This content proposes a simplified video editing approach that prioritizes viewer value and business growth over excessive visual embellishments, arguing that less complex editing leads to better engagement and higher returns.
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Will editing your videos less make you
more money? I believe the answer is yes.
So, in this video, I'm going to show you
the new way to edit videos so that they
pass on maximum value and impact your
viewers whilst growing your business in
return. And you're going to like it
because it's actually less work and it's
way easier to outsource, too. Now, to
start, you need to understand just how
big a shift in the editing space that I
am seeing, especially for businesses.
So, you're not putting viewers off with
the wrong outdated style. So, the old
way was this. You want to use stock
footage, advanced animation, tons of
B-roll, lots of cuts, music, sound
effects, templates, zooms, as much flip
motion as possible. Basically, you just
want to add a ton to your video to
enhance the visual experience. But Greg
and I, who's my editor, have been
testing this for over 12 months. And we
tried lots of different things. But when
we cut out all of that stuff and came up
with a new style that you're watching
right now that's very simple, I got more
comments, more leads, more sales, and
conversions. It was just all in all
better for my business. It was also
faster to make content, too. There was
hardly any feedback rounds. It's a game
changer. So, it's all we're doing now.
So, now I'm going to show you my editing
system. There's only five steps to it.
It's easy. So, step one is this. You
just take your footage, your A-roll, as
I call it, and you load it into your
editing timeline like this. Then, you
just chop out all the mistakes and the
pauses and the stumbles and that bit
where you had an existential crisis cuz
you messed up for the 15th time. That's
it. Just get rid of the mistake. Then
step two, what this will do is it will
stop your viewers getting bored and help
you get more consistent leads because
it's going to stop them from going get
to the point which wrecks your trust
with viewers if that happens. So, let me
show you exactly how to fix that. Okay,
so here's an example with the problem.
Let's see if you can spot the mistake.
Okay, step three is going to enable you
to get so shredded you're grating cheese
on your six-pack without getting injured
ever. March 2023, I'm at home sipping a
cup of tea. I felt a sharp pain in my
side for the fourth time in month and it
was way worse than usual now. Because of
this, I can't train. I'm losing gains
and I can't understand. I've been doing
everything right. What happened? Then on
Thursday, I'm talking to mom. She
mentioned that when she hit 40, she
started getting all stiff and sore and
was more injuryprone. And that's when it
hit me. I've been treating my body like
I'm 12. No warm-ups, no prep. So, if you
want to stay shredded past 40, you got
to warm up or you'll spend more time in
bed than working on those chiseled dough
blanks. weird. All right, so let's just
have a look at the script there. And I'm
going to ask myself, what can I remove
so I get to the point faster? So often
what happens when people do storytelling
is they think they're writing a novel
that requires like tons of details. But
in YouTube, we don't need that. So we're
going to get this line and this line
gone. They add nothing. I mean, who
cares that we were drinking a cup of
tea? So in this stage of editing, your
only job is this. Cut every single line
that doesn't impact the rest of the
video and you'll keep your credibility
and your value high without making
viewers feel like you're waffling. She
moves us on to step three. Now, we have
to be careful here because I literally
used to teach people to do this, but now
I think it wrecks a business's video.
And it's all about this. You see what I
just did there? That little jump, it
kind of gives you a feeling of a second
camera angle. But here's the thing. You
don't need to do this consistently to
like retention hack your video. In fact,
you don't need to do it at all. I use it
sparingly now and only when it helps me
land a point or dial up the impact. So,
one way would be like this. I'll jump in
right after a sentence ends. You see how
that adds a bit of punch and it draws
attention without being annoying. But,
it's really only useful when you do it
to give more emphasis to a point. So,
you have to ban your editors from just
jumping around at all costs cuz this is
going to wreck your ethos. And never
ever let them jump in midwork like I
just did then. It's jarring. It's messy
and it pulls viewers out. It makes you
look bad. It wrecks your credibility. It
feels like a glitch. So, only do it when
the sentence come to a natural stop like
that. See the difference? Now, I've also
cut back on jump cuts about 1000 times.
But, if you're unsure how to use a jump
cut, just don't use it. Just cut on the
same width like this. There's nothing
wrong with just staying wide, especially
when I show you the next steps because
it will complement it. So, step four.
It's basically 80% of my edits now. And
I think it's made a massive impact on my
business, too, because it makes the
information I deliver just so much
easier to digest. And it's because I
just use this text. Now, to make this
really simple and fast, working with
Greg, all we did was just agree three
very simple text styles to use and we
never deviate from them. Because if
you're always getting your editors to do
different stuff or they're always trying
different stuff, that wastes your time
and theirs and it's more likely you
won't like what they've done and endless
feedback rounds. What we want is a
repeatable editing system, not every new
video to look completely different. So
the first style of this text I'm going
to show you is really powerful. It's
very easy and it works like this. So you
know when you're reading a book and you
flip ahead to see how long until the
next chapter, we do that because we like
knowing where we are. And while the
YouTube play it will tell people how far
they've gone into a video, they still
kind of forget like where am I in the
video? What step are we up to? So here's
how I fix that in the edit. And I put
step four on screen. That is it. No
fancy animation. Nothing other than a
black background and a number. So if
your video is 10 steps to something,
then at the start of every new step,
just drop a number on screen as you talk
under it. Now, the second text style we
use stops your videos turning into a
boring slideshow. Because let's be
honest, nobody has ever gone, "Ah, yes,
a PowerPoint presentation. My favorite.
Take my money." And this kind of
harnesses what works PowerPoint, but
also keeps it personal. By doing this,
just a smith screen. I'm here on the
side talking to camera. And the key
points that I'm making show up right
here. This helps the info sync in
because you just keep them on screen.
And look, there's no effects. There was
no sound effects. Nothing moved them on.
they just appeared or they might have
typed on, but we don't use much motion
at all. But more importantly, if you're
not on screen that often, you kind of
miss out on two of your strongest tools,
body language and facial expressions.
So, you either want to get your editor
to simplify your points to add here, or
you just write the exact points you want
them to add in the edit and say, "Make
sure these things go here." And that's
it. It saves hours of back and forth if
you do this. And it's fantastic for
information uptake. And then the third
text style we use, well sometimes you
need to show more than can fit in this
side section here. And we don't want to
make it overcrowded because it's
readability will crash. It won't work.
So what we do when we want to show more
is we drop the split screen. We keep the
text or diagram like spread across the
frame and then we add more info, but I
pop up in a little box in the corner
like I just did. And you kind of still
get that human element. You're not
losing out on the non-verbal
communication that makes video so
powerful. But if it gets to a point
where we need all of this space on
screen, we can just remove me now. You
don't have to be on screen at all. I
just see the difference it makes when
it's 5 minutes of just a boring slide
without you on and 5 minutes where
you're just small in the corner. This is
kind of the new way to retention hack
for me that doesn't give people motion
sickness and increases learning. The
next step is the secret source to the
scale back edit. That's really hard to
say. Why did I write that line? Try to
try that again. The next step is the
secret source to the scale back edit.
This is the thing that's going to give
your viewers like a light bulb moment
that gets your stripe pinging and it's
what takes your videos from feeling like
just another read out blog post to
something that feels unique and fresh
and trustworthy. And that is critical if
you really want to differentiate in your
niche. And trust me, you do cuz you
won't get fired if you don't. But
there's a few ways to do it. The first
is by simply listening to the words that
come out your mouth and asking, "How do
I show this in the edit visually so that
people can see the problem you're trying
to solve?" But if your problem isn't
something that you can just point a
camera at, what do you do? Well, it
often won't be. So, you ask yourself,
how can I turn this visible problem into
something physical? So, let's use me as
an example. So, in this clip, I'm
explaining why obsessing over increasing
monthly return YouTube viewers isn't
always helpful. And here's how I did it.
I compared your channel to a bucket with
a hole in it. The hole represents
viewers dropping off and not coming
back. But I said, if you just keep
topping up with new people, the right
people, it doesn't matter. the bucket
stays full and that's how you can still
build a business. So suddenly the
abstract idea becomes real, tangible,
physical and viewers instantly get it
which was what makes it so powerful.
Then the next way of doing this is to
visually show the solution. So one way I
do that it's really simple. I just show
each step on screen as I talk through
it. So as the video progresses, each
part of the process is then added
visually in like one or two words. So by
the end the viewer can just look at it
and go, "Cool, I understand what all of
those steps means. I'm ready to go take
action. This is easy. And when people
feel like the solution is simple, they
listen, they get value, they go and
action it, they come back, you're the
hero, and then they buy your shisel.
You've got to figure out what works for
your audience. And once you do that, you
can tweak this entire framework to suit
them perfectly. How do you figure out
what they respond to? Watch this video
next where I break down exactly how to
turn every video you make into a
fullblown experience your viewers will
get addicted to and that will keep them
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