Jeremy Weisz 8:33
Yeah, you know, that’s I was gonna bring up too is you always kind of ingrained in me, don’t call it a testimonial. Call it a case story. And how do you if you’re working with a business or businesses creating a case story, you’re helping them create a case story? Can you give me an example of one of your favorites that you helped create that had the kind of the connection the conflict in conclusion,

Ian Garlic 8:59
you know, I’ve done a lot of them you know, especially when I like, you know, I like to business to business ones. You know, I’ve seen it you know, some of my favorites actually have been, you know, Tanner Larsen and Bill Gross scale. He does ecommerce training. And you know, we had some amazing I mean, you should definitely check it out because some of the stories on there and I just did a bunch last year with him at their events. And you know, from Ana’s case, story, honest to Santo Christopher Smith,

Jeremy Weisz 9:34
you know, talk about one of them that struck you, and maybe we can weave in how connection the conflict and conclusion kind of overlays to that Yeah,

Ian Garlic 9:45
yeah, I mean, so honest, is a perfect one. Because, I mean, I feel bad because I use it all the time, but I love it and she’s an amazing person. But she talks about how she was struggling as a graphic designer, a single mom struggling to make ends meet struggling to get out there in the world in sight on e commerce and it was kind of floundering around. And you know, so there’s right there. There’s the conflict and the connection on a sentence. And she has more depth into it. But then she finds Bill Gross scale, she finds Tanner’s groups, and has used that and start to implement those things and start to implement things within the masterminds that he had, and start to implement it and change her life and it changed her business. And she then had, you know, now she has, you know, a, I think she just talked about she hit nine figures last year,

Unknown Speaker 10:42
holy cow, so that’s a man.

Ian Garlic 10:45
And so, see the

Unknown Speaker 10:47
kind of products that she’s so

Ian Garlic 10:49
you’re right. I mean, she sells a lot of different products, you know, for she and she does a lot of graphic design stuff. But the point being is like I really didn’t talk about Tanner at all. I mean, I am mentioned him, I didn’t talk about how great his systems were. I talked about her story. And right there, we can feel it. There’s an emotional reaction and she gets emotional in it. You can see it in her face. If you if you’re asking this the right way, and that’s why people call me out to do this, if you’re asking the questions the right way. And if you really dig deep, everyone has a story, and you can find that emotion in there. And that dramatic arc,

Jeremy Weisz 11:24
what was it you remember that struck her so much or that helped her get results with his program?

Ian Garlic 11:33
I mean, it was everything. Right? It was the coaching. It was actual stuff. It was that they were constantly changing stuff. It was that he was bringing other experts in for motivation. It was it was a bit of everything. But you know, it does those features aren’t as important as the bet you know, the ultimate transformation. Mm hmm.

Jeremy Weisz 11:55
What are some questions that you ask yourself or your clients and how do you, like you said there’s an art and a science to getting the story and helping someone drawing the story out of them. And you are really good at that. What are some questions that people should consider asking themselves if they’re creating it, or someone else maybe on an interview?

Ian Garlic 12:18
Well, if you’re if you’re creating it, before you start doing this, you should always be thinking of what is your goal here with the story, right? Wait, who are you talking to? And where are they in their journey? Because people decide, you know, there’s an incredible book out there called the person’s situation. It’s a it’s a sociology, psychology book, social psychology book, I think it’s what they call it. But basically, there’s a thing called the fundamental attribution error that we think people decide because of who they are. And they actually decide because of the moment, you know, whether it’s late at night or early in the morning, if we’re driving the kids to school, if someone calls you to try to sell you while you’re driving to kids school, you’ll hate them. But if they’re just trying To sell you something that you need, right, then you’re like, Oh, I’m timing. Yeah, it’s all about timing, because it’s because of the situation that we’re in. We’re constantly in flux. So first of all, you have to understand who you’re speaking to what their situation is that scene, you know, and this is what we do in our storyboard blueprints, sessions with clients as we go through each of the individual scenes. And once you know what scene you need to tell it in, then you figure out what stories you need, and then you’re looking to craft those stories. And you’re looking to find those stories. So, you know, we always think about, well, the conversion point, right, where it’s like, someone becomes a customer. I need stores that sell stories that sell but what about the stories that draw attention? Yeah, those are going to get people earlier on. And those are gonna be different than the stories that about, you know, where things go wrong, and then it doesn’t meet stories different than stories about long term success. Those are different than the stories about your process, which is important too. So you need to have all the stories, we need to figure out which stories you want to get out first and go find them. That then to your point, we want to be asking questions about that. But there’s two critical things. Now you asked stories about yet you want to create questions about the connection, who they are, what’s unique about him, so and especially things that match up to your ideal client. So that’s why it’s important and asking things about that situation, right? that they’re in. So those match up as much as possible, and the conflict, what’s the problem that they have? So you want to be asking questions about the conflict. But the pride once you get those things down, and the conclusion you want as much detail as possible about how you did that, in the conclusion, both long term or both short term and long term? Like what was it like when it first ended? And what is it like now that it’s a year later? What’s life like now? But then the biggest probably the most powerful thing is to Two words I always say is moments and emotions is what was that moment that you felt that? Because a lot of people are like, Oh, yeah, it worked out well. But what was the moment that you knew that worked? Well? What was that moment? And how did that feel? So once you start asking those questions, and really ask him in the right way, because there’s, you know, there’s a time and place you shouldn’t, these are the types of questions that you shouldn’t be just asking off a piece of paper, right? You need to have a conversation with the person. Because when you just like, Okay, what was the moment that you knew that that felt? And what was that? You know, and, and well,

Jeremy Weisz 15:37
you’re not going to elicit a great response, you’re not going

Ian Garlic 15:39
to elicit a response. Exactly. Exactly. So you got to care about the person that you’re talking to and have a conversation with them. But yeah, those those are two I mean, in summary, the two keys to the questions you should ask yourself, you know, and we actually say that about every video we make, there’s four questions you still answer about every video. You make. Who are we talking to? Where are they in the journey? Why should they pay attention to this? And what do we want them to do next? Hmm,

Jeremy Weisz 16:07
I love it. Yeah, you’re a serious planner. And how is this going to be used? Where are you going to put even? You get granular? And where are you going to put this? Are you going to put this on? YouTubing? And it was your website? And you put this on Facebook? Right? Yeah.

Ian Garlic 16:21
Yeah, you gotta I mean, they’re different platforms. we absorb information different. You know, YouTube, people watch with sound, the watch in large format, you don’t need to have text overlays. You want something a little more cinematic. On Instagram Stories is vertical. You can probably young people watch those without sound. So you’re gonna want something that engages people visually, but also, you know, some area for texts and we want to think through that and also how condense that story needs to be at that point. Hmm,

Jeremy Weisz 16:49
yeah, and a shout out to Dean neutro at worth e commerce. They basically help do tell stories. They help ecommerce companies grow Through controlling their email sequences and telling stories or email sequences, and we were talking about this the other day I and you totally appreciate this because they said, you know, it depends where someone’s at in their customer journey, right? If they’re just getting it, they want me want longer form information, if they’re ready to buy something, maybe just want a short email with just the link. And that just made me think you know, the same thing goes for video, right? Yeah, it’s the same, you need to hit them hit someone. And I mean that I have a conversation with what they want at that moment.

Ian Garlic 17:35
Exactly, that people always ask me, I’ve made a few videos on this. How long should this video be? I’m like, well, you have to answer those four questions. Because and also, if you’re putting on YouTube, it should be a lot longer. It should be as long as you can get someone to pay attention. Because YouTube is that they reward that view time. Whereas Facebook, maybe you want them to really quickly move over to someplace else off of Facebook because you Don’t want them getting distracted. You’ve got to be thinking about those things and plan your videos accordingly. Because I see so much of people, the biggest mistake people make in video. And video marketing is they think a filmmaker as a video as a videographer or a video marketer. And most that’s why we develop StoryCrews because we’re training videographers or training editors to think like marketers, and that there’s a big difference. Huge difference. What’s the difference? I mean, it’s a difference between understanding how to build value and the and understand your audience versus building making something just pretty, right. I mean, it’s the difference between I always use analogy, but you know if you’ve heard me before, it’s a big difference between the adventures of Pluto Nash and paranormal activity. Parent ventures, you remember Adventures of Pluto Nash? No, it was Eddie Murphy movie that was in like 2000 One was $250 million. So now you’re talking like probably half a billion dollar movie. That and obviously you don’t remember it. But paranormal activity was was I think sub $50,000 movie, but they knew their audience. They knew how to tell a story. They knew the moment what was going on in the world. And they made I want to say something like 100 $50 million in box office at probably a lot more than that. I can, you know, I’m off right now. But there’s the difference, right? That’s difference between filmmaking ventures, Pluto, Nash had all the right filmmakers, and someone that understands marketing and and I was just talking to Daniel Harmon. He’s, he’s one of the guests on giants of video on our video summit. And we talk exactly about this because he’s like, nothing scarier than a client coming to me with a video instead of me not having any data not understanding the market. I just can’t do that. Whereas filmmakers will readily do that because I mean, because they’re

Jeremy Weisz 20:05
tailoring the message in the content to that specific audience.

Ian Garlic 20:09
Yeah, I mean his he teaches the seminar exactly how they test every single part of this before they make the whole video that’s a marketer versus a filmic now they make really cool really good look in

Jeremy Weisz 20:25
they have you seen the purple mattress videos and what are some of the other ones who carry

Ian Garlic 20:31
over a squatty potty the last one body

Jeremy Weisz 20:34
My kids love that squatty potty where the pig poops out like ice cream rainbow ice cream? Yeah.

Ian Garlic 20:42
I forget the grill one all those are awesome. They’re hilarious. But you know, he talks about it’s like you think business and data first and that’s important. And so here’s where the big here’s why I see this all the time because I know so many people they call me up. I just want a video for this. I just want to do that. tells my story. I’m like, Alright, who’s What do you want to do? Not sure, you know, get me clients, we’re going to use it Oh, everywhere, like, and they’re like, well, we need to go through strategy first. Oh, no, I just want this video done. And then they go to a filmmaker. And then a year later, I’m like, Well, how that video do? We didn’t? It didn’t?

Jeremy Weisz 21:24
already probably doesn’t see the light of day. All right?

Ian Garlic 21:26
I mean it sometimes it does. It does nothing. It’s hard. It’s hard enough. When you have someone like Daniel Harmon, we have someone like myself, I produce thousands of videos and look at the data constantly. And we still I was having this discussion with him. You don’t know what’s gonna work but you have an educated guess. That’s hard enough. I mean, how much data I look at on a daily basis. And YouTube, like when you write content, when you guys are, you know, crane pockets. Absolutely. You don’t know what’s gonna click, you have an educated guess. And we start there. But that’s hard enough when you’re that much of an expert. Now, if you’re not an expert in marketing, and you’re, and you’re hiring someone who’s not an expert in marketing, you know, you might as well just, you know, have your six year old make the video and probably be more successful.

Jeremy Weisz 22:16
So I want to talk, you know, I saw a couple of y’all popping in. The great thing about doing it live. I saw Walter Sisulu, bro pop in, and I know he’s big into YouTube. He’s always looking for amazing YouTube tricks or tips or whatever. So I figured I know you have a lot of them. You’ve taught me some. So I want you to talk about some of the things you’ve learned on YouTube, what maybe some of the do’s and don’ts of what you see people doing or what you’re actually doing with YouTube.

Ian Garlic 22:51
I mean, YouTube right now, it’s, you know, you have to decide, first of all, what your goal is, right? Some people want to build a champion. You might have an intent based goal, meaning like when we work with a professional, we want that video to be ranking for intent. I don’t, we have videos that maybe have 50 views, but I’ve made $300,000 because of that as a service. So if there’s high intent, so I think that’s the I mean, number one thing, like we just talked about, what is your goal? And don’t have your goal be just views, right? Have a vanity metric. It’s a vanity metric. It means a metric if you want to monetize it, I don’t know many people that monetize YouTube channels without having some back end offer, right? I mean, there’s something else going on there. You’re definitely not making money just off of YouTube views. And it’s a lot faster, it’s a lot easier to make it in a lot of other ways. So if you haven’t 10 if you have SEO intent, you know, view but no matter what view time is important, and the number one trick to getting view time is is awesome storytelling. And that’s it. I mean, we had a we had a video ranking in Google search results for one of the most competitive terms out there federal criminal defense lawyer. And it was number one in Google search results. So you know, anytime someone watched that, that’s like $150 Click sometimes. And so people

Jeremy Weisz 24:19
are neglecting that there may be like going after a blog post and comment, not thinking of ranking. A video.

Ian Garlic 24:27
Yeah. Oh, yeah, rank a video rank, you know, think about YouTube. Second most use search engine. So thinking of intent, there is important, you know what your end goal is, if you’re just trying to get views, that’s fine. And you have to pump out a lot of content on YouTube. If you think you’re gonna win with 10 videos, 20 videos, it’s just not if that’s your only way of getting in. That’s another way and also be thinking about using YouTube. One thing I’m doing now is using YouTube. I think you YouTube subscriptions is the next email list. So instead of try and get people subscribed to my email and getting them to subscribe to YouTube, why? because YouTube will email my clients and tell them, hey, or my subscribers tell them, Hey, I posted a video, it will pote it’ll pop up if you’re using Chrome. And also, then it will also be suggesting it on the side if you’ve subscribed. So you’ll be seeing my face, you’ll be hearing my voice over trusting creases. Yeah, I mean, you can’t help that. And that’s part of the amazing part about video is more, someone hears your bait your voice and sees your face. It’s called the mere exposure effect. So the more they hear it, the more they see it, the more they like you. They can’t control it. They can’t control it. You might say I don’t like that person. But when push comes to shove, if you saw that person in real life, you would feel like you know, and I talk about this all the time. I mean, who is the ultimate female influencer in the United States? I mean, of all time, right? Oprah right. Why is she famous? Why do we Why is she influential? She’s not she if she promotes a book, it goes number one. She promotes a skincare product a toy. Anything. If Oprah says it, it’s like, it’s platinum. Right? Right. And why? Why? Because she was on TV every day for years. Yeah. So that’s that’s the key. Because that mere exposure effect, and you know what, it even cascaded down dr. oz. Yes, he’s a surgeon, but he’s telling everyone how to eat. He doesn’t have a degree in in, you know, in any of this stuff. He’s by far not he’s not board certified in nutrition, but because he was on Oprah show and that had his own show. We all know I can trust it. And we’ll buy all day from him.

Jeremy Weisz 26:49
I you know, I want to talk about some of the other things in YouTube but we you know, john, I use the example all the time right 25 with Oprah because, you know, what does she do she she’s on video. Like you said, she’s on TV. She also profiles other people doing interviews, which is what you do with the podcast, right? And so it increases and helps you build authority. It also helps you build connections. But talk about the gaining subscribers for a second. Are there any insights into gaining subscribers that you’ve seen for people and you can give a shout out to any top experts that you’ve seen? Or that you follow on YouTube also?

Ian Garlic 27:28
Oh, yeah. So Jesse Munch, I don’t even know how to pronounce his last name. Sorry, Jesse. He has, he has a podcast, YouTube basketball show.

Jeremy Weisz 27:43
I always watch the professor on YouTube. Yeah,

Ian Garlic 27:46
yeah, I mean millions of views so he talks about it he’s gonna be on the giants of video marketing summit. Nice. And you know, he got millions of a built up slowly and then he just his wife. He Crush it with his wife and she’s has like 500,000 views on some of her videos with no advertising. How? I mean, it’s it’s good to check

Unknown Speaker 28:09
out giants of accounting to find out well

Ian Garlic 28:13
it’s a few things it’s it’s quality stuff right? You have to you have to ask for the subscription you have to make sure it’s easy and tell them what the benefit is just don’t say subscribe say hey if you want this this and this subscribe corrections benefit driven Yeah, exactly. Exactly what if you know one of my things I always hate is like when people say check out my video I’m like, No Why Why?

That’s, that’s a pet peeve of mine. But a

Jeremy Weisz 28:41
good thing I gave a reason for go check out inspired insider through the examples. I would have been reamed out after this.

Ian Garlic 28:48
But exactly, you give specific examples you show them Superjet Hey, if you want to get content like this, I’m going to I’m testing some new stuff out so I’ll come back on but make sure it don’t have multiple calls to action. If you want to get YouTube subscriptions, put it in your email, put it on your Facebook, drive other stuff to it, but that is your goal. Don’t try and get them to open your email, opt into my email or pop into my Facebook or follow me on Instagram. You know, get the YouTube subscription,

Jeremy Weisz 29:21
the old school and says hello, by the way, and let’s just say this make up a hypothetical person and company like let’s call the present Tony Grubb Meyer from ship offers Tony grammar from Shiv offers wanting to get more YouTube subscribers. What would he do? What videos should he create? And what would he do to get more YouTube subscribers for ship offers?

Ian Garlic 29:47
Well, you know, I you know, first of all you have to create like thought leadership pieces. Yes. But also remember that YouTube is intent people are going there to learn stuff. So you have to get specific Technical as well, like how to videos, how to do this, how to do that, you know, if you’re going to find most of them are how to use or unboxings that kind of thing will get views and will get longer views. What unboxing should

Jeremy Weisz 30:19
they do? Any products? I don’t know how well you know,

Ian Garlic 30:24
yeah, yeah, um, bra box any other products and show the boxing. You know, for them packaging is a big deal showing how a package is unboxed because they it’s very meta because the ship offers right. So that kind of thing. Is there a way that

Jeremy Weisz 30:42
you’d recommend them drive customers doing unboxings somehow or would you recommend them doing unboxings of their products? I mean, both

Ian Garlic 30:51
user created content. Once again, I’m gonna make a plug for giants video, but I I went and found the experts. That’s what I want to finest I’m good at a lot of the stuff that people are experts at it and they haul I think Have you had any hold on the show? No. Nate Hall who’s Facebook ad pros talks about his gonna talk about user created content. So, you know, that’s the kind of thing I would definitely have his clients showing their their boxes showing the unboxings you know

Jeremy Weisz 31:24
what else he’s commenting saying? Yes, keep going. Yeah.

Ian Garlic 31:28
How to detailed skills, not just thought leadership stuff. Detailed, like, Tony has a journal, how to use each part of the journal, right? How to use

Jeremy Weisz 31:39
the unboxing and then when the box is teaching the height, how to videos for them. Yeah,

Ian Garlic 31:44
make a series on how to and the next one is this and the next one is this and the next one is this. Hey, make sure to subscribe. So when I post the next one, and it’s going to be this that you watch, right? He’s definitely do that with his journal. But also like how how to set up the software, right? How to Make sure you’re getting your returns, right? How to make sure that right now that your your supply chain is in the right place, you know, when we mean then we can talk about like, Fabrizio who’s making those, you know, he’s making a flavor. They’re making awesome videos about, you know, thinking through the, you know, supply chain and those type things and then getting detailed into it. Because people want detail, they want specificity, but you want to make those longer too. So you’ll get them you make them longer. You want to draw it out. You don’t want to tell them right up front, unfortunately and people get frustrated with this but that view time is so important to YouTube. Hmm.

Jeremy Weisz 32:49
What if I in someone’s starting with zero subscribers? Is there any way to like jumpstart that?

Ian Garlic 32:57
I mean, you can use ads okay. You can definitely use ads, it’s cheap. Three, four cents of view, really get really, really specific into what you want people to subscribe to. Right? Don’t be thinking. I mean, next Tony Robbins or Gary Vaynerchuk right away.

Jeremy Weisz 33:16
You know, I’m decades to get to where they are right decades. I tell

Ian Garlic 33:20
that story, you know, because I had Gary on a couple years ago, and we talked about it. You know, Gary started out Gary is not a person that’s famous only because of video, right? But he makes tons and tons of it. He’s a machine. But when he started out, I was actually a customer of Wine Library. And I got this YouTube video where this guy is tasting, but he made it funny. He made a difference. And you know,

Jeremy Weisz 33:48
if you haven’t checked those out Wine Library TV, you could still find him on YouTube and it’s him spitting The wine is like a Jets or something.

Ian Garlic 33:56
Yeah, it was this giant like it was this white table and like it’s very Mom’s sheet in the background. And I like what is this, but it was YouTube. So it was like, it was novel, but he still pump the stuff out. And that’s the other part of it. He’s just constantly pumping out quality content. And he’s gotten to the point now where he doesn’t have to be specific because he’s such a thought leader and an inspiration to people that he doesn’t have to be specific. But if you look at the quality, like anyone that has a lot of followers, they have specificity in what they educate. On. Mm hmm.

Jeremy Weisz 34:31
So before we move on any other YouTube tips, tricks? Well, you I don’t know if you want to touch on the ad piece. If someone’s thinking, Well, is it worth exploiting or not worth exploring? I thought about it. I’ve heard about it. I’ve seen it. You know, we’ve seen it a million times. What are your thoughts on people doing YouTube ads?

Ian Garlic 34:48
I think if you especially if you have a back end offer if you think you’re gonna grow a million dollar business just off of YouTube and you don’t and you’re like I’m gonna make, you know, organically Well, we can do it. organically but if you don’t have a back end offer, right? And it comes back to that customer journey if you’re if you can make if you have a customer and you know their journey make videos along the way. What if you can get your face and voice in front of them over and over again for you sense, right? Yeah, they might not become a customer for three years. Yes, it is a long game, but I guarantee those prices are gonna go up, right? And it’s going to cost you more and more and more to get from them. Whereas you get in from them right now and stay in front of them with retargeting and build up this audience, especially if you have a local business. It’s a no brainer. You’re just being from them all the time. I mean, we look here in Orlando at john Morgan. I was growing up john Morgan was on the TV, like you stayed home and you watched, you know, because back then you had to watch like, you know, the UHF channels because it was either soap operas or like Brie runs on UHF sites. If I was homesick, you’d watch it and it just john Morgan JOHN Morgan, john Morgan, john Morgan, to the point where he became the only name in personal injury in Central Florida. Now, you know, throughout the world, he’s one of the biggest names. And it was simply because of seeing this face over and over and over again, he didn’t have to provide value because we had to watch out for

Jeremy Weisz 36:19
Tony G’s face up on it. I don’t know if you can see that. It says I like interest. But you both so shout out to you. Um, but the so YouTube ads, have you seen one out there? And maybe should people should check out on YouTube? Like if you if you Google it, or is there one that you’ve liked in particular, that people should check out maybe the structure or, or the the way they do it? Or if you maybe want to just explain a couple different components that people should include in a YouTube ad if they’re creating one.

Ian Garlic 36:49
I mean, it’s I mean, once again, I think customer stories are the best ones.

Unknown Speaker 36:53
So not having even you on and having a word

Ian Garlic 36:56
Well, that’s the first one you get and then you retarget into informational video. informational stuff. I mean, Tom breeze is an expert at it. Tanner did some great ones to fill up his event at Bill Gross scale, which is an awesome e commerce event. So I mean, those are all great examples of using YouTube. But you can even if you’re trying to promote a podcast, you can pull clips out and go hey, you know if you pull up really great CLIP OF YOU interviewing someone and put it in front of their and you know, if you want to watch this whole interview, click here and send them over to your video

Jeremy Weisz 37:34
giants of I am who’s going to be there specializing in talking about YouTube or YouTube. Anyone?

Ian Garlic 37:43
I’ve got Tom breeze coming. So I mean Tom breeze is the one of the biggest ones out there. And Jake Larson is coming on to so Jake Larson and Tom breeze so those of you to awesome ones and then you know organic We have Jesse Munch coming on, he’s gonna talk about YouTube as well. And he’s gonna talk about organic YouTube and I’ll be talking about it as well.

Jeremy Weisz 38:08
You know, there’s so much to talk about and I can’t believe so you have until you’ve like 20 more minutes, right? I have 20 more minutes,

Unknown Speaker 38:15
okay. It’s not enough time. Never enough.

Jeremy Weisz 38:19
We need like four more hours. But, you know, you mentioned before going back to the storyboard blueprint, and if anyone has a chance to do a blueprint call with ion their paid calls are not free, nor should they be because he delivers tremendous value. And whatever he charges whenever you’re listening to this, you should pay him because it’s totally worth it. If he give me your money. No, I’m being serious like john and i have gone through it and for our business and it was mind blowing. And I tell people, whatever I N says I follow if he says jump I say how high because every time I listen to To him, it helps my business it helps my relationships. And he was one of the people him and Jason Swank were like, you need to implement a blueprint, you know, to deliver as much value as humanly possible to someone before fully working with you. So they could just see Wow, this, what these people do, they’ve already, you know, actually created so much value for me. I wonder if you would talk a little bit about your storyboard blueprint. We talked in the beginning a little bit about it, but yeah, sure, elements that you like to cover in that.

Ian Garlic 39:36
Well, I mean, we walked through we understand the client I mean, why even have a blueprint?

Jeremy Weisz 39:39
You have a separate course, that people can get on blueprints?

Ian Garlic 39:43
Yeah, we just did a five day workshop. It was pretty intense. And we’re going to be releasing it after giants video. But it’s what so why do it because you don’t know if you can get your messaging Now, if you can understand your customer, if you can answer the client, if you can answer what they’re thinking at each moment in time, and you can be there all along the customer drain, right? Like, boom, boom, boom, imagine if you could be in the car, in the kitchen, in the house, in the bedroom with your ideal customer, not in that way. But, you know, I mean, unless you have some kind of business, that’s a whole different story, but you don’t. But imagining be there every time just giving them advice. What do you think they’re going to go to when it comes time for your service? And even with other services, who are they going to go to you? Right? You so that’s why if you can be there every step of the journey, now being there doesn’t mean Oh, look at my podcasts, you know, look at Rise25 you got to get a podcast look at Rise25 you got to get a podcast. No, you’ve got to be serving them. Teaching them what they need, teaching them what you can teach them, serving them, beat them hearing your voice, senior face and when you provide value. Over and over again. That’s when you become the only choice to become an authority and a friend. And who do we buy from authorities and friends, you know, when I fair quotes is when all this is equal you buy from a friend, and when all else is still not equal, and that your friend charges more gives delivers less value, you still are going to buy from that friend. And that’s what video can do if you’re there along the journey. And so that said, You know who exactly who you’re talking to exactly as a person, what they want, what they need. And then we understand their journey, each step each scene of their journey. And inside that scene, we know what they want and need. And what’s awesome about this is then we go, okay, what’s the content we need to deliver? You know, what are their excuses for taking action? What are the stories we can deliver there in each of these scenes, and now, where are they were, what’s the platform we end with platform. So now we have a whole list of content. a whole list of stories that we need to make for each of those scenes. And guess what each of those scenes is also part of driving traffic, you know, leads conversion. And you know, one of my favorite things I talked about and we don’t think about either is when they come a customer and Joey Coleman, who I think Mike, come on, I hope Joey, if you’re watching this, you’re gonna come on the giants of video. It’s one of the favorite my favorite things I’ve learned, you know, when we were working with Jason Swank, and his mastermind, but a 5% increase in customer satisfaction can lead to 25 to 100% increase in profits. I said that really fast, but a 5% increase. I had a client A while ago at the end of last recession, who was in financial advisor and was putting out videos every week. didn’t lose a single client. I just had chris martinez on giants video. They now in this month, April didn’t lose a client right? The Giants of video, they didn’t lose a client, they gain clients in April 1. Martin’s awesome. He talks about how his video strategy for doing that. But that’s the blueprint allows you to know a content and always be able to go there. So you’re not starting over, you can quickly adapt. Because when all this stuff happened with COVID, and whatever, I was quickly able to go, okay, who’s your ideal customer? What are their questions at this moment and go with clients and boom, boom, boom, figure out the videos that they need to make. And we actually shot a bunch remotely using a few tools. And we’re able to quickly make videos and structure them properly. Because that’s another thing too is you can’t just make videos, you have to structure them properly, to engage them to have an emotional response to tell stories properly, have a proper call to action, so you can be ready with that. So that’s what we do through the blueprint process, make that whole list of videos, the whole list of how that should be structured, and then an execution plan for those. So it’s like boom, boom, boom, and then where do they go? Instead of going, Hey, I’m gonna make videos for Facebook. Right?

Jeremy Weisz 44:05
Yeah. So, giants of video. It’s a free virtual summit. Yep, people can check it out.

Unknown Speaker 44:12
Yep. Okay, so

Jeremy Weisz 44:15
I wanted to talk about StoryCrews a little bit and why you created it. And who’s it for?

Ian Garlic 44:21
All right. So StoryCrews. There’s this problem, you know, we would hire videographers and people like, Oh, do you know a videographer? I’m like, Well, what do you want to do? And they wouldn’t know. And then like, well, and then we’d hire videographers, and they want to understand business. They want understand marketing. So if we just sent them out, even if we had a list of questions, they didn’t get what we were doing. And so I realized that, you know, because I didn’t start as a filmmaker. I started as a business person and a marketer. I started authentic web or video agency, with my wife. As you know, with knowing business knowing marketing, and realizing video was the tool versus starting with You know the video. So what the businesses need video, it’s and now more never because of everything that’s happened we need to be on video, I was just listening to some awesome stories today about, you know, puppet businesses that are about to go out of business now started video, interviewing puppet shows, and there was a digital marketer story about you know, you know, a digital marketing or you know, someone’s having birthdays and all sudden move to video and now they’ve transformed their business. It’s so cool because, you know, it’s 12 years ago kind of saw that coming. And now it happened if we force them, yeah, force them to do that. But these people, the businesses don’t know how to when they hire a videographer. Don’t know how to speak to them. Don’t know what to ask. And it’s expensive, which it should be a good filmmaker should be expensive because there’s a gear there set up. There’s pre production, there’s production, there’s post production, there’s editing, all that stuff takes a ton of time. But if you’re not starting with the right person, You don’t know how to talk to them. A even if they are good and you don’t know how to talk to them, it’s not gonna work well, but be if they’re not, if they don’t know marketing, and you don’t know what to ask, you’re going to have a product that just doesn’t work. And that’s why I create StoryCrews, I’m training businesses how to think about video, and then find them the right people to execute those videos with

Jeremy Weisz 46:20
them. Yeah, I mean, it’s only expensive if they don’t get return. But if it’s properly serving the purpose, it’s an investment it pays for itself. I

Ian Garlic 46:31
we have clients that we made videos for eight 910 years ago, they’re still using them, they’re still making them money. Still getting you know, a client recently say, you know, I got $15,000 patient video made years ago. Right? Think about that return on investment. You know, even if you spent $10,000 on that one video, that’s still in like a 20 return on investment. I’m not doing the math right and i but it You didn’t spend that much on that video. You know, it’s been a lot less than that. So you’re thinking hundred to one return on investment. And

Jeremy Weisz 47:08
on top of all the other stuff, you know, um, there’s I will, I do want to hear the dolphin story at some point, I forgot about it. It’s a bit in big, you know, I got 10 minutes if you see, yeah, if you see this, I have dolphin written across the top. So I don’t forget, but what are some, you know, from the agency side of things, you know, someone’s running visitor agency, let’s talk about what are some of the big mistakes or needle movers for you over the past over a decade of running an agency? You know?

Ian Garlic 47:43
Right. Number one is you should be hiring in asking for help, especially early on, coaches, consultants, but you need to find people that have a done it multiple times and be helped other people multiple times. Mm hmm. You know, You know, I and not to slant anyone. But if you’ve run an agency for two years, three years, and now you’re going to coach people on how to read agency, you’ve never run it through a recession. You’ve never got three years you have not gone through the, I don’t care how big your agency is, you’ve not gone through the business of it. So if you’re learning from someone like that, you’re gonna have trouble but there’s people like Jason Swank out there. There’s people like yourself when it comes to podcasting, done it for years and help multiple multiple people. So find those coaches, find those consultants and listen to them and get targeted on what you need to learn and work on individual pieces at a time. Another great book, the two I mean, I wish I’d have had entrepreneurial leap by Gino wickman. And at the beginning, if you’re just getting started, even if you’re a little bit in listen to that, yeah, he’s a minister for sure. And then EOS and rocket fuel you know with Martin Gino and Mark winters awesome books and You know, developing that structure of meaning structure who you’re going to hire your corporate structure was crucial, crucial, crucial niching down, it’s hard to do it, but niche down.

And, you know, I wish I had done that earlier on, I guess I did. I, you know, fought it. and developing the systems, developing systems is absolutely necessary. Because you cannot like we were talking about before, if you don’t, if you don’t have a system, you can’t expect people to do it, but but you can get people with less talent that fit your core values. And if you have systems you can train them up. And it’s much easier than trying to find someone who’s an expert that fits your core values, because that’s almost never going to happen. Yeah,

Jeremy Weisz 49:52
yeah. I love that advice of mentor, find a mentor who’s doing doing or has done exactly what you You want to do? Yep, that’s great advice. Thanks. And those books can’t get enough of that on Audible. I’ve listened to every single one of Gino Whitman’s books, for sure. And Mark winters. Um, so, you know, I and I always ask since inspired insider what’s been the lowest, what’s been a low moment that you had to push through challenge moments and what’s been a proud moment before you answer those two questions, um, I don’t want to run out of time and not hear about the dolphin story.

Unknown Speaker 50:34

Jeremy Weisz 50:36
it just I don’t even know the half of it. So I don’t know if you what you where you want to start with that story. But um, I teased in the beginning, but I want to hear I want to hear what’s going on with

Ian Garlic 50:49
you. I hear the dolphin story. Yeah. All right.

Jeremy Weisz 50:52
I don’t know you tell people this story. You probably don’t I don’t even know how it came up. I thirst. I mean, you

Ian Garlic 50:56
can look it up. There’s a few. There’s actually first talk about making a movie about this. But, uh, so my parents, I mean, my dad was an incredible entrepreneur, but we definitely went through and that’s part of like, why I like helping small businesses because I went through the roller coaster my entire life. You know, ultra wealthy, ultra poor. Yeah, boom, boom, boom. I mean up until when my dad passed away. And, you know, my parents my dad started his credit with bringing the Euro to the big in the first euro distributorship sandwich in the United States in Chicago, where you’re live well, and I think that big company is still like that the biggest company is still the company that they started and was absorbed. But then they took that money started another restaurant called JJ garlics which really was unique at the time. And which was super cool. I mean, all these famous people came in and it was a no walkie and so I grew up around that but then the next thing that they did was they took and I mean, restaurant business is tough though. Oh, it’s very tough business. Yeah, very tough business very, very tough business when my dad was a my didn’t, you know, think of two F’s about what other people thought? B was an innovator and see the hardest worker I knew. So, I mean, he, I mean, he was former Marine on, you know, essentially he was a frogman in the Marines at underwater demolitions expert, which is pretty much a seal. So, but what they did was there in Milwaukee, the Republic, bathhouses, natatorium rooms, and so the city start destroying these and selling them off, so he bought one for really cheap. And so it’s a giant building two storey building with a giant pool, and that’s where everyone go take that. So he made it into a restaurant, a two storey restaurant with super fine crazy dining up above. I mean, it had like crazy salary at the time. You remember I was so 5678 Okay, so we were younger, I was young.

But they decided to put live dolphins and live dolphin shows in the middle of this. And this is walking in Milwaukee, Wisconsin. So

Unknown Speaker 53:13
Orlando where you are, this

Ian Garlic 53:14
is not Orlando. We’re, yeah, we read live now. But in Milwaukee, you know, and, okay, so Milwaukee was there is still an industrial town, but it was very industrial. You know, it’s just at the end of the Industrial Revolution. So there’s a lot of decline there. It’s very cold, right? I mean, it’s, you know, you can get 30 below zero with the window, which you know, you love that Weather Channel. hate it. Yeah. But, so, this was unusual. So they had what they did is they went out and figured out how you get to own dolphins. Like that’s not like something like you just go

Jeremy Weisz 53:52
you remember any conversations you were really young, of? How did they even come up with that? It just seems like Talk about marketer entrepreneur. Oh, just thinking up ideas do you I don’t know if you have any insights in how this the transformation of this evolution this idea came about but anyways keep going so they decided we’re going to do a dolphin show is cool in this restaurant. They had to get

Ian Garlic 54:20
dolphins Yeah, they had to go get dolphin so that’s how I got to know Orlando cuz we’d have to travel down to Florida you have to you have to get certified dolphin trainers. It’s a federal license and it’s not like the everyone was applying for these. So it’s like you get a fear and think about this. This is what amazes me I think about it. Now on the internet we can it’s like oh yeah, you can figure that out. I google that. This was back in the day when in the end there was no Yellow Pages.

Unknown Speaker 54:49
Yeah, often you couldn’t you

Ian Garlic 54:50
couldn’t go to the Yellow Pages right? So you had to go and like cold call SeaWorld cold call marine world like hey, I want to come down and learn what you’re doing and possibly hire and possibly least some dolphins from you, you know, and think how crazy you know, like, okay, but yeah, so they actually pulled it off, or they actually pulled it off. It was super famous if you look it up if you google the public natatorium you’ll you’ll find stories about it. And I mean, they had not only that they had like rare birds flying around when the dolphin show started, they actually would have these flat hanging flowerpots that would raise up to stories. And and then there’s a live dolphin show. It’s pretty crazy.

Jeremy Weisz 55:35
It’s insane. is I mean, that would blow up on the social media today, if someone actually did that Milwaukee.

Unknown Speaker 55:44
Oh, yeah, I know.

Jeremy Weisz 55:46
I know. So last few minutes, you know, thanks for sharing that story. I just I feel like it just shares the, you know, the visionary inspiration and what Could other people be doing in their business that’s just out of the box thinking to draw attention and attract people to what you’re doing? You know, that maybe just is outside of your normal thinking. That’s what I love about that. A restaurant that has a dolphin show in Milwaukee. Yeah. So what are you know, maybe a challenge moment where you to push through and then we could talk about a proud moment.

Ian Garlic 56:30
Challenge moment in my current business

Jeremy Weisz 56:31
career? No, in general, it could be currently it could be, um, you know, in the last, let’s say, just any moment you think I can,

Ian Garlic 56:41
yeah, I’m gonna make a video about this. But I mean, because my office now where I’m sitting is actually two blocks almost exactly from my old house where I lived during 2001 in September 11. And, you know, that was definitely a tough, tough time for me because, you know, I was a trader, I was working for a hedge fund and you know, the market, you know, all sudden it’s like, boom, everything’s changed kind of like it is right now. And they, you know, and I sat there and didn’t know what to do. And instead of taking massive action, I, you know, was like afraid, scared. I wasn’t the right state. And when I actually went back to trading, I just couldn’t do it. I just couldn’t. Because that’s, it was just mentally out of it’s like, what’s this worth? You know, like, because it like, there were people around the world. He was literally, I mean, there’s people I knew they were in the Twin Towers, right. And so, it was very, very difficult to for me, you know, because I didn’t have like, I had a support system. It wasn’t a massive support system. I had no tools. You know, I look back and I had ideas for businesses and I didn’t take action, those businesses would have been massive. Now, if I could have taken action back then. But yeah, I got really depressed and you know, eventually got out of it and got back to war can finally get back to work and grew stuff and grew stuff and grew stuff. But that was definitely one of the tough spots.

Jeremy Weisz 58:23
So I think most people remember where exactly they were when they saw that hit. Yeah, you know, whether they were on the, you know, scene or whether they were in New York or whether they were outside, I remember exactly where it was, you know, yes. In those visuals over and over and over of the Twin Towers.

Ian Garlic 58:41
I mean, I moved to New York A few years after that, it wasn’t that long. You know, it was like four years after that. And so I mean, you would walk around and I worked in the East Village, so it was really close to ground zero. And you’d walk around if, if a plane flew low. Everyone looked up, like New Yorkers, some Gotta be on the fire on the ground, and you would not notice him. So that was how difficult it was. So, yeah, but you know, you push through and now in this time, I was ready for this shift, you know, and it took that hardship to be right for this shift in, you know, and I’m not that I’m happy about the pandemic and not that I’m but anytime that there’s a major shift, there’s huge, huge, huge opportunity. That’s why I’m right now I’m so excited for all the businesses that are going to start. I’m so excited that we cut a lot of the there’s a lot of businesses that should have been in business. I’m sorry, I was driving around. I’m like, you should not have a business. But it was so frothy that they could, right there was just so much money flying around. And that’s why we’re in this natural cycle and get an economics degree. So I get into that whole thing in the cycle. But

Jeremy Weisz 59:53
I am going from the low moment. What’s been a proud moment for you, man, you You can be wise or

Unknown Speaker 1:00:01
personal, we could be either business or personal

Jeremy Weisz 1:00:05
for you what sticks out is something that you know, you especially are proud of

Ian Garlic 1:00:13
my favorite times are always when I help someone and they take the you know, we help a business. And it’s like, oh, I owe my business to you, though that always is the best or someone takes action and they get that first client because of their

Jeremy Weisz 1:00:27
full circle. Like maybe someone you help with the case story. That is like I know, maybe not Oh, my business to you, but like, I owe a lot to you for helping me with my business.

Ian Garlic 1:00:39
Yeah, I mean, I have a lot of those and they’re awesome. And that’s the best part. It’s because you transform lives when you walk into someone’s like, hey, I’ve got this house because of you. Or, you know, I think that’s that’s fantastic. You know, when you like even when you say hey, I’m Thanks for your help. We’re able to do this because that that makes me feel that’s my proudest moment. Do you know you’re you’re affecting life And you’re transforming lives and that for me and that’s why part reason I’m doing story Chris who is yes I want to help small business and also I want to help other filmmakers that are entrepreneurs make money on a consistent basis and avoid the stuff that I you know went through.

Jeremy Weisz 1:01:18
I am Thank you. I want to be the first one to thank you people check out for you know, the amazing people you have on around video and authentic web. Um, what final words you have for us.

Ian Garlic 1:01:35
Version done is better than version none.

Jeremy Weisz 1:01:37
I love it. Get his t shirt if he’s telling it, man,

Unknown Speaker 1:01:42
thank you. I really appreciate it. Thanks Jeremy

Unknown Speaker 1:01:51