How To Easily Reach More People

00:00:01:17 – 00:00:35:09
So I presume with your marketing materials, you want to reach more people, you want to expand your brand awareness and you want to make more donations. Doesn’t that sound great? It sure does to me. But a lot of times, interestingly enough, when I scroll through YouTube or social media, I noticed that the videos and very disappointing headlines, they don’t catch my attention.

00:00:35:11 – 00:01:05:05
They don’t intrigue me to watch, and they don’t make me want to watch really at all. The headlines are just boring. Nobody cares. Instead, it’s something like, ‘This is an interview with our board member.’ ‘This is an interview with our volunteer, Sheryl.’ Well, nobody cares. Unfortunately. And that might sound cruel. But that’s just the reality.

00:01:05:07 – 00:01:35:08
With with Team Trust, we used to do a lot of videos of me talking about disability. You can still check them out on my YouTube channel. They still exist. And I had practically zero followers. Yet I was getting thousands and thousands of views on my videos, because of the headlines. So if you change the headline of your video,

00:01:35:10 – 00:02:08:24
you can see massive increases in your viewership. You can see 10x more views. 100x. In fact, I had one video in which I changed the headline, and I saw the views go up by 700%. I speculate you would like the same thing for your videos. And so when we think about kind of the granular details of headlines, it really should be interesting.

00:02:08:24 – 00:02:47:02
It should be an attention getting, and it should also reflect kind of the challenges that your audience face. So why, for example, do people not get involved with your nonprofit? Why don’t they donate? What keeps them up at night? So if you run an organization, for example, that serves individuals with disabilities, and you help provide adaptive sports activities, programing for individuals like me,

00:02:47:04 – 00:03:24:17
there might be some resistance to getting involved. For example, I have brittle bones, and I could accurately and validly make the case that I don’t want to get involved in your organization, because I think I’m going to get, you know, destroyed physically by your athletes and volunteers. But you can craft the headline. Talking about how much you care and how you acknowledge that many people are concerned about their own physical health.

00:03:24:17 – 00:03:52:00
And as a result, they may be hesitant to get involved with the organization. But if you can kind of shape the headline to kind of solve their problems right then and there, then you are on the path to to greatness here, my friend. And so you’ve got to understand who your target audience is. You gotta know what keeps them up at night.

00:03:52:00 – 00:04:29:06
And you’ve got to know what are some solutions, tangible and intangible, to their problems. And when they watch your video, what benefits will they see? What will they feel? And will you change their life? And the answer should be yes. And so when you’re crafting these headlines, don’t be afraid to kind of tap into some emotion. Maybe there’s some sadness involved with the pain points and maybe people just aren’t very encouraged by their own lives.

00:04:29:06 – 00:04:57:13
They’re disappointed in how they’ve handled their personal problems and stuff. You can incorporate some emotional words or even triggers in your headlines. You can really tap into some of my interests,, and I’m sure you want to. So I have three examples. As headlines you can do right here. They don’t exactly talk about nonprofit work.

00:04:57:15 – 00:05:30:18
But they kind of might spark ideas that you can leverage and try share your own. And so it also comes down to knowing what makes you unique. When people think about nonprofits, when you think about running your own nonprofits, you might not realize that there is competition out there. It’s very common for me to talk with an organization, and they don’t really believe they have any competition.

00:05:30:20 – 00:06:01:04
Well, the reality is, you are competing with something and somebody. So you’re competing for my attention. There are thousands and millions of post on Facebook every day. But why should I spend one extra seconds to watch your video when I can play games on Facebook, or when I can read this interesting article? So you’re competing with everybody else’s post.

00:06:01:04 – 00:06:28:20
You’re competing with my time. My time is something I can’t get back, and so I better use it wisely. Or how am I going to feel better about myself and my situation by watching your video? And so you have to make it clear to your audience why they should choose your video and your programs over everybody else.

00:06:28:22 – 00:07:07:06
Sure. There might not be any other program like yours in your area. So tell me about that. I’m in Colorado Springs right now. I don’t see many adaptive sports organizations in my area. They exist, but I don’t know about them all that well. And so there’s so much competition out there. And maybe you’re not competing with other nonprofits, but you are competing for my time, my attention and a few other factors.

00:07:07:08 – 00:07:33:19
And you need to continue to test your headline like you need to change your headlines and measure how that change affected your results. People can often post a video on YouTube or on social media, and they can be disappointed with the results. We all want rapid-fire success. We want success right then and there.

00:07:33:21 – 00:08:05:21
I do to, but if you don’t test and test and test again, you don’t know what works. And until you know what works, you won’t see immediate success. So once you can identify what aspects of that headline — maybe a certain word, certain phrase, or an emotional message or phrasing — until you identify what works, it’s going to be very frustrating.

00:08:05:23 – 00:08:31:15
But once you know exactly what works, you can then implement that into other headlines, and you’ll continue to see growth in your viewership and your donation rates and your brand awareness. So you want to stay on top of testing. You want to know exactly what works, when it works, and why it works.