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Have you heard about the 10 x 10 x 4 formula ? If you know what I am referring to and are already using it, you should skip this article. If not, then you should use this simple yet powerful method to create relevant video content that your target audience (potential patients, clients, customers) will find valuable, get them to engage with you while building trust and authority. The perfect ingredients to position you as the professional they would want to “work with”.

So what exactly is the 10 x 10 x 4 formula? I hear you asking…

This proven formula has been “designed” by video marketing expert Mike Koenigs.

  1. Write down the 10 most Frequently Asked Questions your customers or prospective customers are asking you – along with a short, easy-to-understand answer to each. Create one short 30 seconds to 3 minute video for each Q&A.
  2. Write down the 10 most important “Should Ask Questions” and their answers: the questions they should ask you so you can educate them on what they need to know to appreciate why you’re doing what you’re doing and what sets you apart to fulfill on these. Create one short 30 second to 3 minute video for each Q&A.
  3. Create a very brief video for each of the following:
    1. “To Get More, Go Here”. This is to be added at the end of each of your 20 videos to tell people where to get all 19 (other) videos. This is an offer to take them from your video to a Video Lead page (see below).
    2. “Enter your name and email to get all 20 videos”. Put this on your Video Lead page with an optin form. It’s your chance to connect with your visitor and explain your offer and why they should sign-up.
    3. “Thank You for signing up” video. This goes on a Thank You page after someone has filled in your form – this is where you tell them that they wil get access as soon as they click the link in the email to confirm their request (it’s a standard verification process to ensure they made the request).
    4. Promotional Video: this is where you introduce you, your services, or a specific offer if you have one. You put this video on your website and a discreet link in your outbound emails. Make it non hyped and highlighting the benefits for your target client.
  4. Upload your videos to as many video sharing, social bookmarking, podcast directories, social networks and blogs as possible. You can do this manually or use a content distribution system like Mike’s

What video format should you use ?

While nothing beats seeing you on camera, it is not an absolute must. If you feel you have the looks for radio and are not comfortable in front of a camera, you can always create a powerpoint presentation and record your screen along with your voice going through the slides. Sometimes a simple production outperforms slick professional videos because simpler productions let the focus be on the content, not the style and format.

Use a format that fits your available time, budget, industry and what you think your target audience needs to be engaged with your content. The only thing to really avoid is to make it look like a commercial – don’t sell yourself. Give advice.

While I am not saying this is the only way to use video effectively, this is however a simple and proven strategy that can be implemented cost-effectively.

If you would like to implement this video marketing strategy but don’t know where to start or simply would like someone to manage the project for you, contact us at (802) 347-2234.

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