Turning your video business from a Rollercoaster into a travelator. EP #125 - Shorty

podcast video business Oct 20, 2020

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Is your business prone to the rollercoaster 'Feast and Famine' when it comes to work? If it is then in today's episode I share how to turn it into a consistent and balanced travelator.

Connect with Den on LinkedIn https://www.linkedin.com/in/denlennie/
Get more great resources over at https://www.denlennie.com/ 


Episode Transcription

Den Lennie (0:00):
Good day, guys. Den Lennie here host of the How to scale a video business podcast here on Tuesday, October 20th for your Shorty today. I want to talk about the reality of running a successful business. I think all to often, as Creators were always looking for the shiny in the news and data is actually what gets in the way of us building our business sustainably. And often as the biggest hurdle we have as creators building a business and that's for one very significant reasons.

Den Lennie (40s):
And that reason is this. As creators we're always looking to create. And so what would often happen is we're never do the same thing twice the same way. We're always looking for a new way to do something because we have done that way before, or which is a part of the creative process of you are always looking for a new way to get out of the net result. But what I've learned in my 11 years of running my own business and prior to that was in business development for a big sales company. And I had a rental company, is that the key to a successful business is actually in consistency and by consistency.

Den Lennie (1m 22s):
I mean, you know what most people are kind of tired of and what most people struggle with is that Feast and Famine that Rollercoaster I speak to so many filmmakers. They're like, yeah, just like to break out of the Rollercoaster and the trouble with that is that until you start to change the way you operate your life and business, not going from one extreme to another, it's gonna be a very difficult because what business actually needs is consistency. You want your business to be like a, like a travelator that you can build slowly and gradually and scale up as you need.

Den Lennie (2m 3s):
And I think that many Creators found that very difficult myself included. I still have to work hard at it, but, but what I wanted to share with you today is that if you're not willing to put the work in, then you have to be willing to accept that the Rollercoaster will always be there. And I'm, I was sharing this with my clients this morning, we were talking about a sales process and the fact that a sales process needs to be consistent. It needs to be the same bullet points and phrases every time. So you can start to build a pattern and a consistency, so you can do without thinking, but really wanted to kind of focused on that theme of a, of a travelator and what, what, what starts off with their businesses.

Den Lennie (2m 47s):
It's very hit and miss its like give it a year, either it all out, working on location, all your editing and then you are sitting, waiting for the phone to ring and that's not Feast and Famine is all or nothing. And the way to combat that is to start to consistent. And by the consistent, I mean building consistent habits, doing the same things on the same day, each week, building a default diary, which you know, I've talked about a lot, but more importantly is, is building in the discipline. That that means you don't miss certain things that you do each week and build the kind of level of a level of discipline that says no matter what, I'm going to post on a Wednesday on LinkedIn or no matter what I'm going to follow up with clients every day between nine and ten and the, the main reason most Video businesses fail to get off the bandwagon of Rose Rollercoaster Feast and Famine is because they are not willing to do the work, to build the discipline.

Den Lennie (3m 51s):
And that is hard. It takes a lot of effort and energy to change the way you you're behavior is by default. And I see it, even in my group, I see people who show up every week, who are consistent, who are logging at the platform all the time, who are implementing, who were asking questions versus those who start to develop bad habits of messing the odd call. And then I'm not logging onto the platform and telling themselves you don't have time because there always working and too much work is just as bad as not enough because its so easy to drop the ball. If you don't have the discipline to follow systems and procedures. And what typically happens is that a business owner in the creative space, a video business owner, and he starts to hold everything in their head.

Den Lennie (4m 37s):
So everything's in their head and there are running around dealing with everything and not communicating very well. And so they get burned out because they're, or they're just not letting go of control. So in order to build the business sustainably, you must step back and evaluate what your business needs. And look at systems you can put in place to build your business more consistently. And those are the systems around marketing systems are around sales systems. Our own production and delivery systems are around finances and And and invoicing and system's around follow up and those all need to be in place. Now fortunately for our members of the video business accelerator, we have that pretty much mapped out.

Den Lennie (5m 21s):
In fact, we're virtually at a stage now where almost every step of the business is already mapped out and systemized. And when our members joined our program, not only they get weekly coaching from me and other members, but they actually get a blueprint for how to build and scale a video production business. And that includes everything from, you know, we got a 13 step client avatar process, which is identifying who you want to do business with and getting very clear on that. And from there, you know, identifying where they are, what motivates in Dubai and how to build a marketing, you've got a six part marketing strategy, training, everything from, you know, what is your marketing equation to who you are targeting?

Den Lennie (6m 6s):
What is your message? We have an offer conversion training where we look at what is the most effective offer to have on your website to convert people into clients and that's all mapped out and we even have an entire system built with different tools that will, could SRV on your website so that when clients go to the book, of course it texts you through it. So all of the process that filters through our clients too, to make sure that you've only got good quality leads who have been prequalified by filling out a survey as to what budget they have and what kind of project is looking for it. So it saves you're time, makes them more efficient. And then we have the sales strip, the Scale script, which is a seven steps.

Den Lennie (6m 46s):
Sales is a framework, including exactly what to C at each stage. So its it's a very powerful process. Then we go into kind of onboarding and how do you onboard a client and what do they, well, how did you set out those criteria for how you do business and there the contract's in the agreements And and making sure that it's all systemized. So you can build a process, even if it's just you at the minute that who can, who can run pie by your own, the system and, and be efficient and effective. And that you can measure that the most important thing about building the system is that you don't have to think YouTube you simply follow the instructions, its like paint by numbers.

Den Lennie (7m 27s):
And that's why I refer back to the idea of a business being like a travelator it's like It you want it to move along consistently at a, at a consistent speed that you can handle so that you can always bring in new work. You can always fulfill jobs. And if you want to take some time off you can I come across a lot of people who'd just get completely overwhelmed when they get busy. And then when they're not busy, they're either sick or they're exhausted and worrying about the next,

2 (7m 55s):
The project in one of the biggest

Den Lennie (7m 57s):
Issues with the Feast and Famine mindset, which is very common amongst freelancers is that when money comes in, you feel rich. So you spend the night and when money's not, and you're panicking about paying a tax and its a vicious cycle, it really is. And its been a journey that I've been on in the last 11 years. And what I've recognized is that the secret is inconsistency. The secret is in being a monotonous with some of your processes. And that might seem like, Ooh, I'm not much fun, but what I can tell you is structure and discipline sets you free. It will absolutely set you free. And I walk to default diary, certain things on certain days.

Den Lennie (8m 37s):
I'm very disciplined about that. I'm and so I know I've got certain periods of the week where I won't take anything, but we'll have time to myself to be thinking or developing a process or a concept or are developing some training or working with my clients. And that is the secret to success. So if you are to this, are you been listening for a while and this make sense, this resonates with you. And you'd like to have a chat about how we might be able to work together. How may I might be able to help you accelerate that process. Then please do reach out on LinkedIn and, and drop me and a line and we can have a chat and just see there's a few ideas I can give you for your business.

Den Lennie (9m 18s):
And if in fact it may be a good time for you to think about, you know, getting some more specific coaching and we've got a fantastic group and we've got a few spaces opening up in the next month or two and I keep the group very small. It's very intimate. So if it's something that, that you've been thinking about for a while, then why not book a call and have a chat and let see if there's something I can do to help you. In the meantime, guys, I will see you at the next episode on Thursday, you've been listening to the how to scale a video business podcast with me, your host Den Lennie. If you're a Video business owner who has hit a ceiling and will benefit from mentorships support and coaching and checkout, how you can work with me over at denlennie.com, don't forget to subscribe and rate the show over on iTunes.

Den Lennie (10m 5s):
And we really appreciate you taking a few minutes to leave a review and don't forget to share if you feel you've gotten value from this episode and you think it would be useful for other filmmakers, you know, and please do me a massive favor and share on social media and ingroups that you might be in see you next week.




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