UnNoticed Entrepreneur - public relations for business

How to repurpose over 30 clips from one 5 minute video?

December 09, 2021 Jim James
UnNoticed Entrepreneur - public relations for business
How to repurpose over 30 clips from one 5 minute video?
Show Notes Transcript

We talk about how to distill your business into 3 minutes,  cutting a 5 minute video into 100 clips and using movies as an inspiration for creating the 'toilet deck.'  Nir Zavaro is a marketer at heart. His company streetwise helps companies with the story, brand, marketing and sales. He has written two novels and is about to publish "Fuck the slides  - how to help you raise from seed to A and above." 

He teaches, consults, mentors and has worked with some of the biggest brands and startups. 
He traveled Europe as an EO member teaching storytelling techniques to over 200 members in 19 cities, all in one month.


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Jim James:

Hello, and welcome to this episode of the unnoticed show. Today. I am going all the way to Israel, taking you with me to meet Nir Zavaro. Nir thank you for joining me today.

Nir Zavaro:

My pleasure.

Jim James:

So tell me, how do you help entrepreneurs get noticed?

Nir Zavaro:

so we can all agree on something. Very simple. Every person on the planet wants to talk and every person on the planet wants to be less than. If we know these common things, when I will ask you about "hi Jim, how are you? Um, what do you do? You can ramble on and on for days, right? You won't shut up about it. Now, if I can ask you to turn that into amazing content, there's two options. You'd say I'd love to, but I don't know what to do, or I don't know what to say. All of a sudden people clam up and they're stuck. So we help them. I understand that they can ramble on and on. We just need to find the right ways to record it and to create content. So for example, I will jump on a call with you and ask you a simple question. Let's say, um, could you give me three tips about podcasting and you've done what 400 episodes.

Jim James:

Yes, 430 something.

Nir Zavaro:

Amazing. So I assume if I'll ask you to tell me in 60 seconds, what do you do in your podcast? How many episodes you've recorded in three tips? You could teach me when I want to start my podcast. And you probably say, I have at least a good, a dozen to give you. And I say, no, just three. And then if you could summarize that for an example, we recorded now as well on, on Riverside that we're doing now on a zoom on anything. It's easier because you talk to a person and not to a black screen. And funny enough, you will have about four or five minutes of video content. What we call a pillar piece of content, we will then start dividing that. So every tip would be a video we'll take one, quote, we'll create and I show them how they can create about 30 pieces of content on every social platform using the five minute video. So, so simple.

Jim James:

you you'd make it sound very easy. And yet most people really struggled don't they Nir, me included with. Canvas blank piece of paper, blank screen. So what's your prompt question or the question that prompts their conversation? I should say.

Nir Zavaro:

so I think the main thing is what can you teach me now? No one wants to hear about your problems. We don't care. We have. But if you can give me some value, right? Everyone talks about value value. If you can teach me something. So if you write a book, people will say, oh, I've read these 30,000, 40,000 words. And I remember that one tip, so they've read, I don't know, eight hours of an audio book, or they read it. And the end they get one or two takeaway van, um, take away, uh, essence of that book, everything in the end comes down to an essence of, this is what I've learned. If we do tips, it's easy. You can create many right on a weekly basis. And after I asked you about the tips for the podcast and you gave me a dozen, right? So we already have four videos. You can go on platforms like Descript, which is we can put in the notes. So simple because the moment you do that, you also have the subtitles. You can divide it, you can cut it into pieces. You can take one picture. Okay. You know, we recorded my office, sometimes pictures, and I go with faces. I don't know if you can show it, but faces like that. And then we'll add that and we have a thumbnail and we'll take a bit of a different face, a, of a smiling or happy face. And we'll put that on Twitter.

Jim James:

Yeah, that's a really nice idea. Actually, I used the script discovered about six months ago and it was transformative for content creation, and repurposing isn't it

Nir Zavaro:

So if you guys look at it, it's interesting. You take a five minute video about a thousand words, something like that. You do the transcript that becomes your blog post. Okay. That blog posts you can take and copy that URL to medium now you have two articles.. The main video will go on YouTube. Every tip will be separate. That's three more videos on YouTube. Then you can upload them on Facebook, Instagram, LinkedIn, Twitter, wherever you want. So that's another 16 videos, but the important thing is don't upload all of them at once. Now, what we're doing now is creating a content calendar. So I take four videos of five minutes what we've done and start putting them. The main one, will go in the first week. Okay. But the second we're going to the third or fourth and then on the ninth or 10th and so on. So if you flim four to five minute videos you have about, let's say a hundred pieces of content for the next quarter. And it looks like the only thing you do in life is straight content.

Jim James:

Really. So you're getting that much mileage out of really one very quick interview. That's

Nir Zavaro:

Yeah, I was just, I was just in London for my new book writing. I'm finishing my new book. It's called fuck the slides. And for 30 days, I didn't have any time to upload almost anything in terms of video, but my team kept uploading short Twitter. Instagram's whatever you want. It was there,

Jim James:

So, so tell us then before we get onto the book, um, which sort of scheduling. Do you recommend then Nir, because that's another part of the program. Once you've done production post-production then promotion scheduling platforms. What do you recommend?

Nir Zavaro:

So, you know, we internally we use everything from Monday to Trello, to so many different platforms and then all the social platforms I won't go go into. And it depends on the clients we have in my agency. So we do outsource marketing services. So we will take a big content calendar and break it down. So companies work with different, um, platforms. I think the simplest way, if you don't want to get confused, open a spreadsheet. Record your five minutes and say, this is my main pillar. These are the full videos, the main, the three tips done on top Facebook, Twitter, LinkedIn, all of those, and by the way, if people are saying that Facebook is dead for us, that's amazing. We will go there. Okay. So, and remember that people can't handle, you can do all the platforms. Okay. So for example, in the last couple of months, I'm enjoying more twitter, a nd a bit of LinkedIn. So that means that the usual content that we upload will go to all the platforms, but I'm less, I dedicate less time now, for example, for uploading on Facebook or communicating there, and mainly LinkedIn Twitter, it might change. But in this way I am there. My presence is there all the time, two or three times a week, but. I don't, um, I don't need to spend all my attention there.

Jim James:

Yeah. So I think that idea of focusing on one platform, because you can schedule the posting can't you, but actually it's the follow up to get the engagement that really takes the time and can't be automated. Isn't

Nir Zavaro:

exactly. So if you look at Twitter, for example, or LinkedIn, I think LinkedIn is still very good in that. Um, all I'm interested is hashtags that might interest me that might be relevant for my business and that I wouldn't know how to hit. So for example, I go on tweets and I followed the thread. And then I look at the replies. So maybe in a good, thread about social marketing, I will see the guy uploaded five or six tweets, the photo of the filter. Really good. I'll give my 2 cents. Everybody will see them. And then I'll go to the hundred comments and I'll start liking and replying to things that I can give value. And again, that goes back to me wanting to be heard. Right.

Jim James:

well, and also you wanting to serve others though, isn't it? Because you're answering other people's problems, as opposed to necessarily just posting your own views. That seems to be an important part of the

Nir Zavaro:

yeah. And if you look at servant leadership, by the way, you know, I'm a member of EO entrepreneurs organization, and it's a lot about, I'm a member. I pay a lot of money to be a member, but I also volunteer my time. To help other entrepreneurs in the organization. Some of them are very successful, much more than I am in terms of money or size, or I don't know, different ventures, but I still volunteer my time to help improve the organization. So they get better. They succeed, they grow, they hire more people. And so on, for example, I'm in charge of the marketing for the last couple of years within EO. And then the last six months, I mainly focused on building a media house for entrepreneurs in Europe. So that. Interesting.

Jim James:

Yeah. When you say media house, what do you mean?

Nir Zavaro:

So a media house means that we become the creators of the content. I don't need other platforms, but we build, um, for example, EOEurope is a website. We are now populating that with good stories by entrepreneurs, not about EO, but success stories, interesting stories about love and failure and money and anything you can think about scaling and people from all over Europe. We have 23 chapters, almost 1800 members are giving us stories. And then I'm doing a podcast like you are, and I'm interviewing EO members. And again, trying to give value for young entrepreneurs throughout the continent of Europe. And then we're now creating an interesting concept where I reached out to people from the same industry in different. And I'm going to facilitate starting from January, facilitating an event. And imagine you have a PR agency and you'll have the chance to talk to people from different countries about the same topics and maybe get value and understand what do you understand that EO is the place to be. And if you want to open a PR, you have a PR agency at the beginning phases there's value for you in listening.

Jim James:

So, so one of the aspects there that's really interesting is about, uh, grouping together. Isn't it? That entrepreneurs, when you know, are a special breed, but regardless, any industry, for example, if you're in pharmaceuticals or manufacturing, you could actually aggregate the content from a number of people into one. As you call it media house, you said like shared publishing, isn't it.

Nir Zavaro:

So if we become strong enough, the next phase would be to launch an entrepreneurs newsletter for example, okay. The newsletter will curate content from all the things we do. The next step will be to create more content in terms of videos, more articles, our partners. So for example, I know we signed with Fivvr as a partner. We want them to start giving us content and so on, and there's a lot of variations of how you start creating. Okay.

Jim James:

Yeah, that's wonderful. So now to have a creating note, your book is F U CK can. I've got to be careful for the, for the apple sensors, uh, with, with speaking that exactly. But your new book is not a fan of slides. So just tell us about that Nir, so you're creating content, but not powerpoint. that because you don't believe in SlideShare you

Nir Zavaro:

you

Jim James:

gone

Nir Zavaro:

We still use slides. The problem is this I've been doing, um, mentorship and accelerators and Hubs and startup companies and stuff for years. And I love it. But you go to a demo day, there's 10 companies. Okay. I can distinguish them. I can't understand what they do. I don't even get what's so interesting or different between and they all look. The structure that we are used to doing as we will open a PowerPoint and start populating it. And then when I'd ask a startup or a manager, is your presentation ready the answer is "Yes." My claim is they're not liars, but the presentation is not ready. Their slides are ready. That means that we need to rethink the way we create the process. And I say, if the slides for a second,. We might we'll get back to them. Why? Because that's the way the world works. You can not talk to an investor and not have the slides. There's a common way of doing things. Right. But let's start with the story and let's start with, what am I going to say now? I don't know. did. you see the new Bond movie by accident?

Jim James:

I did. Slightly by accident, actually.

Nir Zavaro:

I loved it. I'm going to watch it again. And I saw Dune. And, you know, I enjoyed you

Jim James:

I saw the June two. Yeah. I the version with stingi more, but

Nir Zavaro:

But I remember, I remember the trailers. Okay. You go to the movies, you watch a trailer. And then by the end of the trailer, you say, you know what, next sumnext summer, when this comeswant to watch it. And for years we've called it the elevator pitch that doesn't have any slides, the pitch deck and so on. And I'm, I'm renaming. And the first thing is this is going to be called the trailer pitch in a demo day. In three minutes, you need a trailer pitch. It's enough thing. So I get it. I want to get more, but you're not actually selling me everything. You're selling me on the idea. So the three minute pitch has a structure, a hook, understanding what is in it. And then we build the slides. For example, in many cases, if we start with a good case study for 30 seconds, Sometimes the next slide might be the competition and not necessarily problem solution. And if you look at entrepreneurs or again, company presentations, even you need to run through the slides. So they're not connected. They're not interesting. Okay. But if I will tell you an amazing story about something that happened to that kid and, you know, today, there a hundred million people like that in every single place that we can solve for them. And you have the chance of doing. Which is amazing. We might actually make a bit of money. And if you give us a hundred thousand dollars, we're going to change the world. Structure.

Jim James:

very nice and also structure, but also listen to you Nir, you also dropped into performance mode, and I think that's also really important, right? That what you've done really without highlighting it to us, that you're about to do it, but your intonation, your pace, your frequency of delivery. That's also part of the art. Isn't

Nir Zavaro:

Yeah. So the book is mainly focused on the structure of it and how to create everything from the hook to making sure you have everything you need. There's also a chapter about the things you will need at the later stage. In terms of content creation, one of them, by the way, um, when people tell you before the meeting, if you could send me your deck, right? People have mistakenly for years sending the same presentation and they can't be the same presentation. You know why? Because when I have the trailer pitch, I am the presentation, which means I can't, people cannot read. If people read, they can't listen. That's the way it was structured. Biologically. But the slides I need to send before we meet, I'm not there. I'm not present. That means you need all the content by the way, the rename for that is the toilet deck because people will read it in their own free time. Most of them will do it on the grill. Now, if we have this, the next step is kind of understanding the whole structure in terms of the design. How am I going to speak? Why sometimes a good pause is actually a good thing. it? says something. And then lastly, um, everything to do with do's and don'ts of a presentation and some of them talk about intonation about why I love standup comedians. Okay. Why sometimes you need to understand that you are, for the sake of that presentation. You are God, you can say and do whatever.

Jim James:

So when is this book coming out then Nir.

Nir Zavaro:

So it's interesting. Then the plan is a first week of April, but. this is my third book and every time I finish, I say, I will never do it again.

Jim James:

You're prolific now, just in the last couple of minutes that we've got you apart from the books, how you getting yourself noticed you talked about Twitter and LinkedIn, any other techniques that you can share on how you've been building your own business streetwise, for example,

Nir Zavaro:

No, you don't want my website, nirzavaro.com. I wrote that part of my, my vision, all my life hope is, I want to meet all the people on the planet or as many people as I can on the planet and I want to do as much good. I also understand that most probably I will not meet all the people on the planet and I won't always do good. So part of that is to understand that I do want to actively meet people. I learn from them. I grow it's fun. Uh, the brainstorming, the company. So, um, March 20, I was in lockdown before the whole world want to lock down and Israel. And then global goes to lock down. We lose about 80% of our business and less than 10 days, I'm still in lockdown. And I decided that the business is gone. I don't know what we can do. And the best solution is to start calling people on my phone every day I would call 10 people on my phone and say, Hey, how's it going crazy time. How are you holding up? How can I help you? You know, I lost 80% of my business. And, uh, I have some free time. You need something. One person said, yes, we've got the client. Then we have the reach out from someone who does something similar in a different industry. So second client, and then we kind of started rebuilding that every day. When I leave the office, I go in my motorbike. I have a speaker and I'll call someone that I haven't spoken to in a long time. And then the end, it's about staying top of mind.

Jim James:

Right Nir that's fantastic advice already that at the end of the day, Keep on providing service and being a services is why you've been so successful. So people want to find out about you, how can they do that Nir?

Nir Zavaro:

So I think, um, my website has almost everything in terms of my blog connection to a medium and so on. Um, um, spending more time on Twitter, just having fun and enjoying, um, I haven't done that in a decade, so I'm still. Um, beginning stages and, um, yeah, LinkedIn emailed me a zavaro@streetwise.co.il. I'm always happy to chat and talk.

Jim James:

great. And near zero, I will also put all of your details in the show notes. Thank you so much for joining me today and sharing your wisdom and all the great ways and a wonderful smile and passion and some great lessons about needing to serve people. So thank you so

Nir Zavaro:

Thank you so much for your time.

Jim James:

You've been my absolute, honor to have you as a guest on the unnoticed show. Thank you so much.

Nir Zavaro:

Bye-bye.