10 . Know what you’re going to talk about
‘How do I know what to say?’ is the most common marketing questions we get asked and this is true for Facebook Lives as well. Check out our ‘Get the Basics’ content and check out the workbook to address this one.
9. How should I say it? How long should I go?
As you’re starting, do what’s easy. So my recommendation is that you just TALK. Just connect with your people – try not to ramble on and on – and use the other tips on this page. But, when you’re ready, I recommend graduating most of your lives into a slightly more structured format.
My mentor Stu McLaren gave me a great formula for going live that I love and will often use, it goes like this:
- Consistent Intro (see #7)
- Hook (this is where you get them excited about the topic – developing a ‘hook’ is great practice for blog titles too!)
- Short story (Tell stories, give examples show more than tell)
- 3-4 tips (Break down the lesson/learning into just a few clear, key points)
- Summary (repeat the topic and tips)
- Close it out (it can be nice to have a solid, consistent exit as well as intro, for example Marie Forleo says ‘so keep going, because the world needs that special gift that only you have’ – Anchorman says ‘Keep it Classy San Diego’ lol )
A great length for Facebook Live is 10-20 min – but you can do much shorter and much longer ones too – to start with – just START! Don’t worry about perfect, just get going!
8. Introduce yourself
Not everyone seeing your video will know who you are, what you do, or why they should care… so working on a consistent introduction that you try to repeat each time you go live will make for an easy habit that will make your lives even more powerful as a referral tool to your products and services (not to mention help build your confidence & authority as you get used to introducing yourself).
A good sample intro could be something like:
‘Hi my name is x and I ‘insert brand statement’
So every ‘insert day/time’ I go live here on our FB page to help you ‘insert what they’ll get /learn by hanging out with you’
Today I want to dive into [today’s topic]’
7. Don’t Overthink it – But a little planning goes a long way!
Many petpreneurs find it easier to go live if they have a few key decisions made ahead of time:
- When you’re ready, choose a consistent day and time to go live – and communicate that this is when you’ll be going live. Many people watch on the replay anyway – but the more consistent and regular you get – the more likely it is that you’ll have more audience showing up live. If you find this too restrictive at first that’s ok – just start!
- Know what you’re going to talk about. If you find it helpful, use the formula in #9 – or make up your own – or simply have the topic and a few key points in mind.
- If you’re going to mention products, links, resources etc. have them ready before you go live (in another tab or a document or easy to grab on your phone) – this way you don’t have to faff around for ages trying to find links while you’re live.
6. Pattern Interrupt
At the very beginning of your video do something busy. Move your hands (wave), jump up and down, start with your dog, pan around your location – MOVE!
Why? Because when people are scrolling that tiny bit of movement can be very useful to get them to stop and watch. This is called a pattern interrupt – and now that you know this – you’ll notice brands doing it ALL OVER FB and Instagram.
5. Keep your pace & energy high
Remember, you’re basically on TV – so avoid gaps and silence – even if you need to do something (find a link etc.) plan to keep chatting, laughing, sharing stories – any lag is a reason for someone to switch off. The goal is to keep people engaged!
You can project excitement by smiling, being bright and confident (fake it til’ you make it). But the balance is to be as natural as possible – keep it happy, keep it real.
Try to acknowledge and engage with anyone who comments.
Need some help getting into the zone? Pick a song or create a happy playlist to listen to before you go live!
4. Tech Ease
It’s SUPER easy to go live from your phone (and from what I’ve seen, LIVES from mobile seem to get better reach) but if you want to go live from your desktop (and invite a guest, or share your screen or slides) I love Streamyard (you’ll need to connect a third party software to go Live from your desktop).
But honestly, if the tech scares you, just use your phone to start – it’s literally a one-click process.
If * heaven forbid* you get a tech disaster (I’ve had guest’s audio not working, etc.) play it cool – keep chatting and do your best to sort it out. If you want to be SUPER supported – have someone watching your live who can help you figure stuff out.
This month we’ve shared a great article to help you tackle tech…
3. Live Selling
When you’re ready to sell on your FB live – be sure to lead in with context (the formula in #9 will be super helpful). Lead in to the pitch.
It might be helpful to share slides or visuals so it’s easy to show what you’re selling, what’s included, and to introduce price.
Know the key differentiation points / sales points ahead of time (or write them down) so the pitch is compelling (the feeling we’re going for is: omg take my money)
When you’re selling #5 becomes SUPER important – let your EXCITEMENT about how awesome your product or service is SHINE THROUGH!
2. When Talking about Money
All the same ‘let’s talk money’ rules apply – say ‘for just’ before sharing the price, definitely don’t call your product expensive and don’t apologize.
Pump up the VALUE – make it sounds like the best deal ever – list all the features and benefits and explore the way it will FEEL to have the transformation you’re selling … THEN share the price.
(or don’t say price at all and just let them find out when they click through to the sales page – we want them to click – but keep in mind people will probably ask you in the comments).
1. Deal with Fear of SHOWING UP & Being Seen:
There is no doubt – the #1 thing that will hold you back if you let it, will be nervousness about ‘being seen’ or ‘being on video’. I hear EVERYDAY how scary it is – and I’ve felt first-hand the resistance of going live. It took me YEARS to try it for the first time!
So if you know it’s this big, annoying block has got you down, here are some resources to help you move through it:
- Am I Expert Enough? https://workingwithdog.com/authority-101-kinds-of-authority-and-fear/
- More on Imposter Syndrome: https://workingwithdog.com/possible-project-1/
- How do I work through the Fear?: https://workingwithdog.com/tapping/
Grab your Workbook to get your brainstorming on your content ideas