The importance of video marketing with David from Moneta De Sine | RGR 095

Overview:

Marketing through video scares lots of people. We’ve all seen bad ones, and we don’t want to do those. David Navarrete helps businesses avoid those mistakes and others, and he starts with a clean sheet of paper. First, he helps them determine what they want a video to do for them (“More followers is not the same as more clients,” he reminds), and the audience they want to reach. The importance of video marketing is often downplayed, but it can be the difference between a possible customer picking you or a competitor.

Then, preproduction, production and postproduction, and the client is invited to monitor each step. “But it’s really super-simple,” David says. “You come to me with an idea — it can be the simplest idea — and as the director, I’ll make you a perfect story about it.”

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Rise Grind Repeat Podcast
powered by EIC Agency

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Hosted by Dustin Trout
Produced by Andrei Gardiola

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importance of video marketing

Check out the full video episode at:

Youtube Channel – https://bit.ly/3dlwjnJ
Spotify – https://spoti.fi/2Mgfpe6
Apple Podcasts – https://apple.co/2MiQdUv

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Check out the full video episode on YouTube at:

https://www.youtube.com/watch?v=EdReJaI7cjw&t=34s

For more information visit our website at https://eic.agency/

We are also on Instagram @EveryImpressionCounts

If you liked this podcast, check out more at https://eic.agency/podcasts/

| Rise Grind Repeat 095 |

00:00

When you have a vision and you, you hear that little voice and you got to be really silent, you got to calm your mind. Like, Don’t think about anything else. And you hear that little voice that tells you you, you have the skill, you have the talent or you know you have it, you can do it. And you just hear that one voice at least one time. Just listen to it, keep reminding yourself that you can do it.

00:33

Today’s episode of Rise, Grind, Repeat, we talked to David Moneta De Sine, talk about how he’s going from a solo entrepreneur to building an empire through video production. Let’s dive right in. David, thank you so much for joining us on another episode of Rise, Grind, Repeat, I’m more than excited to have this conversation you know, checking out your website all about telling stories and helping clients tell stories. We’re big on that just helping drive sales through storytelling and, and whatnot. So on the same wavelength of what it takes to produce get out there and whatever it may be, that’s ultimately going to help your client grow. But before we nerd out too much on that front would love to. Who are you and kind of what’s your backstory?

01:15

Yeah, definitely. I mean, before anything, like I’m super happy you guys have me on in the setup. Like, guys, I don’t know if you seen this, this whole setup is beautiful. You got the close up, you got the wide light. But um, yeah, so like you were saying storytelling, I think is one of the greatest things. And it’s one of the things that stayed in our, in our history of human beings. From the beginning of when we started, you know, communicating to now it’s like one of the most powerful things that we have. And that’s how we’ve been able to evolve as humans, because we are able to share those stories. So this new medium of storytelling through visual, you know, you know, visual storytelling is one of the greatest things we have right now. So it’s almost like, people don’t sleep on it, because that this is where we’re headed. The visual medium is is definitely a strong one.

02:06

Yeah, I think I mean, all throughout history, there’s always some form of storytelling, whether it’s by campfires, and now we got podcasts, we have it. And basically, throughout everything, the one thing that has remained the same is everyone likes a good story. And it’s, especially with today’s attention spans less than half a second long. I mean, it’s you can if you have a good story and can can tell a good story, that that that attention span increases. And the more you can do that you’re going to build a relationship with your audience. And naturally, that’s going to drive sales. And so I think the art of storytelling is is where it’s key because I think more people pick up a camera, go shoot, turn on the mic, go go do a podcast, but I think doesn’t mean that it’s a good story.

02:49

Yes. And I think that’s where people have to be careful for like when they’re hiring like a videographer like us, we’re story oriented, and that’s the people you want. Because the best way to sell something is telling a story. You said and yeah, if you have a good VR for and they know how to keep people engaged. I think there’s like for me, I feel it’s like a five second rule in your videos. Five seconds, keep them engaged, keep them engaged. But like you said, with TikTok and all these like, man, people’s attention spans are so low that you got like three seconds to hold someone right at the beginning.

03:24

Yeah, it’s tough and I think really have to have the creative juices, but I mean, were you always into video man, were two years old picking up a camera shooting? Or when did when did video become part of your life? Um,

03:36

so I’ve always liked video. So I, I love the idea of being able to, you know, edit, I’m fascinated with VFX and all that stuff, since I was little, but I didn’t think that was gonna be a career or anything in my future. Right? I always thought in the beginning, I was I was gonna be like, my dad, a military man, you know, kind of that rough and just grind all the time. And then they found I had asthma have back problems. No. So I was like, Okay, I’m smart enough. Let’s Let’s help out. You know, I’m very nurturing person, let’s help people out. So I said, Okay, I think doctor, I’m smart enough, let’s study let’s, you know, you know, study the books. And going into it right after I graduated with my bachelor’s, I was going on my way to take my MCAT. And I was like, you know, what, I don’t like how the medical industry is, is is handled like, it’s mostly insurance stuff, and you’re not actually helping. So you, you kind of tell people, hey, this is how much it is how much your insurance covers. Do you want to go through with the process that might save your life? And I’m like, how am I gonna say that to someone like that’s, I don’t know. And I saw that through the clinicals of people shadowing some doctors. So I said, You know what, I rather be happy and pursue something that I feel like I can actually help people because one of my ultimate goals is direct films. That will kind of inspire people. And I know that I enjoyed making these little commercials for businesses to kind of like, showcase and get some of my practice on with those. But

05:10

that’s cool. I mean, that’s tip my cap to you, I mean, to go through college to be able to almost get your MCAT. And to be this just doesn’t feel right to be able to pivot and do it. I mean, it’s huge. It’s it’s I’m big on opportunity cost. I learned this I majored in accounting, and a lot of people with how they equated it was they go in so deep that they go, Well, I can’t turn back now because I’ve already I’ve already dedicated all these resources and time, but it’s like, Yeah, but that was four years, three years, whatever that timeframe is, it’s like, are you gonna waste 30-40 of your next years because you think you’re in too deep was that was that a tough move to make?

05:48

It was the toughest I physically got ill I think I fell into a depression it was it was my body was not handling that choice really well. And it’s not an easy choice. And if you’re hearing this, this is this is your, this is the thing that you’re hearing to make that transition, it’s not an easy one, but it’s possible, and it will save you, you know, in the future, because, you know, I don’t want to go through being a doctor and not being happy. And, you know, some, you know, just depression my whole life. No, so one of the things that I, I helped me is, is this little saying that said, um,

How to, like how to think about what you spend and how you invest in stuff like that. Just because you paid, I don’t know, some some amount of money for a movie doesn’t mean that you have to watch the whole movie just because you don’t like it. Number one, you already spent that money either way. And number two, you’re wasting your time, which time is money. So it doesn’t benefit you to watch that whole movie, you can just take your loss and then do something else with that time, instead of sitting through movie don’t like, and I was like, I can apply that to school. I’m already I’m already in so much debt. Yeah, I got a family that I got to think about for security. And going this like filmmaking route is like suit not secure at all. Yeah. But I was like, I could I trust myself, I trust the process. And I’d rather spend that time doing something else then. And not enjoying my time in the future.

07:17

Yeah, I mean, as a doctor, there’s good salary with that. But if you’re not happy, that could lead to other things that happen in life that just makes it unhealthy. I mean, that talk about family, and if you’re unhappy with what you’re doing and regret the decision. I mean, it’s, it’s amazing how many people dwell on but I spent so much time doing this. And like he said, it’s already wasted. There’s nothing that you can do to get that back. Really, the question is, are you going to let that impact how you then invest your time as you move forward? And it’s, it’s see so many bad investments happen, not only from just what you want to do in life, but even talking marketing and all that. It’s like, Well, we’ve been doing this campaign for so long, it’s gonna work. And it’s like, well, it’s not I mean, you can either continue to try, I mean, you’ve tried as best as you can, if it’s not there. Let’s pivot there’s nothing wrong with pivoting and, and adjusting on the fly. And so I mean, with that being said, at what point did you go from, I’m becoming a doctor to, I’m starting a video production company.

08:13

So well, in beginning, I wanted to just make movies, that’s that’s a whole that’s my, and I don’t even know, it was gonna be like lucrative or anything, I just said, Hey, I want to make some movies, I have so many ideas. So they kind of, I’m kind of in a position where I’m a writer, director. So I write my films, and I kind of direct them as well. And I saw that there was a lot of money into that, that you had to put up all your money to make those films and I was like, my family’s starving.

08:44

So then, I did one, which is really funny is that my films almost have a commercial like script to look at. So I didn’t know this. But they’re like, I really liked this video. And then they’re like, you should turn one of these into like a commercial. I was okay. And then I sold in I was like, all right, there’s money into this. Alright, so let’s keep going. And, and then I started like, going to businesses and saying, Okay, you guys want buy my commercial stuff. And I didn’t know anything about business. I just knew the creative side of it. And it was a long process of learning how to sell and how to market and all that stuff. And now finally, I feel like okay, I know, I know how to sell a good video. But yeah, so in the beginning, it was it was tough, because I didn’t know which how I didn’t know nothing. I didn’t know how is gonna make money.

09:33

Yeah, I mean, I think it’s funny. We had a podcast earlier where he just he helps businesses with b2b sales. And I think generating new revenue is always the hardest thing for businesses, let alone people that are just starting out mostly, you’re passionate about what you do, but selling is is a beast of of its own takes a certain personality and all that. So I mean, no one that they took on debt, you’re, you’re wanting to start this. I mean, what was that process like What gave you the confidence Just go out and do it. And I guess, are there any tips for any entrepreneurs out there that are just starting their business on how they then go out? boots to the ground and sell their product or service?

10:10

Yeah, definitely, I think, and everyone has their own hardships, everyone’s gonna have their own hardships. So it’s not gonna be a universal tip. But for me, it was having that family to think about and stress about, but definitely take all the opportunities you have and make connections, what I learned about even in pre med, I, it’s not about studying all the material, it’s more about connection, I think, everything you do anything, any industry that you you’re in, if you can make those connections and meet people that will help you and you’re around people that you want to be around that you want to be like that, that’s like gold, that’s that’s where you should start. So before and I’ve seen people that make videos, and I’m not, you know, trashing anyone, but like, make videos, less quality than me, or I put more effort into them. And they’re just more successful than me because they make those connections. So it’s those connections that you got to make when you start a business.

11:10

Yeah, I think he said it. But your net worth is your network, your network is a correlation. I mean, I’ve seen it before to where it’s like, man, see another agency when business it’s like, we know we have better numbers than them. But it’s that they’re the decision makers, next door neighbors to someone else. And it’s that networking, and I think a lot a lot of business owners and entrepreneurs get caught up and I need to get the word done, but failed to make those net connections. And I mean, it’s, you think if you don’t get the word done, you’re gonna not get ahead. But it’s sometimes well learn how to delegate a little bit so that you can go out build that network and through word of mouth and all that type of stuff, all the sudden opportunities come by, and it’s, it’s also nice to explode.

11:53

Yeah, like, like you said earlier to, it’s just better with like, a team, like, find people you trust, make those connections and, and, and filmmaking, they say it takes a village to make a movie. So if you have that team and that support team behind you, I think you’ll you’ll just succeed.

12:10

Yeah, no. And I love that mindset. Cuz like we were talking before, and I think everyone in here has played sports in the past. And it’s, you know, you see all stars and the Michael Jordan’s and all that, but he can’t alone, win a championship, the one player, you’ll have a better chance if he’s on the team, but it’s gonna take other people around and having their responsibilities, what they’re working on. And together, collectively, you guys accomplish a goal. And that’s, that’s winning the championship that’s winning that client, whatever it may be. And where are you at? Are you? Do you have people that are that are helping out? are you leading the charge yourself,

12:45

I saw right now is just me. And I’m telling you, I’m telling you guys, it’s not easy by yourself, you got to find those people, or you can’t do everything by yourself. And, you know, sometimes I call friends I call people like, Hey, you know, I know you got my back when I have a big project. So in those terms of like, when we have work, I have a team. But when it you know, all the behind the scenes, it’s just me and it’s it’s it’s not good. You got to have a team. And but one of the things and when you were talking about sports, who reminded me of a topic that I think is really crucial for those beginning entrepreneurs is have that relationship with failure. Because, yeah, it for me. I didn’t go like I went to med premed. I didn’t go to film school. So but I had the passion for it. And the only teacher was a failure. I had that perfect relationship with failure because of my scientific background. Scientists, they lean into failures, they lean into those missed scientific projects, because that leads you to the closer truth. So knowing that I was like, Okay, let’s buy a camera. I bought my Nikon D 7000, which is a photography camera, not a film camera, which I didn’t know at the time. And I would show up to these shoots, and they’d be like, Oh, you call yourself the filmmaker with that camera? And I was like, Oh, yeah, it’s a camera, right? Yeah. And at first, I didn’t know. And then I tried even harder, I would blow them away with the video at the end. But the way I promoted my videos when I had that camera, since it wasn’t good in low light, and it wasn’t good. Like it wasn’t that good for videos. I would say, Oh, I can give you a very stylized VHS type look and make yourself heard people

14:27

ate it up. Like I love it. I love it. Until I got my better camera. But having that relationship with failure is crucial. lean into it may make failure ally and make it your teacher. Don’t be afraid to fail because that’s the only way that’s the best way to learn.

14:43

Yeah, I I’ll mess this quote up again. But I think it’s Thomas Edison. He failed 100 or he learned 187 times before he actually made the light bulb or something like that. And it goes to show I mean, as soon as you fail, it’s not Oh, bummer. I can’t figure it out. It’s Oh, as long as you learn something from That get back up on the horse tried again, that persistence is what what pays off and eventually you’ll break through and, and get that breakout moment, whatever it may be. And I’m a huge believer and fail fast, learn quicker and just keep growing. I mean, it’s it’s business never stops, it just keeps evolving and so, and no one’s gonna start a business and grow it and never never fail. So get used to getting punched in the jaw. You

15:26

should approach those failures with like, Yes, let’s do it, like excited. Like, if you’re going through a hard time. Life is a movie, you know, like, if there was no failure, no down times in your life, the movie would be boring. Like the whole movie, the point of a movie is to have the, you know, that challenge in the beginning how to overcome it, and then that climax and then the resolution. So why would you want a life that doesn’t have that, you know, a downfall.

15:54

Now I love it, I mean, pantry spoke to is kind of the hero’s journey, and whatnot. And I guess kind of moving towards the the video side of things. I mean, you help businesses quite a bit I that’s why I love the marketing, I love being able to have a strategy present a strategy, it gets used, and then you see it drives sales, and then you see the business owner happy. I mean, that’s best case scenario. You grow with them and everything. How do you I mean, more and more business owners and entrepreneurs are seeing the value in video, how do you approach I guess, business owners and go through that, that creative process.

16:27

So first, it always starts with the meeting, I love meeting people and making sure that they trust me that first before we even start. So they know they’re in good hands. And then I have a a film treatment where we get down and we find out what they their goals are for that video, what they the mood they want the what what they want. So everything is written down on paper so that they know what to expect when they get that video. And if they’re like, Oh, this is really what I wanted. I was like your goal says that you want more followers. But your back of your mind you were thinking more clients. So you got to be clear with that. Yeah. And I try to make it clear as day when when we sit down and talk but then I tell them I go over different depending on what kind of video they want. I explained the process of it, for example, for commercials, it’s like a script process of like, you know, you introduce a problem. And then you know, all that steps. And then after that, it’s three stages that we go into. It’s pre production, that production and post production, and the clients kind of there to kind of monitor each one. But it’s super, it’s super simple. Like, you know, you come to me with an idea. You could be it could be like the simplest idea. And as a director, I’ll make you a whole perfect story about it. So

17:46

that’s cool. And I mean going back hero’s journey, you make a story about it, no one that you help brands tell a story, I think, well, you mentioned you said you wanted followers, but in reality thought followers are gonna lead to sales. I mean, most people’s objective is to to generate sales. Have you found a secret recipe or formula? Or what does that look like? Knowing that most of the objective is sales? How do you bring the storytelling aspect into it?

18:10

So one of the one of my favorite kind of sequences to follow is, I think it’s like I always mess it up, but it’s like a six or seven process where we kind of just introduce, introduce the problem. So that’s I think that’s number one, then we agitate that problem. And then we introduce the client service or product and then we explain how that that product is the solution to the problem. So now already people are starting to see okay, I don’t want that problem to be happy to me that could have been me This is the solution then we explain so that’s four then we have testimonials because in sales are it’s key to have trust and to make you know that connection. And then finally it’s the call to action which is super important. Oh, actually the first one and this is the most important one is the attention grabber because with social media and all these commercials you people turn away people just like swipe so you got to get their attention. So attention problem agitate that problem then introduce your product the solution the benefits and then the call to action.

19:24

I love it I think the attention grabber is the big one that’s usually mess and then get most people trying I need to tell the problem and what I do early on but it’s like I mean like we’re discussing earlier people that attention minutes point five seconds long and so it’s like if you don’t have that I mean seen stuff like Dollar Shave Club where things are blowing up I mean, do you have a go to in terms of what that attention grabber typically should be is a done to the script the visual part or is a little bit

19:52

so personally my favorite is is the visual part. Yeah, some sometimes it can be the if the product Good, the service is a little crazy. I don’t know, like maybe he’s a plumber, we can add it into the script. And the I know you can think already the gears turning on how we can make it funny. But usually for me, it’s it’s in the VFX. It’s in the light. I don’t know, like, for example, I had one car commercial where it’s just a regular commercial, right? Oh, MSRP this and that the car driving and then all of a sudden, the salesman rips through. And then it’s a green screen, but he rips through and says, before you finish that commercial, let me just tell you about the cell that we have this and that. And then all right back to the commercial and then kind of pieces it back together. And then so like that attention grabber like I love that one. But each one is different. Because each business is different.

20:43

Yeah. And again, going back to most businesses are understanding the value of producing video, I think everyone can can say, Hey, you know, video captures attention, you can communicate a lot more in such a short amount of time, what has been the biggest I guess epiphany, or I guess in your sales process, whenever you communicate something and business owners are getting it where they see the value in video.

21:09

Personally, for me, it’s still hard for to find those people that because a lot of people don’t know what to do with them. The videos that we provide, so I try to explain, like, these are options that you can do, but most of the time they it, they still take those videos, and they just post them. Like I try to keep up. But when they do understand the value of those videos, they’ve already practiced with sort of like Facebook ads and social media, they have a marketing team already and stuff like that. So it’s mostly talking to that marketing team and explained to them, oh, we should do this, we should come up with a strategy. Because if you want to really advertise your business, you have to have a strategy. And that’s when it comes, that’s when I start talking to the marketing team and say, Alright, these are the videos I can provide. I think it’d be really smart to use it during this time this season or this holiday. So I think it’s crucial to know, not just, you know, the business that you’re you’re you’re giving a product to the videos, but to understand their world and see how they can use them.

22:14

Yeah, and you know, my background is the Google Ads, Facebook Ads and all that. And it’s been been been fun learning the video aspect, I use thing Oh, HPL camera shoot two days later, it’s all done and looks great, and certainly not the case. But through that process, it was we weren’t marrying the distribution with the production and everything. And so it’s like your point, you get this video spend all this time and energy producing it, they put up on YouTube and it gets eight views, then it’s like, well, I don’t want to do any more videos, because I didn’t generate any sales. How much do you communicate with the marketing department on that distribution plan? I mean, is it it’s almost like, it’s almost needs to be a must it’s that question has come up, Alright, we’re gonna do this. But what do you do with it afterwards, because it’s like, if they’re not going to do anything, they’re not going to see the ROI. And then it’s they’re not going to come back, you know what I mean?

23:06

And that’s what you want, you want consistent business come through. And that skill of being able to communicate that upfront is crucial when you’re starting a video marketing business. So I try to find those clients that already know like, for example, like Larry H Miller, Dodge Ram, they, they have that marketing director and all that stuff. And I say, Okay, perfect. We already know what we’re working with what’s worked, what hasn’t worked, let’s try these ideas. And let’s put them out there. And then they have that leeway of figuring out what works. Another thing that really helps is, is in the clients understand is like a video marketing funnel. So you have all these little contents out. And each one has a call to action for something. So let’s say a landing page, and then that landing page has a welcome video. And that walkthrough video kind of explains like what who they are, what the business is. And basically what I explained with the attention grabbing the the problem and all that stuff. And then it then that has a call to action. And if they don’t follow that through, maybe they enter their email to watch it or something, then you have automated email videos to kind of get them back in. So as we go, we’re funneling them into the sale. And they can see that they visually see that the client sees and they say, Okay, I see the value in that.

24:23

No, I love it. Because that’s I mean, the powers of the Facebook’s and YouTube and all that being able to retarget video viewers and going back to people have short attention spans one one thing that we kind of see quite a bit is that everyone wants to put everything into huge four or five minute video and it’s like, Look, how many times do you land on a website, click play and then watch a full four minutes. I mean, Larry, you said out loud, I mean, four minutes. That’s not it’s not a lot of time. But if you were to sit there and get a timer, it’s like, that’s a long time. It’s funny because my clients are like, so I’m looking for like maybe a 10 minute

25:00

They’re making TV shows. Like, okay, look, I can, let’s do 30 seconds or 15 seconds. They’re like, What? What am I paying for? Like, that’s nothing. And I was like, trust me, less is more, especially with the, you know, our attention spans. And I think a lot of people don’t understand that they want like, I think one client said, Okay, so I have a brand for myself, then I have a nonprofit. And then I have my sports career. How do we integrate all that? And it was early on in my stage, and I was like, Okay, well, let’s focus on one and then kind of just pushed the other ones like kind of to promote that one. That even was way too much for the video. It was a nice video, people liked watching it, but they just they left with like, wait, what am I supposed to care about? Am I supposed to care about the, this, this or that? So definitely try to niche down as much as you can on the video, focus on that target and more quantity is better than that one quality of how much substance is in there? Yeah,

26:04

I love that. Because what we’re trying to push more is, instead of just doing one video, how can we over the course of six months, 12 month, whatever that is, what is your content calendar look like? What do you guys have laid out from a campaign perspective? And it’s almost instead of spending 100 grand on one piece, how can we take the 100 grand and do it over the course of a year, I mean, would love to be getting scopes work at 100 grand but as an example sake instead of I think people love to try and put all their eggs in one basket, one piece of creative, I just listen to a podcast where they use AI to determine how long an ad runs. And so they’re like, 28 days before people start to see it over and over. And they they fan it out. And it’s like, you spent a lot of money on that one piece, you’re missing a lot of opportunity on continuing to tell that story. How do you have that conversation? Or is that something that comes up? Because, again, we deal with it quite a bit where it’s I want to make this one sweet piece? It’s like, well, if you’re telling a story, it’s not you know, we’re the sequels, you know what I mean?

27:08

Yeah, I explained to them that the most important part because if they don’t understand the sales funnel, Part Part of that about it, where they get a lot of videos, and each one, you don’t want to cast a big net, because that net isn’t going to catch everyone that that you want. So you’re thinking, Okay, I’m gonna, I’m gonna cater to, let’s say, they are a, I don’t know, like, event, you know, let’s cast the net for like the weddings and like the DJs, all that stuff, find them all. Some of them aren’t gonna be in that video, they’re not gonna care, but you’re still putting the effort into casting that big net. Instead, you can cater each video, separate that huge video until like five, and you’re gonna get most of those, you’re gonna cast a net for just the wedding filmmakers DJs This, this, that and you’re gonna get more traction out of those single videos. So it when they don’t get that, which that kind of really helps them. I explain it to where it makes more sense for just their business, I say, visibility is key. And since we’re now living, especially after the pandemic, we’re living on a virtual, you know, world, our online presence is more important. You want your visibility to stay active, the more visibility, the more people trust you, the more people will see you and think of you at when they need that problem solved. So, to keep up on the visibility, you’re gonna need a lot of content. It’s all stay active on that content, we can provide that content free up your time, instead of you doing like, you know, going to places that are showing up, you know, because you can you can, you can show you can expand your visibility more with videos than in person or in messages.

28:50

Yeah, I mean, with one video, you can communicate to a million people at once. It’s tough, unless you’re a big speaker. And yeah, you know, people are paying to come see your seminars, whatever it may be. But I love the analogy, man with the wide net or small net, I think, I mean, we bring it up with on the ad side quite a bit where it’s like, well, instead of me get so fixated on the all there’s 1.3 million people in this audience like well, you don’t have a budget enough to reach 1000 people so it’s like, how can we how can we a little this audience down to know exactly who these people are? So we can have a conversation and I think a lot of business owners again want to try and consolidate everything into one piece of creative hit everyone and it’s how I try to equate it as you know, kind of going out and yelling to everyone what your messages and no one’s really hearing where if you know that you fix a problem and you see that person has a problem communicating have more of a one to one conversation, that’s going to lead to that sale a lot more than just running around yelling, I’m a marketer. I’m a marketer. You know, to me, that’s

29:48

exactly it. That’s exactly how you explain it because Yeah, exactly. If you know what they want, you can target them and instead of having, let’s say, 1000 people view it It’s a wide range of net 500 don’t really care, because it’s not really for them. But if you you make it smaller and you target those people that actually have that problem, then it’s almost like 100% of them clicking through and it’s

30:16

Yeah, it’s a good way to put it. It’s like, yeah, sure you have the 1.2 million people you can reach to probably 1.1 million don’t even care what they they don’t have a need for your product or service. And so it’s like, no muss wasting money unless you’re apple or Tesla and having a limited budget.

30:32

But, um, yeah, definitely, I think that’s, that’s the best way to, to start doing content. And what we’re doing to kind of facilitate that is because I know people, companies kind of have a hard time to Okay, I need video content. I know it’s important, or they’re telling me it’s important. But I gotta go find one now. And then Okay, I liked him, I gotta go reach out back to him and say, I want it for next month. So we want to do is we want to start a membership where people can just pay and consistently get their content done each month. And they just don’t they just don’t have to worry about it to the backburner, and they know they’re getting that content they can just use. So that’s in the works right now for us. And that’s awesome.

31:10

Yeah, that’s awesome. Excited to roll that out? Yeah. A lot of details that because I don’t know, I haven’t seen it done in this way. But so we will make sure we cover all our bases. Yeah.

31:23

I mean, it’s the way to go. Because I mean, to your point, you need more than just one one piece of content. But if it’s always like, Okay, what are we doing this next month? I think if you have a system that kind of onboard say, Hey, we’re doing this for the next 6-12 months, what are we doing each month, and there’s a clear path, you know, that you’re making revenue over 6-12 months, you can maybe come down on the cost per video, make it more accessible to the business owners and whatever it may be? And I think, the smart model,

31:49

yeah, yeah, definitely, I definitely recommend it to everyone. Like I just think like, that’s the next because like, like you say, people are starting to see the value in video. So if they, if they see the value, and they know they need content like that, I think everyone should start moving into like a more of a membership type paid where people it’s more secure, especially for your own business. And then for the clients business, they know they’re getting that security. And if they like your business, they don’t have to worry about it again.

32:18

Exactly. I mean, it’s you’re only going to drive better results. Because I mean, it’s like you’ve mentioned, if you have the one people are going to see it and kind of phase it out. If there’s new videos coming out monthly little snippets, it’s, you get so many different looks and feels of the brand that it’s like it keeps catching their eye, and then they remember who that brand is. But whenever they need that product or service, they’re going to come to that that brand. And so all you’re doing is helping brands stay top of mind by continual content production, which is ultimately to drive more sales, which then is going to get them to turn that six month contract and and 12-24 because they’re seeing the ROI of it and that’s all business owners care about is sure the cost but it’s am I gonna make more money than I’m spending and you’re setting yourself up perfectly one to have rather be chasing a new client every month or every project now you got six months of work, and then you can forecast revenue a bit better. And I think it just works out for everyone.

33:09

Yeah, yeah. So super excited. I hope it I hope everything goes well with that. Yeah,

33:14

that’s cool. I mean, look to the website, you have some cool clients that you worked with. What’s been the most exciting project that you’ve worked on? most exciting project? oh, man.

33:27

It doesn’t even need to be the marketing side. I mean, if if you have a film that you’ve done, because you know, commercials are fun and everything, but like when I compare it to like, my creative films that I do on my on my personal side, like, those are just I love directing a big team having like, you know, dp the gaffers, I love lighting, I come from the physics standpoint, understanding lighting is like key with filmmaking. So you know, knowing how to put it everything like that is just because because we’re filmmaking, if we want to get into filmmaking for a little bit, yeah. Because like, just how a painter uses paint to paint his canvas. a filmmaker uses light to make his art sense. Yeah. And so having that creative freedom, because in commercials, he kind of, it’s not cookie cutter, but it’s almost like, this is the script. This is how we’re gonna shoot it. You don’t have that much creative freedom. But my favorite film that I’ve done, and it was one of my first short films, and I’m very what’s the word? I don’t know. Like, I’m not emotional, but I love having those like, little ties to my films. Yeah. And this one is about my dad. Okay, and how he came from nothing. He He’s just from Mexico, from early age, he and his teens, they left me he had the choice to either, you know, go to the streets, do drugs and just, you know, or keep going to school, you know, grinding and find a way to succeed and now he’s like a colonel in the army. Yeah, yeah, he’s You know, he’s an investor and all this stuff. So I think about him and one of the lessons I learned from him is that all The scars, all the all the failures is is badges of honor that you learn, and you keep with you. So in the short film, it starts out with my son as the younger version, my dad, and it shows like when his mother died, and you start to see the first cracks in his face, because what I forgot to mention is that in the video, we incorporate a from Japanese culture, it’s called Kun Suki. Okay, and it’s where if a vase, it cracks and it breaks, instead of throwing it away, they, they glue it back together with gold. So now you have this beautiful vase that has golden cracks in it. And it’s more worth it’s worth more than what it was before it was. And the meaning behind that is, even though you feel broken, or you’ve gone through something, you’re more valuable than you were before you were broken. That’s really cool. Right? Yeah. And, and so, in the video, you see my son, you see him at a grave, and it’s his mom’s and, and so you see the cracks starting to emerge in his face. And then he gets older, and then his family leaves them in Mexico, and you start to see the cracks, more cracks, that’s towards the end, you see my dad, or is my uncle cuz my dad was overseas at the time, but it’s my uncle with all these cracks all over him writing a story about his life. And he’s saying, Where, where your where your, your, your failures as a badge of honor and stuff like that.

36:31

That’s really cool. That’s, that’s really awesome. I mean, I can totally see the passion, whenever you’re talking about that the the, you know, longer form videos, as opposed to just, you know, the Quick, quick punchy commercials, you know, obviously, what you’re doing now for businesses is a way to bring money into to raise a family and whatnot, do you have a path on pivoting more towards, you know, I will

36:57

want to and this is something that I kind of want to talk to talk about is that, at first I just wanted to be like a freelance videographer, you know, do something like that. I’ve been asked to work with different people and stuff like that. And every time I would work with them, and I’ll be like, No, I don’t like how you’re running the place like it’s based on a lot of businesses are the ones I found out based on lies like, Oh, we have the best marketing agency, because look at our look at our followers numbers. Now you see it? Yeah, they see their agent like 14 engagement and you have 72,000. Yeah. And then I’m like, I can pass that. And then you work with them. You give them like the greatest work that you can, and then they pay you like, two weeks later, three weeks later, I’m like, I don’t think you appreciate my work, like putting all my effort. So that I’m like, Okay, now and then I go here, I go there. I just didn’t see, like, what I wanted to work. And I said, you know, what, why don’t I be the boss that I wish I had something? I’m gonna do it. I’m gonna try. And in that process, if I create, like an empire, whatever I do, you know, not not anywhere close to that right now. But if I do, I’ll probably be the founder and someone can take over and just kind of like, you know, with my ideals, run it. And I can pursue my filmmaking career.

38:13

Yeah. I mean, that, that that’s the ultimate goal. I mean, being your own boss. Yeah. I mean, it’s, uh, well, I mean, that’s how I kind of started this is just saw, because I worked at big agencies here in the valley, and just kind of saw recommendations, and typically it was more in line with what’s gonna help their margin out rather than what’s gonna grow the client quicker and, and all that and basically, it was a sort of came down to is like, well, I can continue to do that. Or I can take a step back, start something and make those better recommendations where it’s, it might not put more money in our pocket early on, but it’s gonna help the client grow quicker, we build a relationship and it’s more of a long term relationship, rather than trying to continually just, well, we’re recommending this because we’re gonna make a lot of money from it, not what it’s gonna help you out. And so it’s it’s awesome that you kind of saw a need, it’s like, tried to fit in and try to do these different things work with different people. It didn’t work out rather than continue to chase it. It’s like, well, what’s the problem? Why don’t I like it? Let me go just create it. And that’s that that’s, that’s amazing. That’s lifted the the American dream?

39:14

Yeah, right. Yeah. And I got a little backlash from it. Because like, you need to make money like you’re, you know, you’re in your 20s you got a girl and you got a family to support so just, you know, work and just, like, shut up in color. They kind of military style. Yeah. And I was like, I just doesn’t feel right. I gotta do what feels right. You know?

39:36

And how did you do that? Because I mean, that’s tough. And I’m sure there’s probably some family members that were saying it you got friends are saying to outsiders looking in and it’s so easy to just kind of let that affect you and just kind of go on a different path. But I mean, hearing hearing your background, you know, dad in the military. I mean, you seem very big on the mental toughness side of things. So I’d assume that that’s probably what played a role but what hasn’t been hard Hard to not kind of give in and say, You know what, you’re right, it is tough. Why don’t I just go back and do something that’s more secure and isn’t me running my own business.

40:10

When you have a vision, and you, you hear that little voice, and you got to be really sad, you got to calm your mind. Like, Don’t think about anything else. And you hear that little voice that tells you, you, you have the skill, you have the talent, or you know, you have it, you could do it. And then you just hear that one voice at least one time. Just listen to it, keep reminding yourself that you can do it. Because that little voice is your true inner self telling you what is possible. So if you can, if you can listen to that, you know, you’re gonna succeed because that’s already you. It’s, it’s an outside kind of perspective on on what you can achieve. And it’s hard. It’s hard, because even though it might seem like I have that mental toughness, I’m like the Far from it. Like every, my wife would be consoling me, like every month telling me like, Don’t worry, don’t worry, we got this, I support you. But it’s hard. Because even you know, when you think you have that support system with your family. Deep down, you can tell like they’re there. Like, I wish and sometimes we bring up like, Oh, your friends a doctor now. Like, yeah, he’s he’s in his final stages. He’s making 80,000 right now like, Oh, that’s, that’s good. But imagine if you did it on, like, this way? Yeah.

41:26

It’s important to, to when you start feeling those doubts, pull yourself up and just just pretend just like, like, when they would say, like, Oh, do you feel bad or or I don’t think we can do this anymore. Or you’re wasting your time. Just fake it and look into their eyes and say, trust me, I got this I you fake it, say to yourself fake and just say no, trust me. I understand the process. I can do it. And you’ll you’ll start to believe yourself.

41:56

Yeah, that I mean, that’s very well said. And I mean, you brought up family quite a bit. And starting a business takes a ton of time. It’s pretty much like having a baby. I mean, yeah, I have a four month old and I’m like, Huh, but it’s actually less time actually to try and raise her than getting this thing off the ground. And I

42:12

mean, because a baby, a human being is predictable. And they’re

42:18

almost self sufficient to I know, they need a lot of attention in the beginning, but they will, on their own, try to survive. The business will not survive unless you do anything. Like they’ll just lay there until you do something. So it’s almost like more attention than that baby. Yeah,

42:34

yeah. I mean, even I never even thought about until just kind of insane. Yeah. Wow. Actually, I mean, we got really lucky to have, you know, one that’s super easy and calm and all that. But it’s it. It does take a lot of time and energy, and it’s easy to kind of neglect those around you and how do you go about balancing your work life, family time, friends and all that while also having that big vision of building the Empire and, and staying true to that as well.

43:01

It’s little sleep. You just got a that’s that’s the that’s the key. Like, if I could find someone to give me the answer, I would pay them. You’re worth a salary. I don’t know. But yeah, like, for example, one thing to make my family feel secure is benefits and assurance. Right? And this job doesn’t actually provide it you have to pay or you have to get on different programs. But so I nights, I work at UPS, okay, I tell them give me the least amount of hours, you can like, just don’t, I don’t want to work here. Just give me the better. And then Recently, there have been a lot of turnaround rates and jobs. So I’m working like from 11 to five in the morning. And so just just yeah, no sleep, like and then my kids, I go to bed, they understand I have to go to bed, I wake up and then they wait for me. So it’s a lot of talking a lot of communication with your family. But I don’t have it down.

44:04

I don’t Rise Grind Repeat. Yeah. Cool. So kinda I mean, you kind of alluded to it a little bit the the whole membership program. I think a lot of people try and get hung up on five year 10 year 20 year plans and all that. And I mean, especially we’ve gone through recently called change in one day, one week, what are some of the big things that you’re working on from a business perspective and personal perspective in the short term, the next three to six months? Three, six months.

44:35

For example, I don’t know if you can tell but my website’s still being made because I still want to bring in all that information for the membership and all that stuff. For some reason my Wix my domain name is not being added to the Wix account. I don’t know what I like to. But yeah, so I want to down the line. In the short time I’m going to be pulling out all the work that I do for my clients but for myself, so making crazy little mini documentary about my business, making the commercial making the welcome video, setting up that funnel? Because it seems to work with my clients. I’m like, Why don’t? Why do I have that in place. And it’s kind of like that thing where like, where you work or where you what you do or where you live is the least amount of what you experience. So like in Arizona, rarely go to Grand Canyon. But when someone comes down here is the first thing they do and stuff like that. And like, yeah, so I could see that I need to pay attention to myself and my business. So that’s some of the goals that I’m doing right now.

45:35

Yeah, it’s the shoe cobblers kids are the ones that don’t have shoes. Like we’ve been not laughing about it. But we joke around about it here as well. I mean, spent so much time producing great results for clients. And that’s all part of the building process. But I mean, we’ve gotten a lot more aggressive recently on just what are we doing for sales, how we’re getting ads in the market working, working on us as well, it’s almost like you gotta make yourself your own client. Because these neglect yourself, then you kind of get stagnant. And then after a while, it’s like, spent all these hours getting no sleep, or still where we were six months ago and all that and it’s, it’s tough.

46:10

So it seems like it’s crucial to make sure you don’t neglect yourself. Yeah, that’s, that’s what I’m starting to notice too. So with that being said, I mean, this has been great love, love everything. I mean, I love the determination, the vision and everything, I think, you know, if you were able to spend more time on yourself, you might be able to do more, you know, long form documentary style things on you. Because I think one thing that we always go through is people don’t realize how much time it takes to produce good video, good video work. And I think it’s just somehow highlighting that whether it’s documentary, or, or something, just kind of behind the scenes, but might be able to kind of stroke that, that, that that fun, long form type of stuff, while also working on the business and use that to then drive. It’s kind

46:56

of listen to my goals too much. So my goals is to explain kind of unraveled, what goes into all the work because like, you know, I had, I had one client that they asked me like, oh, how much you’re gonna charge? And I was like, oh, and it was like when I first started out, yeah. And they and I said, Well, I could charge like, 500 a day, shoot, you know, my day rate. And then he’s like, okay, that’s a little expensive. And I was like, I don’t know. And then he’s, and then he’s like, I could pay you 200. But even that’s a little too much. And I was like, that’s a little too much. I don’t think you know what it’s going into, I’m not going I’m not showing up with like, a camera pressing record. And then I give it to you. Like it’s not, it’s not that simple. And, and we can go layers and layers deep into it. Okay, we got to learn the camera. And then we got to know how expensive these cameras are, like 5000 10,000 to rigged up and everything, then we go a little deeper. And then we got to learn all the keys to how to make it engaging how to, you know, manipulate an audience to make them want to do what you want. Because in filmmaking, that’s like the beauty of it. That’s why I love that you’re able to make someone cry makes them feel emotion that they didn’t have before. Like, that’s the magic of it. Yeah. And if I could, if I came to you, and I said, Hey, if How much would you pay me if I can mind control this person to buy off? But you would pay a lot of money? Yeah, like, Oh, my gosh, you could do that. Like I would be a millionaire. Yep. But they don’t see that ad. That’s what we can do. We can actually manipulate. I don’t like to use the word manipulate. Yeah, we can convince, persuade.

48:37

That’s the way we can persuade people to go to you.

48:41

Yeah, no, I think yeah, I mean, you might be onto something there where I mean, you bring up good points that the cost of the equipment, people don’t even factor that it’s like, what I’m going to come out with it would cost you two grand just to rent this for a day. And I mean, it’s, I mean, it’s just a lot of things. And it is, but it’s not in their world, they don’t understand it. And I think it only takes some education. And you get to do that on one one to one meetings. Or instead, you can stroke that that happiness and create maybe a long form to a docu series on the different aspects of all the video creation, whining, pre production, the cost of all this the learning of everything and wanting to probably help you make make more on each project. And then so this has been great. I love I love everything, everything about what you’re doing. I can’t wait to see the continued growth and kind of before we wrap up, we’ve mentioned it quite a bit. There’s a lot a lot of business owners entrepreneurs that can all agree that video is a must and there’s a ton of value for someone that is on the fence gone. Alright, I might have a couple grand I don’t know if I want to do it or not. What’s the biggest piece of advice you’d have for someone as they’re thinking about moving forward with working with someone.

49:49

Um, I think the biggest advice would be Well, number one, just try it once. Just try have a good find someone these are The three things that you want to look out for when you’re going to hire someone when you want to try it. The first one is if they focus on just the camera quality, and just the quality of video they’re going to provide for you. They’re not thinking about the right stuff, they’re their mindset is not on, you’re not going to get what you want. Secondly, another thing is that they have a strategy in place, they’re not just going to give you a video, they’re not just saying, okay, I can record that for you show up and they record it. And then the third one is just the, the creativity Don’t you know, I mean, you can hire someone that has the other two and then doesn’t have too much creativity, you’ll see something. But if you want the top, you know, find someone that you their style you like. And once you try that, and you kind of implement all those things. If you don’t see that return, then I guess go back to whatever you’re doing, but just know that everything is moving towards this visual medium. I mean, you can see how now we’re doing zoom calls. We’re doing everything online. So everyone says the first impression counts when I have an AR impressions now online, why not have a good first impression with a nice video?

51:04

Exactly. Why don’t make every impression count. Now a good piece of advice, and I really appreciate the time. It’s been great. Yeah. Thank you for having me on.

51:16

Thank you.


Where To Find David Navarrete

LinkedIn: David Navarrete


On the previous episode of RGR, Dustin talked to the Marketing Director at Supermetrics Edward Ford. Supermetrics is an industry-leader in building user-friendly data analytics tools anyone can use. Ford says they do that by harvesting data from marketing platforms on one side and finding ways to integrate it on the destination side with product-led growth.

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