The Marketer's Apprentice


The first 10 seconds of a marketing video is arguably the MOST important part.

It has the potential to do the following:

  • capture your target audience’s attention, and encouraging them to listen to the rest of your message
  • communicate your company’s unique selling proposition (USP)
  • communicate the purpose of your video

Watch this 10 second intro

If you’re a member of The Marketer’s Apprentice newsletter, you’ll recognize this video segment already :)  However, today we’re not just going to sit back, relax and watch the intro.  Today I’m going to:

  • share the script
  • point out some key elements you may have overlooked. 

Now let’s take a look at what makes this intro so effective:

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Words cannot describe the hours of frustration that have accompanied my video marketing efforts over the last six years. Most of the problems stemmed from:

  • lighting problems (either insufficient light, or too much direct sunlight!)
  • too much wind causing sound quality issues
  • unnecessarily complicated equipment
  • ridiculously complicated editing software
  • video file format and size conversion (such as .mp4 to .mov)

The good news is the last three problem points are no longer in the picture at all.  They’re gone—when you use the right set-up.  And I’m about to share my simple set-up with you.  The crazy thing is that the equipment listed below is the simplest, least fussy set-up with the best quality results.


Apple iPhone 4S 16GB ($199 with a contract)

I was one of those excited people who stood in a line for hours some 3 1/2 years ago to get the first iPhone.  Overnight, business on the go was so much easier.  Today, in 2012, it’s that much better.  I absolutely LOVE the fact that my iPhone now qualifies as an EXCELLENT quality HD video camera + digital point-and-shoot all in one. Complete with the accessories below, you’ve got yourself a simple, fuss-free video marketing equipment setup.
iPhone 4S

Tripod Mount:

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Okay.  So you’ve bought a slough of marketing courses.  Your credit card hurts.  You’ve actually gone through most of the material in the courses…

…And your head is spinning.  So many directions, but which one?

That’s the question I received from Jenny, a member of The Marketer’s Apprentice community (thanks Jenny!)

Well I shot a video to answer that question. In the video, I describe how to:

  • find the success in past marketing “failures”
  • start moving forward, even when you’re not clear on a direction
  • gain perspective on getting to the finish line sooner

Click “play” on the video to discover what will help you reach your goals faster


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EarthIn North America, it’s safe to say that MOST people are myopic—whether they wear corrective lenses or not.

Myopia = The ability to only see things that are close in proximity to yourself; short sighted.

In business, myopia is a killer.

When we view our business with myopic vision, we forget to keep our focus toward our long-term goals and end up losing sight of them… which usually leads to quitting.  Many times, this happens when we’re on the verge of tasting success.

Myopic marketing will NOT convert.

Myopic marketing is endemic in the online world.  Most “marketers” view their business offerings through their own perceptions—and fail to do the work required to really understand how their offer matches the needs of their target marketThe result?  Marketing messages that communicate the business owner’s misperception of what people want, rather than the REAL needs of their customers.

Here’s an example of myopic marketing.

Sally The BakerSally is a baker.  She plans to start a business online sharing her passion for homemade bread.

She decides she wants to teach people to bake bread and learns about creating online membership sites (powered by of course) and decides she’s going to go full out and make it happen.

She hires a designer to make a good looking website and begins creating video content teaching people how to make 100% organic bread.  Sally works hard, and within 60 days, she has a fully functional membership site, complete with a sales funnel selling the membership.

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