Podcast highlights:

00:36 - A bold move

03:03 - Picking only a good fit for your audience

05:13 - The curse of knowledge

09:22 - What complexity does to your brain

10:43 - Why explainer videos work

14:17 - What you need to be

17:44 - The importance of surveys

23:30 - It’s not about you

24:46 - Bridging to better understanding

29:40 - Why let others make your video?

31:57 - Is YouTube the strategy?

35:28 - Measuring explainer video success

40:40 - Face-to-face or virtual client encounter?

41:42 - An action step for listeners

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Download the PDF transcription and 5 Keys To A Simple Brand Story

Transcription:

James: James Schramko here. Welcome back to SuperFastBusiness. Today, we're going to be talking about story. To do that, I brought in a story expert by the name of Eric Hinson from Explainify.com. Welcome.

Eric: Thanks so much for having me, James.

James: You actually reached out to me, Eric. That was somewhat bold. But I appreciated your straightup-ness.

Eric: Yeah, absolutely. I've never been really afraid to reach out to anybody. Kind of a quick story, I reached out to Rand Fishkin of SEO Moz a few years ago, and he reached out to me. What he did was tweeted us and put us on Quora and really kind of just threw us on the map. That day that he tweeted, we had a good 200 or 300 leads for business. I've just kind of like moved on with that mentality of 'let's just keep doing this and keep talking to people.' Honestly, most times, people reply. I think a lot of people are afraid to email people. I'm not. I think it actually works.

James: I think what you did is quite rare. Most people do something once that works well and then they forget to do it again. So that's a great technique. It's one that I always look for when I'm coaching someone. What sort of profits have you been making and what caused that? We're looking for the root cause. And if it turns out they're on a podcast, I ask them, "So how many podcasts have you been on this week?"

I like a direct approach. The fact is, people who come on this show end up with lots of exposure. I don't run this podcast purely for commercial gain off these podcasts. I'm interested in connecting with my market and continuing on this developing body of work. We're over 500 episodes now, and we've covered everything, from copywriting through to getting your DNA sample done.

But I tell you what, story is a recurring theme. We've talked to Andre Chaperon about it - how to use it in emails. We've covered video marketing on YouTube with Tom Breeze. We've had numerous copywriting experts from John Carlton through to Kevin Rogers.

But something that keeps comin...