GET RESULTS WITH ANIMATED WHITEBOARD VIDEOS

Tips on how to get results with animated whiteboard videos by Summer Felix

  • We produce animated whiteboard videos, marketing videos, explainer videos, ongoing video content for our clients.
  • A lot of our clients are using the videos we create for them on their paid social ads, so they're on Instagram or Facebook or any of those.
  • If you know the focus of the needles that you're trying to move, you can get a lot done in a shorter period of time
  • Be wary of cheap options

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Doug Morneau: Well, welcome back listeners to another episode of Real Marketing, Real Fast. Today I've got a special guest joining me. We're going to talk about a different angle in terms of sales and marketing and video and producing content. Got a Summer Felix-Mulder. She is a serial entrepreneur. She is an author and she's dedicated to making the world a better place. At the Draw Shop, she looks after whiteboard videos that are made after the world's best minds and best companies. Summer has been in the marketing arena for decades. She holds a creative degree from Pepperdine University. She loves writing. She's a mummy and all things marketing and storytelling.
She is also the CEO and co-founder of Eden, a challenged based app and CLEAR Health Technologies whose mission is to end addiction relapse. With that great introduction, I would like you to welcome a Summer to the podcast today.

Summer Felix: Thank you so much. I'm so excited to be here with you.

Doug Morneau: Well, that's quite a diverse background, so business CEO, a mom and then working … Is the health technologies a not for profit or is that a for-profit business?

Summer Felix: It is a for-profit, but there are portions of it that help support nonprofit.

Doug Morneau: Excellent. You are another smart marketing person. I love talking to marketing people. Do you want to give us an overview of what your company does and how typically clients would engage you?

Summer Felix: Yeah, absolutely. We produce marketing videos, explainer videos, ongoing video content for our clients. We do a lot of training videos as well, and we specialize in whiteboard animation, which started to become pretty popular, I want to say pretty much as long as we've been in business, which is about nine years. Also, we do different kinds of animation cartooning, 2D. We've done VR style, animation and all kinds of infographics, various types of videos, but where our focus and what we've been known for his whiteboard animation and really the science behind making a brain want to take action. That's what we geek out on.

Doug Morneau: There you go. At the end of the day, you need to sell stuff, and so if people watch the video and they're entertained and they don't take action, subscribe to your list, buy your product. Then while it was a nice marketing piece, it didn't produce any revenue.

Summer Felix: So true, yes. You can make something look cool, but it's got to work

Doug Morneau: That's what I say. I'm not interested in winning awards. We're interested in moving the sales dial.

Summer Felix: Yeah.

Doug Morneau: What's the difference with the explainer videos? I mean there's a ton of people in this space and I've looked at the videos that you've produced, and I have to admit they're very compelling. I was looking at Greg Reid's and was thinking, wow, would a publisher sit through this and it just kept moving you along, moving along, and then pretty soon, it was done, but I think it told the story really well.

Summer Felix: Yeah. I mean there are a few different components that go into a really successful explainer video and of course, it starts with a copy, the scripting, and if you're a marketer, you know how important your message is, who are you talking to, what language are you using and are you actually moving the needle in the person's mind and an emotional experience to want to do business with you? There's that piece and then what my business partner and I found really fascinating early on was how the brain works, especially when watching a hand drawing out this script and then hearing a really good voice over artists reading that script.

All of those pieces come together and the brain becomes so engaged because you're taking away that responsibility of the brain having to come up with images and trying to understand certain concepts and you're just giving it to it at the same time that it's hearing this message, so it fires off. This is the part that I love and talk about is that when your brain gets something and understands it, it fires off that dopamine and that's a good feeling and it feels good, and it makes you want to want more and learn more, and you have this natural connection with what you're watching.

Doug Morneau: Yeah, that's really cool. I mean I was looking at some of the imagery in your site and I watched these type of videos first come out and I've seen a lot of people now move to video base, but not as much in the animation or not the quality that you guys produce. In terms of scripting and working with clients for our listeners, what does this process typically look like because we've shot videos and we've had clients shoot videos before, but this is a different type of video. Like you said, it's an animated video. How would you typically engage if we're to work together to put together a project like this and roll it out?

Summer Felix: We do try to make it as streamlined, as simple as possible and also so that who whoever we are working with doesn't have to take too much time out of their day, that they can just continue doing what they're really good at. The first thing that we do is have them take what we call a creative brief and it's a number of questions. Not too many, not too little that really allows our team, allows the artist, the copywriter, everybody who's working on that project to understand exactly what it is that you're trying to accomplish. What are the objections that people typically have about your service or product or what is it that you need that viewer to do right after they're done watching the video and it might be clicked, buy now?

It might be okay, I now understand what it is that you need from me as an employee of your company, I get what to do in that situation. It can be a number of different things and it's really important that we understand what that is, and it's a really cool exercise because in doing so, you start to learn more about your own business and who your competitors are and what are those burning questions that people have about your business or service or product. Once we have that, we then assign it to an awesome copywriter that's just right for your project and they take that information. They have a brief conversation with you and then your script is written.

Once that script is approved, it then goes into the storyboarding phase while at the same time, a voiceover artist is recording the script. Once you approve that storyboard, which is the super fun part because you get to see exactly what's going to happen at what time into what words. Once that's approved, then it moves into filming and we film, and then we edit and the edit is the pretty magical part because we've got some really amazing editors that know just exactly how to speed up that drawing so that it matches that voiceover at just the key points. It's pretty fun and in the end, it's super exciting to get that video and see what happened and see your message just come alive.

Doug Morneau: Yeah, I was quite amazed at how quickly the drawing went out, but how well it was done. Do you have an example of a client that you've hit a home run with where this was maybe their first foray into this type of media?

Summer Felix; Yeah, we do. We had a client who he was in financial services actually and he was having a little bit of a difficult time really communicating what set him apart from other companies. His message was a little bit unclear, and so we did a video for him and he was thrilled. Within a couple of months, he had doubled what he did his first quarter, and so he said it was just normally what took this long conversation on the phone to try and explain what it was that he was doing and why he was special, he got down to less than two minutes.

He could send that to clients beforehand and they were like, oh I get it. Let's close the deal now.

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Doug Morneau: That's amazing. You take the heavy lifting in terms of educating your client and put that into an automated format, which in this case is a whiteboard video, explainer video, and then you're saying then the conversation that you're left with is your client really is answering objections and then I'm asking for the business.

Summer Felix; Exactly. Yeah. That's the idea. I mean I think so often everybody would love to shorten their sales cycle, so it's a great way to do it.

Doug Morneau: Talk to more people quicker or at least the people that are interested in and go through the sales funnel.

Summer Felix: Yes, exactly.

Doug Morneau: How do you recommend that your clients would use this content once its produced?

Summer Felix: There's a number of really effective ways. A lot of our clients are using it on their paid social ads, so they're on Instagram or Facebook or any of those. We have a lot of bigger corporations that are using them for internal training videos, so things that you have to teach your team about policies or you're trying to get them on board with your culture and expectations that you have and really bringing them together. It's a really fun and engaging way to do that rather than them watching something that let's be honest, a lot of those type videos can get pretty boring and they're very dated. Those are really great ways. It's also really great for ongoing content for your audience.

If you're somebody who's putting out content that's teaching them new tricks and tips and things within their industry or things that they can be doing in terms of marketing, you can do short, 15-second, 30-second videos that are just great educators for your audience. There's a lot of ways, I mean just for your quick opt or it can be that immediate video that you send after somebody has opted in just to give them a little bit more information about who you are. A lot of people use it where they're using their own voice, especially if they are the mascot if you will of their, of their business and they'll use their own voice. We've done a caricature of them or it's them in the video, just an animation form. There's lots of different ways, so many fun ways.

Doug Morneau: Well, I have to admit you've got a pretty creative character of yourself on the co-founder page and you're wonder woman. I'm guessing maybe that was the outfit both as you're shuffling paper around.

Summer Felix: Yeah. I'm a copywriter by trade. That's how we got into this and thought it was so cool. I used to write long video sales letters and I would write copy for emails, and that was one of the ways that me and my business partner met. When we saw this as a tool as one video that had come out, we were like, wow, that's pretty awesome, we should try that. I had a client who was looking for a video and I said, hey, what do you think of trying this, my friend of mine, we weren't even business partners yet, but a friend of mine who I was working with on another project, we came upon this and we think we can make this happen. He was like, all right, let's try it.

That one client, I mean his conversion rates were … I mean it was unbelievable how well that video converted, and this was at a time when we didn't even know good lighting or any of that. We were like let's just try it, let's see what we can do, I can write, you've got an artist and how to edit, let's do it. It was awesome and all of a sudden people were asking for them left and right. We were like, hmm, maybe we should incorporate this and so we did then. We just went all in.

Doug Morneau: Well, it makes sense. Listeners if you didn't pick up on that, her background is in writing long-form video sales letter copy. That catches my attention because typically in the creative space when you're hiring people for design work, whether it's graphic design or producing a video or building websites, they have those talents to execute those skills, but they don't necessarily have any sales and marketing background, which at the end of the day is what we're going to need to move the sales dial. That's really interesting that that's where you started and this is where you're at.

Summer Felix; Yeah, and I think it's one of them, I would say compelling reasons that clients will like to work with us because most of our team whatever field it is they have or whatever area it is, they have a really strong understanding of marketing and storytelling and messaging. It's a very unique thing to find, especially when it comes to artists. There are people that can just edit really well, draw really well or have a great voiceover or whatever it is, but to really find people that have these unique talents and also have a deep understanding of marketing and love marketing, it's important. It's important in terms of knowing what kind of images to draw and what are the things that get people's attention and makes them feel connected, and that they can relate to. Yeah, it is a good thing.

Doug Morneau: How do you learn from your audience to make sure that you can help them market more effectively?

Summer Felix: What is it that I learned from our audience?

Doug Morneau: Yes. How do you learn from your audience? Yup.

Summer Felix: Oh Gosh, this is such a great question. We actually recently just did a deep dive on our customers and our audience so that we could really start to learn what kind of language do they respond to, and it's interesting. We were just now starting to study and put all of this together. I mean there's a number of different things that we've learned, really what it comes down to is what is it that they're really, really looking for, what is the actual ideal client for us, and things that we have learned from our audience is that people need a way to communicate to their audience.

What we've learned is that that's a really big need, how can they create their messaging so that people understand them and want to work with them. I think for a period of time, it was people are just trying to make a sale or make something cool, but really what they're trying to do is connect on a level with their audience, so that they can form that long-term relationship with them. I'm hoping that that makes sense.

Doug Morneau: Yeah. I think I get where you're going in and I guess the other thing I'm thinking as you're talking and thinking about your business model and what you're doing is we seem to have better conversations with people that we click with and so I'm assuming that if you've done your job correctly and you've pulled from me who my customer Avatar is and what my personality and style is in terms of how I operate my business, that that'll be conveyed in the video, so the people who respond to that I'm unlikely to have a better relationship with because we've already pre-screened out some people that might not like that or I might offend them or whatever, they don't like the way that it's done, so the sales conversation would be better because the way that the message has been communicated.

Summer Felix: Oh yeah, absolutely. You nailed it.

Doug Morneau: I'm going to shift gears. I'm going to ask you an on-off business question because I've had a few conversations like this with some podcast guests and we talked a little bit before we started recording, and you said that you're a mom and a wife and you managed several businesses. I quite frankly don't understand why people work 100 hours a week and don't spend time with their family, especially when they have their business. How do you juggle all these things and still find time for your husband and your kids and your community?

Summer Felix: My mom used to always say, if you want something done and I'm sure many people have heard this quote, give it to a busy person and I think the reason for that is because you are forced into adhering to boundaries and schedules and making sure that you do those things. For me, I'm super into time management and productivity because it just makes my brain feel very, very good. The reason for that is because if I have a schedule and I have time, that is family time, I can be 100% present with my family, not juggling different things. It really boils down to protecting your time and knowing what hours are being dedicated to working, what hours are being dedicated to fun, what hours are being dedicated to volunteer time, kid time, family time, husband time and it just makes it very simple.
I've calendars, kid calendars shared with them. I have a calendar that I and my husband have where it's just blocked out. It's like, okay, he puts something in, we've got this free, this is date night, and that's it, there's nobody interfering with that. It goes the same for fun, social things, it's the same for work then even with managing businesses, it's like, okay which business am I focused on now, can't do all three right now, what is my business partner going to be responsible for, what am I going to be responsible for. It just makes it very clear you're focused on that one lane at that moment, instead of everything just blending together because that just causes overwhelm. I'm pretty sure I don't know a lot of people that operate effectively when they're overwhelmed.

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Doug Morneau: No, that's fair enough. I appreciate your answer. It's funny because I remember when I first started sharing with people, I said, “Well, we've set up shared calendars.” He goes, “What do you mean?” Said, “Well, each kid has a google calendar, we have a family calendar, my wife and I have a calendar. I have my work calendars and so when they have stuff that they want us to do or it's a family thing, football game, fill in the blank, it goes into the calendar, and that's how we show up.” They thought that was weird. I'm excited to find out that somebody else does the same thing.

Summer Felix: Well, I think it's so awesome and there are some people that will say, oh yeah maybe I should do that, but I just love being spontaneous and I feel like if you actually have that organization happening, you can afford to be spontaneous. It's even more fun to be spontaneous because you don't have to panic about other things being taken care of.

Doug Morneau: Yeah, because they're handled.

Summer Felix: Yeah.

Doug Morneau: Oh, that's so good. Okay, sorry for the diversion there. I just thought I'd ask them.

Summer Felix: No, I love it.

Doug Morneau: It's been good and I think there's this misconception these days that you had a need to grind 24 hours a day, so there's that side of the equation. The other side is that being a business owner or CEO is easy and it just takes a few years and you'll have the fancy car, big house, a boat, and all those other toys, but we both know that's not true.

Summer Felix: That's not true. Yeah.

Doug Morneau: How did you start your business? Like you said, you started you're in copywriting and then you thought a video would be cool, but you've got a couple other businesses as well.

Summer Felix: Yeah. I think Eric, my business partner and I had, we always had that goal that any business that we start, we want it to be a self-managed company. We want to know that we can walk away if we need to for a long period of time and know that we've got a team in place that can handle it and that we've got systems in place and operations in place that it's going to be awesome. Then when we started our business together, we were doing a lot of things ourselves as you do with any type of startup. Then as we started to build our team, we kept reaching that next goal. Okay, now we want to have this taken care of, now we want to have that taken care of and in those periods of, okay we want to take it to the next level, we step in and we go hardcore with the team.

We're always like very, very much involved with our team, but at the same time knowing that we were building things that we can step away from. We got to that point with the Draw Shop and we started thinking about there are some other things that we'd like to do and we were talking about there was a passion of Eric's and there was a passion of mine, and so much of it was in alignment. We started to say, okay, we're going to dedicate this portion of our week to starting and growing another business then that started to happen and simultaneously there was another idea that we had. Yeah, I mean that's just like a typical entrepreneur, right? You have all these ideas, but it was really about what are we going to really focus on.

We've done really well at knowing what he's just like an extreme master in and what I'm good at. We separate and run with those things and then we come together once or twice a week for those deep dive conversations of okay, here's what I've been doing and then I can share, here's what I've been doing. It makes it so that both of us have a really strong focus and intention on what we're doing, instead of having too many things going on at the same time. It's been really helpful and awesome to do that. Sometimes you think, oh wow, how do you manage three different businesses, how do you do all that.

Well, I think if you can really know exactly the focus of the needles that you're trying to move, you can actually get a lot done in a shorter period of time, than like I said earlier, if you're in that state of overwhelming and you're constantly in that squirrel mode of like this caught my attention, now that caught my attention and you're just being reactive to everything, you don't get a lot done. You just feel like you're doing a lot, but you're not actually getting anywhere.

Doug Morneau: Part of that is, I mean I was interviewing someone in the podcast today because I batch all my interviews on Thursdays and this being a Thursday, here we are, and she said one of the things that she focuses in coaching her clients is known your numbers. Like you mentioned, knowing which style you want to move and that comes back to what she said is like know your numbers. If you don't know your numbers, you probably don't know which you need to move either to make your business work better.

Summer Felix: Oh, that is so true. I'm such a fan of that. It's knowing your numbers. I'll tell people, I'm like I'm obsessed with my business, I'm obsessed with the metrics and what's working and measuring everything. It's so important to know it inside and out. Just to clarify too, when I say self-managed it, I don't ever mean you just step away and hey, it's all on you guys. You still need to know even though you will outsource to other people to do other things, you still want to know inside and out, especially in the beginning what it is that they're doing. For example, we have a digital marketing team, what is it that they are focused on, let me really understand the reports that they're giving us.

Then when it comes to your Salesforce, really understanding, okay how many leads are coming in, what percentage is closing, what are we spending on that. Just knowing all of that because if you don't, I mean that's a dangerous, dangerous spot to be in. You need to know that.
Doug Morneau: Absolutely how deep do you get involved in your client's business? Listening to your passion and I can hear the excitement about the numbers and the metrics and conversions, beyond you helping them produce an awesome communication piece, how intimate are you involved beyond that in terms of the relationship?

Summer Felix: It's really up to the client because we can get in there. Our goal is for them to have something that converts like crazy. They need something that is proven high converting video.

Doug Morneau: You can say that it's okay, this is a sales and marketing video. It's okay if it makes them buckets of money, that's perfectly fine.

Summer Felix: Yeah, exactly. We do have people that come to us and they don't know how to leverage their video, and so we do have partners on our team that can help with that. If they are looking for a digital marketing team or if they are looking for someone to help them with getting more views on that video, getting more eyes on it, doing social ads, paid ads in a really, really effective way, we can help them do that. A lot of clients already have that, those systems in place and so we're just providing the content for them to plug in. We are always checking in with our clients to see how the video performed for them, and that's the most fun for us because we just have this big database of hey, how did this workout and we get so many great testimonials and case studies, which is super fun for us.

Doug Morneau: Well, do you guys do any testing? I guess that's what I was getting at in terms of your content. You can ask the client how well it's performing and if they don't have anything in advance and this will give them something new and obviously new results and new numbers, new metrics, but do you work with clients and maybe change the call to action or do any other set or multi-variant type testing?

Summer Felix: Testing in terms of if they have a control video and then against the video we've made for them?

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Doug Morneau: Or you are the control of video and … With my clients, for example, I'd always say allocate a small percentage of your budget for us to do testing. We have our traditional media that we buy that performs all the time, but we're always testing new stuff and we might change sales copy, we might change subject lines and it's always how can we move the dial a little bit more.

Summer Felix: Gotcha, yeah. I know we do that for us of course with whatever content we're putting out. We don't do that ourselves. That's not part of our wheelhouse, but our partners that we work with and that will work with our clients, they definitely do that. That's their genius and yeah, hopefully, that answers that.

Doug Morneau: He could come to you and say, okay, loved the video, we'd like to have a couple different versions because you want to test a couple different versions of the video before we allocate lots of dollars to it to see which is going to move the sales dial the most.

Summer Felix: Oh yeah, absolutely.

Doug Morneau: Very cool. What are some of the myths in the industry that you hear people talking about? I'd say I board this line from Tim Ferriss, so what's the bad advice that you hear in your space?

Summer Felix: I say …

Doug Morneau: You don't have to name names, but you can just be really blunt.

Summer Felix: No, no, exactly. I think there's so much talent out there with whatever type of video you're doing, whatever type of digital marketing you're doing. I would say be wary of cheap options and I say that just because they think there are so many people I think in this industry and marketing in general, you can get taken quite easily because something looks so appealing. Like oh wow, that's so cheap, I'm going to do that, and that saying is true, you do get what you pay for. In our industry there, there's a lot of computer generated software that people go, oh, this is pretty inexpensive, I'm just going to go make the video myself with the software. I'm not saying you can't make something really good. I just worry that the frustration comes.

We've had a lot of clients come to us where they're frustrated because they couldn't quite grasp how to use it or they've worked with somebody who wasn't very attentive, and it was just all about getting them to pay them some money. Yeah, that's …

Doug Morneau: The bad advice then is that you can do this cheap and quick. Okay.

Summer Felix: Yeah, exactly. Exactly.

Doug Morneau: I would think …

Summer Felix: Yeah. Work with an expert. I mean I think that's we're all in the business to yes you can get you, there are so many things you can do yourself. It's really about can you do it really well, can you do it where it's going to be effective, like what's the reason you're actually doing it, and then you can consider what you're going to invest.

Doug Morneau: Well, how much of the time then is spent on the storyboard and copy versus the actual production?

Summer Felix: We have such a good process and we've really fine-tuned how we do it. It becomes as with anything, as you become an expert at it, it doesn't take so long. I mean usually, we deliver scripts within a couple of days, depending on how long. I mean if it's a 20-minute video, then it's going to be longer. For the average 2- to a 3-minute video, you'll get a script and a couple of days. Once that's approved, you'll get a storyboard for it within a couple of days and after that, I mean filming happens the next day and then it's editing. I mean everything happens pretty quickly.

Our standard on average, we turn out videos within four weeks from the start date, but a lot of times that's because there's some going back and forth and other members of, of a client's team want to approve the script, things like that.

Doug Morneau: Sure.

Summer Felix: We can do a video in as fast as a week if needed.

Doug Morneau: Okay. I'm sorry I wasn't trying to put you on the spot for your timing. Let me ask the question differently. Thank you for providing that. That's great question is how long has does take so people expect it's not going to happen in a day, could take a few weeks depending on how responsive they are to your request for information, but what I meant was in terms of your process, your internal process. If you look at cheaper options or do it yourself options, is the one side is the graphics or the graphics going to be good, then you've got the issue around the voiceover, but I would still think just from my own personal bias that the copy, the content, and the organization of that to compel somebody to take an action is probably more important.

You could probably get away with a poor voice and poor animation if the copy's good. I'm happy to rebuttal your feedback in terms of where you're at on that thought.

Summer Felix: No, I agree. When you're talking about the video in general, I was just talking to somebody about this on my podcast yesterday. Today people are doing Facebook lives, Instagram stories, there are people just holding up their iPhone and videotaping themselves and putting it out to their audience, and sometimes the video quality is not great, but does it really matter? What really matters is the message that they're putting out there. In answer to your question, I mean, I agree, it's like the copy is really, really important. I mean that message is critical.

Doug Morneau: Okay. I was thinking I just want to see if we're in the same page and I'm just trying to give our audiences a few other nuggets to think about if this is something that they're considering for their marketing mix. A couple of questions and I'll let you get back to making your clients lots of money by producing these excellent videos. Who's one guest you think I have to have on my podcast?
Summer Felix: Oh, that is a great question. I just interviewed which was … Can I give you two?

Doug Morneau: Sure. Sure, go ahead.

Summer Felix: I just interviewed Tom Poland who is the author of Leadsology. I don't know if you've interviewed him yet, but I would guess that a lot of people that are listening to this are interested in how to get some really high-quality leads. Anybody who's in the service business, you definitely want more, how can you get more, he's great. Then Isaac Tolpin was a really great one as well and he's the founder of ConveYour. It's C-O-N-V-E-Y-O-U-R and he's pretty awesome. He's got a great platform for building online courses. Those were two, so they just popped out in my head. I mean I could give you a long list, but based on your audience, I think what they could get in terms of learning about messaging and marketing, it's good stuff.

Doug Morneau: Those are a couple of great recommendations. Tom, I know of. I have not interviewed him, I will. Isaac, I know of. I have a client who's used them and we recently interviewed him. You're right, he's a really sharp guy and he's got a very unique approach to online training.

Summer Felix: Yes, yeah.

Doug Morneau: Now what's the best way for people to track you down if they want to learn more?

Summer Felix: You can email me directly if you'd like. I am summer@thedrawshop.com. You can also visit us at thedrawshop.com and we're on Facebook or on Twitter, Instagram, Linkedin, all the good stuff, just search the Draw Shop. If you just search the Draw Shop and Google, you'll find a bunch of us.

Doug Morneau: Well, excellent. I was so excited when I saw your request come in for an interview and what you do because I love the explainer videos and we've had seen lots of success with clients who have gone down this road before. We'll leave that for an offline conversation with you for what we can do in the future.

Summer Felix: Yes.

Doug Morneau: Thanks so much and listeners, I would just highly recommend that you head over to the drawshop.com, have a look at the website, look at some of the case studies and the testimonials. I think you'll be impressed with both the quality of the work and the content that's going to compel you to move forward and get people to write you a bigger check. Thanks for tuning in. Thanks, Summer for taking time today to share with our audience.

Summer Felix: Thank you, so wonderful being on the show.

Doug Morneau: That's another episode for our listeners, so thanks for tuning in today. We appreciate your attention with all the things that you could be doing. Marketing is probably one of the things you spend more time on, and that's why you're here. We look forward to serving you on our next episode.

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