How To Hook And Captivate A Live Audience With Joseph Wilkins

TLEP 33 | Captivate A Live Audience


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Have you ever dreamt of making a viral video? Curious if entertaining content is the answer to driving traffic and increasing sales? Tune in to this episode to find out how to make that happen.

Our guest Joseph Wilkins founded ProCreative Studios in 2000, which produced infomercials, TV spots & marketing videos for clients including Google, Linkedin, McDonalds, Goldman Sachs, Chevrolet & Home Depot. As viewing habits shifted away from TV, Joseph launched where he creates attention-grabbing “viral style” sales videos that get millions of views and convert cold traffic into sales. With 20 years experience, hundreds of millions of views and over $250 MILLION in career sales, Joseph enjoys sharing 8 steps anyone can follow to drive sales on his podcast “How To Make A Video Go Viral.”

Learn why Joseph transitioned from infomercials to making viral style sales videos. Find out if there’s a recipe for going viral and how results may differ from what you could achieve in the past. Hear about how pay-to-play paid video ads can act like a “magical vending machine” to generate ROI. Discover what it takes to be funny on camera (and when to avoid delivering jokes, especially in live streams). Get tips on capturing attention in the first five seconds of your content and how to successfully produce it for platforms like TikTok. Uncover the secrets to holding an audience’s attention and testing your videos for performance. Gain an understanding of how to stand out and be different with your online shopping events through strategies like gamification. Generate ideas from Joseph’s fascinating client case studies and his studio setup.

All this and more in this value-packed, entertaining episode.

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How To Hook And Captivate A Live Audience With Joseph Wilkins

We have a special guest named Joseph Wilkins, who founded ProCreative Studios in 2000, which produced infomercials, TV spots, and marketing videos for clients, including Google, LinkedIn, McDonald’s, Goldman Sachs, Chevrolet, and Home Depot. An amazing list of clients there. As viewing habits shifted away from TV, Joseph launched, where he creates attention, grabbing viral-style sales videos that get millions of views and convert cold traffic into sales.

This is a topic that I feel like a lot of people in the eCommerce industry are going to be interested in because this idea of going viral is something that a lot of people consider. Thanks to the rise of social media and the prevalence of videos. We’re going to dig into some of the things that can help grow your sales through using video and how that intersects with livestreaming. Joseph has years of experience, hundreds of millions of views, and over $250 million in career sales. He enjoys sharing eight steps anyone can follow to drive sales on his podcast, How To Make A Video Go Viral. Before we dive into that, though, Nicholas has a few things to share on the eStreamly end of things, and then we’re going to get into some questions that we have for Joseph.

I’m so excited to be here. I want to remind the audience that we have a giveaway going on. We have a little form that we are giving to the audience and we will select two people in the audience to get a super professional mic from El Gato. Please do so. That’s going to help us understand a little bit about who you are and how we can provide you with more value down the line. We’ve been on this journey ourselves and we feel that there’s so much we can cover in the world of livestreaming. We already have a good sense of some answers about providing and helping you how to create better content. It is already something that people want to hear.

We will try to dive into that. That is a great segue for this episode because when you think about funny video virality, I think this is what everyone is trying to achieve. I’m excited about this conversation. The last thing I will say is we were also featured by AWS on their blog. We are pretty excited about this because this is an opportunity to be recognized by the industry. Joseph, first of all, I’m excited to have you. You are in a cool studio area. It’s blue and there are many colors. There are many things going on in this environment. Where are you from?

My studio is just outside Salt Lake City, Utah.

We had a little conversation before, and you started with doing TV ads and everything, and then you switched to funny videos. Why is that? I’d love for you to explain to the audience that shift and what happened.

The short answer is I’m a capitalist and one made a lot more money than the others. Let me give you some quantifiable data to support that. When the phone would ring and the customer would say, “I saw this funny video online, Super Bowl spot, or viral ad. We want to do something like that,” I would always say, “Sorry, we are not the agency to do funny.” The worst thing that you can do is try to be funny when you are not because you’ll end up looking silly. For fifteen years, we had a hard line. We tried it once or twice and it absolutely bombed. It was a disaster.

The worst thing you can do is try to be funny when you are not because you'll end up looking silly. Click To Tweet

The problem was as we were creating these infomercials, TV commercials and then typical corporate videos, television was dying. People were cutting the cable and going online. You can’t take an ad made for TV, put it online, and expect the same result because it’s a completely different mindset. The whole reason why people are going online to platforms like Facebook, YouTube, TikTok, Snapchat and Instagram is to waste some time. It’s to be entertained, have a little fun, and have a break from their workday. If you bombard them with an ad that’s boring, they’re going to ignore it. If you cheat and try to make it feel like this is a funny video, a joke, or a sketch comedy, they’ll lean forward and start watching it.

If you get them hooked, and that’s the keyword, they’ll listen once you start telling them a message that involves a problem that your product or solution will solve. Real quick, compare and contrast. Before that switch where we spent about a year to recruit some good writers, and I’ll talk about how your audience can do the same and create funny sales videos writing team, the biggest video we’d ever got online had 100,000 views. At that time, we thought it was pretty good.

Our very first campaign after we launched with our new writing team was a very niche product. I don’t care who your customer is listening to. If they think that they’re too small for this, I would challenge them because this was a niche of a niche market and we got 7 million views on that campaign. More importantly, those 7 million views converted to $500,000 in subscription signups to a SaaS service. Fast forward to now, our most successful campaign has over 100 million views and millions of dollars in sales. Quite simply, the results spoke for themselves. Once we started seeing that these people were watching, liking, sharing, but most importantly, buying or signing up, doing the action that we were trying to get them to do, our clients didn’t want to do anything else.

I have to tell the audience I had a chance to browse your website and you have a couple of videos on the front page. I landed by clicking on one of them. I happened to watch three minutes of a video to realize it was for a laundry product. I’m like, “It’s something I will probably never watch.” It did even work on me. It’s definitely something that made me laugh. I can only relate to what you’re saying and it’s awesome.

When I think about funny videos and virality, this is a question that we get asked quite a bit. As a matter of fact, I was with a client and their thought was, “We’re going to go live. We are going to stop and be viral.” I didn’t say anything, but it was them saying that. First of all, do you think there is a true recipe for virality? In the context of livestreaming, do you think you can achieve virality? Do you think you can be funny on a livestream? I’d love to hear your thought on that.

I’m going to break your hearts and say no and no. Now let me clarify what I mean by that. Is there such a thing as a viral video that is a commercial that is intended to make a sale? There used to be. A decade or so ago before these algorithms got complicated and smart and figured out what it was that the video was doing and where it came from, there were videos that went organically viral. That’s not what we do. This is going to break a lot of hearts. The campaign that I mentioned that has 100 million views, the majority of those views aren’t organic. Let’s define our terms here. Organic is if I say, “I’m going to go out and shoot a video, upload it to YouTube, and go pray that it goes ‘viral,’” that is never going to happen because you don’t have a following.

If you had a following, possibly that’ll go viral, but you got to be like a Kardashian or somebody with Elon Musk type of followers for a video to go viral. What happens is when you upload a sales video, the algorithm can immediately detect that that’s a company sales video. It’s different from a cap video, celebrity video, or video that the algorithm will favor because it knows that people will like to watch it. The minute it realizes it’s commercial, it flags it as different content. However, here’s the key. If you pay to show that video, it will perform at a much higher rate in our experience than any other ad that you pay to perform. When you see these videos that have hundreds of millions of views but they are commercial, that tells you something.

It tells you that the company is happy to continue spending money on the ad because it’s bringing more money in return. I’ll finish with this. I liken it to a magical vending machine. Let’s say I told you that I was going to build you a vending machine that cost $20 to use, but every time you spent $20, it was going to vend out a $100 bill. How many times would you want to use that machine? That’s what these videos are. They’re pay-to-play, but they perform so well that you want to keep paying. How does it refer to livestreaming? As I said at the very beginning, you don’t want to try to be funny, you want to be funny. If you try to look funny, by definition, you’re not funny and you’ll end up looking silly. Unless you are a trained improv comedian, I won’t use humor in live settings.

We take two months to produce every script that we turn into a funny sales video. We have a writer’s room of eight writers. It’s like Saturday Night Live. How do you create content every single week for an hour-long show, half-hour, or however long that is? They have very talented people locked in a room all week, writing and bouncing ideas off of each other. Unless you have good content that’s written that way that you are prepared to deliver at a livestreaming event, you could do that, but I doubt that you’ll be able to sustain it. Our videos are three minutes long and it takes us two months to produce.

Unless you are a trained improv comedian, I won’t use humor in livestream. What I would do is use these kinds of videos I’m mentioning to create a top-of-funnel first impression video that you can run to an audience and get them to join your livestream. Basically, getting to buy or give away free tickets by clicking on the link after you’ve watched a funny video. That’s how I would utilize funny in that situation.

We had a customer asking how we use paid ads to boost that viewership. It’s something that we always wanted to bring on to our audience and trying to find an expert on that. I love the fact that you’re saying that when you have content that is good and you have ads on it, that expand your rich. That’s a nice way of doing it. I love that analogy. One of the things that we always recommend to the streamer is to create those teaser videos at be top of the funnel. It’s interesting. I’m a little disappointed that you say that you can’t be funny on the long-form content. I was thinking, maybe to trigger the algorithm, you bring your cat with you and then try to have it on the funny video or something.

Cats are popular. They won’t perform on command, in my experience. In one of our funny videos, we brought a live llama into a classroom full of kindergartners. Talk about working with animals and children, the two no-nos. I’ve been there, done that. I wouldn’t recommend it.

I’m curious in terms of what you don’t recommend, Joseph. For context, I spend a lot of time on TikTok. That’s my favorite platform to use on a personal level and a professional level. I find myself scrolling past anything that says it’s sponsored or has an ad because, on TikTok, they make it very prominent. It’s at the bottom left corner. When I see that word ad, I will scroll. The only exception generally is if somehow, they’re able to capture my attention without looking like an ad, like what Nicholas said.

It’s because I can feel these ads sometimes. There’s something about a video that sets out those alarms similar to what you were sharing on these platforms when you’re forced to pay-to-play because if you don’t, the algorithm can tell it’s a sales video. You have to be very clever or pay in order to get away from that. My question is, even if you are paying, like on a platform like TikTok, that’s why it will be displayed as sponsored or an ad. These companies are paying for attention. What if the viewers are like me and the second they see the word ad or sponsored, they’re gone?

The most important part of our videos is the first five seconds. We call it the hook. It’s something that we literally have to hook your attention. In most cases, it shouldn’t have anything to do with a product. It shouldn’t feel like an ad. Having said that, TikTok is also a unicorn. It’s completely different in mindset from Facebook, Instagram, and YouTube, which in all honesty are the three platforms that we see the most success with our videos. We have done campaigns and success with TikTok but not as consistently as those other three because I think there’s a different mindset and with TikTok, being too professional can work against you. That is why you have to have these attention-grabbing hooks.

The most important part of our videos is the first five seconds. We call it the hook. Click To Tweet

Let me give you some examples. With most of our campaigns, we will write, shoot, and edit the same video with three totally different opening hooks. We will test A, B, and C and spend a little bit of money on each one to see which one of these opening hooks gets people into the story. Once I’ve got you in my story, data shows you won’t leave nearly as much as you will in the first 5 to 10 seconds. I’ll give you a quick example. We did a test with a product where the whole video was exactly the same. Only the first 5, maybe 10 seconds, were different. Version one of the video did a 1.7 return on ad spend. For every dollar that I spent on ads, it created $1.70 in sales. It broke even. We did a different version. We ran that and it did a 2.7 return on ad spend, so significantly more. Again, only changing the opening hook.

Version three did a 4.1. The difference between a 1.7 and a 4.1 is the difference between a business that can’t sustain and one that will thrive. This has nothing to do with humor necessarily. It’s about attention. It’s about something that will get you to say, “I can’t scroll on until I know the end of what’s happening here.” Let me tell you what some of them were. One of them was for a laundry product. You’ve already mentioned it. One of our biggest clients, True Earth Eco-Strips, has a unique product because it doesn’t come in a plastic jug that goes to the landfill. It’s in a cardboard sleeve that’s compostable. It’s a mission-based product.

We did a video that was talking about how our kids are the future and we want to leave the planet a better place for them. In the first version of that video, we came out blazing. We hung two little kids. We had them in the front yard and one was hanging upside down. We did this all with special effects, so don’t freak out. One of them was hanging upside down by his ankles in a huge tree. Underneath that tree, his little brother had a big campfire roaring and was holding two gasoline cans, pouring gas on the fire. How do you scroll past that? Your brain has to know what’s happening in this picture. We saw response rates and people watching. Obviously, the line that the kid then uttered was, “If you think this is dangerous, what are you guys doing to our planet?”

That’s a funny line, but it’s not necessarily something that you need a comedian to write. The next version of the opening hook. Here in our studio, for three months, we saved all of the garbage. It stunk here, I got to be honest. Outside our studio, we created a mountain of garbage and the opening hook was these two kids jumping off the platform into the garbage. They said the same thing. We had a third version where we got a picnic blanket and spread it on the grass. We went to Walmart and bought the grossest-looking junk food you could find, like neon-flavored cookie icing, chocolate, soda, or everything that a parent would never want their kids to eat. We had them shove it all in their face and then deliver the line.

That’s something that you don’t need to be funny. You just need to be imaginative. Think outside the box. What’s a way that we can at least stop the scroll? You have to tell a story and in order to tell that story well, it takes time. That’s why we need our jokes to get people anchored into the video. Every 5, 10, 20 seconds, you’ve got to hit them with a joke or they get bored and they click away.

TLEP 33 | Captivate A Live Audience
Captivate A Live Audience: Every 5, 10, and 20 seconds, you’ve got to hit them with a joke or they get bored and click away.


I could see why TikTok is very different because we were talking with folks that are active on TikTok and they were saying the hook is anywhere from 1 to 3 seconds. When you are at three seconds, it’s pretty good. You are applying high-end science to the creation of video. I found it very interesting. The idea of doing testing is things that people are doing on marketing all the time like testing emails out or testing a website.

It’s the first time we hear someone saying, “I’m testing my own video and my hooks.” That’s interesting to see that. We definitely see the next level of video creation. It’s cool to hear. I wonder when you approach that, do you feel that you can do those hooks on a livestream or do you think it’s not something that could work for a livestream?

On a livestream, it would definitely be harder. What we typically do, and this may blow your mind, is every video that we do, where the budget will allow, we create 36 different versions of that video. Let me break it down. I’ve already told you we do 3 different hooks, then we do 3 different offers. One could be buy one, get one free, one could be get 25% off, and one could be get 10% off. We’re testing all of these things and then we do the long version, that’s three-plus minutes, and then we cut it down to half the length, which means getting rid of a lot of the jokes. The longer version performs better, but we still like the shorter versions because you can’t run a long version on all the platforms. We completely re-edit them because we want the best version for the widescreen for YouTube.

It’s full-screen rectangular, but we’ve also got to crop them down to the square versions for Facebook and the 9 x 16 for TikTok. There’s a ton of post-production that goes on to get those 36 versions. How do you do that in a livestream? Obviously, there is no post-production in a live stream other than the replay. I guess you could do different opening hooks or offers. I’m not a technologist on the software, but is there a way in livestream that you can put different graphics to one segment of people and different graphics to another segment of people? That’s possible. The main way I can think of is in the replays, you could pre-record it. In fact, we did this.

We had one of our clients that had a nationwide conference that they’re still doing on Zoom because of COVID and we pre-recorded the opening of the conference. Everything was live. It was a three-day event, but they wanted to make sure that the first impression came off well. They got all of their employees out in the front of their building and the CEO of the company was on the red carpet. We made it look like it was live, but it wasn’t so we cheated. We did one shot. We were walking around with a steady cam following her from getting out of a car and walking down the red carpet. Everyone was cheering. She walks through. She passed the key to the vice president of the company and then walked into the studio where the live event was going to be happening for the next three days, which I thought was cool.

It gave you context. Normally, in a livestream, I have no idea what’s behind that door and my mind may wonder. If you give them a little bit of context before the event, that shows them behind the curtain a little bit. You could do some pre-recorded A, B, and C versions of that opening, just versioning for attention-grabbing hooks. You could give that a try. Is there any technology that will allow you to segment a live audience?

I’m wondering what’s behind that door too. I wonder if the llama is going to get out if the door were to open or cat or something. I don’t know. Since we talk about that pre-shot that you’re talking about, and I’m thinking out loud here and I wonder if you tested that. A livestream generally starts and finishes at a certain time. We know from our experience that people come and go. We know exactly when they come in. What about if we were to introduce when they come in, like a special video that only them can see to hook them and then transition to the live, but the live will be at the time where you are in the live? I wonder have you tried that and how do you feel about a solution like that?

I haven’t tried that, but as you are talking, I was reminded of one event. It’s maybe a little tangential, but it’s a reference to your point that it’s very hard to keep people’s attention on a live multi-hour event. When COVID hit, we became a huge provider here in our studio. We would build conference sets and do three-day livestreaming with tens of thousands, hundreds of thousands, sometimes of people on Zoom. We use Zoom webinars for the most part.

For one of the events, they wanted to recreate a trade show floor. How do you do that? Between the breakout, keynote sessions, or tracks of the event, they wanted to create an online trade show floor where people can go from booth to booth. This was a way that we brainstormed and came up with an idea to make my client stand out. This was a medical conference. It’s boring. We wanted these dentists learning about this new dental treatment to stop at our booth and keep coming back every time there was a break.

It’s a bit sneaky, but we had a big game show set that we had filmed a commercial for. In fact, it was the True Earth laundry detergent commercial. If you look at our website, you’ll see the game show. It’s one of my favorite videos. We had this entire set in storage. I don’t think the client knows that we used it, so I’m outing myself, but Ryan is a good guy. He’ll forgive me. We set up this game show set and had the vice president of sales. We put this huge fuzzy wig on him and big old glasses and gave him a Bob Barker mic. We put big stuffed animals in the seats where the game show would be. We rented a big wheel like you could rent from rental stores. It’s like the Wheel of Fortune wheel. We said, “Every hour on the hour, we’re giving away prizes. You have to be in this room to win.”

They would randomly select somebody from the grid of squares and say, “It’s your turn. We’re spinning the wheel on your behalf.” We would give away prizes and I think we were the number one most, not just attended, but repeat attended exhibitor of the day. A random thought came to me that your readers can think about. How do I make my livestream different? Also, how do I figure out how to get people to come back if they get bored or if there’s some reason why they wouldn’t sit down and watch a whole event other than to bribe them back?

What I’m taking away from this is that there’s such a great opportunity to use a lot of the structure that you implement, Joseph, for shorter videos. When you were talking about creating 36 different ideas or all these different hooks and offers, if you could lay that out for a livestream and in a way, you could rotate through things every five minutes or so. If somebody leaves, when they come back, it’s going to be very different.

I think that’s such a great point because I find this a lot with webinars like trainings that I go to. I sign up for a lot of them. There’s an appeal to learning something live. I experience this at conferences in-person with a speaker who doesn’t know how to keep the audience hooked. It’s like the very beginning, you’re interested. You want to learn a little bit, but after about 5 or 10 minutes, if they don’t keep switching it up, you’re going to lose interest. They should know how to shift the momentum and surprise you and make you laugh or keep giving you information so that you stick around, you feel like, “I can’t leave because if I leave, I’m going to miss something.”

I find the majority of live content, in general, whether in-person or online, is not structured in that way. That’s a huge takeaway for me. What if you could break it down and think of your livestream almost as if it were a bunch of separate videos? Every 3 or 5 minutes, if you can, what’s something new? In some of our best practice for eStreamly clients, we talk about having some outline that you can look at and practice before you go live. Something that you can refer to on your computer. As we record an episode like this, I have an outline that I can refer back to as I’m going. That way, you can be prepared to keep attention. Also, remember that the beauty of live content is that things could change.

Leaving room to interact with your audience is another big thing that you bring up, Joseph, like rewarding people for being there and asking them questions. If they say something in the chat, can you respond to it? That’s another thing that I find so surprising, especially with live trainings. I went to one from a big company who I won’t name and I was shocked because they advertised it as a live event and maybe it was, but they did not interact with the audience whatsoever.

The whole time I’m thinking, “Is this pre-recorded? Why would I be here for a live event if the videos have already been done and they’re not going to interact with me? I might as well come back and watch this on my own time,” which I probably will never do. They’ve lost me. Without that engagement and interaction, you lose them.

I think at pretty much every event that we’ve done here, we have a huge big screen TV. It’s 60 inches. We try to do what Tony Robbins does. You’ve probably seen his huge floor-to-ceiling stadium wall. We call people out. If you are not paying attention, you may get embarrassed because we are going to call you out. I’m not kidding. We’ve seen some interesting things happening on webcams when people didn’t realize that they were on screen, let’s put it that way. We get people engaged by saying, “Everyone’s cameras need to be on and everyone needs to know that they may get caught on at any time.” It makes you feel like, “I’m there.” It’s the closest thing.

I would encourage that wherever that’s possible. It’s not always possible. Get people involved because people like to see other people and the community. Throw up that big grid so that they can feel like, “I’m 1 of 200 people that are watching this,” or whatever it is. Back to your point, it’s all about killing the monotony. What you described is a macro version of what we do in three minutes. Your audience has a preconceived notion of how long this is going to be.

TLEP 33 | Captivate A Live Audience
Captivate A Live Audience: Get people involved because people like to see other people and the community. Captivate A Live Audience: Get people involved because people like to see other people and the community.


In my world, it’s about 30 seconds, if that. If I get a good hook, I still know that my person watching is going to get bored in 30 seconds if I don’t keep changing it up, hitting them with something surprising, or changing location. Most of my videos, they’re shot at multiple different locations. Something as simple as taking your webcam, walking in a different room, or go outside where technology will allow it. Obviously, we have things that are tethered, but change up the presenter as much as you can. Change your clothes during a break. Anything that you can do to make it different and feel like, “I’m not just watching a talking head.”

That reminds me of how they do this on platforms like QVC and HSN, which are big models for what eStreamly wants to do, but online and from people’s homes. If you think about it, they have people calling in. They have all of these FOMO tactics like, “This is almost gone or this many people bought it.” There’s a lot going on the screen. They have different sets and angles. If you look at that, it might seem hard to replicate from home. Another thing that I’m interested in hearing from you, Joseph, is how you create a set like this that you’re describing at home. Let’s say that you are getting started.

I would pick up the camera and take you into our studio. You can imagine, in one corner of our studio, we have a sit-down talk show set. We have two couches, a big-screen TV in between, and a beautiful backdrop. We built it to purposely look like that. Right next to that is a living room set. We use that for our break area when the talent is off-camera. Sometimes, we’ll film in the lounge area. There’s a big couch and we painted it a bright color.

Over on another corner, we have a green screen. We have a 20-foot wide by 12-foot high green screen that we can do anything on. With technology these days, it’s so easy to change the background and now you’re in Paris and change it again. Now I’m in Hawaii. Now it’s not going to look realistic but it’s different. It’s something that gets people at least to watch something. In another corner of our studio is our main stage, where we have set builders all the time coming in and creating the whole stage like you would see on the stage at a conference center if you are going to a convention.

You don’t need all of that. I could go to my house and say, “I’m going to film this section in front of my fireplace. I’m going to move this chair in front of my fireplace. Now I’m going to move to my dining room. Now I’m going to move to outside in the back patio,” or wherever it is. It doesn’t have to be high-tech, but you can put more into figuring out that. Lighting is a key issue that I see done wrong all the time. Make sure you’ve got good natural light, whether facing a window. Simply know that if you put a sheer curtain over a window, that’s the best light you can get. It’s nice, soft, and diffused light. There are courses on YouTube that you can look up to do that but anything that you can think of.

In my world, it’s about how I look different from the next video you’re scrolling through. If 90% of videos that you’re scrolling through were filmed on an iPhone, I’m bringing in my $50,000 camera and I’m immediately going to stand out. You don’t have to do that, but if everyone is filming their livestream against a white wall, guess what happens when you do something like what I’m doing here? Immediately, the first second you saw me, you’re like, “That’s different.” That’s all it’s about. It’s about being different, think different, be different, look different.

TLEP 33 | Captivate A Live Audience
Captivate A Live Audience: It’s all about being different. Think different, be different, and look different.


I’m worried about my background, which is this white wall. I have to do something. It’s an incredible conversation. As Whitney and I talked earlier, we see that the community is looking for ideas about content and how we better make the content. I think we are touching on the points. The big takeaway is don’t try to be funny on the livestream. That’s not going to work. Think about being funny or creating content that is going to be funny as a teaser video that will help you drive. Ideally, you can work with a professional if you have the resources like Joseph.

That is going to create this high-end top-of-funnel. Funny videos is going to drive your audience to want to tune in on your live. The other big takeaway is switching gears during your live and moving from one place to another. Try to make something different. I like the idea of gaming because we think about being consistent and coming back every life. As Joseph mentioned in his experiment with all the dentists, who wants to attend a dentist conference? Having that game makes them come back again. Even if they know your product, they want to come back to be seen and have fun with that. It speaks a lot.

We talked about in the previous episode that pricing was the thing that was going to make people come back. We saw with Olivia that she says, “Pricing is not so much so important with some luxury good. It’s more about the experience you can create and what you can do with your product.” Now what we are hearing from Joseph is, “There’s also the thing that makes people come back and gamification is one of them.”

I want the audience to think through that. Maybe you don’t have to discount or he will discount your product. Maybe you have to find some funky way of bringing your audience and getting them excited about what you’re creating and what your brand is about. This is another jam-packed episode with a lot of insight. I don’t know what you felt, Whitney, but I’m so pumped up with this one. I’m also living with some ideas. What can we implement on the tech side to make it better from your insight, Joseph?

Can I add one thing that you said? I walk back one statement. What I mean when I say don’t try to be funny is don’t try to deliver jokes that have been pre-scripted that weren’t things that you would’ve said anyway. In the past 45 minutes, we’ve been having fun. If you think of something funny, you say it because it’s coming off the top of your head. What I’m talking about is don’t try to be a pitchman or a scripted actor when you are not. Does that make sense? Have fun. By all means, throw out jokes even if they’re corny but they have to be real and genuine and off the top of your head. The worst thing you can do is to try to be something that you are not. Number one, I would say, be yourself.

The worst thing you can do is try to be something you are not. Just be yourself. Click To Tweet

That is a great note to end on and thank you for clarifying that because everybody has their different version of funny. Maybe that’s cheesy. Maybe that’s more standard, like a standup comedian or something like that. Sometimes you’re inadvertently funny. That would be me. I don’t try to be funny, but sometimes I do things that make people laugh because it’s embarrassing or something. You make a mistake and you laugh it off and that’s authentic to me. I’m one of those people.

Years ago, I was doing this video series and I tried so hard. I had all these written jokes and I’m like, “I’m not made for this. This is something I’m either going to have to study and practice a lot to get good at, but I can’t land it without any knowledge.” Being funny is an art form. You hear this about standup comedians. Depending on the environment that they’re in, their jokes might not land. It’s tough.

Props to you and all the amazing work that you do, Joseph. You put so much time and effort into it and have also been a reminder that some of this comes easily and organically and sometimes takes a lot of time and money. Working with someone like you who has developed a system for it and knows how to get a return on investment is incredible. Thank you for sharing your knowledge and being a resource. As Nicolas said, we have a special giveaway going on that’s time-sensitive, so be sure to check that out. Joseph, you have a guide right to the eight steps. That’s a PDF that you offer. Is that right?

It’s called How to Produce a Funny Sales Video Without Hiring Us. It’s every step that we take our high-performing videos through so that anyone can download and follow along. We can’t guarantee anything, but I always tell people, “If you follow the steps, your ads more than likely will perform better than what you’re doing right now, even if you fill them by yourself with an iPhone.”

Another great reminder of how persuasive the right title of something can be. I can’t imagine that you wouldn’t want to. I imagine Nicolas himself is probably going to go download that and think about it. I’m looking forward to seeing what Nicolas learns and what we can apply to anyone else who’s using eStreamly. Thanks again, Joseph, for being here. You’ve been incredible. As Nicolas said, you gave so much value and I can’t wait to hear what people think after they read this.

Thanks for having me on. It’s been fun.


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