Alex Carmeli - Why you should shoot more "unprofessional videos" to grow your business (no makeup, casual clothes, relaxed at home)

00:01 What is up a rule breaking entrepreneur summit Alex Carmeli here and this training I'm going to be sharing with you why you should create more unprofessional video content to grow your business. Now traditionally in video marketing content, you kind of feel like you need to show up, make up done. Really nice outfit, great tack, awesome background, just like fully put together and just kind of giving people a, a view of you, like the highlight reel view of you, which can be really, really frustrating or really, really like kind of overwhelming if you have all this other stuff to do and you just feel like you're not getting any videos done because they need to look and sound and be a certain way for them to actually work for you or be like, quote unquote acceptable.

00:58 And I want to bust this rule, break this rule that is just not the truth. And in this training today I, I'm going to share with you why you actually should be creating more unprofessional videos, what the heck that means and the things that I want you to be focusing on instead that actually are the true difference makers with video content so let's get started. A little bit about me. I mean, as I've said, a video strategist, specifically a live video strategist where I've helped thousands of entrepreneurs to get on video a lot of it is live video to sell their offers with ease and confidence i'm living in Austin, texas with my little baby she just turned seven months old my two dog goes, We've got a Husky and a dachshund.

01:47 He's barking right now so hopefully you guys can hear that and my husband as well. It's like I said, for the last four years now, almost five years, I have been teaching entrepreneurs just like you to get on video and empower them with really, really simple strategies so when I talk about unprofessional video content, here's what I actually mean when I say that. So in terms of aesthetic, right, what people are actually seeing, you can wear whatever clothes are comfortable for you. If that's like athleisure or maybe you like being dressed up, maybe you like that.

02:29 For me personally, almost all my video content I'm in like yoga pants and like workout clothes and like I go to the gym every single day i am with my baby all day. Like that's who I really AM and so I record my videos in those same clothes, like I'm usually like hair up in those clothes just after a workout this is the only time I'm getting my video in right. Same thing for makeup like I usually don't wear makeup, but like I don't really wear makeup in my real life so it's what's comfortable for me i'm not hating on any of that like if you really like getting dressed up, you really feel good wearing makeup, it's part of your self-expression then great like go for it and do it.

03:11 But if it's something that's like you're is is becoming a hindrance meeting you refuse to record video content because you think other people won't watch or it won't work for for a superficial reason like that it's just not the truth you can still record. But again, it's it's a personal preference there. And the last kind of aesthetic seeing thing is that the space you're in. And so a lot of times I record in different spaces, like I am in my office here at my house right now, but I record in my car before I go to the gym i record in my backyard next to my pool.

03:48 I record on my front porch. I don't know if the neighbors really love that, but I do it anyway i record walking around my neighborhood like i do it everywhere. And we want to just make sure that you are in a space that feels good for you and also is eye-catching for your audience. Ok, so that's what I mean, aesthetically unprofessional. And in terms of audio, I think a lot of times the actual content being delivered is always just very much authoritative content, which is good where you're teaching processes or systems or formulas and sharing results, which we want to do absolutely but I think there also needs to be this vulnerable side as well where you talk about stories that your audience can relate to that are personal or like ups and downs that are happening and sharing the behinds, the the behind the scenes of things and you might be thinking like, well, why do I have to do that? You don't have to do anything but from what I have seen, I do think it it goes such a long way in building a a relationship with your audience and getting them to care about you and buy into what what you're doing and why they should be working with you.

05:01 So that's what I mean by unprofessional so I just want to call BS on the fact that you have to be camera ready in terms of perfect makeup, perfect outfit, perfect tack and recording space you have to be only sharing the best results like you can be messy, you could be loud, you can have your dog barking in the background. I'll listen to the recording and, and, and we'll see if that was on there but again, I'm not going to go out and edit that, even if it is, because that's real life it's not impeding on the, the, the actual content that I'm teaching you that's a superficial thing, right so hopefully you guys are, are with me so far i'm going to, I'm going to keep going and I want to share with you examples these are really recent videos that I have shot and all of these videos that I'm about to show you, they have all made me money and they have all generated sign ups to my events as well.

05:51 So take a look i'm going to show you i think I have four or five on here and I want you to kind of pay attention. Think about some of the things you're noticing on these pieces of video content so this first video here, I'm in obviously this office space you can see I'm in a hoodie this is another example i literally came back from the gym, sit down in my office and before I have to go take a quick shower before I take my baby for my husband, I'm shooting, sitting and recording a video. 06:18 So in this in particular, I've got so far, 2025 has been my hardest season i'm giving you a raw view of the questions that I asked myself and the internal dialogue that's occurring to move forward every single day. So in this like I'm being vulnerable at what's going on i'm talking about how I came back from maternity leave, talking about what challenges I'm facing figuring out my life as an entrepreneur and and a new mom.

06:43 And I'm also being helpful in that like even though I'm having these challenges, I'm still making really good progress in my business because I'm doing specific things so I'm sharing those things. So it's this really nice mix of vulnerability and authority in there to get people to, you know, one, help them and also build more trust with me. Ok, second video love this one this is a less than 6 minute video, just about 6 minutes. And basically it's where I'm hiding out my bedroom for a snowy day, hiding out in my bedroom on the snowy day in Austin to tell you guys about four events and a speaking opportunity happening in the next three months.

07:24 And I'm literally in my bedroom on my bed and there's my dog Clancy, who is crazy barking. This is the, the, the barking culprit from this video yeah and I literally just talked and shared this and lots of people signed up for these events and applied to speak so really simple. Here's another one this is me again in my office sharing a document and this is basically where I just gave away a simple gift, one super simple free gift you can give your audience before the year ends.

08:01 And I was promoting a little bundle bonanza. You can see this video is less than 10 minutes long, 8 minutes and 49 seconds all I'm doing is, you know, I'm on Facebook Live just sharing my screen here. Ok, How many are there two more. Ok, last two. This was a video talking about some of my Black Friday aha moments. 9 minutes, 38 seconds. This is when we moved into a new house and I had no office set up it's the same room. Still did my videos regardless of if the office was set up.

08:30 And like I said, I'd love to record in my backyard here's me in the backyard i think the fountains are going, the water's rushing it's not the perfect environment, but like, I love sitting out there and people love seeing the background so I sit out there and this was an 8 minute, 15 second video if you're struggling to be consistent, here's a serious question you need to ask yourself. And I kind of talked about those things so I asked you before this, what do you notice about these videos what are some of the trends you see number one they're short.

09:00 I think pretty much all these were under 10 minutes number two their teaching style it's me showing up and doing two things, showing off my expertise and also being vulnerable about real moments that I've had number three pretty much none of it required any fancy tack, right the the fanciest, fanciest videos were maybe this one where I have some ring lights going and I've got like a nicer background or, or maybe, you know, I use Stream Yard to share my screen in this. That's really it.

09:29 Like there's nothing crazy so it's short teaching style, no fancy tack. And I don't know if you noticed this as well, but I feel like I took some really embarrassing pictures of myself. I didn't like scroll through to give me the highlight reel so there's that. All right, last thing I want to say before I talk about the keys that you need to remember about what's actually important for your video content is this strategy, these videos that I'm making work for both versions of me, right so it's working for this mom version of me we're right now I have from like five AM to ten AM to, work to work out, to do everything I need to most days before my husband, you know, that's when he's watching her and then I'll take over from like ten to four and maybe later in the day I'll work, but I really only have those hours and so it means I need a really good efficient strategy.

10:28 So this is working for the mom version of me. But this strategy also worked when I had all the time in the world and I didn't even realize how much time i had. And so I was doing longer videos. So mommy is doing less than 10 minute videos, very focused getting it done. You know, meet the version of me kid less was doing maybe 20 to 30 minute videos and they were working as well. And so it doesn't matter how much time you have like or what situation you are in life, this this is going to work if you actually use it correctly.

11:01 Ok, So what am I selling during these cuz you're like, Oh well, maybe I have a different offer i use this for everything i have a free seven day live video challenge that I promote. I have summits go Livecon that's coming up that I promote i use it to promote my one to one offers i use it to promote my 9$ a month video skills lab membership i use it to promote low ticket products i did a challenge video Diaries where I basically show the behind the scenes of how I created my 6 figure video challenge so no matter what type of product service you're selling, like you can use this type for it.

11:40 Ok, Last thing I'm going to say, and then we're going to jump into the actual, you know, three things that you need to actually have for your videos is that what I hope you're getting from anything that I've said is that positioning is always going to be more important than superficial. Why do you think I could sit in my bedroom with my dog and have that? So have sign ups and then people upgrade their tickets and then people apply to speak at my events. Why is it that I'm able to do that? And it's because I have positioned myself as an authority with my video content i have built up so much good equity i've built up so much social proof.

12:27 I've built up such a good relationship with my moms. They don't care. They don't care if I'm sitting in my bedroom they don't care if I'm outside the pool they just know the contents be going to be good and it's going to help them. And here's the thing, if you're not very good at what you do, if you're not going to communicating on on video and helping people, it's going to be hard. And I, and I think this is kind of a hot take, but a lot of people are like so keen to edit their videos and do B rolls and captions and image icons and like all this stuff to make it really good.

13:02 But a lot of times what I'll see is, you know, it looks super cool, but the actual content isn't that good. But it it's like kind of covering everything up, right, Covering up all these mistakes but that's the thing if the foundation isn't good, it doesn't matter how much editing you do. And so that's what we need to remember we need to make sure that your content and your strategy speak for itself. Like you're so, so good that all that other stuff just doesn't matter. Ok, so for the stuff I'm going to show you, all you need to get started is just a social media profile, whatever platform you use, and just a camera audio, your standard smartphone will do.

13:43 Ok, so let's talk what do I actually focus on when I'm creating these live videos or these profitable video pieces of video content? And there's these three things. So the first thing is what I like to call the video viewer Success Blueprint. And I think the biggest difference maker between the people who have success with video and the people who are not having success is the people who are are top performing are the ones that go in with a thirty K view of exactly what they want to accomplish and have mapped out step by step exactly what they want their viewer to do.

14:20 So this blueprint, you can see there's a lot on here because I've only got 20, maybe 25 minutes i cannot go in depth on this entire thing, but I'm going to give you the highlights on what this is. The idea is your new leads, your viewers come into your ecosystem, YouTube, Facebook, Instagram, wherever you are on social media and you want to have it, like I said, mapped out step by step exactly what they are doing to get to sold. So we have 3 paths i have 3 paths that we design. The first path is basically about just creating your weekly videos. You are taking those videos and then you are using my engagement trifecta, which is a variation of event creation emails and social posts to drive traffic to your video content and hopefully those people are then going on to buy whatever you've talked about in your video.

15:14 The second thing is having optimized social profile and a personalized kind of welcome and communication strategy with your audience this is a huge thing that so many video strategies are missing, right they just think about the video itself, they don't think about the whole picture. When I say a personalized welcome strategy, I am saying when someone likes or follows you or joins your Facebook group, you're inviting them to come to your next video, your next live video or your, you know, the next time that video is going to release, you are maybe tagging them in some sort of welcome post maybe you're tagging them in a welcome video.

15:51 Always, always make sure you're sending them some sort of personalized video or voice note where you're literally introducing yourself and and sharing how, you know, asking questions about what their goals and challenges are, right? Every single person who comes into my Facebook group or into my programs, I send every single person a personalized message. No matter when I first started out, even to now when I have thousands of people in my audience, it is so important to have those conversations. Lastly, path number three is having a video training directory where basically you have this document that basically has a list of all of your video free video content that's central this could be something you give away as a freebie this could be something that you prominently put on your profile in your Facebook or wherever, and it's allows people to just see all your content and easily find it and access it and watch it.

16:48 So what I hope you're seeing from this it, if you're listening to this and this sounds overwhelming, it is a lot of stuff. Don't start with everything. Don't feel like you need to take any action on this stuff yet just kind of let it sink in. When I have new people starting with this, we just start with path one, which is literally just putting video content out and driving people to that traffic. We don't do anything else. Once we've master that, we move to the next step but the point of telling you guys about this blueprint is that my students always have exact steps mapped out.

17:21 Because you're going to face challenges, right? Always there's always going to be challenges, right it doesn't matter if you're using the strategy or not. This strategy will just make sure you're moving in the right direction but you need to know how to troubleshoot when you don't have this strategy you guess you're like, I think my call to action is the problem or, you know, I think actually my content's not very good or maybe it's my title and you guess and guess and guess, and you end up making decisions based off emotion versus data. And this blueprint allows you to look at the full picture and say, all right, I've done 12 videos in the last 90 days.

18:07 Of these 12 videos, I've sent 10 emails, I've done 10 posts i have created 10 events, and it's gotten XY and Z data. Based on this, I can assume that the problem is this or based on this, I need to ask this question and then figure out if the problem is this. Do you see the difference? We're not operating under emotional reaction we're operating with data and making decisions based off of that. Otherwise, you're kind of just guessing whether something's working or not.

18:39 That is the first thing that you need to be focusing on to have success with video it's not any of the other superficial things that traditional video marketing tells you you need to do, OK? The next thing you need to be focusing on is having a video script or a template that you are using to absolutely make sure that you are staying on track. And so this highly converting video script, I'm actually going to pull up for you right now a copy of the script.

19:13 So this script is so great for my students because you are not reinventing the wheel every week you have a very set process that you go through and it never ever changes and there is absolutely a science to creating highly converting videos and you need to have these components so I'm going to do again, a really quick overview of what this looks like,

19:39 Ok? And at the end, I actually have an opportunity for you guys to join a little workshop that I am hosting to help you write these scripts. So in this video script template, you've got the video title, date of release, and any notes. So First things first, we've got the hook that's grabbing your audience in with a question, a story, a statement after that, we've got the crazy, not to say promise. This is in one sentence, maybe 2, sharing exactly what your audience is going to learn if they stick around to the end be so specific. So in this video, I told you you're going to learn why you.

20:15 Don't need to create professional videos and the three things you need to focus on. So you guys are listening for those three things. We got to get that specific with our audience. After that, we've got the authority builder. This is one to two sentences on what you do and who you help. And this is kind of like your I help sentence. After that, we've got a brief version of your call to action what the heck do you want people to do after the the video is over are they buying something, signing up for something are they downloading something what does that look like? This is just brief, telling them what they can do, where they can find it.

20:49 At the end, we'll have a longer call to action where you can go more in detail. It's the same call to action though, OK after that, we have the engaging question this is where you're asking people if you're going live, comment has to live or replay or answering a question related to the topic so for example, if I was going live with this topic, I would say something like how many of you guys feel the pressure to meet the standards that are out there in the video marketing industry and that's why you're not getting your videos done give me a yes or no if that's you, right or give me one word to describe how you feel about your video strategy right now.

21:31 And so it's simple questions that engage with your audience, that give people commenting and start to open up a conversation with the audience and include them. Ok. After that, we segue into the main content, right so what did you promise here? If I promised you three things that you need to focus on that are more important than anything superficial in your videos, I need to then deliver that here. And that's what I'm calling the content anchors. I have 3 content anchors here. But you can, you can edit this based off of you know what, what kind of content you're creating so if I was telling you the number one thing you need to do, you'd only have one content anchor if I'm telling you the 10 best tips for camera confidence, you'd have 10 content anchors.

22:19 And in these anchors, you want to share a big, bold, polarizing point. You want to share social proof to support your point and then reiterate why it matters. So for example, I'll go back and say one of my big bold points here was that having a blueprint, a video viewer success blueprint is the difference maker between a top performing video creator and not. I didn't tiptoe around and I wasn't like, well, you know, I, I think this could be a difference maker and you don't have to do this bubble and no, like have that firm stand, right? And then reiterate why it matters.

23:01 Ok. And then like I said, we're wrapping up with that last call to action so again, I have a, a little workshop that I'm going to invite you guys at the end of this but like I said, I'm going to keep this keep this brief for this presentation but the point that I want you to get from this is that your content and actually being able to deliver your message in a very, very highly valuable, succinct way is the the most important thing that you should be focusing on.

23:33 And it is, again, is absolutely huge it doesn't matter how beautiful your video is if your content sucks, nobody's going to stick around no matter how good it looks. Ok, last thing that I want you to focus on is the scroll stopping title formula. So y'all know, we don't have much time to grab people's attention these days there's so much distraction, there's so much appeal everywhere and so your title is that make or break thing that tells people exactly what they're going to get if they decide to tune in we only have so much time in a day why should I spend 10 minutes with you and maybe that doesn't sound like a lot, but like I will not sit through a 10 minute video unless it is directly going to help me in some way.

24:20 So with this three-part little formula I've got, you know the hook. What exactly can your viewer expect to learn when they watch? This can be the crazy not to say promise that we talked about in the last video script template so for example, if I was going to write a title for this, I could say something like start shooting more unprofessional videos and instead focus on these three component components for an awesome for awesome video content 2025 right so that could be my title hook. I could do a little description where I could say, you know, join in while where I'll debunk the the biggest myths that are out there in the video industry and share some of my my favorite strategies to use with my students.

25:05 Ok and then lastly, this is kind of optional here. You could just let people listen in for the call to action but the last thing is, you know, you could include a link to the call to action or a description of the call to action. Ok, All right, guys, if you want, by the way, if you want the highly converting script, if you want the scroll stopping title formula, if you just shoot me Adm and Instagram at Alex Carmelli, I've got it right here with the words rule breaker summit i will send you the the templates for these so you guys can use so you guys can use them.

25:38 Ok. Live is pre recorded. I'm running out of time here. Either is fine. I personally love live because you hit the button, you're done you move on with your life there's no editing, but do whatever is going to actually help you be consistent. All right, If you have any questions, you can feel free to email me as well. And before I let you go, I want to invite you all to a brand new workshop that I'm hosting it's called from Spark to script. It's this hands on writing experience where I'm basically going to be teaching you exactly how to use this video script right there so I'm going to go in depth on the video script piece by piece.

26:19 I'm going to show you examples from my top performing students i'm going to tell you about the mistakes people made and the best part about this workshop. I've hosted this before, never in this formal thing i've done it for events, but I am going to actually allow a bunch of students to sit in the hot seat and basically get their scripts written in real time. So let's say you're a dog trainer and you say, all right, I have this idea where I want to do a video on the formula that I used to teach pet owners how to teach their dog to sit, right and they're like, oh, I just don't know how to write this i am literally on the call going to help you write the script.

26:59 So lots of people are going to leave with scripts written. Lots of people are going to leave with clarity on exactly how you get this done. And my goal is always to make sure that my students are able to bust out these scripts in 20 minutes or less because when you really understand this process, it should not be that hard. All right, that is it for me today. Thank you so much everyone for watching i hope you got so much value and thank you Kat for this amazing summit. I'll talk to y'all soon.