June 24, 2024
874: The HUMAN TRUTH behind video content that moves your customers w/ William Rossiter
Have you ever wondered how a simple disposable camera could revolutionize a marketing strategy? Join our host Brian Lofrumento as he sits down with the brilliant and talented William Rossiter, director of Slice, who did just that. His journey from web designer to video director and storyteller showcases the power of focusing on the 'why' in crafting messages that connect with people on a fundamental level. Together, we traverse his inspiring path, highlighting the notion that sometimes the smallest tools can cast the brightest light on ideas that resonate.
As we peel back the layers of effective video marketing, we discover its unparalleled ability to foster human connections and tell a story that moves the heart. William helps us explore how even the most humble of businesses, like your neighborhood tire shop, can harness the magic of video to forge lasting relationships with customers. We emphasize the importance of authenticity over budget size, as we share anecdotes that affirm the power of a genuine narrative in leaving a lasting impression on an audience.
Navigating the digital landscape, we dissect the strategic nuances necessary for engaging with diverse platforms, from the quick wit required on TikTok to the in-depth explorations on YouTube. Our discussion delves into the collaborative dance between client and creator, ensuring that each video is a tailored masterpiece. And for those entrepreneurs eager to dip their toes into videography, we offer sage advice on crafting content that speaks directly to the viewer's soul. Tune in and get ready to transform your entrepreneurial vision with the art of impactful video storytelling.
ABOUT WILLIAM
William Rossiter began his journey modestly, as a high school entrepreneur running his own web design company—an early indicator of his hustle and flair for technology. Originating from Tampa, William envisioned a career as a web designer, dreaming of joining a prestigious local agency. Despite facing setbacks in the interview process at this much-desired agency, his resilience shone through. Unwavering in his determination, William offered to intern for free, showcasing his commitment to learning and adapting in the competitive industry. The experiences shaped William into a versatile professional, ever curious and always willing to dive into the unknown for the sake of growth.
LINKS & RESOURCES
00:00 - Inspiring Conversations in Business
11:02 - The Power of Video Marketing
18:06 - Platform Strategy and Video Production Collaboration
28:03 - Authentic Conversations in Videography and Entrepreneurship
40:14 - 'Wantrepreneur to Entrepreneur Podcast Episode Intro
WEBVTT
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Hey, what is up?
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Welcome to this episode of the Wantrepreneur to Entrepreneur podcast.
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As always, I'm your host, brian LoFermento, and we are all in for a real treat today, because we have not only an amazing entrepreneur but an incredibly talented strategist and visionary when it comes to sparking conversations in business, and he does it through a medium that is so near and dear to my heart when it comes to content, and especially video production.
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So let me tell you about today's guest.
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His name is William Rossiter.
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For over 10 years as the director of Slice, william and his team have brought expertise all the way from the introduction of an idea through production and finishing out through the post-production process, working with local, national and international clients over multiple languages.
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I for sure want to ask William about that today.
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Focused on the idea.
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Now, williams Company Slice is a production and post-production company that is idea-centric focused.
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They provide video, photos and media for various mediums, including broadcast, social, internet, reels and multimedia.
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Most importantly, when I was going through William's work, one part of his work that I think really affects every single one of our businesses is that they say we don't just create video, we spark conversations.
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William thinks about this stuff so differently.
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We're all going to glean incredible insights from him today, so I'm not going to say anything else.
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Let's dive straight into my interview with William Rossiter.
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Not going to say anything else, let's dive straight into my interview with William Rossiter.
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All right, william, I am so excited that you're here with us today.
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Welcome to the show, thank you.
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Thank you for having me.
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Heck yeah, listeners won't know this, but you and I have already connected the dots that we are really neighbors here in Tampa, florida, which is super exciting for me.
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Yes, it's a great city and I advise anybody who hasn't at least visited to come down and check it out.
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It's grown so much over the years and there's a lot to do and it's a really bustling city.
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Heck yeah, and it's right there on the homepage of your website.
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From Tampa to Tokyo and everywhere in between, william, you've got to take us beyond the bio, because I am such a big fan of all the things that you and your company are up to.
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But who the heck is William?
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How did you get into all this awesome stuff?
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You know it's funny because everybody always asks me that same question, right, like how did you get into the business?
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And I always tell them the same thing.
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It's like I have no idea, but that's always a good thing for me.
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Growing up, when I was very young actually in high school days I had my own web design company and I thought I was, that's what I was going to do.
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I was going to become a web designer, and then there was a agency down here in Tampa that I really wanted to be a part of.
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Unfortunately, I never nailed the interview process there, but I did say, hey, you know, I'll intern for free.
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And that's exactly what I did.
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I just interned, I worked, butt off, and one day my boss comes up to me and says, hey, we have a party coming up, can you do a video for it?
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And as an intern, you just say yes to everything.
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And that's exactly what was my attitude.
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So I said, yeah, I know.
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Yeah, sure, and of course I had no idea what I was doing.
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But I learned overnight and ever since then I've been doing it and I kind of fell in love with it.
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So, yeah, that's how it kind of got started, that's how I kind of got into the video business that way.
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Yeah, I love that, william, because I kind of feel the same way.
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You and I, I'm sure that we were at the earlier edge of the internet and all of so many different shifts in the way that business works, the way that marketing works.
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When I started my first business when I was 19, it was purely because it was for fun.
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To be honest, everyone always wants some aha moment or some just catalyst that sparked my entrepreneurial journey.
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It was two o'clock in the morning and I found blogspotcom and I started a free blog, and the rest is history.
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I so relate to that, william.
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I think it's fascinating.
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When I look back at these unintentional businesses that we started, I feel like we go through so many more evolutionary processes because of the fact that we did kind of fall into it.
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Talk to us about those beginning days, what it looked like then, because I think that your messaging, the output that your company Slice creates it looks so polished, william, and we're going to get there, but I know that it wasn't always that way.
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So take us back to the beginning days.
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Yeah, well, our belief at Slice has always been idea-centric.
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So what does that mean?
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Right, that means a lot of people who do a lot of similar things that we do are very obsessed with the tools of the trade.
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This is a common thing that we find, right.
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They're obsessed with whatever the new camera is, whatever the new lenses are, what you know how we execute it.
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Our philosophy has always been different.
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We get obsessed with the why.
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It's kind of the idea, the core.
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We call it the.
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You know, the human truth.
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There's always a kernel of human truth when it comes to that.
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So, whether you know, in my early days, when you know I didn't really have all the fancy cameras and all the fancy equipment, we did what we did, right?
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So what actually?
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One project in particular we bought a disposable camera from CBS.
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It cost us seventy dollars, and we bought some board from board in a marker and went out and made a video and it turned into this glorious campaign for the company.
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So it actually turned out to be to make me realize that it doesn't really matter what you're doing or how it's coming across, or how low fi or how high fi it is.
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Really, it's the message and the idea that comes across that really resonates with your consumers.
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Yeah, I want to go a bit deeper there because, I mean, you hit the nail on the head.
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Of course.
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It's such at the core of your marketing and your positioning and your messaging out.
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There is that idea-centric focus.
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And, William, so many entrepreneurs, we are idea factories, we have so many different ideas that it's actually hard to dispel it into a clearly conveyed message or one singular idea or focus.
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When you talk about ideas, how big are these ideas?
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How niched down, especially when we're talking about a video.
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A video should be focused around the idea.
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How big is that idea?
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How do we even start attacking what is at the core of it?
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Well, it really depends on what you're trying to convey, right.
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So at the core of it, there always is a human truth.
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So you know, one great example we always use is everybody down here knows Publix, right.
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Like Publix, it's where shopping is a pleasure, and one of their core ideas is it's all about the customer experience and it's not necessarily about you know the can of tomato sauce that you buy at the store and if it's 99 cents or not.
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Right, it's about when you take that tomato excuse me, tomato can sauce home and you make a nice dinner with your family and you spend quality time with your family.
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And that's kind of the message that they want to get across.
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It's not so much what you can buy at the store, it's why you're buying it.
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That idea can be as big as the entire business mantra, or it could be as simple as a specific message, for instance, for the Homefront Foundation, the project we did that helps veterans.
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They came home and they had a hard time telling their story, so their message was very simple we just helped them tell it.
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That's their whole goal is they just help them tell it.
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So the whole video's idea is very simple we just help them tell it.
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They just that's their whole goal is they just help them tell it.
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So the whole video, the whole video's idea, is around that.
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So if you watch it, the veterans have struggled.
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They struggle on camera to talk about their story.
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You actually don't hear any story from them and that's kind of the idea, right, like they can't tell their story and this foundation is what helps it.
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So the idea can be as granular as a simple objective you know, we want to do specifically this or as big as you know this is our entire philosophy for being in business.
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Yeah, I love that overview, especially because your examples are just rich with so many different types of businesses, business models, for-profits, non-profits and it's something I want to brag for you here on the air, william, is that your client portfolio.
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It's such an impressive array of brands, from Adidas to Southwest, to Bentley, to FedEx, to PayPal, home Depot.
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You've already talked about Publix and, with all of those in mind, people might be thinking I'm going to pick on PayPal for a second.
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Obviously, paypal is a very cool company that has changed the world, but they are in the financial sector, which may or may not be the sexiest industry out there.
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And, william, you also come from the web design world.
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When you were young, that was one of your first businesses and a lot of people it's something I hear from listeners all the time is well, yeah, I make websites.
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I'm in WordPress every day.
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How can I tell that story on video?
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Take us there, because I know that you firmly are of the belief that this stuff transcends any industry and there's always you keep talking about that human truth behind it.
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How do we even navigate to find the crux of that messaging that's going to resonate with an audience?
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Well, I mean there's and this is not an idea I've come up with, this is an idea that I've kind of learned over time.
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But I mean there's, there's, and this is not an idea I've come up with.
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This is an idea that I've I've kind of learned over time.
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But you know, there's the, the how, the what, the how and the why and what you do and how you do.
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It is very simple, right, it's I?
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You know, let's say, you're a tire shop and or you're you're a web designer.
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I design websites.
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How I do it is I use WordPress.
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But the real reason that people gravitate towards any business or any product or any service or anything that they take action is they fall in love with the why, and that's the core of everything.
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Why are you making websites?
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Are you making it so that it's easier for people with?
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You know who people have trouble seeing color.
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Is that why you're doing it?
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Or are you making it easier so that people can access?
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You know their banking system?
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You mentioned PayPal.
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You know, if I were to design PayPal, the reason for me would be to make it easier for people around the world to connect with each other and to send financial transactions towards each other and that's the why, how and what you do.
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It is very simple and everybody can replicate it, but nobody can replicate your why, and I think that's something that's very important for people to figure out.
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It's different for everybody and if you can resonate that in whatever you're doing whether it's web design, video production, podcast interviews that will resonate with your consumer and customers and get you a fan base and get you people that really just basically advocate for whatever you're doing more than if you were just to put a billboard up.
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Yeah, gosh, I so appreciate those insights, william, because for a lot of newer entrepreneurs especially, which is about half of our listener base, if you do feel like you are just one of many William called it out right there is that if you focus on the what and the how, then you're probably right.
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You are certainly not the only WordPress web designer out there, but if you focus on that, why love how clear you make it for us, william, which I guess leads us right into a core part of the way that slice shows up with your clients.
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It's collaboration is such a strong word everywhere that I went to look about your work and and behind that collaboration is really your attitude towards what it is that you do and how it is that you do it.
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Coming back to those two elements, is you articulate?
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We speak the language of video globally.
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Now, I've been around a lot of amazing entrepreneurs in my life.
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Not all of them have fully embraced video just yet, william.
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What is the language of video?
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What's so special about video in today's world?
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Well, I think it's very cliche.
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But they say pictures are worth a thousand words.
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Then you wonder what video is right?
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It's got to be in.
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But they say pictures are worth a thousand words.
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Then you wonder what video is right?
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It's got to be in the trillions at least.
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I think what video does, is it?
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It lets the person who's doing it give you the exact emotion they want to get out of you.
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Now, everybody that views it may interpret that a little differently, right?
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If it's a nonprofit, it might pull on your heartstrings a little more.
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If it's a consumer-facing product, it might make you laugh or might entertain you a bit more.
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It might make you laugh or might entertain you a bit more If it's a new vehicle, for instance, it might make you excited and might make you feel like you want to be on an adventure.
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And those are the kind of the emotions that I think every video people who create videos or want to be in the video space or, you know, video production have to really understand is, you know, we?
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It goes back to the why, but is?
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It goes back to the why, but it also goes back to the core human emotion.
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People act on their emotions.
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They do not act on if something is on sale or whatever it may entice them to get in the door.
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But really people buy things based on emotions.
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The classic case of that again is, you know Apple versus Microsoft.
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And you know Apple.
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All they had to do was simplify their box and just say, hey, this is a computer, for this is an easy to use computer, and Microsoft's just talking about all their technical specs and people just started gravitating towards Apple at that point.
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So that's true for video production and ideas.
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And get down to the emotion of the video.
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Get down to what do you want the viewer to feel after it's said and done?
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Yeah, and you bring up Apple as such a shiny example of this.
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They obviously have mastered the art of video use in their marketing.
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I swear any product of theirs that I see.
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It's the whole reason why I caved, william.
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I finally got an Apple Vision Pro.
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It's because that story that they tell you.
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I didn't just buy a virtual reality or augmented reality device, I bought a piece of the future, and seeing the way that that works is incredible.
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Take that down to the smaller business level for us, because I feel like Apple sets the bar so high that, rather than being inspiring and encouraging, it could be deflating for people saying gosh, I'm a million miles away from telling that story, william, what's that look like?
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For?
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Let's pick on the local tire shop, for example.
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How's a local tire shop going to compete with those Apple videos?
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Well, it doesn't really matter how big or small you are, because the human truth is the human truth, right?
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It doesn't matter if you're a multi-billion dollar company or you're just on a few hundred bucks or you're just scraping by.
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Everybody has a human truth and I think that that's the most vital piece of advice I can give anybody or any business is come down to it.
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So, if you're a tire shop, one of the most frustrating things is when your tire goes down or you have a flat.
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Most people don't understand what's wrong.
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Right, they don't understand tires, they don't understand grooves, they don't really understand why it happens.
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And I think a place like a tire shop message could simply just be let's take that kind of worry away from you so you can kind of worry about other things in life.
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That's just an example.
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That's not a solution by any means, but I think people misunderstand the fact that you don't need to spend millions and millions and billions of dollars to be able to get your message out.
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Well, that's great to be able to project it to more people.
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I think if you start at the core of your business and the message being what it is, your truth is or whatever that human truth is, to your business.
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It will resonate with customers and they're actually your best people to advertise for you.
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Seeing a video online is great, but if you have a friend talking about you, I think that's worth more than the video you put out.
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Yeah, it's a really powerful point, especially because I'm going to you and I have already tooted Tampa's praises here today.
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But the one thing about Tampa is it's constantly under construction.
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So I recently picked up a nail in my tire and I had to go to a local tire shop who I got a full new set of tires all four new tires classic experience at the tire shop.
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But their warranties they made me feel at home.
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The tech who took care of me was just like hey, if you get another nail in your tire, we'll patch it or replace the tire for free.
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If your tire tread runs down before this amount of time, that's covered under warranty because we expect this.
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And I just felt so taken care of that.
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When I left there I felt the human element of it.
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I forgot that I was there for tires and it was incredible to make that connection with them.
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Is there anything you want to add to that?
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Yeah, I was just going to say so.
00:16:09.302 --> 00:16:16.988
One another big thing we harp about, right, is it's not our job to sell the product for you, it's our job to get you to the door.
00:16:16.988 --> 00:16:20.846
So that's, that's part of the business.
00:16:20.846 --> 00:16:34.528
That's part of the thing that I think that a lot of businesses may or video production companies may not understand, right is we we don't pretend like we know your business better than you do, but what we can do is communicate your message clearer.
00:16:34.528 --> 00:16:43.229
We do understand how to how to project your message in a way that will resonate with our consumers and, like I said, our job is to get you to the door.
00:16:43.229 --> 00:16:52.582
So, if you have a flat tire, we want to make sure that our message for that tire shop, for instance, is what resonates in your mind and it gets you to that tire shop.
00:16:52.582 --> 00:17:03.684
Now, once you're in the shop, our job is essentially done and it will be up to you in order for you to make a memorable experience inside of the shop.
00:17:04.467 --> 00:17:16.553
Yeah and I'm going to call this out because you may not be saying it explicitly, but I think it's so on display here in our conversation today is that part of your expertise behind video is so frequently in our conversation today.
00:17:16.573 --> 00:17:29.865
You keep using the word consumer, you keep talking about their benefits, and I feel like for all of us who are creating video or just creating any sort of content or even just marketing messaging for our businesses, is we always have a tendency to think about ourselves.
00:17:29.925 --> 00:17:57.148
But, william, so frequently here, even with these off the on the fly examples, is that you're thinking about the consumer, and I think that's so revealing about the way that you approach this work the consumer and I think that's so revealing about the way that you approach this work, which I guess also leads us right into the next segue, which is talking about platforms, because a lot of people just want to force feed and I'm guilty of this, I'll call myself out here on the air is that when we started this podcast, I thought I could just upload the exact same stuff to every platform and it would work, and, of course, it doesn't work that way.
00:17:57.148 --> 00:17:59.051
So you work across platforms.
00:17:59.051 --> 00:18:05.229
William, what's your take on what is working across those platforms and, I guess, a little bit of insights.
00:18:05.229 --> 00:18:06.214
I know it's always changing.
00:18:06.214 --> 00:18:11.412
We don't like to get obsessed about the current platform of choice, but what are some of the things you see working right now?
00:18:14.079 --> 00:18:16.320
Well, I mean, you hit the nail on the head.
00:18:16.320 --> 00:18:18.582
The different platforms have different audiences, right?
00:18:18.582 --> 00:18:25.683
I think your TikTokers and your Snapchatters are going to be different than your YouTubers, and your YouTubers are going to be different than your digital media people.
00:18:25.683 --> 00:18:32.287
Now, there is obviously a mix, and people who watch TikTok also watch YouTube, and that's true.
00:18:32.287 --> 00:18:47.071
But I think that, knowing your platform beforehand, I don't know if a long form video that works well on YouTube will also work really well on the reels or anything like that.
00:18:47.071 --> 00:18:55.734
It may hit every once in a while, but I think you have to think in terms of what are people gravitating towards?
00:18:55.734 --> 00:18:59.057
How fast are they consuming the content?
00:18:59.057 --> 00:19:02.698
In TikTok, world, instagram reels, facebook reels?
00:19:02.698 --> 00:19:20.488
We're consuming content very fast, and so I think the trend has leaned towards, you know, hooking them really quickly and then explaining it later and there's plenty of examples of that and I won't get into all that.
00:19:20.488 --> 00:19:34.836
But YouTube, for example, you may want to educate yourself more, so YouTube may be a great place for someone who's looking to do some kind of series or some kind of longer form entertainment or educational video.
00:19:34.856 --> 00:19:47.023
You know TV, you, you may you, with the internet and data being basically today's gold, we can actually take the data and incorporate that into what video?
00:19:47.023 --> 00:19:48.469
What message are we gonna get across?
00:19:48.469 --> 00:19:51.589
So say, you're watching Twitch and you're on a gaming stream.
00:19:51.589 --> 00:20:01.625
We could actually target gaming centric or things that may relate to the consumer or may relate to them easier than, let's just say, the traditional TV model.
00:20:01.625 --> 00:20:05.794
But even the TV model you could get down to an integrated there.
00:20:05.794 --> 00:20:11.858
So I think it really does depend on what platform you're on, and there is a big difference.
00:20:11.959 --> 00:20:14.184
I don't think that one size fits all anymore.
00:20:14.184 --> 00:20:16.941
I wish that was the case, because it would make our jobs a lot easier.
00:20:16.941 --> 00:20:20.326
But you know, this is the way of the world and we just got to ride with it.
00:20:20.326 --> 00:20:30.582
So the days of you know we talk about this, the days of million dollar budgets and you just do a 30 second commercial for the TV are long gone.
00:20:30.582 --> 00:20:35.992
I think that you need to think about commercials in the TV space.
00:20:35.992 --> 00:20:37.667
But also, how does that message translate into a TikTok reel?
00:20:37.667 --> 00:20:39.461
How does that message translate into a TikTok reel?
00:20:39.461 --> 00:20:44.431
How does that message translate to a YouTube short or YouTube long form?
00:20:44.431 --> 00:20:47.548
And if you don't think that way, then I think you're going to be behind the curve.
00:20:48.251 --> 00:20:55.462
Yeah, and even just hearing the way that you think about these various platforms and using Twitch for an example, again you're thinking like a consumer.
00:20:55.462 --> 00:21:05.125
I've not watched Twitch and you've already made me feel like I'm not qualified to create content for twitch because I don't know the local customs and the norms on there and what people are used to.
00:21:05.125 --> 00:21:11.601
As someone who does scroll through tiktok every once in a while, I for sure I relate to that about that initial hook and then they do explain it later.
00:21:11.601 --> 00:21:15.646
So I absolutely love the way that you think about that and I think it's so revealing in your work as well.
00:21:15.646 --> 00:21:17.169
About it's right on your website.
00:21:17.189 --> 00:21:20.914
I'm just going to read from your website for listeners is you guys wrote this is how we do it.
00:21:20.914 --> 00:21:30.972
We believe the magic happens throughout the entire process, not just at the finish line, and I think that speaks to your level of strategy and intention behind all of these things that you do.
00:21:30.972 --> 00:21:41.115
You've painted some of the contrast here today between the way that you all operate at Slice versus so many other video production companies that just view themselves as merely that we create video.
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We literally hit record behind a camera lens.
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