Video Marketing: The “Emotional Story Selling” Style w/ Kyle Lasota

are you ready to scale and outsource
your business okay let's go welcome to the outsourcing and scaling show I'm
your host Nathan Hirsch a show where we talk about everything
Amazon shopify ecommerce and digital marketing let's get started welcome back
to the outsourcing scaling show I'm here with Kyle Lasota
Kyle how you doing today I'm good man how are you going doing great I'm
excited to talk to you we actually met at the rooftop in San Diego after
traffic conversion so it's been a lot of fun getting to know you and I know the
audience will love to hear your story as well for those of you that don't know
Kyle is all about video marketing and storytelling I'm really taking the
internet by storm generating over 30 million dollars in sales from his videos
working with people like Sam Evans Scott Wilford Paul getter and many many more
and he's on a mission to build the world's largest community of
videographers Kyle that we're gonna talk all about that let's take a gigantic
step back I know you're still young but what were you like growing up were you a
rebel or you're a straight-a student did you know you wanted to be an
entrepreneur I don't I think I was always an entrepreneur just I didn't
know what that meant I was a little bit of a rebel I actually got nominated for
I figured was called in high school like you're everyone gets nominated like most
likely to succeed most likely to do this and not and I did a mine was biggest
rebel without a cause ironically and yeah like my first venture was like
selling muffins in front of Blockbuster and then after that I started selling
Swisher's to the kids who smoked weed because I had an older brother who could
get switchers and everyone wanted to smoke blunts and and then I got into
throwing parties and I threw I remember I threw this event it was anything but
closed dance party and my parents didn't know what that was I just called it an
ABC party and they let me rent a venue get an insurance policy hire DJ hire
bouncers and do everything and they just like
signed on whatever needed to be co-signed and I remember we sold the
water for $2 of water inside and it was 15 to 20 bucks to get in and I had my
promoter friend like invite everyone so the venue could only fit 200 people
and there was 300 people at the venue so we had a line of 100 people out the door
I remember walking away that night with $3,000 in cash Wow profit and being like
oh my god like and like laying it all on the table on my kitchen table like
counting all my money it looked like a drug scene from a I'm like a movie and
just being like this is incredible that I felt this rush of just like oh my god
this is amazing and I worked two jobs which was out of
La Crosse stores I was on lacrosse team and then I worked at Restoration
Hardware my first summer back from college and I remember I showed up late
to work one day and my boss was like yeah if you ever show up late again like
you're fired and right then and there I was like hey I'm never gonna be in a
position where someone's like telling this type of thing to me ever again and
I always had a problem with authority and all these different things so the
classic entrepreneur beginnings I guess I loved it I heard her talking on the
roof you're like I I have a weapon and the video camera is my weapon how did
how did you get to that point where were you yeah walk us through that why the
video camera how do you how did you learn to do what you do yeah so in high
school I started I took photography because it was just an easy class and I
heard it was fun so when I got into it I got I like started enjoying it I started
really liking making photos and and then for my senior project I was an AP photo
yeah which is a thing I guess and I made a video it was like a rap music video
about AP AP photo class today with a couple friends and it was really fun and
in middle school I was always making videos with my brothers and and his
friends and I was the one who would edit it on iMovie and I got suspended from
school because I was like it's inappropriate stuff and editing like
on my school computer and I don't know there was something about making and
making videos and creating that always like I lost myself in it and I always
had his talent for it and it always like like the rhythm thing was it made sense
to me and so when I was applying to go to school I decided you know I'm not
gonna do business because that seems like a cop-out to just get a business
degree but you can't learn business in school intuitively I already knew that
and then I was like what am I never gonna get bored of and like the only
thing that I knew where I could just do it on and on and on and on was like
videos so I applied to film school I got into one I went there was Colorado
cu-boulder and then I studied film and
entrepreneurship at this school but the problem with the film school is I never
really learned much like about actually making stuff it was all film studies
from history all this stuff that was irrelevant to me all I wanted to do was
pick up a camera and start making stuff then I saw some stuff happening with the
people who had gone through the film program and they were all broke you know
like the guy who was developing my film for one of the project I was working on
was a film major I see you my teacher was a film major I see you I started
seeing this pattern of like look at all these filmmakers they they don't have
any money and that's why they're a teacher that's why they're working at
the you know the the camera store or like whatever so I said I need to figure
out business and then I'll go back into video it's 50% business 50% Talent
so when when in the network marketing learned about sales personal development
all this stuff I sold like and recruited a thousand people into my organization
in eight months with the help of a friend of mine and I was just like on
cloud nine I was like oh my god this like sales thing this business thing
this is like where I belong and then I dropped out of school quit the network
marketing company because I got a job in Investment Banking and I thought like if
I go to Investment Banking I'm like at sales man I could make a lot of money
like really fast and I also thought at the
I wanted to raise money for a company and like I wanted to see what it was
like on the other side and that was horrible you know like working at an
investment banking firm is like I wouldn't wish that upon my worst enemies
and and I did it for six months worth to two different firms and the short story
of the long story is when I quit that firm I was looking for opportunity I'd
met a friend he was making a bunch of money online and he said come out to
Miami come learn how to do this and you can run our company basically he had
this media company it was like click baby stuff on Facebook where he was
buying likes on fan pages and then sending traffic to the site and making
money through ads and it was when the organic reach on Facebook was like huge
so I learned how to do copywriting and IRA started writing headlines and I I
got really really good all of a sudden now on making money online I'm driving
all this traffic and it's it's working and I did that for like two three years
every single day I wrote headlines I wrote like six to eight headlines every
day for like two or three years and then another company hired me as a consultant
to start writing copy for them and then like russell brunson heard about me and
then he hired me to write the headlines for his book expert secrets and like my
copywriting career I guess just sort of started taking off the only problem is I
had left this whole like filmmaking thing in the background and the stuff
that I was doing I was making money but it was starting to not feel very good
like my awareness around the impact and ramifications of like the stuff that I
was writing and like what it meant to me and its effect when other people started
seeping in but I kept ignoring the voice because I was so focused on just making
the money and yeah I was I was scared of like taking a chance on myself and going
for the video thing that all came to a head and I got really stressed out I was
writing a hundred headlines a day I was making more money than I knew what to do
with at the time but I was working myself into the ground and I was doing
something I didn't enjoy also I was going out
I was drinking I was mistreating my body and and then I burned man like III
started having panic attacks so I have anxiety anxiety attacks I started having
stomach problems skin problems like all these weird symptoms that were seemingly
related but also they're seemingly unrelated but also happening at the same
time right now no one no doctor could tell me what was going on my immune
system was going down like all this weird shit was happening and then it
blew up you know I was like okay I can't take this anymore I broke the lease on
my apartment my brand new apartment in Newport Beach that I just moved into I
left those companies and I moved back in with my grandma to heal and to
rediscover what it is that I need to do and somewhere in my journey I just read
somewhere online that the reason why I was experiencing all those health
challenges and symptoms was because I wasn't quote-unquote following my
purpose and so I knew as soon as I read that was okay I have to pick up a camera
so I picked up a camera I started making videos and I landed my first client but
I had to position things in a way where it was like high ticket and it was
specialized so that I didn't get commoditized like the other
videographers I was like traveling like crazy and like I had too many clients
and it would become really stressful and it would hurt my health and the way that
I had become sensitive so that's kind of how I got into video and then from there
it was just like you know when you're filled and driven through something that
you believe is your purpose like like God in the universe is on your side and
like everyone is rooting for you and so like I I was just I had all sorts of
types of favor you know like like things would just
line up for me I get this one client that client would lead to all these
other clients that client you know and then my very first client ended up
making over thirty million dollars just with the videos that I that we did
together so that's only one client you know and that's the only the stuff that
I can try and I I just I've been very humbled over
the course of the journey of people receiving the work that I do the art
that I create and actually having it work from a marketing context as well
and yeah it's just been this ever-evolving journey of like finding
the right mentors get lowering my stress getting my health back in check and also
like doing work that fills me up in and hopefully inspires people to to do
something great first of all thanks for sharing that story that was very
powerful and I think a lot of entrepreneurs can relate just being
stressed and have that having that affect their health and maybe making
some bad decisions but then seeing you recover from it is awesome I'm talking
about your style of videos that you produce I've seen your videos they're
awesome I'm gonna be Agrokor it's tough for me to put them into words
what type of style do you go for what do you call it yeah I I've been kind this
term by this a term that I use a lot which is like I call it the emotional
story selling and it's basically like this hero's journey of the entrepreneur
and it's them telling their why and articulating a message that is embedded
with that why about their journey as an entrepreneur and the real reason behind
why they do what they do and we use that strategically to enroll our ideal client
into our products or our service or our programs or whatever it is and then in
addition to that we also do like some positioning stuff to make the
entrepreneur like look like the top expert in the space based on their
unique value proposition and also their their way of seeing the world right
their perspective on the market and I think the best products in the world
usually have the worst marketing right because all their time is being spent on
the product and their business only grows as as a product of their focus on
the product and so something that's sort of a hidden agenda of mine is
to find these products that are the best products in the world and help tell the
story of those products or of those entrepreneurs to get those outs of the
world because if they had good marketing there would be fortune 500 companies you
know like the reason why a product like Apple is so amazing is because it is
like the company is so big and it's so successful is because the product is
amazing like I phone is just an amazing product right like Apple computers
they're just they're amazing right and then the marketing is on point like the
branding is dialed in they tell the story so well so hence you have an
amazingly successful company and I know that there are thousands if not hundreds
of thousands if not maybe even millions of companies out there that are amazing
products amazing services but they maybe just don't have the right they're not
telling the story the right way they're not position the right way or the brand
the quality of the brand is just it doesn't look that aesthetically good and
so the videos that I help people create or okay let's make everything look
really good so cinematic you know let's let's position it well let's make sure
the message is dialed in and then also it has to be authentic to who you are
what you stand for and what you're trying to create in the world so that
you feel represented you feel seen and that you're a perfect customer the
person that that you've created this product for when they see that story
when they see that message when they see that video it's just like I I have to
buy this I don't know why but I have to buy this because it's resonating on like
a deep soul level of like ooh just in it you know and and I guess that's a
long-winded way to describe it no I love it can you can you talk a little bit
about the process I remember I saw Andrew crazy which I believe you did
some work for I saw his story he had some videos of you doing some different
filming and what does that process look like I'm assuming you sit down and meet
with them and you fly out to them and eventually there's editing involved can
you can you walk people through what that whole process looks like from a
creative standpoint yeah so it's funny how you know the
parts of our journey sort of somehow like you can't connect the dots like
looking back and I think me going to copywriting me learning about marketing
and messaging and all this stuff getting people to click getting people to
convert really has set me up to really serve my clients in an amazing way so I
take a copywriting approach to how I work with my clients meaning we reverse
engineer the story that needs to be told based on the data that we collect from
their avatar of their ideal client so we do a deep dive into their avatar you
know you may think you know your perfect customer and then and then you sit in
the room with me and then you have a whole nother level of understanding of
who you actually want to serve because if you had a hundred or a thousand or
ten thousand perfect dream customers I'm sure your life would look a lot
different than it does right now because a lot of times we get customers they're
not always perfect they're not always ideal but what if we could craft a
message what if we could tell a story that speaks exactly to that person that
we'd love and get lit up by and so that's the first step is like okay let's
get clear on this perfect customer avatar thing then that gives me the data
that I need to then bring the right questions into the interview once you
give me the data you don't need to do anything you we just need to meet with
first day we sit down we do an interview and I have the questions in my head
based on the the process that we went through in the beginning I asked you the
question so it's just a conversation then we have that conversation I know
that there are certain elements of a story that need to be incorporated in
order for this story to be effective this is the elements that I use are the
dream this set up the fall in the resolution if we have those four
components we know that we can have a good story dream is you know I wanted to
be a videographer this setup was I found out all videographers were broke so I
went into business the fall was all of a sudden I started having health problems
and the panic attacks and every was falling apart the resolution was I
picked up a camera and I started telling stories and and making videos and then I
healed right so I I used that framework just in the last couple minutes where I
told my story and that's how I look at it with every other entrepreneur that I
work with it's just let's get the right data then let's create these components
within the story that's already that already exist within you and I'm gonna
pull those out and then the rest of the time we'll go shoot some ads and we'll
go create some retargeting assets so you don't have any holes in your funnel and
then the next day is like b-roll so we go shoot a bunch of cinematic b-roll
that visually represents the story that you told and then we place that b-roll
on the top of this story and there we go we have a beautiful emotional
storytelling package yeah it makes you Army president it helps you connect with
your audience is going to increase your show up rates on your sales calls and
your conversions on the back end and it's also going to build brand awareness
in a way that moves the mission forward and enrolls other people into it and
it's just like I kept developing it like over a time like that first it was just
like okay it's just a story video and then it's like well like I would work
with a client and not enough people would see the story so I'd be like okay
now we're doing a Facebook guide but then like I'm like but you don't know if
that Facebook guides gonna convert so let's do like nine different split test
and like no matter what you're getting traffic to this video right and then
after that I was like yeah you're getting traffic to the video but your
your your numbers could be like increased along the sales funnel so like
let's increase the conversions let's make you omnipresent by like creating
some retargeting ads so anytime someone falls into your funnel they don't fall
out right they come back in and we become
like meta famous to our perfect customer and then with all these things in place
then we sequentially we have they're sequentially we have like a whole we
have fullness in our marketing right we know there's no gaps we got the front
end we got the middle of the funnel and we got the back end and it slowly
evolved into this process of like how do I deliver
so much value that for my ideal client and like when we get on a sales call
it's just like and I tell them the price it's just like that's it like for that
much value that's how much it costs like it should be so lasered in that like my
ideal client should be throwing my credit card or throwing their credit
card at me and that's what I've been trying to develop and that's what I've
actually feel like I've come to now when I when I meet the right person when they
see what my offer is when they see how I can help them it's just like let's go I
love it you you obviously have met a lot of videographers where do you think they
go wrong in the process because you mentioned it a lot that on their broker
they're struggling and you've obviously had a lot of success I mean you've seen
a lot of videos where do they go wrong yeah
three there's like there's two big ones actually number one the video either
like it looks really good but the message is entitled it and the other one
is the message is dialed in but it doesn't look very good so we want both
and they also get it wrong in the sense that they don't understand how to solve
people's problems right like they're just trying to push
their agenda which is I want to make videos like but when you have a client
you know you need to think about like what their needs are and so it's like
when you're a videographer and you're working with clients it's like it's not
about you what it's about you when you go off and make your own your own stuff
right like that's your time to like it be creative and all this stuff but when
you're working with a client they are hiring you to solve their problems and
that's it I love it so this is the outsourcing scaling show I want to talk
a little bit about hiring when when I met you on the rooftop you were like you
know what I'm ready I got to start delegating but if I want to scale this
thing hey I'll give you some free outlet and
you've kind of gone through that the VA process for the first time talk to me
about that because I feel like just that the mentality that you have to delegate
is something that not a lot of entrepreneurs get to or really realize
or take control of yeah yeah well I think I'm in a really unique scenario in
the sense that like with all the health stuff going on and and with the type of
lifestyle that I'm trying to create I just came to the realization that like
my new definition of business is you don't have a business if it doesn't make
money when you're not there right right so I've just been going through this
paradigm shift of like letting go of everything like I'm really on a mission
to actually eliminate all my work like I'm on a mission to only work an hour a
week and I'm pushing my belief of like finding meaning inside of my business
and searching for meaning outside of my business which is really
counterintuitive to what a lot of entrepreneurs say and think and believe
and I I'm a contrarian and so I believe that if everyone is saying one thing and
I should do the other thing right or do the opposite and so if everyone says you
should you should like build this business like or you find your purpose
and your business and your mission I'm gonna say the opposite I'm gonna say no
that's actually your business is just a vehicle there for you to make money and
it's up to you to then once you get on the other side of what it means to be
financially free then you you are open through what is possible but until you
get it on the other side of that then you know I think you're clouded by
cognitive biases so my decision to start hiring people is like okay if I'm truly
committed to only working one hour a week then some things need to change
number one I need to start systematizing everything and I need to start tracking
everything I need to start documenting everything and I need to start making
training so that I can bring someone on just to take on this position and it
started off with me hard to map out all my system so now I have
everything is like it's so clean but like anytime I have a sales funnel
someone pulls out an application through schedule once that goes to a sauna that
goes to a custom CRM that's built in a sauna who automatically gets assigned to
someone in the future will be a sales person and then once that person gets
sold they get tagged in an Operations thing inside of a sauna which gives a
drop-down menu with a checklist with every single step with a project
management laid out with all the resources all the documents every single
piece of the business and steps that need to be taken in order to move the
client down the process of our fulfillment is all laid out then like
once that I built that out I was like okay this is great I have the systems
well I was still doing all the work I was so overwhelmed I'm like now I need
to hire someone to work the system right so the first step is to map everything
out then the second step is to put someone in to run through it to see if
it actually functions and works when you're not doing it and then with the
feedback of that person you can refine it and get it better and better and
better to the point where someone else can do it without you
and the first step for me was like okay I need to just get the basic level stuff
that I hate off my plate so that I can start focusing on the higher level stuff
that's gonna move the needle forward towards get into this one hour a week
work week right and so the first step is like for me it was like admin social
media project management all the backend stuff that really doesn't fit my
personality type which is front-end like sales marketing you know client
management and like the I feel like strategy of the actual fulfillment so I
mean was first thing I met met with with you Nathan you said you know I got this
thing you can hire someone and I'm like okay let's do it
this is scary for me but I'm gonna do it anyway because I know it's necessary
it's gonna be painful no it's not gonna be perfect but I got to get her in there
and so yeah I went on free up I hired this kick
be a name or IB who just like I sent all my applicants a test to basically make
me like a Daily Brief for all my kpi's all my messages all that I would
consider it like the pulse page of my of my business you know all the key metrics
that are important for me to keep an eye on and she just like blew it out of the
park with like the level of detail that she went to and I was like okay she's
got this level of detail and this level of like admin skills and this is this is
the one I chose her and now I've been training her on how to build standard
operating procedures from a loom video that I make which is just a software
where I record videos to make a training so and now anytime I'm doing something
during my day to day work I'm recording it on loom as a training video and then
I'm archiving it and then I'm gonna send it to her where she can then write out a
standard operating procedure for it and then she can put it in what's called a
playbook a playbook is like a master spreadsheet that houses all your
documents all your resources and anything that anyone on your team could
ever need is all in one place and it's like it's crazy integrated it's come it
sounds complex but it's amazing and that's where I'm at right now is I've
gotten to the point where I can send her a loom video she can write a procedure
that's so detailed that someone who's not in my company who doesn't even know
how to do any of the technical stuff if they could come in and we'll go through
this procedure and they could actually execute the procedure themselves without
any prior knowledge training or experience and that's the level of
detail that I'm going to and that's what my assistant is helping me doing too and
then once those are mapped out for all the stages of my business then you hire
an editor Dan you hire an assistant videographer then you hire a project
manager and then it's boom it's done I love it what have you learned just for
me working with the VA in the first time I'm assuming that's the first time you
work with a Filipino VA were there any lessons along the way yeah like over
communicate is the first thing that comes to mind like
definitely over-communicate a double check and confirm that they understand
like what you're asking of them make sure that they're set up for success so
like when I first hired mine it forced me to put a lot of stuff in place and
that's I don't think that's the best practice I think you should have some
stuff in place have a plan to how to how to onboard them set expectations really
well from the beginning let them know like when you want them to be available
when you don't want when you won't need them to be available and just be really
clear about what the outcomes are that you're looking for and how you want to
develop the working relationship you know what type I would say the biggest
lesson is just really taking the time to understand yourself and understanding
what what are your needs that may be totally unrealistic and also like what
are the things that you just like are inside your head aren't actually out
there on paper that you do without even thinking about it but wouldn't need
really really really proper explanation for someone to understand how this has
been awesome I think you've tried a lot of great
information for the audience is there anything else that you want to share
maybe for the video editors out there that are listening or videographers or
maybe other or their clients in the space anything that we didn't cover
yeah with videographers I would just say double your price whatever you're
charging number two would be pick a niche and I know deep within that niche
and I would create an offer that's productize herbal meaning like you can
repeat it over and over and over again like it you can turn it into a system
the problem with most videographers is that they're freelancers and they're
doing everything for everyone under the Sun and there you need to go from being
a generalist to being a specialist and when you become a specialist then you
can raise your prices then your clients will be really happy then people will
seek you out instead of you seeking them out and and then as far as I just business and
business owners and entrepreneurs go I would say I love this question by Tim
Ferriss which says what if you did the opposite for 48 hours so if you have a
way of doing things what if you did the complete polar opposite for 48 hours and
I I think that deep questioning process is like really will help create leaps
and balance for your happiness you know for the business growth for everything
that you're trying to achieve is just like asking better questions of like how
can I have my cake and eat it too like the first question for me it was
like how do I have a videography business that doesn't kill me you know
and isn't stressful and the way that I did it is just by asking that question
and then it the answers appeared I love it kind of where can people find out
more about you and what are you most excited about for the rest of the year
yeah you can find me on Facebook YouTube and Instagram colleague at camera or the
got camera crew so I'm really excited about this community that I'm building a
videographers called they got camera crew and I'm essentially teaching them
how to grow their business and all the stuff that I've learned along the way
and the goal really like I said like you said in the beginning of the episode was
to grow the largest most engaged community of videographers in the world
so that we can all create for ourselves and for fun but you can only do that if
you have the money and you have the time and I want that for you and I also want
that for myself it's very selfish because creating for yourself is great
but creating by yourself can get lonely so I want people to create with so in
order to do that I got to help everyone rise so there's a Facebook group join
the Facebook group guys check out with Kyle's up to join the Facebook group
Kyle I'm excited to work with you I love working with you I'm excited to see what
you're up to for the rest of the year and thanks so much for coming on yeah no
problem hey everyone thank you so much for watching did you
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