Podcast Summary: YAPClassic: Ken Okazaki, How to Create High-Converting Videos with Just Your Phone

Introduction

In this classic episode of Young and Profiting (YAP) with Hala Taha, host Hala Taha reconnects with marketing guru Ken Okazaki to delve deep into the art of creating high-converting video content using nothing more than a smartphone. Originally aired in June 2023, this episode serves as a masterclass for entrepreneurs eager to leverage video marketing to boost their businesses. Ken, the mastermind behind Oz Media Global, shares his extensive experience, practical tips, and unique strategies that have helped influencers and businesses generate millions through video marketing.

Ken Okazaki’s Journey Into Video Marketing

Early Life and Travels

Ken Okazaki's passion for video started at a young age. Reflecting on his early experiences, Ken shares:

Ken Okazaki [03:06]: "I just figured it out because I wanted to get on this guy's team and make documentaries in Uganda. So from there, I just always had a camera in my hand. It was just second nature to me."

At 17, Ken embarked on a transformative journey, leaving his home in Japan to explore multiple countries. This 11-year adventure not only broadened his horizons but also ignited his passion for storytelling through video.

Transition to Marketing

Upon returning to Japan, Ken transitioned his filmmaking skills into video marketing. Founding Oz Media Global, he began helping clients harness the power of video to drive sales and engagement. His expertise soon positioned him as a key player in the marketing world, collaborating with top influencers and business icons.

The Power of Video Marketing

Why Video?

When discussing the efficacy of video marketing, Ken provides a nuanced perspective:

Ken Okazaki [07:28]: "I don't know if it is the best for everybody and every situation... But the magical thing about video is that when you could look someone in the eye and you see the whites of their eye and you feel the passion they have in their voice, that is something that a trained copywriter may be able to attain after a lot of experience."

Ken emphasizes that while video isn't universally the best tool for every scenario, its ability to convey human emotion and passion makes it a powerful asset in a marketer’s arsenal.

Video Skills Spectrum

Ken introduces a spectrum of video creators, categorizing them into:

1. Dabblers: Sporadically create videos without consistency, leading to minimal impact.
2. Part-Timers: Consistently produce content but lack the systems to convert views into sales.
3. Pros: Treat video creation as a profession, implementing systems that drive consistent success.
4. Rock Stars: Content creation becomes a natural and effortless process, with audiences actively seeking out their content.

Ken Okazaki [09:24]: "The rock stars are the people who, in a nutshell, you no longer pushing your content. It's your audience is pulling the content from you."

Practical Video Creation Tips

Leveraging Your Smartphone

Ken champions the use of smartphones for video creation, emphasizing that high-quality equipment isn't a prerequisite for effective video marketing.

Ken Okazaki [11:32]: "The best camera is the one you've got with you. Right. And we've all got phones."

Camera Angles

Understanding angles can significantly impact how viewers perceive you on camera:

• Raise the Phone: Creates a slimming effect and emphasizes the jawline.

  Ken Okazaki [12:10]: "If you got it right at eye level... You get stuck in the nose hair zone, where people are literally seeing your nose hairs not the most attractive angle."

• Eye-Level: Fosters a sense of connection and equality with the audience.

  Ken Okazaki [12:10]: "If you can get that level, then without effort, you're going to be getting more engagement."

Movement in Videos

Movement keeps viewers engaged by capturing their natural attention:

Ken Okazaki [16:46]: "Anything that moves is where our attention will go... keep resetting people's attention with movement."

He suggests practical methods like pivoting the phone or using hand gestures to introduce dynamic elements into videos.

Lighting Essentials

Proper lighting enhances video quality without the need for professional setups:

Ken Okazaki [18:29]: "Avoid direct sunlight. ... Face the light. And if you got that, then I think that everything else falls into place pretty quickly."

He advises positioning yourself facing a light source, such as a window, to ensure your face is well-lit without harsh shadows.

Creating Engaging Hooks

Hockey Puck Titles

Inspired by Wayne Gretzky’s strategy, Ken emphasizes the importance of compelling titles to capture attention:

Ken Okazaki [32:57]: "It's about composing great titles... researching and figuring out what words are going to rank, what kind of triggers your audience."

Elements of an Effective Hook

Ken outlines the components of a strong hook:

1. Superlatives and Numbers: Using phrases like "the two biggest mistakes" or including specific numbers to attract attention.
2. Emotional Words: Incorporating words that evoke emotion to engage both the left and right brain.

Ken Okazaki [35:00]: "You want to engage both sides. You want big numbers... wrap the context around that."

Example of a Hook

Ken Okazaki [35:43]: "My path from zero to $10 billion. I quit."

Though seemingly abstract, such hooks pique curiosity and encourage viewers to continue watching.

The Seven-Figure Video Funnel Framework

Overview

Ken introduces his proprietary Seven-Figure Video Funnel Framework, a systematic approach to converting video views into sales without relying on complex software or paid ads initially.

Ken Okazaki [28:48]: "Use your phone, use free social media, get clients, and unless those three tick boxes are marked, then don't go and buy fancy software."

Key Steps

1. Hooks: Craft compelling titles and opening statements to capture attention.
2. Intro: Briefly introduce yourself if necessary, focusing on establishing rapport.
3. Lead: Build anticipation by setting up the problem or story that will lead to the solution.
4. Deliver: Provide valuable content that meets the promise made in the hook.
5. Ask: Encourage viewers to take specific actions, such as commenting or sharing.

The Toilet Strategy

Concept

Named humorously after the prevalent phone usage time in bathrooms, the Toilet Strategy adapts video content to suit environments where viewers are likely to watch videos on muted screens.

Ken Okazaki [24:00]: "Tune your videos as if you're speaking to someone on the toilet."

Key Elements

1. Captions: Ensure every word is captioned, as audio might be muted.

   Ken Okazaki [24:00]: "Caption on every single word... otherwise, they're going to skip off."

2. Video Length: Keep videos concise, ideally under one minute, to match the typical time spent on the toilet.

   Ken Okazaki [24:00]: "Keep it two minutes max. Nowadays, it's under a minute."

3. Visual Titles: Utilize thumbnails and opening visuals effectively, especially on platforms like YouTube.

This strategy ensures that even without sound, the video remains engaging and effective in conveying its message.

Additional Video Marketing Insights

Engaging Without Sound

Ken discusses the evolving nature of content consumption, emphasizing the importance of creating videos that are engaging even when viewed silently.

Ken Okazaki [28:12]: "The decoupling of the visual experience and the audio experience... sound is becoming less and less prominent."

Smooth Segues

Transitioning viewers from passive watching to active engagement requires smooth and authentic interactions, especially in direct messages (DMs).

Ken Okazaki [58:16]: "This is where you take people from passively viewing to actively engaging."

Go Box Studio: Elevating On-the-Go Video Production

Genesis of the Product

The idea for Go Box Studio was born from a collaboration with Alex Hormozi, who needed a portable studio solution for his on-the-go video production.

Ken Okazaki [61:40]: "He got me to build him a prototype, and then he got me to make a business out of it."

Product Development

Iterative feedback from clients and continuous enhancement led to the creation of a user-friendly, high-quality video production kit that simplifies the process for influencers and businesses.

Ken Okazaki [64:00]: "I kept iterating. Our clients gave us suggestions, ideas, requests, and we just kept adding or subtracting things to make it what it is."

Market Reception

Upon launching Go Box Studio, Ken observed immediate interest and sales, validating the demand for such a product in the market.

Ken Okazaki [61:40]: "Our booth was completely packed. The whole time, everybody around us was complaining that they had no foot traffic. We sold 25 of these units and that's like a quarter million dollars."

Quick Fire Diagnostic: Identifying and Solving Video Marketing Issues

In a rapid-fire segment, Ken addresses common video marketing problems and provides actionable solutions:

1. Low Views: Focus on improving the hook and thumbnail to capture attention within the first few seconds.

   Ken Okazaki [64:26]: "I'd look at what's the opening statement? What's going to get people in. I'd look at the thumbnail, the hooks."

2. Poor Retention: Ensure that the content maintains interest by delivering on the promises made in the hook and incorporating engaging elements.

   Ken Okazaki [64:59]: "Your hook sucks... you didn't promise them something later on to give them a reason to stay."

3. Low Engagement (Likes and Comments): Create compelling reasons for viewers to interact, such as asking specific questions or encouraging comments.

   Ken Okazaki [65:15]: "Remind people why they should comment. Hey, comment. Agree down below."

4. No Converting Customers: Implement smooth segues that transition viewers from passive watching to active participation and eventual conversion.

   Ken Okazaki [65:57]: "Smooth segue... take people from passive viewing to active engagement."

Actionable Advice for Entrepreneurs

Consistency is Key

Ken stresses the importance of regular video production to build quality over time through consistent effort.

Ken Okazaki [66:15]: "Pick up your phone, shoot a video, upload it. Don't even look at it... quantity that creates quality."

Avoid Mimicking Competitors

Instead of copying successful figures, entrepreneurs should carve out their unique path, drawing inspiration without imitation.

Ken Okazaki [66:15]: "Stop looking at the leaders and mimicking them. Get inspired by them, but don't mimic them."

Secrets to Profiting in Life

Ken shares his personal philosophy on achieving profitability beyond financial gains, focusing on aligning career choices with personal non-negotiables for long-term satisfaction and success.

Ken Okazaki [67:21]: "Design your career around your non-negotiables. Figure out your non-negotiables, design your business around those and then I think that you end up a lot happier in the long run."

His five non-negotiables include having cameras around, ensuring stable income through recurring revenue, the freedom to travel, collaborating with high-caliber speakers, and maintaining family time.

Closing Remarks and Resources

Ken encourages listeners to explore his work further:

Ken Okazaki [68:14]: "Look up Ken Okazaki on any platform. You'll find me. Or head on over to our website, 20xagency.com that's where we do all the services for our clients."

For those interested in the Go Box Studio, he directs them to a special offer:

Ken Okazaki [68:34]: "Go to goboxtudio.com yap and then you'll see the special deal we've created just for the listeners of this podcast."

Conclusion

This episode of Young and Profiting provides a comprehensive guide to mastering video marketing with practical tips, strategic frameworks, and personal insights from Ken Okazaki. Whether you're a budding entrepreneur or an established business owner, Ken's expertise offers valuable lessons on creating engaging, high-converting video content using accessible tools like your smartphone. By implementing his strategies, listeners can enhance their video marketing efforts, build stronger connections with their audience, and ultimately drive significant profits in their ventures.

Notable Quotes

• Ken Okazaki [07:28]: "The magical thing about video is that when you could look someone in the eye and you see the whites of their eye and you feel the passion they have in their voice... that's the magical thing about video."

• Ken Okazaki [16:46]: "Anything that moves is where our attention will go... keep resetting people's attention with movement."

• Ken Okazaki [35:53]: "My path from zero to $10 billion. I quit."

• Ken Okazaki [66:15]: "Pick up your phone, shoot a video, upload it. Don't even look at it because it's the compounding effect of doing it daily that gets good."

• Ken Okazaki [67:21]: "Design your career around your non-negotiables... you end up a lot happier in the long run."