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[fusion_dropcap boxed=”yes” boxed_radius=”” class=”” id=”” color=”” text_color=””]W[/fusion_dropcap]hat do you do for an encore after logging 20,000 hours of live broadcast television experience? If you’re Sheryl Plouffe, you become a video strategist and help marketers learn video marketing.
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background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ type=”legacy”][fusion_builder_row][fusion_builder_column type=”1_6″ type=”1_6″ layout=”1_6″ center_content=”no” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” hover_type=”none” border_style=”solid” border_position=”all” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ 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You can watch the video interview above with or without subtitles, or read this transcript (edited for clarity and flow):
Key takeaways:
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Sheryl Plouffe has 20,000 hours of live TV broadcast experience in her 25-year career
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You have to have video to some degree in your marketing plan
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We’re past the time of just sitting back passively, waiting for referrals to come in
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Marketers who believe that there’s a positive ROI from video went from just 33% in 2015 to 87%
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Live streaming doesn’t require editing
CHUCK (00:00):
Hey there, Chuck Moran here with Online Video Mastery™, and I’m very happy today to be with Sheryl Plouffe. Sheryl is a friend and colleague. She’s Canadian, and we’ve known each other for a couple of years now. She is a terrific presenter on various tools and different things, and she’s got something really special I’d like to have her tell you about today. So I’d like to start, Sheryl, with a little bit of a backgrounder on you. Tell me about your career. I know it’s pretty stunning.
SHERYL (00:34):
Thank you, Chuck. I’m excited to be here. Stunning … and rarefied. I think in the sense that not many people get an experience like I have, which was to be on national television for 17 years. I’ve been in the media industry for 25 years. I’ve done over 20,000 hours of live TV broadcasting, which even when I say that I go, I can’t believe I did that, but it’s true. That is a lot of experience in front of the camera, but really what I’ve done now is that I’ve taken the best experiences and the best practices from the broadcasting industry and have brought that into the video marketing field, specifically for people who are building businesses online. So coaches, consultants, speakers, authors, people who really need to be positioned as authorities online. What we specialize in is authority marketing, and we do that with video. So it’s very exciting!
CHUCK (01:29):
That’s really great. I’ll try to remember this at the end of the broadcast, but let me just ask right now how people can find you … where’s the best place for people to come learn about you, Sheryl?
SHERYL (01:41):
My handle is @sherylplouffe everywhere online. I have a YouTube channel, which has over 16,000 subscribers now. So you can go there and find videos or new videos every week, but you know, Facebook, Instagram, you name it, LinkedIn, I’m all over the place. And of course my website, sherylplouffe.com.
CHUCK (02:01):
So I want to ask you a couple of questions. The first one is just about the importance of video,. I think it was probably 2015, 2016 when we started saying this is was the year of the video. And every year since, all the big marketers are saying, but THIS is really the year of the video!
SHERYL (02:31):
Every year, it seems like we say the same thing. Here’s the thing, I feel like COVID changed the world, obviously that’s an understatement, but it also changed video. What I think it’s really done is it’s pushed us into the future by about five years. We were already on the path to knowing – at least I hope to knowing – that video is no longer a nice-to-have. I’ve been saying that for years, but now it’s really no longer a nice-to-have. You have to have video to some degree in your marketing plan, whether that is a social media campaign or whether you’re using video for interpersonal team building. Maybe you have video in your email marketing campaigns … video has a place in your marketing to some degree somewhere, depending on what your goals are, what your company is, where you want to grow all of that.
SHERYL (03:23):
I think a big portion of it is social media because it’s about visibility and it’s about exposure. And, we’re past the time of just sitting back passively, waiting for referrals to come in. I think now, and that can still work of course, but now people, you and I, and, and everyone who’s building an online presence or building a business online. We have to get out there; you have to take control. If you’re going to just sit back and wait for people to come to you, you’ll be waiting a long time. So it’s time for people to really get the videos going, find a way to make it happen, whether you’re going to produce them in-house or whether you’re going to outsource. And really what we’re here to talk about today in my opinion, is how live streaming is the fastest way to get people up and running with video.
Join us for the next Go Live! Challenge!
(affiliate link)
CHUCK (04:12):
I think even having a 60- or 90-second introductory video on everybody’s homepage, I have yet to come up with an industry where it makes sense to not have an introductory video. It could be the head of marketing talking It could be the CEO, it could be the solopreneur herself. I know you’ve got some stats from a recent survey of the growth of video.
SHERYL (04:46):
Yeah. They’ve been doing this survey for several years as you know, Chuck and I thought it’d be interesting to bring this up for our viewers today to really understand it’s not, this is not just me saying this, this isn’t just Chuck saying this. This is the industry. This is what is happening in the world. So when you hear us saying things like video is no longer a nice-to-have, here’s why. Does your business use video as a marketing tool and can you see the growth? You mentioned 2015, but this stat shows from 2016 and the growth that’s been going on. I want you to look at this and really start asking yourself, am I doing what I need to do to stay up on the times really?
SHERYL (05:34):
All of these statistics support our point. I like this one. So it says, does video give you a positive return on investment (ROI)? Marketers have rapidly come to understand the ROI of video … from just 33% in 2015 to 87% of marketers who believe that there’s a positive ROI from video. So why is that happening? Because people are getting results. So why are some marketers still reluctant to invest in video? Well, these are, so these would be the reasons, and maybe some of you watching this right now can identify with this … 16% of people not using video right now don’t use it because of the lack of time. Live streaming takes less time.
SHERYL (06:31):
Again, that is the solution to get you up and running in the fastest way possible. 19% don’t use video because they don’t feel it’s needed. I look at these statistics and it breaks my heart because this is a lot of people. These are people who could be doing way better in their businesses, if only they were willing to see it see the ROI and the fact that we’re at a point now in the world where it isn’t, it isn’t a nice-to-have, it’s really become a necessity.
CHUCK (07:02):
I’ve got a stat that six out of 10 people would rather watch a video than watch television. Things have really changed. From a marketing viewpoint, you can’t beat it. It communicates so much … there are so many subtleties that come through video. So let’s go into the importance of going live. I have to confess that I’m more comfortable doing prerecorded videos and putting them out there after I’ve had a chance to review them. So I have a little bit of fear still that I’m working with. What is it about live that should be a goal for us to get to and get over our fears?
SHERYL (07:52):
Well, Chuck, you are a bit of a different case because you do have experience and you know how to edit videos. So for you to prerecord something, you already have that skillset, how to slice and dice and you know how to edit, how to add all the elements and to make it something else. But the majority of people who are wanting to, or maybe service-based people coaches and consultants who are on a mission or are purpose-driven, they just really want to get more clients. They want more leads. They want clients that want to do the work that they feel called to do. And they don’t have the skillset that you and I have. And you and I both know it takes years to become proficient at editing videos. My belief is that people don’t have that kind of time anymore.
[bctt tweet=”You need a video like yesterday. So if that’s true, then live streaming is the way to circumvent the editing and the post-production process.” username=”onlinevidmaster”]
SHERYL (08:38):
That really where we’re at. You need a video like yesterday. So if that’s true, then live streaming is the way to circumvent the editing and the post-production process, meaning the production process that happens post recording. So that it’s a whole world unto itself. And, and so that’s why I believe so strongly and why I frankly have changed my own position about the power of live streaming. I used to teach it in the opposite way … I used to teach “here’s how to edit your videos.” I feel live video specifically is the fastest way to get people out there, generating those leads, building those audiences, getting their message heard, speaking. And it’s really about speaking on video. That is our focus and why we suggest going live.
CHUCK (09:24):
That’s great. So don’t the platforms – Facebook included – even especially prefer a live in terms of the algorithm?
SHERYL (09:34):
Yeah. Facebook loves video, no matter what. There’s some indication that recorded videos, that they like that three minute type of video. But I think it’s more about consistency. That’s what I would really like people to focus on is if you’re consistently out there, consistently sharing your content, I’m a believer that ideally we get businesses to a point where they have both, right. We get businesses to a point where they have recorded videos, because there is a benefit to that type of video as well. My suggestion is just start with live because it’s the fastest way to get out there. It’s also fastest way to cut your teeth on your message and to train yourself, to speak and be able to say what you want to say eloquently, succinctly. It takes practice and live streaming. The more you do it, the more you’re out there actually verbalizing instead of it all being up in your head, when you verbalize it, it takes on a world of its own and it takes on an energy of its own. It also helps you become a world-class speaker.
CHUCK (10:43):
Gotcha. That getting over your fear really is a matter of practice. I have a mini-course on getting over your fear of the camera lens and it’s based on practice. Something I stumbled into quite by accident, but it turned out that it was an accidental self-desensitization process that I put myself through. I didn’t even know it was happening at the time, but when I got to a certain point, I was like, you know what? I’m not really afraid of the lens anymore. So I created this little course, but the basic point is that confidence came from practice and just doing it again and again and again. And with 20,000 hours … I don’t know if you can remember your first time on camera, but you probably were pretty nervous. And then after a while you, you know, it’s second nature …you just look at the lens and you’re ready to go.
SHERYL (11:39):
I was hosting a local cable show when I was 18. I had just graduated. I was fresh out of high school when I was hosting my own show. I can’t remember specifically, but I can remember the energy around it. Like I can remember the feeling of it. And it is scary; there isn’t any way to get around that. What I suggest for people who are stuck in fear is it’s likely because you’re making it too much about yourself. So turning that mindset around and saying, okay, I’m here to serve others. Am I making this too much about me? What if I turn that toward being of service and doing this for other people? Now it takes the pressure off of you and the focus off of you and onto the message, the mission, the movement that you’re trying to create.
CHUCK (12:37):
That really does make a lot of sense. And I’ve heard people say to look at the lens and pretend you’re talking to one of your best friends or something like that. But I think we all do get really caught up in that “How am I doing?” performance kind of aspect. Well, let’s, let’s talk about your, your challenge. I’m super excited. I’ll be participating in it starting April 1st. So tell me a little bit about how it came together and what it’s all about.
SHERYL (13:05):
I’ve done challenges in the past, but I did them differently. I did them where I would ask people to record videos on their phone and edit on their phone. And now with my new thinking around this, I really feel like live streaming is the way to go. So that’s why we’ve turned it into a live stream challenge. It’s called the Go live! Challenge. And the idea is that participants go live for a minimum of one minute per day. We have people who do the challenge and some of them have done it a couple of times or a few times. If they want to, they can speak for as long as they want, but we made it a minimum of one minute per day, because we feel like for the people who are afraid, for the people who have not done this before, for the people who, when they go live for the first time, it’s going to be a momentous and a kickstart kind of moment to do one minute is going to be enough.
SHERYL (13:57):
For them to get that, that sensation of “I just did it.” There’s nothing that lights me up more than that type of thing when people press live and then they post in our Facebook group and go, “I did it. I was so scared, but I did it.” It almost brings me to tears because I know what that can mean for somebody. So it’s a minimum of a minute per day for the 30 days of the challenge. We give prompts. So you get an email, like a list of email prompts. It’s fill-in-the-blank prompts to make it really easy for people who don’t know what to say on video. You can talk about whatever you want, but if you need the prompts, they’re there, and then you also get access to our member’s site, where we have course materials. And I have the Go live! Creator Course in there, which is included, which I’ve previously taught for coaching clients and gotten paid $2,000 for that coaching.
SHERYL (14:47):
So now I include that in the challenge. There are tutorials on how to go live on all the platforms. You join our private Facebook group, and every Wednesday at 3:00 PM, I go live in the Facebook group to do some training on the member site materials, the course materials, and answer any questions. So it’s a way for people to have access to me as well. So there’s a whole host of things that go with it. The idea is that it’s a kickstart, it’s a momentum driver, and it’s meant to help people finally take that step of stepping into their own spotlight.
Join us for the next Go Live! Challenge!
(affiliate link)
CHUCK (15:19):
Gotcha. Well, I’m really excited about it. I think it’s going to be great. And I know it’ll be great for a lot of people. A couple of my friends have already signed up. And I know everybody who’s going to be on there is really going to learn a lot just from having worked with you in the past and seeing how you bring it. You’ve got a real talent and a depth of experience that I think will really help people move through this process of going from fear to confidence.
SHERYL (15:47):
It is a process. It is, there isn’t any way other way of getting around it. Like you said earlier, Chuck, it’s just about practice, but you have to be willing to dig deep and say, okay, enough is enough. I don’t have the leads I need. I don’t have the clients. I have room for more clients. What is going to have to change in order for me to get to where I need to go in growing my business, into growing my consultancy and to having more clients. And likely the biggest problem you’re having is security, right? It’s just that no one knows who you are yet. You could be the most brilliant coach in the world, but if nobody knows how amazing you are or what you’re about, or what you represent, what you stand for or what you believe, then you’re just as good as invisible in the online world. So that isn’t really going to help you grow your business to be invisible.
CHUCK (16:39):
I often talk about how without a website (since I build websites for a living), it’s sort of like having the best restaurant in the world at the end of a road. But if there’s no sign to tell you where to turn, nobody’s ever going to find you, and video is certainly a huge signpost these days. Also I think it’s important to recognize that non-profits and other types of organizations can really benefit from this type of training as well. It’s the same thing … you want to get your message out, whatever it is that you’re trying to say. PSAs, educational videos, interviews, all those kinds of things do come from a creativity that’s based on your own confidence. And so I highly recommend it. People in all kinds of organizations should take this training.
SHERYL (17:31):
If you’re a nonprofit or you’re an organization, you still need an audience. Still need people to care. You still need eyeballs on you. And we live in the attention economy. You still need that attention. Right. Content is just the currency that we’re using in the attention economy. It’s really about it’s about that. And the reason why I think that you and I complement each other so well, Chuck is because with your emphasis on websites … let’s think about the connection. You want your videos, you want to be able to kickstart, you want to be able to get into the challenge and start doing the things that you’ve probably been thinking for months or years. Progressing to a point where you can start creating marketing videos and unlock a whole world of opportunity. A video that can then play into your website because they go together. Right. You want to have that content on your website. So they do go hand in hand.
CHUCK (18:32):
Yeah. That’s great. Well, Sheryl I really do appreciate it. Is there anything else that I’ve missed that you’d like to wrap up with?
SHERYL (18:39):
We have covered it all. I think it’s really Chuck as you and I both know we have to start. There isn’t any other way around it. And I know people would love to be able to stay hidden behind some of the methods that they’ve been hanging on to that aren’t working as well, because it keeps them safe, but we have built an environment and a community of accountability and support so that you are still safe as you do this process.
CHUCK (19:09):
That’s really great. Well, I’ll include a link to how people can get this training. And I hope to see everybody who’s watching inside the training starting on April 1st. It’s called the Go live! Challenge. And again, my thanks to Sheryl Plouffe for spending some time with me today. Sheryl thank you so much.
SHERYL (19:27):
You’re welcome, Chuck. Anytime! Okay … talk to you soon.
About Sheryl:
Sheryl Plouffe turned her offline authority into a thriving online video coaching and virtual video production business. She is an entrepreneur, international speaker, and former Canadian TV broadcaster. She has been seen by millions over the course of her 25-year career in news media, has produced thousands of videos, and broadcast over 20,000 hours of live television.
Today, Sheryl helps other coaches, consultants, speakers, and authors build their business online with video. She does this through her signature Cash In On Camera events, platform and training. She is widely known for doing away with word-for-word scripts and complicated tech in favour of simple-yet-strategic storytelling techniques. She is the author of a forthcoming book on authority-building with video. When she’s not working, she’s a hockey and baseball mom and an avid Prince fan. Sheryl lives and works in Ontario, Canada. Subscribe to Sheryl’s rapidly-growing YouTube channel and visit www.sherylplouffe.com
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