Nina Froriep has seen it all from independent features to big national TV commercials, and corporate mega shows. As an Emmy Award-winning videographer she can teach us a thing or two about the value of video.
Learn how to:
-get out of your own way
-deliver consistent and quality videos
-speak to your audience instead of presenting
Nina Froriep has seen it all from the early 90ies on independent features, to big national TV commercials, corporate mega-shows, and (Emmy award-winning) documentary films, including one she produced and directed, called Abraham’s Children. Today she’s super excited to enable mission-driven entrepreneurs to grow their businesses with consistent and easy-to-implement video content.
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Nina Froriep Podcast Transcription
[00:09:59] Kris Ward: Hey everyone. Welcome to another episode of when the hour went and the day I am your host, Chris ward, and I am super excited
[00:10:12] Nina Froriep: to have Nina from leap on the show.
[00:10:15] She is going to talk to us
[00:10:17] Kris Ward: about video, but listen, it’s going to be so much more than that. Nina has seen it all from the early nineties on independent features to big national TV commercials, corporate mega shows. I mean, she’s been there, done that. Emmy award winning documentaries films. I mean, the list goes on and on now she is super excited to share an enabled mission-driven, you know, whole platform, which she wants us entrepreneurs to follow
[00:10:44] Nina Froriep: really about being consistent and easy to implement
[00:10:47] Kris Ward: and videos.
[00:10:48] Welcome to the show. Nina.
[00:10:50] Nina Froriep: Thank you so much, Chris, for having me super excited to be here. Awesome.
[00:10:54] Kris Ward: Okay. So let’s just start from the top. Nina, what what’s what do you see us doing out there that just is working against us? What do we not know? What do we, you never know what you don’t know. What do we not know about video?
[00:11:09] Nina Froriep: Uh, the famous blind spots. Yes. Love talking about those. Um, you know, video is such a big topic because it’s comprised of so many moving parts. So for me to share with you all the things that do drive me nuts, or that drive me mildly outs, or that I wish I could fix with a magic wand, um, is very long and will go beyond the scope of what we’re doing here.
[00:11:32] Um, but I would say, um, What really drives me absolutely mad. And why I do what I do is when people spend a shit ton load of money on videos that they could be shooting themselves super easily with their phones. Um, drives me nuts when I talk to people. And the first thing out of their mouth is what camera should I buy?
[00:11:54] And my reactions, I was like, As a matter what camera you have, it’s what you do with it. Um, and again, our smart phones, our laptops, our desktops, very often, even our, our way. Good enough for the purpose, for which we need video for our companies, which is mostly to stand out, to establish our thought leadership, to be a mench, a person at the other end that people can connect with and hopefully we’ll buy from.
[00:12:24] Um, and for that. You know, it does not take a lot. It just it’s it. You need to know how, but it’s not, it has nothing to do with a lot of money or even a lot of time.
[00:12:35] Kris Ward: Okay. So it’s like, uh, you have to be a good painter. It’s not about the paint brushes. Yeah.
[00:12:40] Nina Froriep: Yeah.
[00:12:40] Kris Ward: So can I pick up these people for a second?
[00:12:44] If you’re out there listening, and this is you, I guess what I wonder is in this day and age with all the commercials you see of, Oh, this person shot this music video with this, you know, all the phone companies out there saying, look, they, they shot this commercial with this phone and blah, blah, blah. Is that just not a little bit of a glorified distraction.
[00:13:03] So look, I then have to get set up and learn how to set it up. And I’m just moving further away from the goal. Like, can you really not believe at this point in time that you, that if you’ve got a modern day phone, you can
[00:13:13] Nina Froriep: do it. Yeah. I mean, you know, when they say, like, I remember when, uh, who was a Rodriguez who shot the first feature, it was an iPhone.
[00:13:21] Right. And it’s like, yeah, but you should’ve seen the fricking set up. I mean, that poor little iPhone was strapped in July, these ginormous rigs and then will still the big lamps everywhere. And I remember when Gary V came out and was like, Oh my God, you know, live is the thing. And you just stand in front of the camera, on your dock.
[00:13:40] And I was looking at one of his first lives and there was a reflection and it was like, Five people standing there. I could see that in the referral. I mean, I knew what I was looking for. I’m like, that is a big ass production, you know? So it really is what you do with it. And again, you know, if we creating videos for our businesses, these videos, unless you’re planning on having it, you know, in a duplex, like, you know, on the big, huge screen, it’s such an intimate relationship that, that consumer who will watch these videos has with your video.
[00:14:12] It’s in the Palm of their hands. 80% of the time and the other 20% or 19.5% it’s on your laptop or a screen in your, on your computer. So whatever your phone is producing, and I’m not talking about 4k footage, by the way, I’m talking about regular normal format is. Plenty plenty. And all the social media platforms dumb that footage even further down to even a lower resolution.
[00:14:37] So it’s just no need for all this fancy stuff, unless you’re like a car racer or something really weird, you know? I mean, not that car races are weird, but you
[00:14:47] Kris Ward: know, high-end production. So that was interesting. Cause I know right before, uh, what I like to do before we start the show, we take a selfie and you said, Oh, that’s interesting.
[00:14:57] I’m taking the selfie before we shoot the show. And what I said to you was, yeah, we used to have this graphic up there and we really noticed it when we had Kevin Harrington mum’s show. And he’s a big name shark tank, one of the original sharks. And we saw a big difference when we had the graphic with him on it.
[00:15:11] And then we had a selfie with me and him on it. And the, you know, uh, that the numbers went way up as far as, you know, the algorithm and the attention we got from selfie. So what I learned was, Oh my gosh, we reading all these efforts to process something, make it look polished. And it, it just, wasn’t getting the attraction that our raw image with getting.
[00:15:30] So obviously that translates to video as well. Um, because the overproduction part just, I really think distance stuff. It distance
[00:15:39] Nina Froriep: you, I mean, with, so w with the shark tank character, one quick thought on that people could have thought it would have been photo-shopped right. But having the selfie. Made it actually real, but I think you’re, you’re, you’re talking about something really important.
[00:15:54] Um, you don’t want to be too polished. Um, like, I mean, like my videos, they look pretty good because it’s my profession. I need to show up looking good, but you know, I still have this, you know, reflection issue with a pandemic. I haven’t been able to, you know, Dealing with this, the way I would have liked to, which is good.
[00:16:11] Let me just clarify for those
[00:16:13] Kris Ward: listening. She’s talking about
[00:16:13] Nina Froriep: reflection in her glasses. It’s like, so I’m seeing myself basically in the, uh, in the computer. Um, so you know, a coding on the glasses will take care of that, that a petition is closed. So. Scratch that. Um, but,
[00:16:30] Kris Ward: okay, so let’s pause for a moment for education here.
[00:16:34] This is what she does for a living. So she’s going to see all of these things because she came from a high production background. We do not. What we’re trying to do is have a meaningful interaction. With someone so that they can develop this whole know, like, and trust us. And when somebody knows likes and trusts you, if you’re having a one-on-one interaction with them in real life, they’re not shaking your hand and looking at glass saying, Oh, I see reflection.
[00:16:57] So I’m not listening to what you say. It’s not how it goes. So I think your message Nina is like, look, remember what the goal
[00:17:04] Nina Froriep: is. Right. Yeah. And I think, well with the classes and I’m going to take them off now. Cause I’m so super self-conscious about it is, um, people can’t see your eyes. So that actually is an issue, but people, people buy from people and if you’re so.
[00:17:22] You know, for me, the biggest compliment is when I get on a zoom call with somebody who, um, has been following me on LinkedIn, LinkedIn is my, is my social media poison. That’s where I live. And, and somebody’s like gets on the phone on zoom with me and says, Oh my God, you’re just like your videos. If you get that, then you’ve done your job.
[00:17:40] Well, because you don’t want to be some souped up version of yourself. You want to be that person that, that prospect or the lead or the potential client, or the client has been watching on video because it’s like, it’s like, imagine you are going on one of those dating sites. And the guy in my case, you know, looks amazing, blah, blah, blah, blah, blah, age, appropriate everything.
[00:18:01] And then you go for the actual physical date and you know, somebody 30 years, your senior shows up and who has. You know, 50 pounds more on the frame than what they had in the photo. That’s not cool. And it’s the same thing with the videos, how we show up is how we want to show up every day. And in order to show up everyday, it needs to be, you need to be able to maintain it, right?
[00:18:21] Because otherwise it’s going to be way too much work. Um, To stay consistent. And that is you sort of, the most important thing is to be consistent with your video marketing.
[00:18:30] Kris Ward: Okay. So the lesson here, it’s a good one. The lesson here is when we think, and we’ve all fallen prey to this. When we think, look, shoulders back, stand up tall.
[00:18:38] I’m trying to be a grownup professional here. So I’m going to present myself to the world. What you’re saying that presentation. Is not how they’re going to, you’re going to show up in a one-on-one and that’s the goal is to have these people connect with you and do business with you. So it’s a false advertisement as well as inconsistency.
[00:18:56] So then when they show up, you’re starting to relationship over anyhow, because you’re not like you present it. Yeah. And it’s not that it’s a bad thing because we’ve all done that you just think, Oh, here’s a version of me and I’m trying to give you the best version of me, but it’s not the version. It’s really going to make a connection because really when done, well, I find video, then you, we meet that person and it’s like, you’re on a third date.
[00:19:16] Like you’re, there’s already a relationship there.
[00:19:18] Nina Froriep: Yep. Yeah. And I think there might be, you know, um, I always distinguish between tissue videos and like legacy, see videos and don’t Google this. I came up with that. So a tissue video for me is a video that I shoot quick down and dirty. That goes onto my social media feed.
[00:19:35] It’s a video. I might only use ones. Maybe I’ll recycle it at some point, but it’s a video where I’m giving a tip. I’m giving a quick. Yeah, uh, insight into something and I am connecting with my people. Um, if I do a here, this is who I am. This is my backstory, uh, on my website. I might produce that a little more.
[00:19:55] I might, you know, have that shot by professional videographer. I might go out a little further. Um, have that also, you know, have an edited professionally so that there are videos and videos, right? And so the tissue videos for me, and at this point I’m only doing Tisha videos because it’s just the content changes all the time.
[00:20:13] So I just want to, I’d rather do more often and regularly, um, refresh my videos to reflect, um, new thoughts, new services, new learnings, then to have those two or three videos, I keep rotating through that become old and stale and out of date.
[00:20:30] Kris Ward: Okay, so you call it tissue cause it’s like one and throw away, like you use it.
[00:20:35] And I think you’re right. Cause I know I’ve heard people complain, like let’s say. Uh, a show that now is outdated, like friends or the Gilmore girls or something. And they come back on Netflix and they’re having the surgeons have popularity. And I, I heard somebody in injuries saying if paying them the amount of work they put into the production and lighting, and the people are watching it on phones and tablets.
[00:20:56] Right. And so we’re all running around trying to think that the production is the deal, but even those who had the budget and it gets lost in the shrinkage of the intimacy of the phone is
[00:21:06] Nina Froriep: what you’re saying. Um, I think for, for us, yes. I mean, I still, even if it’s on a smaller screen, we’ll enjoy a well produced and well put together show.
[00:21:16] Um, but I think in terms of what you and I are producing for to grow our businesses, Um, you know, full focus on the content, focus on your strategy, focus on a rock solid call to action that gets people to engage with you in a natural way, rather than fiddling around with, with lights and camera and all that stuff.
[00:21:37] Kris Ward: Okay. Kind of like when you’re in school and you’re like in grade eight and you’re like, Oh, look at me. I’m working on the title page. Isn’t this look nice. We should be focused on the content. People will do the title page later. Right. Okay. All right. Now I know for you, consistency is an issue. Consistency matters.
[00:21:56] Talk to us about what that means to you.
[00:21:59] Nina Froriep: So to me, what it means is that if you, if you’re putting out a video every once in a blue moon, or you’re putting video out sort of one here, one there, um, even if it adds up to being four times a month, let’s say, or 18 times a month, but you do non for two weeks and then you do one.
[00:22:16] It really, it doesn’t attract. A crowd, right? You want to have what I call bingeable content. And you know, I’m not talking as Netflix, but I’m talking as in something that is consistent, timely and educational. Um, at least one of these three, if not all three. Um, and then putting it out. Like every Tuesday, every Thursday or every, like I put out video nearly every day, 10:00 AM.
[00:22:41] And that is my consistency. And that is what gets me clients. But what it does is my clients might not always be on LinkedIn at 10, 10, or at 5:00 PM or whatever. Well, if they have their routine and I have a routine, I will show up for them consistently. And if I show up consistently on top of mind, and I’d rather have you, you post only two videos a week or one video a week.
[00:23:08] If you have a long sales cycle, that’s super appropriate, but do it every single week, because that’s how you get people to engage with you and show interest rather than sort of a little here, a little there, and nothing really.
[00:23:23] Kris Ward: Okay. So we need to be consistent and consistent has to be also on somewhat of a regular basis.
[00:23:30] You can’t consistently do a video once a month, so it’s about consistency. And I think that’s a really powerful distinction. If they have their routine and you have a routine, then that makes for a good match. Okay. Consistency is important. Don’t look for shiny distractions. Don’t make up all these reasons why, you know, once you get all, once you get everything ordered from Amazon, you run around and do all this and do all that.
[00:23:54] And then you start the production thing. That’s just moving away from the target, get yourself out there and just let people know who you are. So these are some really basic guidelines. What’s another that you think we just, we make more complicated than we need to.
[00:24:10] Nina Froriep: Um, the content. So, I mean, I think that that’s sort of what comes first to mind.
[00:24:17] So my sort of my preaching is one video, one topic. So, um, people are getting much better by this, by with this, by the way. But, um, I always tell people, thinking that in terms of putting together a series. So, um, maybe you have a really nice lead magnet with your top 10 tips, your top 15 tips, your top six tips, whatever it is, create a video for each of these tips.
[00:24:41] Not only does that allow you to get your lead magnet out and have a great call to action. At the end of every video, Jeff people download your lead magnet. Um, it also takes a lead magnet and now it has six completely or, or 10 completely different ways of you advertising it and giving value at the same time.
[00:25:03] Kris Ward: Okay, that makes sense. So would you, in that case, am I overthinking it because I called this pulling a Chris now because I am organized and sometimes they turn things into systems. Right. Which is good. It’s what I do. But sometimes you can over systematize. So what I would say to you is, okay, we’ve got six points and this lead bag of.
[00:25:21] Um, six things when you’re onboarding a new team member, would I everyday now to say that, let them know it’s a series for this week. We’re going to cover that every day or don’t overthink it,
[00:25:32] Nina Froriep: just put it out. Um, I think there is something about, uh, because we’re talking about consistency. So in your case, not knowing what the rest of your marketing is, but knowing that you’re putting out quite a bit, I would say, make that you’re on, you know, a tip series.
[00:25:50] And when you’re done with one, you start the next one and you always do that on, you know, tip Tuesday, tip Thursday, Tuesday sounds great. Alliteration. You know what I mean? So, and then you put them also on YouTube, on to Vimeo. You make a playlist or a showcase, and now, now you also have a place where you can send the client and say, Hey.
[00:26:08] Here’s a tip series on X. Um, but I would, um, unless, and again, it depends a little bit if you have a really short sales cycle, but for instance, I do challenges every once in a while they go a month long they’re they’re very inexpensive. Um, I will just go massive in and four. You know, 10 days, I talk about nothing else about filling this cohort, filling this challenge.
[00:26:31] But then I have the cohort, which is a much longer sales cycle. So with that, I will not, I will not spam people for, you know, six weeks to fill it. I’ll put out one or two things a week where gently will mention, Oh, by the way, we can help you with this problem block. So if you know, if you have a really short sales cycle, then you’re going to be much more aggressive with your content.
[00:26:52] And when you have a. You know, a couple of months or a couple of weeks sales cycle.
[00:26:57] Kris Ward: Yeah. We do that with the outsourcing playbook for busy entrepreneurs. Whenever we do a launch, all of a sudden, it’s like two weeks because you have to
[00:27:04] Nina Froriep: right. You can shoot. Then you can shoot 10 videos all on the same topic.
[00:27:09] Yeah, absolutely.
[00:27:10] Kris Ward: Do you find in this day and age, I mean, we’re talking about video and yet as you speak your things, I’m like, ah, I knew that I forgot. I knew that that’s the big thing I say, Oh, I knew that, but I forgot. I knew it. So I think, you know, I like to argue
[00:27:23] Nina Froriep: that some of this
[00:27:24] Kris Ward: stuff I don’t want to say is common sense, but we should have been told by now, because video has been like being pushed and pushed and pushed, but yet there’s so you can go down the rabbit hole really quickly and all of a sudden get lost or forget or overthink it or whatever.
[00:27:38] Right. So, you know, at this point of the game, shouldn’t we all know better by now, or we just get busy and we forget.
[00:27:48] Nina Froriep: Um, I think again, I think there’s still a lot of people out there who are nervous about video. Um, I think the biggest thing, and this was a huge surprise for me. I run up against is people who are so stuck in their perfectionism.
[00:28:03] They’re so stuck in comparing themselves to others. Um, they’re so stuck in hating to hate, they hate seeing themselves or hearing themselves, um, that if they can’t even shoot video or if they should video, they sit on them and they never post them. And interestingly enough, that is actually my, the, the biggest, um, consistencies is, is a problem is a problem is a challenge too.
[00:28:27] But the biggest challenge I’m facing with clients is that the dishes people are really nervous about being out there. Um, And for those who do it, they mostly, they catch on really quickly. I find. Okay. That’s really
[00:28:39] Kris Ward: interesting because that was never, I shouldn’t say never my issue. Um, I had a really hard time with, I was fine.
[00:28:46] If you invited me to a speaking gig, I was fine being on stage, but I struggled with video on social media. Cause I felt like as people were walking by, I was like tugging them on the sleep. Right. So that was always a little bit more difficult. So that, that let’s dive deeper there for a moment because that is really important.
[00:29:01] One of the things I did in the beginning, Cause, listen, I don’t care who you are, whatever point in the journey you want to be taller, thinner, longer hair, thicker hair. It’s something right. More hair, whatever. Right? There’s some nicer teeth, whatever. We all have stuff. We look at our face too often. And what I did in the beginning is if I shot videos, they were given to my team to put up.
[00:29:19] So I like they were done. And I like, and so that I couldn’t get caught up in my own vanity, you know, or that I didn’t like my last haircut. Right. It’s like, okay, whatever. Now, if they circle that around again and they go to put it on a webpage that I didn’t like that video in the beginning. And I’m like, no, we, that is what Nina calls a tissue video.
[00:29:37] It’s gone. Do not use it again. My hair has grown. Thank you very much. But I, for me that really helped is if you just. Ah, just don’t get caught up in it because the reality is here’s the thing. People, you have to think about this. If somebody called you and said, could you come to my office on Friday and meet with me?
[00:29:55] I would think we really want to do some business with you and we’d have this big project. We want your help with you. Wouldn’t say to them, I don’t like my last haircut. I’m going to wait till it grows out. You know? And you were scheduled that meeting, right? You wouldn’t do that. So then what are you doing?
[00:30:12] Holding up on the video game? Oh, I seem to lose some weight and I just need to do this and that, whatever. Right. Um, with my bald head is shiny. Whatever. It’s not the point. You’re not, you know, that listen, make more money and then try to fix what you don’t like, whatever. Right. So I think that’s a really good point.
[00:30:27] I forget that sometimes if people are still struggling with, I don’t like the sound of my voice or how I present or all this stuff. So just get stuff done and get it out
[00:30:37] Nina Froriep: there. Yup. Yup. And it’s easier. It’s easier said than done, but we can
[00:30:45] Kris Ward: hear them on. Right.
[00:30:49] Nina Froriep: And that’s why I love working in groups with people.
[00:30:51] Cause then everybody sort of sits in the same pain point and those who are, um, already doing video or feel more comfortable with it. Can sort of help shepherd the others along. And, and that’s one of the big reasons why I love groups, cause it’s not only about helping with consistency and accountability and, and giving, but it’s also about giving support and sort of all sitting in the same boat and, you know, believe me when I shot my first videos for my own company, I never in my life thought I’d be in front of the camera.
[00:31:20] Um, I rented this next beauty parlor got myself. A 10 pack facial. I’ve never had a facial in my life and you know, and it was, I was 50 and I was like, Holy, now I have to like, you know, being in front of the camera really now, why not 20 years ago, but you know, you get over it, you get over it. I knew I was over it a couple of months ago.
[00:31:39] I was editing myself and I laughed at myself and I smiled at myself and I’m like, okay, good. We’re good. Now I have learned to see the Nina. That is the camera Nina. And not me. Yeah.
[00:31:53] Kris Ward: And that’s a really good point because the other thing I would say to you is. Like you, can’t a, you can’t get better at it until you do it.
[00:31:59] Like, no matter what you do, I don’t care who you are. We’ve all heard stories about Michael Jordan. Didn’t make the basketball team in high school. Like you have to, you have to be bad at it to get good at it. And maybe when you’re bad at it, like you’re really bad at it. Or maybe you’re less at it than somebody else, whatever.
[00:32:14] But. There is progress and you can’t accomplish anything until you start going through the progress. And then also you just get, you just get, you get worn down. When you see yourself, you’re like, okay, I don’t care anymore. I remember in the beginning it was a little bit like, I felt like when the hope, when he made the transformation from Bruce banner to like his body changed, like, um, in front of his video having to talk.
[00:32:36] And I think for me, it was learning to speak to people, one person instead of presenting too many. So that way it was more natural. But if you just get it, you’ll get better at it to just do it. That’s the big lesson for me to be consistent. Get it out, just do it, do it, do it. And you’ll be decent sensitized, but more than being desensitized, you’ll get better
[00:32:56] Nina Froriep: and better.
[00:32:57] Yup. Yup. And is that only comes with practice and, you know, um, I, when I have people in my group, some of them, they post privately, they never put it on social media. They’ll put it on, you know, on, we, we operate through Slack, they’ll put it on Slack or they’ll put it on listed on YouTube so we can give feedback.
[00:33:14] And when they’re ready, then they’ll post. So sometimes, you know, you just need sort of a little bit of a warmup period, but if you’re not going to do it, then it just becomes a would have, should have, could have in your head. And that never goes anywhere. Well,
[00:33:27] Kris Ward: I would tell you guys doing it. What happens with the exciting credit by doing it?
[00:33:30] When you do start to get feedback you, if somebody sent me a message and in LinkedIn, I thought it was really profound. And she said something like I’ve been watching your videos for a long time. She’s never commented or anything. Right. And she said to me, she said, keep it up. You never know who’s watching and how much you’re helping.
[00:33:48] And I was like, Whoa, that I should write. That should be on my wall. Right.
[00:33:53] Nina Froriep: And it was just like, Oh, so she sent me this private
[00:33:56] Kris Ward: message, even then she didn’t like it or comment or anything. Never moved you bus. And she said just said, you know, you never know who’s watching and how much you helped me, like, Oh, alright, thank you.
[00:34:06] So it really does make a difference. So, you know, you know, it’s important, the work you do, because really, if you talk all day about videos, but it’s, it’s where
[00:34:15] Nina Froriep: it’s at. Yeah, no for sure. And I think looking at it, I think you’re bringing up a really important point is coming from a point of service and coming from a point of helping others, um, of maybe takes a little bit away, um, the sense of being exhibitionist or being me and just saying like, okay, you know, I’m here to service.
[00:34:39] And make sure that people don’t spend shit ton loads of money on something they don’t have to spend money on. And that is what I, that is what I can bring to the world or to small business owners like myself. And I think that is, um, if you come from a place of helping them, it also, for me, it shifted my entire way, how I’m showing up because I’m not in a sales conversation I’m in, I’m helping.
[00:35:05] Kris Ward: Right. That’s a good point. All right, Lena, I will ask people where they can find you, but I knew a great place to start is on LinkedIn. Cause you do a spectacular, uh, series of interviews and videos there. So it’s well worth your time to check me out on LinkedIn. Is there anything else you want to tell us or that would solve all their problems?
[00:35:23] Nina Froriep: I think LinkedIn is just a great place. Um, uh, please, you know, um, uh, uh, Send me a connection invite, mention Chris’s, um, podcasts of log cast, I should say, since we’re on video and, um, I’ll be sure to connect with you and hit me up with any questions you have. I’m always happy to help. Fabulous. Thank you so much, Nina.
[00:35:44] Kris Ward: We appreciate you and guys to the next show. We’ll see you then.