. So everything that is by accident will be good. Matthew: That is kind of like you are playing football. When the coach has you rolling on the mud first so everything else he is not worried about getting your shirt all dirty or your pants are all dirty later, it is already done. Sandra: Tell us a little about Expert Video Empire what do you offer? What is your business?
  15. 15. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 15 of 21 Matthew: Expert Video Empire is, I have a hard time with the name coaching people. But really that is what people are used to. I help people find out where they are at specifically with their YouTube channel, how many videos that they are making, what does it do for them. And help them set up Google Analytics and really track what is going on there. And then find out where they are at right now and where they want to go. Then, really help them focus. A lot of times like the people I talk to just don‟t have a focus to what they need to do next and so forth, consulting with businesses that they want to add a video element to either their marketing or to communicate with the community and build a community presence there. That is really what I shifted to and the other thing is training, doing live training. A few years ago, I would never have believed that I would be speaking in front of a group of people. In October I spoke like 4 1/2 hours. It was like I loved the challenge. I love the adventure of learning new things and teaching people. When it comes down to doing what I like doing , I train people that the smart phone video producer and that went to mobile phone commission and from the feedback that I got from people was „thank you so much for helping me with the technology.‟ People ask me questions of how do I do this with my Android and they give me their brand of Android. After a while I have to start searching. I would say I don‟t know this is the new device I have check this one for you. What I came down to is that people are so hung up on the technology it is really about 10% of the overall use of video that I was just compiling all these information. What people really wanted is for me to just do it. Instead of here is 96 videos on everything you can do with video on the Web here is the 2 that you need to watch to get you to the next point. Travis: Right. Matthew: When I started seeing that people have recently say that they were sorry that they didn‟t go through my whole program I said “that‟s great.” For you to go through the whole program may mean that you were using that while you wanted to wait until I get through everything before I take action. This person actually took action after just watching a couple of videos and that was the intention. Travis: Right. Sandra: So you offer products one on one? You can do one on one coaching? People can also find video and things right in your website? Matthew: Yeah, I have a quick start series. It is 4 videos on how to use your smart phones, IPhone‟s, iPad, or Android smart phone. Then I have one on framework for I call 8 Steps of Video Marketing Mastery. If someone wants to email me and let me to know I am missing something or that I have added something that does not need to be in those 8 steps. Then let me know about everything that I figured it out is if you can master those 8 things that is basically, the picture of all your video marketing. That is in the free click start series on my site Expert Video Empire dot com and then one on one coaching definitely it is consulting. Then I am out to do a group project where I am helping 10-12 people
  16. 16. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 16 of 21 at a time go through, I guess you can call it coaching program. As I really work one on one with each individual and really focussing now more on their personal results instead of giving them a program. I think that people are kind of tired of the buy a program thing that they want to invest in is the results for their business. Sandra and Travis: Right. Awesome! Travis: What is the difference? Sandra: I am on your website now and I love the free click start that you give so much for free and again I have said this before, I‟m so clear that you are out to make a difference with these people. It is about that then success follows when you make it about people. Travis: Matthew, just to qualify can you explain what the difference is between buy a program or get the results can you clarify that for me? Matthew: I think in the past I have been about here is my product and literally mobile phone commission I took it off the shelves because it was 96 videos on everything you need to know about shooting any kind of video using web cam and everything. What I am trying to do is here is everything you need to know instead of work with the one person say here are the 3 videos that you need right now. What happens is there are a few really big marketing programs per se and people feel they have to go through the whole thing and they are trying to speak to everybody instead of one person. That is what I like in training an individual is really getting down to let you be the business owner, let you be the coach, or the trainer, or speaker and here is the few videos to get you to the next step. Travis: Right. Dean Jackson talks about that. And he says, “What if you are just getting paid on the results?” I think a lot of people fall into that trap when they‟re putting up a program to teach people is that they want to give them 101 ideas when really they just need a clear concise don‟t do that so that they can take action rather than getting overwhelmed, right? Matthew: Absolutely, I think what overwhelm gets them into, like what we said before, as an excuse not to take action on the most important thing. Travis: Right. Now I am going to throw you a little bit of a curve we don‟t do any prep for the show. I have a suspicion that you are a prolific reader. Am I correct? Matthew: I read when I can. Travis: Well there are so many ways to consume content in books and information and knowledge these days, it doesn‟t have to be literally be from reading. What book or training program, or piece of information has had the biggest impact on you and your business?
  17. 17. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 17 of 21 Matthew: I would have to say, I know this is not a new book but the 4 Hour Work Week it is definitely would have been the catalyst that changed my life. Going from living in this very conservative, meaning like everything that I did was safe. I did anything outside the box to really testing your limits and that is what I found not only is the systemizing everything and really cutting off the things that are not really necessary. But really that other thing was testing your limits and I did everything I could to test limits. I became this new person. You could ask my wife and my friends. After reading that book and started to apply that to everything that I did. I would have never thought that I would be an author, I never thought of being a speaker, putting on my own training seminars and stuff. I have never would have thought that I was good enough to coach anybody on anything because I did not have a teacher certificate, seriously. Travis: Right. Matthew: I think what people in general live very small below what they are capable of doing. I got really excited about sharing that with people. I found that a lot people are still comfortable right where they are at. That was the hard thing for me knowing that people have those acres of diamonds and they are doing anything with them. Travis: Right. Just sitting in there, lounges, and ignore them. Matthew: Yeah. Travis: That book kind of gives you permission to break the rules doesn‟t it? The 4 Hour Work Week. Matthew: For me. Yeah. Travis: The same thing for me. Go ahead. Matthew: For the longest time people will tell me to read it, and I thought it was like the 4 hour work day or the four day work week. I did quite understand what he is saying and when I read it, it was just I could not put it down. I thought it was so amazing. Someone pointed it out to me and this is kind of what I did with mobile video commission program I had. Since Ferris‟ talks about the 4 Hour Work Week and really makes things concise. Yet the book is like 400 some pages 500 some pages and that is what I did. Going from smart phone video producer to this next one is a lot more of little videos. Instead of saying “Hey, we had 50 videos with smart phone video producer. Here is the 10 that made the most impact, and just leave it that and not try to compile everything I know about video. Travis: Right. Matthew: Sometimes people would say that I need not charge a thousand dollars for a program so they put everything they know in to it instead of really just the basic thing.
  18. 18. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 18 of 21 Travis: Yeah and they are teaching the genesis of video and most people are not as passionate about that as maybe you are they just want to get their message out there and they just want their clients to know they can trust them, right? So you set it up in a simple and easy to consume system and then it sounds like you even have an element where you hold their hand in some situation just to make sure that they stay on target, right? Matthew: Yeah, and I think it is the feedback that really helps people. Positive feedbacks, helping them get through where they are at and running things by me. So they feel like that they have a professional looking at their videos before they put them up in the start or looking at their copies before they send out those emails promoting something. It is just reassuring the people and that they feel they are not the only ones seeing it and then they go out to the world that they make this huge mistake. Travis: Good stuff. I want to reiterate “The 4 Hour Work Week” is a really great book. I had not thought about it in a long time. It has been many years since I read it, 6 or 7 years since I have read it. But he had such an incredible level of accomplishment on a lot of things. Because he just took the rules and turned them on their ear. He had became the champion at I think was it Karate or Taekwondo with virtually no training at all. It is just several great stories of how you take the traditional and turn it on its ear, and really has an incredible success in a very, very short period of time. It is a great book, thanks for that recommendation. Travis: We are getting close to the time of wrapping things up. Sandra we got time for a quick question if you have one. I want to wrap things up with the quote of the day and another quick call to action for everybody. Do you have any question left Sandra? Sandra: I just want to last say I want to ask Matthew just so that we won‟t miss anything. We got a really extraordinary audience and great listeners and if there is anything else that we have missed, anything else you want to share, anything you have just thought of, you would like to tell them about this. Anyone, well maybe even just one step that they could take this week that could make a difference and move the needle for them. Matthew: I think for some people shooting their first video with them on camera, some people have not thought about it, some people dread that. But we will just do it, look at it, and you can even upload it to YouTube so you can go through the motion and put it on as unlisted so that no one can see it unless you give them a link. But really just start shooting some videos even if you feel that they are a little hokie that is okay. It is the act of getting in front of the camera turning it on and seeing yourself and being okay with that. Later on you can start thinking of how your message is going to develop and you‟re going to help people with video. Definitely the thing is just getting started, because if your business it not using video in the next year or so, people are going to wonder why you are not using video.
  19. 19. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 19 of 21 Travis: Like what are you hiding, right? Sandra: Oh I love that, and it‟s a good talent and is physically fun. Even if it‟s unlisted it gives people to practice uploading. It‟s just once you figure out that it‟s not really that difficult. It takes a couple of times, and then it can really be fun too. Matthew: Yeah. Sandra: There‟s nothing wrong in having fun. Well thank you so much Matthew, I know Travis has got more to say. I know you made an impact with me, just me at least starting to record videos, I thank you for that. Thank you for taking your time with us today. It was awesome. Matthew: Well thank you so much both of you for having me in the show. I am really humbled and honoured to be on here. Yeah, so thank you so much. End of Interview Travis: You bet. Now, Matthew you are going to love this. It‟s so funny how things lined themselves up because this quote for the day that I set up yesterday or I set up last week before we even actually scheduled the time to do this. But a quote really aligns with what you teach. It‟s really funny, and so the quote is from Zig Ziglar and it says “It is not what you got, it‟s what you use that makes the difference.” That really is in line with what Matthew teaches. Listen I want to remind you to comment on iTunes, and Facebook to have a chance to win the galaxy Tablet. Also, get at and opt in and we will send you the 2013. It‟s actually the 2012 right now, and we will fix it upgrade to the 2013 Business Owners Guide the only thing we are upgrading is just the name the content is still relevant it‟s From Frustration to 70 Million Dollars, The Truth about the Marketing Industry, What‟s it Going to Take for You to Have Success in Your Business over the Next 18 Months. Everyone that opts in will be placed in a drawing 30 minute consultation with either me or Sandra. I teach and mentor business owners and Sandra mentors people that are dealing with issues associated with grief and things beyond that. Travis: Sandra, in your coaching what are the things that people can come to mind that you can typically coach people for. But I know you don‟t want to be known as the grief lady. Sandra: Yes, but it has nothing to do with grief. It‟s actually the flipside. “Who are you and what is your life for?”, and “Getting in touch with that thing that gives you passion”, “Letting you know you are the one for it” and “Being unstoppable to have some your dreams fulfilled. A call with me will leave you
  20. 20. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 20 of 21 inspired of who you are and have a great life right around the corner for you and some action stuff and sometimes working through pain to the other side. Travis: Say that again that last part. Sandra: I said it‟s sometimes working through pain and grief and loss to get through the other side of that. Travis: Right. I knew I better get that right. I mean I said that wrong and it would mean trouble with you. I want to close this show saying change your strategy, change your business, and you will change your life. Let me explain you that, I am bringing you some of the most incredible people. Sandra and I are bringing you these incredible people that you can trust, and so I want you to listen and pay attention to these little nuggets of wisdom that people that have found success before you are sharing with you for free because they want to impact your life and help you get it to the next level. So what happens is when you take these strategies, when you change the strategy that you are using in your business now is, it will change your business. When you change your business I guarantee it will change your life. The one thing that I am not telling you here is once you have this incredible success in your business it puts you in the position to help others, to teach, to mentor, to adopt a charitable cause that you care about and fund them. There are so many things on the other side once you get this higher level of success. So that is the deeper meaning of change of strategy, change your business, and it will change your life. This is Travis signing off for now, take care guys.
  21. 21. THE ENTREPRENEUR’S RADIO SHOW Conversations with Self-made Millionaires and High-level Entrepreneurs that Grow Your Business Copyright © 2012, 2013 The Entrepreneur‟s Radio Show Page 21 of 21 How We Can Help You We know that finding someone that you can trust online today is hard and that so many “so called gurus” are self-‐appointed and have never really even done what they teach you to do. That‟s exactly why we created the Double Your Profits Business Accelerator. This is an exclusive offer for our fans at a fraction of its normal cost. Here's what to expect. We'll Schedule a 'One on One' private session, where we'll take the time to dive deep into your business and tell you what is missing, so that you can have your best year ever! We'll do this by performing a S.W.O.T. Analysis. This tells us your Strengths, Weaknesses, Opportunities and Threats within your business. This will be an eye opener for YOU, for several reasons, however some of the most common reasons are. As the 'Business Owner' it‟s difficult to see the big picture of your own business because you‟re in the middle of a daily management. And you are too emotionally involved to completely impartial. This is a common problem for EVERY business owner. It doesn‟t matter if you are a one-man army, or an army of 150, the problem is still the same. Travis Lane Jenkins Business Mentor-Turn Around Specialist Radio Host of The Entrepreneurs Radio Show “Conversations with Self-made Millionaires and High-level Entrepreneurs That Grow Your Business"