Episode 018

Shaina:                 Episode 18 content coalition, I have Dallin need. And he talks a lot about videos and storytelling’s. He’s worked with some incredible brands. It was really, really great to connect with them. When we got to nerd out a little bit on video production, which is super fun. Um, but at seven minutes and 45 seconds, he talks about the roadmap that he takes his clients on to create their story and how he’s going to go through the video production journey with them as opposed to making like one video. And that’s the end of that. He goes through the roadmap of like, what’s the whole story look like? And he got it gives away the farm on that one at about 11 minutes and 50 seconds. He talks about the most important video that his clients make. Um, and that’s the origin story. And he kind of breaks that down around there.

Shaina:                 And then at 23 ish minutes, he talks about the best tips and how to go live. Um, it’s super terrifying to go live. If you haven’t done it before. And if you’re already a pro, then that’s awesome. But for those of you who struggle a little bit on hit it, seeing that red dot and knowing everybody’s watching, um, he goes ahead and kind of gives you some great tips on how to get through that like a stone cold chance. So go watch the episode. I’m Shaina, I love dogs. I trip a lot and I happen to have a knack for making pretty sweet videos for businesses. But the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean, 44% of marketers say that producing content is their biggest challenge. Get content marketing is 62% less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know it all. So I made it my mission to talk with content, kings, queens and bosses to learn as much as I could about crushing content marketing. And I’m taking, yeah, you along with me. Welcome to the content coalition.

Shaina:                 Hello content coalition Shaina here. Thank you for coming back and checking out another episode. And today I have dal in need of content supply down and say hello. Hello. How are you doing? Zalin tell the folks who are listening and watching yeah.

Dallin:                    Who you are and what you do. Yes. Uh, well I’m Dallin and I am a story seller. Uh, I love to help people sell their offers with story and the mixing thing and, and what and why I love that is because story is what makes us different. Um, and if not better than our competition because if we’re actually willing to share and publish your story, then we can get noticed and sell things. And so that’s what we want as entrepreneurs. And so I do that by way of video. So a lot of video marketing for influencers, for entrepreneurs, online businesses to get noticed and get their products and services out to the world.

Shaina:                 So Dallin is a marketer after my own heart because I evolve out of the video production for like content strategy game. And, uh, I was super excited to have him on the show because I was going through content supply and I was like, oh my gosh, I could dig it out a little bit. I know. It’s amazing. So like I love that they, they don’t just start from like the film your stuff and then let’s figure out how to use it. It’s actually like storytelling first and knowing what that narrative is going to be before you just start pressing record and filming content, which is something that I think that is a little scary for people because first of all, pressing record is scary for people in general, let’s be honest, you know? But um, knowing what your story is in advance to doing that I think is a hugely important in a lot of times overlooked part of creating content. So I’m excited to talk about that today for sure. Yeah, definitely. Awesome. Okay, so how did you do you know, just real quick, how did you get started in video and what led you up to content supply? Oh man, that is not a real quick answer. No. Right in five seconds. Five seconds. Here we go. So,

Dallin:                    uh, I’ll, I’ll jump through. It’s kind of cliff notes. Uh, when I was little I picked up a camera. It was, it was tape-based then I was definitely one of those kids who did that wanted to be the next Steven Spielberg. Um, but I actually got really, um, like sidetracked as I got older because I got told both like, just from Molly’s places that creativity, being a creative person, filmmaker, a storyteller wasn’t a viable career. You can make money at it. Definitely one of those stories. Um, and because I got told that I started going the more like secure route in air quotes, uh, I studied it in college, I was going to be an Iti cause I was like, I love tech. That’s fun. Um, I hated it. Uh, I didn’t, I didn’t connect with the classes. I had plenty of experiences where I’m like, there are a red flag, but I didn’t, I wasn’t self aware enough or I didn’t honestly, like I call it owning my story.

Dallin:                    Like, I wasn’t owning my story because what I wanted, my dream was to tell stories by way of video. And so, um, enough was enough. I was so miserable little study in it, but I was too far into it that I was like, hey, how could I create a feature film? And so I wrote and directed feature film, uh, released theatrically. I’m sold out multiple theaters. Um, and it was pretty insane experience. But I remember sitting there and the premiere, the front row, nervous crazy, here’s this introverted kid, um, putting myself out there. And I was like, it was a, it was an okay profitable routes, but it was profitable. And I was like, well, wait a minute. I was told all this time that you couldn’t make money with this thing. And so that was really like a turning point in an epiphany for me that I was like, Hey, I got to lean into this.

Dallin:                    And so I did. And, um, I, I quickly graduated to, landed a job at princess cruises at their headquarters, producing videos for, um, like over 40 cruise ships, um, thousands of employees around the world. And is really incredible. And then I quit. Um, I love that job and then I quit. It’s weird, right? It’s, I found that I loved entrepreneurship better and that there was a lot more autonomy and freedom and I was, to me, I was attracted to that dream lifestyle of, of being able to experiment and in meat and interact a lot more people and also definitely not be limited on your growth. Cause like, I, I mean this is a whole nother story, but anyways, I, I, I mean I got to travel the world and to tell stories, um, through by way of the cruise lines. Um, but, uh, but I don’t know, there’s still something missing. Like I got promoted a couple of times, pay raises, like this is nice, but I was like, Nah, it’s not about this. Like I need, I need something more to kind of fill my, my value bucket and a, and so I was moonlighting content supply on the side and then it’s, I quit about nine months ago and I’m been doing this full time.

Shaina:                 That’s awesome. That’s very cool. Right on. So, um, who are you trying to help all, I mean obviously everybody, every business needs video, but who’s like the people who touch your soul that you want to be like, please let me help you.

Dallin:                    Yes. The unheard and unseen and kind of best kept secrets of their industries. Uh, typically they’re influencers or a spider and influencers who are like, I’ve done so much myself. I built up like attention to what I offer, but I’m overwhelmed, overworked and I want to be more hands off. And so we step in, implement a full scale content plan to help them be a hands off and it’d be more seen and to be recognized as the expert in their industries. And uh, we do that by way of video first and then we, uh, we repurpose that.

Shaina:                 Hey Shaina, I got met. We met at the right time. We did. Yeah. Okay. So then high level, cause I know we’re going to dive into like the storytelling portion, but like as far as like creating a plan that you’re saying for their content, what does that generally consist of? Just from the top?

Dallin:                    Yeah. You know, we begin with story. Um, we first want to understand like, well, what for you personally, it goes, a lot of them are personal brands, a lot of our clients, um, personally, like what is it that you want in your life? And you’re like, what are your dreams? What are your goals and how can we use our services to support that? And so we start high level and that builds out there, their story, their origin story, their business. And then we break that down into like, Hey, what are your goals? And then what are the offers you have in your business that support those goals? And, um, and then how can we create content to get to those offers to get to the goals, to get to the, you know, like, it’s all like this spider web of connection. But, uh, but yeah, and that’s how we build up content.

Dallin:                    So we, we create video first and then we repurpose that into many other types of content for more, more traffic. But yeah, it’s all built around story. And there’s actually a process, um, that, that we walked through called story therapy. And it sounds like really we woo, but it’s not, I mean, I have no therapeutic or like therapy background whatsoever, but I just know by asking questions, listening and, and talking about what we want and what our stories are, it’s very therapeutic, um, for our business and ourselves. And so that’s, that’s Kinda what the title I gave to it. And it’s a fun, fun part of the planning process to pull out our stories.

Shaina:                 That’s awesome. We actually, there’s a much earlier episode of the contract coalition where we interviewed Veronique James and show her she owns an agency and they work mostly with boutique hotels. And when the first thing that her team does is they sit down and they figure out the story. Like there it does it, everything else is irrelevant until they figure all that out. So like how do you, and one thing that, like I’ve, I’ve learned and especially like through her and her team or she how she was mentioning is sometimes it’s hard to come up with your story even though you’ve lived it, you know, or at least how to portray it. Like, what does, how do you get that out of people?

Dallin:                    Yeah, that’s a great question. And I think it goes back to, oh, I know it goes back to asking ourselves, um, like at what point was there a turning point in our story? Like I, like I mentioned for me, my epiphany was the moment I sat in that theater and I was like, well, wait a minute. Um, I was told all this time the conflict in my life was all these internal and external forces that were telling me that I couldn’t make money and this wasn’t profitable. And so I had an epiphany there where I begin to make different changes in and go on this new journey. And I’m, and so I think recognizing and what point did we have an epiphany or a changing course, um, and uh, and digging deeper to understand, well, what is truly are, why? Like if at the end of our lives or any of her career or whatever it looks like, if we were to accomplish or live this, this one dream, this one thing, what would that be?

Dallin:                    And that dream needs to serve two things. It’s got a survey, transformative dream. Somebody that’s like internal and like fills our soul so to speak, that like fulfills us that way. And then the other side is like achievement, like accolades and like, Hey, maybe we want to may be a millionaire like that. That’s cool. There’s nothing wrong with wanting that. They’re right. I’m sure we all want that. But uh, but like is recognizing and being aware enough of what we want and then, um, how do can we remove the roadblocks that are keeping us from those dreams? And uh, and typically like as we break down the story beats, um, it produces many opportunities for types of content and videos. Um, first and foremost, the origin story video, which is, um, I like for specific, especially for my personal brand, um, uh, as, as supported by Content Supply but is a, is the order story video is like what we lead into because that is like the one video that was just going to position you as an expert more than anything else.

Shaina:                 What does that origin story video need to consist of? Is there like a, is there a formula or a certain length, a certain like ebb and flow of the story, like tea, break that to part down. Yeah. Uh,

Dallin:                    oh, we definitely focus on having like a three to five minute time span so to speak. But opportunities for it to be cut up in little pieces. So repurposed,

Shaina:                 I’m just going to say that word resonates. It resonates, right?

Dallin:                    And, and so it’s definitely two to hit on the emotional beats that resonate most with your customers because the origin story is not ultimately about the person whose stories in the video. It’s about the customers and how they can see themselves in the shoes of you sharing an origin story. Because when they can do that, then they’re going to buy from you. They’re going to be converted, they’re going to follow you to the ends of the earth. Um, and I’ve seen that work really well with many of our clients is they’re willing to be vulnerable, put themselves out there and to share that story. And it’s going to be a very personal side of you and it’s going to be hard to share.

Shaina:                 That’s high and sometimes it’s hard to be that transparent and honest, but that’s what people resonate with. You know, even for me, I tell people to do it and I struggle with like sharing like the whole story sometimes.

Dallin:                    Oh, for sure. Well, and there’s definitely, uh, you know, there’s, there, there’s truly hard things that are hard to sh like that are definitely hard to share. But, uh, but I think timing, timing is important to figure out, like when is best to share a certain parts of it. But, but hands down like the order story side, we can definitely get to that much sooner. And I think many of us have, um, false beliefs around, um, our stories not being good enough. You know,

Shaina:                 until you are the millionaire, right? Yeah. I can tell the story of how we got here. There we go. There we go. Yeah. Just, just wait until you’re a millionaire and then tell the story. That’s fine. Eventually it’ll, it’ll work. Can happen. So, you know, it’s funny, as a lot of, um, Russell Brunson’s stuff is starting to pop up in my head. Like it’s very much the perfect webinar in my head. Like how it’s resonating. It’s, you do work with click funnels or you have, right? Yeah, yeah. I have,

Dallin:                    we’ve only done one. I’ve done one ad for them, but, uh, I used to work a lot with their current VP of marketing now. Gotcha. Very cool. Who’s, yeah, so, so definitely like his terminology. I mean it’s, you know, honestly the, the concepts and the terminology behind storytelling has always been around. So like, I don’t think we can really point it to who originated with the idea, that concept of Mike. I’m like, you know, we’ve all heard, you know, people always reference like cavemen and this and that, but it’s like, know there’s no secrets to it. It’s more of just like, well, how can we help people pull it out? You know, like how can we help people actually publish it? Um, and so it definitely, and that’s a cool thing too with like, when we can document and understand what our origin story is for all of our own businesses, then it doesn’t just have to come in video form. Um, we can put that in her email marketing in our webinars that you mentioned. Podcasts. Um, blow, I mean it’s all across the everywhere that we can use our origin story. And so we just kind of document it and make it happen.

Shaina:                 Right on. Okay. So in addition to the origin story, what other pieces of video or content do you make sure they do?

Dallin:                    Yeah, so start with that foundation and then I, I kinda like to call it the Oprah effect a little bit. I know that term’s used, um, you know, Oprah, she based, she’s kind of like the pope, right? She touches something in immediately. It’s, it’s blessed are gold, right? And people want, um, but uh, so think of Oprah is a journey. Um, when she, before she became super popular, she definitely came from a very difficult background and as she owned and Shared and published that ordinance story about herself and then she created a platform by waiver TV show that created the opportunity for other people to also open up and to share their stories as she continued to share hers. And, uh, and so naturally from that origin story publishing moment, we then create a TV show for, um, these influencers because, um, there’s no better way to show up consistently beyond the just a paid ad here and there during your launches, um, to show up consistently in a way that you can provide value, um, through sharing additional stories because you have far, many like many more stories beyond just your ordinary story to share because they’re happening every single day.

Dallin:                    And so we create a platform, um, and a, a framework for entrepreneurs to follow the are, it’s like a TV show framework to, uh, to create ongoing content for social media show. Yeah.

Shaina:                 That’s so it’s just themselves talking. Are they interviewing kind of like, uh, it’s, it’s both. Yeah. Yeah. And like, like

Dallin:                    this is a form of a show for sure. So it’s, it’s dependent on like for sure the type of person or how their audience consume content. Um, but yeah, it’s that show format of, uh, of how can we have like a core piece of video content and then repurpose that into I’m giving you a look every time I’m like and repurpose Winkler, um, that into too many more pieces of content. Yeah.

Shaina:                 Awesome. Right on. Okay. So that’s, yeah, that’s interesting because a lot of, I mean at least the vast majority of video production companies that I have been privy to, or the just the problem is it’s like a one and done of deal. Like you create a couple of pieces of video and then you say, okay, you need to keep on creating stuff and then there’s no real accountability, your game plan on how to make that happen. So actually saying like, no, you are going to continue to tell your story consistently. So you are still consistently creating pillar content that you can then say it with me. Repurpose. Right. Um, that, that’s, that is really unique to what you’re doing because it’s essentially, you know, the full game plan instead of just the, the one thought of let’s make a pretty video that maybe has a good message that hopefully you get a million hits on Youtube with, you know, so, um, I was really excited to see that that was well that you had a bigger game plan than just create content and then fly little birdie fly, you know?

Dallin:                    Yeah. Which is where many filmmakers start, right? You, you know, this like, you know, we both know a lot of filmmakers, we’ve probably been there and uh, and we’ve got to realize like it’s not, uh, like running paid ads and doing those ads is incredible. There’s plenty of like, there’s many companies who are incredible at that. Um, but, uh, I, I definitely know there’s a longterm play and a short term play when you can create that pillar content or that show, um, that, that way you’re literally showing up. Like, uh, I dunno, like Seinfeld. I mean that’s a little dated now, but whatever your favorite TV show now is, you know, you know, or talk show host and you can just show up consistently and um, there’s no better way to do that then creating your own show.

Shaina:                 Yeah. So then, uh, for people who are listening are like, okay, I could totally talk about my story. No problem. Like what are your tips on how they can do that themselves without hiring a production company? No offense, no, no, no. Like

Dallin:                    a, you know, it’s, it’s funny too, like you’re totally fine because like once we’re in totally in the same boat for those who maybe don’t have like the funding or like Dharana at that level yet, or even if you’re at that level, um, I mean we even start with people simply of just like, hey, you’re going to DIY to filming yourself cause you have the tools or you can care less if it’s a pretty picture. It’s from your Webcam. Um, and we walked through there, our system, or just simply, um, create a simple schedule for yourself too. Like every Tuesday at the same time or every day at the same time. Go live on Facebook, go live on Instagram. We like where your audience spends their time and just just start getting comfortable. Like, especially if you’re starting out. Um, I mean, I’m sure their plot of, um, closeted or so proclaimed introverts like I am, I’m out there who are like, I freak out when I hit record.

Dallin:                    It’s so hard to talk and I ramble. Um, and just to like it just a fight with those and hit record, publish, don’t think about it. And it may be completely unedited and, um, whether one or one or a million plus people see it. The important thing is you’ve gotta you gotta practice publishing if you ultimately like, if that’s a dream for you to be more of an expert and recognized in your field, well, you know, not the best kept secret, uh, you gotta be willing to publish and there’s no better way to do that than just publish and use. Like, the best tool you have to publish is one you have on you. And that’s usually phone.

Shaina:                 Yeah, isn’t it? Incredible. I tell people like there’s a course that I train on how to film with your phone because it is what it is. And we have these incredible tools in our pockets now and it blows my mind that the capabilities of phones now are more vast than the cameras I was spending thousands of dollars on like five or six years ago. Yeah, right. I’m like, what is happening?

Dallin:                    It’s, you know, it’s funny and I think if you’re a first, you know, with beam being an artist you’re like, ah, you know, you’ve got to have the best camera. And I love tech. Like I love the gear, but most people are never going to notice the difference. Or when they do they’re like, oh, that’s so cool. But they, you know, like there’s still going to hire based on more what results can you get me and do I like you? Do we have a relationship and a, and so, I mean, if you’re a filmmaker, you’re listening to this, like recognize that, um, you probably heard it before, but gear doesn’t matter. It’s going to be depending on the relationship and what results you can get.

Shaina:                 Absolutely. And it’s like, as far as gear goes, as long as it’s lit well on the audio is not terrible. Like there’s, you can’t really go wrong. True. Oh yeah. You know, even with your phone, it’s just go in the shade somewhere and film something and you know, attach a $20 Mike to the phone in your file. Yeah. As much as it breaks my heart to say that out loud versus like, we can start throwing all the turn, you know, like the right lens cinema [inaudible] to shoot read every time. Yeah. Yeah. Four K eight k 20 k. I know it’s, it’s funny because, but you know, most of the, and we were talking earlier, um, like the selfie style video does, it performs better on social over the super highly produced stuff. So it’s like, why you don’t need a four k camera to shoot selfie style, you know, you need, you can even shoot a four k on your phone.

Shaina:                 She’s going to take a while to upload to Facebook. So, you know, yeah. There you go. It’s so you were talking about going live and creating like doing it the same time every day or every week or whatever it is. How often do you’re going to do it? Um, live was live hard for you the first couple of times. Always. It’s terrifying sometimes. Yeah. I’m just so used to like being able to cut and produce in trim it so it’s perfect. So going live for me was like I was having a panic attack and I like being in front of the camera. Oh No, it’s, it’s still

Dallin:                    hard sometimes because like it’s kind of like with anything that’s impromptu, like if whether you’re pro prepare thoughts or not or like sometimes like I should go live right now, but um, I don’t know what to say. I like what do I talk about? And you start to ramble it cause you have organize thoughts and, and, and like I would say like that’s okay, you’ll get, you’ll get better. Like I’m still working on it. Like you can watch some of my videos right now and I’m just like, who’s this guy that’s just rambling, ramble. I’m like, Hey, I’m just practicing. Like, you know, like I’ve been mining the camera for so long. Like I’m, I’m just practicing. But, uh, it is, we just gotta get sharing and connect with their audiences better and we do that by just going, hitting live and rolling with the punches.

Shaina:                 Do you have any tips on people who are just starting to go live?

Dallin:                    Yes. Um, definitely think about what do you think of a simple topic you want to talk about? Just keep it very simple, type it in, I’m on Facebook or Instagram and then hit the live button and just start talking. I know it sounds like very technical. I know it sounds like very technical and I could walk you through the very specific steps, but I think we all definitely know how to go live. But uh, there’s like the excuses kick in. Uh, and we’re like, I don’t know how to do it. It’s, it’s like we know technically usually how to do it. It’s just a matter of of doing it and having like maybe a set time or just knowing what to say and usually know what to say is like start with, um, you start with Sharon, his story from the day. Like in fact, we will wrap this up and I’ll probably go live and talk about our experience from the podcast, you know, and so I, I just think is I just doing our best and like no one can ultimately like forced you to do anything. Um, and you definitely need to give yourself permission. Um, but usually it gets easier as you actually own your own story. Like own what you want and like give you truly want to be noticed and recognized as an expert into like in grow that influence and make more money, then you have to publish. Like there’s no other way about it, but you have to publish to actually be noticed. So yeah. Yeah.

Shaina:                 One thing that I’ve started to do is I have a little like to do list in our teamwork projects and I have one that’s just called film and I will now like if I come up with a topic while I am not driving, cause you know I’ll wait til I’m parked, but you know, throughout the day I’m like, oh this would be a really cool just like short video to shoot, selfie style or whatever. I’ll just start throwing them in there because I’m not going to go. Like if I have a bunch of ideas in one day, I’m not going to go live six times because I don’t need to annoy, you know, all however many people see my stuff on Facebook. But at least now it’s like giving me some sort of framework to work through through the week or for the next couple of weeks. I know that there’s content that I want to create and I don’t have to like come up with it on the spot.

Shaina:                 Or even if like it’s a day where I’m Kinda like, oh, I don’t know what to film. Then you can go to that list and be like, okay, well these are the things that I knew I wanted to talk about at one point. But just making sure that you are documenting it in some capacity so you don’t forget because it’ll be like in and then 90,000 things will happen and then I’ll forget about it completely. But that’s been something that has been kind of cool that I’ve been doing at least to make sure that there’s

Dallin:                    at least something to record whatever I do it don’t get me wrong, I’m not filming everyday. I should. That’s not, that’s a great plan. That’s so good though. Cause like then you’re going to have those days where you’re super creative and have tons of ideas and the other days you’re like, ah, I don’t want to talk to anyone. But uh, but yeah, no, like that’s a good way to like have kind of a bank of ideas. Yeah.

Shaina:                 Okay. So, um, I know you’re getting to time. I wanted to make sure that we got a chance to give the folks who are listening or watching some sort of implementable thing that they could do in the next 48 hours without a team of people or tens of thousands of dollars of gear. So, um, go ahead. What’s, what, what can people do that puts them in next step ahead than they are today?

Dallin:                    That is such a great question and we basically have already said this. We said a lot of it, I get it and I would say publish your first version or your next version of your origin story and simply, I know simply simply go to Facebook live. Um, open it up. See yourself on your phone screen. Type in my origin story, dot, dot, dot or some kind of sexier Hook than that. And just talk about what has led you to the point you are now and where you’re going. And, and just talk about like, why you’re, why you do what you do in your business and just kind of navigate that. And you start there. You don’t, don’t prepare too many thoughts. Don’t get overwhelmed with like planning overload and just go live and publish your story. Just do it. Hit this, do it. I know easier said than done, but uh, but yeah, like implement that now and, and I, the more you do that, the more you practice it, the user will be to talk about those things. Awesome.

Shaina:                 Right on. Well Dallin how can people check out what you’re doing, um, via social or whatever networks it is that they can find. Yah.

Dallin:                    Yes. So to learn more about me, you can go to ordinance story, video.com. Um, that’s, I mean we mentioned a lot about the order story side of things. That’s a great place to learn more. And then Dell [inaudible] dot com is a, is the hub of everything up to. Awesome. Well thank you so much John. This has been fun. It’s fun to talk to video producers. I get all nerdy and Geeky, so we’re going to spare everybody from the rest

Shaina:                 but, but um, awesome. So thank you guys so much for listening and watching and we will see you or you know, taught you will listen to us. I don’t know. There’s all these different formats now cause we repurpose.

Shaina:                 Huh? Um, next week. Thanks guys. Thank you so much for checking out this episode of the content coalition. Now, whether you’re listening or watching, make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to it on because you’re not gonna want to miss out on the incredible things that I’m learning with these amazing content marketing pros. So make sure you subscribe and we will talk to you next week.