Flip Crusher Video Launch Secrets

Video 1: “Sneak Attack”

For the first Flip Crushers video we wanted to setup a story line for the launch and establish a lifestyle and personality tone that would make it easy for the viewers to relate to the coach/product.

Often when producers try to do that they go overboard on background story and assume that the prospects would be interested in sitting through the first 5-10 minutes of a video watching some poorly enacted, obviously made-up soap opera that ranges emotionally between boring and embarrassing.

In the first 20 seconds, our audience knows that this movie is about a “non-guru” who is running two successful wholesaling businesses. He also has cool friends who invite us to go on a surprise visit to the “non-guru’s” home, setting him up as a “reluctant hero”…

We witness the surprised look of the “non-guru” at one minute into the video, and join him quickly on a ride to meet one of his successful students at a house he has under contract. In the car we learn some useful content nuggets and get to like Eric because he’s a straight shooter and doesn’t hold anything back.

Video 2: “Cash-Buyer Getting…”

The second video in this launch sequence immediately refers to the first one to tie the launch together and set up the audience expectation for something bigger that is well thought out and systematic. Anyone who has missed the first video will want to go back and watch it.

We do this in two ways: First, we open with a collage of scenes and still images from the first video. Lasting about 30 seconds, this sequence feels like the opening theme of a TV show and – with music and pacing – sets the tone for an upbeat content video.

Secondly, Eric immediately refers to the “first video” in his opening remarks. The content conveys the message that Eric is an action taker and you can learn from him what to do, how to do it, and to take action and actually do it.

Video 3: “Locating the Seller”

Video 3 was planned as a content video that refers to questions and comments on the first two videos. Again we open with a TV theme-like sequence, in this case with scenes from the first two videos plus brief “look-aheads”.

We take one step further to hammer home the message that Eric does what he teaches, shows how it’s done in real-live action,  and armed with this clear image of how it’s done, the audience can do it too.

The content addresses a strong thread of objection or question concerning the main method of finding motivated sellers which was introduced in video 1.

Video 4: “Eric’s First Deal”

By now the audience knows that Eric is successful in his business, doing 15-20 deals a month, but how did he get started, and most of all how can he teach ME to get started?

After another installment of the “theme collage” which this time goes back to the first three videos, as well as foreshadowing the one that is still to come (#5), we get on another car ride with Eric. This time he talks about exactly what he did when he first came to Dallas and didn’t have any connections.

This entire video is about “I know how you feel. I am just like you”. Connecting with Eric is the purpose and goal. When he is going back to the first deal he did in Dallas, he meets the audience at their level and invites them to join in his success when they do their first deal.

Video 5: “Getting the Deal…Easy!”

No “theme collage” here. Instead we’re ramping up the expectation that something unusual and very powerful is going to happen.

Eric is buying a house – in front of your own eyes, and in less than 8 minutes flat. Getting that on camera is about as likely as one of those wild animal episodes featured in  “Planet Earth”. And this is uncut and authentic – very powerful.

At the end is a fairly short overview of the course modules.

Camera and Equipment

All videos where shot on a Kodak Zi8 and edited with Camtasia 7. The audio was cleaned up and pre-treated with WavePad. For the opening collage sequences we used the pro version of animoto.com.

Please leave any comments and suggestions below, and feel free to contact me on Skype if you have any questions, or need any help with your next launch.

Tags: featured, flip crushers, pre-launch videos, product launch, video launch, video marketing