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How To Start A Podcast Your Audience Will LOVE

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Wondering how to start a podcast? I want to let you in on a secret…we don’t just produce this podcast for fun (although we love doing it), it’s helped us generate hundreds of thousands of pounds of new business for our Marketing Agency. In this podcast episode, we open the bonnet & share our podcasting secrets, what we’ve learnt along the way & actionable steps you can take to start a podcast that generates a worthwhile return on investment for your company!

Timestamps

00:00 – 01:03 Intro
01:04 – 04:48 Why podcasting is a game-changing platform
04:59 – 08:27 Why we started Businesss Anchors & our download stats
08:28 – 09:37 Why download numbers aren’t as important as you think
09:38 – 19:07 How to start a podcast your audience will love (4 steps)
19:08 – 25:44 Lessons we learnt from podcasting
24:45 – 25:57 Outro

How To Start A Podcast Clip

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Transcript

0:00 Pat
Hi, Pat the podcast editor here. What does it take to start and run a successful podcast? Well, today Dan and Lloyd discuss how they built their podcast and share tips for getting started and growing over time.

0:13 Lloyd
The value that Dan and I would get for our business. And for us, as people from like one episode of the podcast may be equal to the value we would get from shitloads of other tech, like 30 Tik Tok videos, think like the time consumed.

0:29 Pat
We’ll also explore some of the ways a podcast might be a better option for growing an audience or a business than other platforms.

0:36 Lloyd
There is kind of four steps that I think can get you, to record something and be on a good path to having a good podcast in the future.

0:46 Pat
Right. Let’s get stuck in this is episode 82 of the business anchors podcast.

1:04 Lloyd
Why is podcasting a game-changing media platform that anchors shouldn’t ignore?

1:09 Dan
Good question.

1:10 Lloyd
Thank you.

1:14 Dan
The main thing I think about podcasting is it’s one of if not the only media platform you can consume effectively whilst doing other stuff like audio in general. And I think from an early stage, we both were quite big audiobook listeners.

I don’t do that so much anymore. I’m more of a podcast guy. But we both used to do that whilst doing crappy chores and like cleaning. And that from that point, I saw the value in Wow, we could produce content that people can listen to when they’re doing boring stuff like driving, and that’s one of the main ones.

The second one, I think we found, it’s a longer form, type of content that you can build deeper relationships with your audience or listeners, in this case, you know, rather than getting a three-second video of you on Facebook, this is a half an hour to a 45-minute piece of content, where you the listeners are listening to us communicate what we want to communicate to you.

And finally, I think podcasting can be super, a super-efficient way of producing content. Yes, we’ve got a bigger setup here. But we could just have like an audio recorder, two mics, and just do that which could be done very efficiently. So there are my three reasons why I think it’s so powerful.

2:34 Lloyd
Yeah, I think that your second point about the kind of deeper relationships from podcasting, rather than posting a three-second video is a massive one. I think it’s not unique to podcasting, but I guess it’s unique to long-form content. So you could create a 30 minute YouTube video, or you know, video on various platforms.

But podcasting is something, audio, and video, you can do long-form, and it’s such a difference, I think, TikTok’s obviously blowing up and has been for the last couple of years. And I think there’s real value there. But it’s I think, you know, the value that perhaps we Dan and I would get for our business. And for us, one episode of the podcast may be equal to the value we would get from shitloads of other tech e.g., 30 TikTok videos.

3:29 Dan
Like the time consumed the minutes of our content consumed with the podcast.

3:34 Lloyd
And anything you’re putting out to the world you’re communicating stuff, and educating them about you, what you believe and the knowledge you have and what you do. And that’s why, you know, someone would have to follow you on TikTok for six months to consume enough to go, oh, okay, there’s kind of themes here. Oh, these guys are honest people, and they want to know their doing, they would know what they’re doing. And there they have a good knowledge base on marketing and social media.

Whereas you can get that from, you know, you business anchors, obviously think we’re brilliant, but we’ve probably communicated all of those things to you in one episode previously. So we’ve kind of got you in and got you to listen somehow, thank you very much, emulated all that with one piece of content, which that deeper relationship offers you more opportunities basically.

4:30 Dan
And as the podcast has been so valuable to our business, in this episode, I want us to break down a bit of the backstory as to why we started the podcast, but then also share some like how to stuff I think you’ve got a few more how-to today people are listening like I actually might consider starting a podcast the actual practical steps.

Yeah, I think towards the end, I’ll go through, basically, there’s kind of four steps that I think can get you to record something and be on a good path to having a good podcast in the future. So quick backstory. as to how this all came about, in February 2020, we started the podcast as a bit of an experiment. Really?

5:08 Lloyd
Do you know when we first record the podcast? We didn’t know COVID existed? Because it was. Yeah, yeah. a month, recorded in January. Yeah.

5:18 Dan
Anyway, we recorded it. And I think for us, we always try to focus at least 20% of our marketing efforts on something new. Rather than just knowing like, for us, LinkedIn works well. We’re always trying different things. And for that year, that test and experiment was the podcast.

And I don’t know about you, Lloyd. But I saw a bit of a gap in the market because there were lots of marketing podcasts out there may like all the ones in the marketing charts, were very practical. How to grow a YouTube following how to build a strategy for, you know, Twitter step one, do this.

5:55 Lloyd
Step two, do this. Step three, this is all very useful. So we’re not taking the piss. But yeah, that’s which is good.

6:03 Dan
But I listened to a lot of them. And I didn’t find them very interesting to listen to, in the sense of like, the kind of thing I’d want to listen to at the weekends.

6:11 Lloyd
It’s more effort, because you’re like, oh, I should learn about this. I’m going to make myself listen.

Yeah. Whereas we try and make, we thought it could be an opportunity for us to provide value through our own experiences of growing a business of running marketing campaigns for some of the biggest brands in the world, all of that insight. And all the things we’re learning and the mistakes we’re making, share that with you listeners, whilst also taking the piss out of it because we’re brothers and we like to poke fun at each other.

We’re such a laugh, aren’t we? Yeah, we have such laughter on business anchors.

6:40 Dan
Oh, so that was the start of the podcast. And I’ve actually got some data to share with you some insights. Don’t tell anyone this stuff because we don’t everyone know. So month one of the podcasts, how many downloads? Do you think we had Lloyd in February 2020? Oh, trying to think back in that it wouldn’t have been many in month one. What like 250. So we had 757. Right, I think was really quite good. Yeah. And there’s a point I’m sharing these numbers, which Oh, yeah. Okay. So I thought we had 257 downloads. Now that across the next few months, that number fluctuated, went up and down. And in October 2020.

It went down to 481 downloads. And I remember the time Lloyd was, you know, cracking the whip and saying to me, Dan, this bloody podcast isn’t working. We’re putting lots of resources into it. Why are we not doing getting, you know, hundreds of 1000s of listeners? But in February 2021, which is a year later, the numbers continue to fluctuate up and down. And we were still learning. February 2021, a year ago, we got a call from a marketing manager from a brand who said, who said I want to speak to you about doing a marketing campaign ended up pitching this quite significant campaign.

And when I got on, in the pitch, the managing director was there and he instantly said has Lloyd managed to find all these Bitcoin yet, because he was an avid podcast host. And we did an episode on that. So we ended up winning that contract. And that was the first real return on investment we got from the podcast.

And since then, we’ve continued to get new business referencing this podcast. So I guess the reason I wanted to share the numbers as you don’t have to have hundreds of 1000s of downloads and listeners to have a successful podcast. Yeah, we’ve obviously increased our downloads significantly. Now. I think we’ve had over 25,000 downloads now. But yeah, don’t be put off if your own because if you think 10 people listening to you for half an hour is better than 100 people seeing a three-second video view as we learned. And now we’ve continued to upgrade this production because we know it’s adding value to our business.

8:58 Lloyd
I think that’s really interesting about the numbers, like if you think we’re all fighting for people’s attention, and the reality is just one of those downloads one of those listeners we potentially getting for our podcast, like half an hour of their attention. So like you’re saying even though on LinkedIn, we might be reaching hundreds of 1000s of people each week, and the podcast could be under 1000. Those podcast listeners where we’re reaching people on a much deeper level, and those kinds of relationships are much stronger and could be worth a lot more.

9:38 Dan
So on a more practical front, I’ve got some things that I want to share in terms of what we’ve learned from the podcast, but to get into more of the practical, how to start. If someone’s listening and thinking I trust what the Knolton brothers are saying, I want to start a podcast or try and test it, what kind of practical steps can they take?

10:00 Lloyd
Well, Dan. Let’s go into every other marketing podcast. I do actually have four steps.

10:10 Dan
We just shat on the marketing podcasters that do this.

10:12 Lloyd
So I think the big mistake people make when they start podcasts is that almost everyone goes, don’t really know what we’re going to talk about. I mean, we’re just going to, we’re going to record on just see, I think it will be fun. We’ll see what we talk about. I think most podcasts start like that, and you know no offence to people we were, although we thought we were structured and organised, there was part of that without first episodes. But I think step one, try and be clear on why you’re doing this and who you want to listen to.

Because that will skip the whole process of the first 20 episodes of you going, just having a chat. You might enjoy that. So that may be good for the enjoyment and stuff. But if you know if you’re starting a podcast, because you want to grow your business, or you’re starting a podcast, because you’ve got a YouTube channel, and you want to drive more people to that YouTube channel, you need to look at why you’re doing it and who you want to listen.

11:10 Dan
So are you saying the business anchors podcast is very structured and strategically designed to ultimately get us business for our agency, rather than just off the cuff entertainment?

11:19 Lloyd
Yes, exactly. I know, it’s interesting, because you listen to it and think this is so entertaining, their main goal must be entertainment. But it’s not. But that’s a really good point, yes. So I think as a starting point, I think that’s working out why am I doing this? Who do I want to listen to, and that will help you skip a load of crap that you’d have to get over. The second part, once you’ve worked that out, is actually taking action and recording something. So me saying oh, you need to know, be clear on why you’re doing this. And you want to listen, I’m not saying everything has to be perfect for you to start because that often stops people from starting.

12:07 Dan
Can I add one tip in? Yeah, I think something that is super useful at these early stages in your process as well is actually listening to podcasts. Because I think we got a lot of insight into what we thought worked well and didn’t by actually listening to podcasts to help shape what you’re going to hear.

12:25 Lloyd
Great. So take action record podcast, knowing that it won’t be the best podcast ever. And it will improve over time. And then you need to repeat that. But and I’ll go into by the way, in a minute, I’ll tell you a tool you can use to upload because the technical stuff where you’re like, well now I’ve got a microphone, but then what do I do?

12:44 Dan
It’s not actually as difficult now, that makes it nice, upload it to one place, and it puts it all on Apple or Spotify.

12:51 Lloyd
But yeah, so you’re recording a podcast? Great. Then the third, that there’s kind of four sections to this third part step three, to think about with every episode that I think, from what we’ve learned will really help. So first thing, Why will my people click this, and by my people, I mean, you’ve decided that you want this type of person to listen. So each episode is going to have a title before people hear anything. It’s going to have a kind of topic of discussion or several and a title. So thinking why will people click on this title?

13:25 Dan
Like how to start a podcast, your audience will love? something just like that example?

13:30 Lloyd
And then secondly, why will people keep listening, so don’t have a clickbait title and then not offering the value or the entertainment or the inspiration or whatever it is that you’re giving isn’t good enough? Because you’ll never get any listeners that return. They’ll just go oh it’s a clickbait title and I’ve got to get off. So thinking about right what we’re actually going to be discussing or what am I talking about that it’s going to keep people listening and keep people engaged?

Third point what can we discuss that would help promote this and reach new people? So we talk about clips that we’re going to break up from the business anchors podcast of you know, some of the best ones we’ve had are me discussing about how I lost 12 million pounds in Bitcoin. We knew that putting that on social media saying lawyers lost 12 million pounds per minute coin.

We knew that putting that as a clip and writing that on social media on various platforms is going to get people to listen. So kind of thinking right? We’re talking about cryptocurrency or we’re talking about money. What can be the thing that’s going to grab people’s attention? Get them in. The fourth point. 4D?

14:43 Dan
Oh no sorry, it’s 3D.

14:45 Lloyd
That’s why it feels so real. Dad joke. What can we discuss that will encourage my listeners to take the action we want them to? So remember at the start, I said to be clear why you’re doing this and who you want to listen to. So we talk about topics that not all the time, but sometimes we talk about topics that allow us to demonstrate the skills we have within our business or our knowledge that may help others that we can really benefit from the business.

And although it’s great, like our previous podcasts were about, if you haven’t listened to about healthy habits, and I think that was a great episode positive, that’s when we didn’t actually communicate much about how amazing campaigns around the world. Yeah, yep. Where is this one? Dan’s just mentioned all these marketing campaigns. But so it doesn’t have to be you don’t want it to be just a sales thing of my business is great, because no one will give a shit.

15:45 Dan
But being able, to smoothly fit in those conversations. Yeah, like we’ve broken, we’ve done episodes where we break down why how campaigns we’ve done, have been successful to give that value element rather than just become a customer of ours. Yeah.

15:59 Lloyd
Or if your goal is to build your YouTube channel, or if your goal is to sell your book, your book, for example, there’ll be topics in that book. And you’ll kind of you can reference that in some of your conversations. And after six months of someone listening and you referencing that book 12 times for a couple of minutes, it builds that and helps you achieve that goal. And that’s a lot of people miss that kind of link to what they’re actually trying to achieve.

16:28 Dan
I think one of the biggest mistakes people make, not just podcast, but content in general is just going too far on the entertainment fun side. I’m doing fun videos, I’m going to do TikTok trends doing dances, really tempting, the most fun thing is to do that get more views to get more engagement, but it doesn’t ever shoehorn into how you can actually help them in their business.

16:47 Lloyd
That’s the real skill. And part of how we help our clients within our marketing agency is we are known as a creative marketing agency. And we do creative, weird and wacky stuff. But the real skill and our value is how within that creative content, do we communicate those things that are really important for your business and make them take action? That’s the key.

17:11 Dan
This is so meta because you’ve just done what we’ve said we need to do you need to do in a podcast.

17:14 Lloyd
Yes. Oh, that’s like Inception. And finally, I just want to say I said, if you’re thinking right, I’m going to start podcasts. How can we make it easy? You can Google, how to find the microphone you need and stuff like that. But we use Buzzsprout. But basically, most people think how do I get it on Spotify and Apple podcasts and stuff. So with Buzzsprout, there will be other services, but we upload it there, we started on the free version, which allows you to upload two hours of content per month. So you don’t even have to pay anything to do this.

And with a few clicks, you upload it and within sort of 24 hours, your episode will be on Spotify, Apple podcasts, all those other places. So it’s simple and free to do that, which people don’t realise we now pay. Because of the amount we post for weekly podcasts, I think we pay $18 a month, which allows us to post six hours of content. So the cost isn’t high. The time and effort aren’t high, it’s you know, it will the first time you’re doing it, you’ll have to work out how to do it. But there’s not as much of a barrier to entry as you would think from the outside.

18:27 Dan
And chartable was another really good tool that we use, which helps you see it’s like more in-depth analytics for your episodes helps you understand how they’re performing compared to other episodes you’ve done. And also they’ve got these really cool things that I’ve spoken about before called Smart Links, where you can create one link that easily takes people to their favourite podcasting platform. They click it either Apple, Spotify, Google podcast.

18:49 Lloyd
So just to be clear, for instance, I listen on Spotify, and I’m on an Android phone. If I click that link, that’s where it’ll take me. Yeah, if Dan’s got an Apple phone, it will take him to Apple Podcast.

18:58 Dan
You can set rules basically for different devices where it will take them to. So that was useful. I think it’s a good practical step there. Yeah, I’ve got a couple of things that I’ve kind of, I think we’ve learned from doing podcasting for how many is it 2 years now? Feb. 2020. It must be.

19:22 Lloyd
Yeah, shit. It’s two years. Bloody Hell.

19:25 Dan
We’re on episode 80 Lloyd.

19:29 Lloyd
What we’re gonna do for 100. We should start thinking about that.

19:32 Dan
Do you know what we should do? We should do a live in-person Business Anchors podcast. So in terms of things that we’ve learned, one of the main things I think is if you’re starting a podcast, focus more on how good the podcast is, rather than the download numbers it gets a mistake we made early on… yes, download numbers are important and to continue, you want to grow the podcast more people listened to it.

But if you are just heavily focused on that you can end up just making episodes that you think or know will get downloads rather than are actually going to help your overall objective for us driving business for our agency. We could get more downloads, just talking about trending stuff, he just burped again didn’t you?

20:15 Lloyd
Yeah. I’m so sorry. I don’t know why I’m sorry. I’m going to get such a bad reputation.

20:28 Dan
Somebody commented last time you did this saying I don’t know why there’s such a stigma around this. It’s just a bodily function.

20:34 Lloyd
Oh, thank you.

20:39 Dan
Don’t focus on the download numbers, focus on making a good episode of people to listen to. Another thing we’ve learned, I think we’ve learned from this is done is better than perfect. For example, over the last two years, we’ve improved the podcast set and how this looks and sounds. And I think sometimes we’ve waited for it to be perfect before doing something and it’s taken months, and then we never do it. Whereas even with this newest set, we’re doing it in stages. So, it started a few weeks ago. And it wasn’t perfect.

And now we’ve got some really cool new stuff. Tay’s worked really hard on making this set really good. You’ve got pictures on the wall, we’ve got other props here. And we’re going to keep we aka Tay from the team is going to continue to make this better and better, because done is better than perfect. I was going to say shout out to Tay and with the support of pat on sound, really been improving the business anchors podcast

21:33 Lloyd
As Dan said, it’s been such a positive thing for us to go, Oh, we’re going to improve this over time. And Taylor’s been taking like steps each episode improving the set improving the sound. And gosh, oh, my body is not functioning well today. Sorry. And yeah, we wouldn’t have even gone live with this set and improved sound at all, because it’s still not completely perfect. Yeah. Whereas we’re now producing better stuff every single week. I think that’s important not to just not do anything because it’s not perfect.

22:10 Dan
Definitely. I think the final thing, I think, which will hopefully be valuable in promoting the podcast is just as if not more important than producing it. Because you can have a brilliant podcast, but if you don’t promote it to a number of channels, then no one’s gonna listen to it.

22:26 Lloyd
Have you heard the phrase build it and they will come? Yeah, not true.

22:31 Dan
No.

22:32 Lloyd
Don’t just expect if I’m producing something brilliant. Well, the listeners will find me. They won’t.

22:38 Dan
I mean, if you think about this podcast, we do a lot of different things to promote this. So we clip it up, and put it across all social platforms, clear, optimised versions on TikTok and Instagram reels, we share it to our weekly email newsletter, we do a competition to get people to listen to this, you can win a bottle of wine on the Friday club, which is our weekly email newsletter. We talk about it in person with people who we meet, we strategically have clips going out each week in the form of Knowlton nuggets, so that we have more downloads so that we get in the charts more. There are just all these things we do.

23:13 Lloyd
Don’t let that put you off. Remember what we said. It doesn’t have to be perfect to start.

23:17 Dan
This is us now two years on.

23:19 Lloyd
Yeah, two years on, we’ve worked out all these things. But at first, we were only clipping it up and putting it on socials. So yeah. Don’t let it put you off. We’re saying all this stuff to promote it. We only need to do that because we’re trying to scale this and scale the positive effects two years down the line. But yeah, like Dan said, that promotion once you’re in the swing of things, and you’re like, I know what I’m doing with this podcast, you can literally start using the microphone on your Apple headphones and using a tool like anchor as a starting point.

Yeah, I won’t mention names. But I know in the marketing, podcast charts for the UK, I know of two that are or at least were just recorded on a phone that was in the top 10. So don’t think that you can’t do really well with that level of production.

24:11 Dan
An interesting point. I did a talk recently, and there was a lady there forgotten her name. Dammit, Janice, Janice. But she said a really interesting tip, which was to do enough to make sure the audio isn’t annoying as a base level, because if it’s like oh like it sounds annoying, people just won’t listen. So it doesn’t have to be you know, really good like this, but just not like oh, yeah.

24:38 Lloyd
Yeah. And that that will mean that it’s not having a negative effect. People won’t be put off and might be like, I’m not listening to that. And that’s the base you need to get started.

24:48 Dan
Cool. Well, hopefully, this episode has been useful. I’m also just as a final point in the Friday club, which I mentioned in our weekly email newsletter. I’m going to be updating our journey of how our podcast downloads to 100,000. Which our goal this year go, and what we’re learning the mistakes are making and things that are working and aren’t working. So if you want to know that then sign up for the Friday club. Just search the Friday club.

25:11 Lloyd
Let us know if you’ve got any questions that you want to be answered. If you’re considering starting a podcast and that sort of thing. Ask us because we want to help.

25:20 Dan
We’ve got a podcast studio that can record podcasts as well if you want to record your podcast or you can do it for yourself.

25:25 Lloyd
He’s being a salesman now. Yeah, we have a studio and that’s a service we can provide.

25:32 Dan
Okay, so look forward to seeing you in your ears next week.

25:37 Lloyd
And book a studio session to record your podcast. See you in your ears next week. Bye now.
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How To Start A Podcast Your Audience Will LOVE

Timestamps

How To Start A Podcast Video Clip

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Transcript

How To Start A Podcast Your Audience Will LOVE

Timestamps

Podcast Video Clip

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Transcript

How To Format A Script

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Listen on Apple Podcasts

Listen on Spotify

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If you’re wondering how to format a script and want your videos to drive more leads, sales, engagement, or action in general, this is a must-listen. In this episode, we read through a recent script we wrote for a Knowlton video & breakdown how to format a script that drives action.

There are so many value-nuggets in this, not just for script writing but for producing content in general. Get ready to learn how to format a script!

Timestamps

00:00 – 01:16 Intro
01:17 – 06:10 Why script writing is so important
06:11 – 13:02 Knowlton’s live script read
13:03 – 17:34 How to format a script & script writing tips
17:35 – 19:02 Where to find character inspiration
19:03 – 23:20 Our #1 script writing tip
23:21 – 23:34 Outro
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Transcript

0:00 Pat
Hi, Pat the podcast editor here. What does it take to write a script that converts customers? Well, today, Dan and Lloyd discuss the importance of your scripts and how small choices can have a big impact.

0:12 Lloyd
You might say a word or phrase that turns off 2% of people, if you’re putting paid-spend behind that you’re going to exaggerate that result. So rather than like 20 people going, Oh no not for me, maybe 200,000 people get switched off, you get a much worse return on your investment.

0:34 Pat
We also explore some of the ways that Dan and Lloyd make sure their videos are relatable and hook in the right audiences.

0:40 Lloyd
We had a title come up after the hook title on screens saying creative marketing agency, the edgy one. So that’s if you’re in marketing, there’s the word marketing on the screen. If there’s any doubt then you’re going oh, this is a thing relevant to marketers? That’s me. Yeah. This is a video made for me that I should watch.

1:00 Pat
Right? Let’s get stuck in. This is episode 84 of the business anchors podcast.

1:17 Dan
Why are we talking about script writing Lloyd? Surely we can just wing it when speaking on video like we used to?

1:22 Lloyd
Well, you could wing it if you want. But if you’re, if you’ve got specific goals you’re trying to achieve, then language and communication are important. It’s important to be specific with that language.

1:38 Dan
I remember when we started making videos, I don’t think we ever scripted anything, did we?

1:43 Lloyd
No, no we would kind of have bullet pilot points.

1:48 Dan
It just took ages and they weren’t that good. And then I think when we realised, we don’t mean scripting as in this isn’t completely scripted, we’re not reading off a bit of paper now.

2:02 Lloyd
No, we are not. Pause for Dan to laugh.

2:13 Dan
Explain what we mean by scripting Lloyd, why will anchors give a shit about this episode, basically, what value are we adding.

2:19 Lloyd
If you’re into creativity and scriptwriting and video, you’d be very interested but also more about communication and how in your marketing or in anything you do that you want to communicate to anyone in the world.

Especially with the sorts of stuff we do, so we create videos for online platforms, and social paid ad campaigns, if you’re creating a video, and you’re gonna post it organically on the internet somewhere, so say you’re gonna post a video to Instagram or reels.
Then you might say a word or phrase that turns off 2% of people as in like, you kind of show that you’re not an expert in this thing because you use the wrong terminology, you might use a certain word. If you post that organically 2 people might go I’m going to stop watching that.
If you’re putting paid-spend behind that to let more people see it, which you do in marketing, normally with anything, you’re going to exaggerate that result. So rather than like 20 people going, Oh, nope not for me. Maybe 200,000 People get switched off, you get a much worse return on your investment.

And it could be the same the other way, if you do something positive, those specific ways you communicate and that language you use those words, those phrases that laugh that relatability is going to exaggerate and have a huge effect.

4:00 Dan
We understand this. Because when we’re producing videos for clients, we have to make sure that what’s being said is the correct information like for your own company, you know, you may be listening and have your own company, so I know what I’m talking about.
But if you’re marketing and providing marketing service for some services for someone else, you need to make sure the wording is correct.

4:20 Lloyd
The specificity of language and communication is much more important than people think. And there are a couple of examples that I’ve read or listened to this week, and one is one from Spotify. So this isn’t a part of a video script or anything but this is the text that was on their platform.
And they changed free users to saying your subscription is currently free to your subscription is currently zero pounds, zero pence. And that change meant more people click the button underneath to sign up for a premium account, so like a change of a word, especially if you’re a big business or you’re planning to have, 100,000, millions of people look at things that might have got them another 200,000 users worldwide.
And there’s another example in Facebook, in the early years of Facebook when they were trying to increase their user base around the world. In the culture of Japan, it’s seen as rude to invite people to say you’re a Facebook user around the world. Normally, it’s like you sign up, invite your friends and invite them.
In Japan obviously, I don’t understand the Japanese culture well, but the guy that was in charge of this in Japan said, it’s seen as rude to kind of invite people to stuff like that. And they change the word invite to announce that you’re on Facebook.
And suddenly, it became one of the quickest growing countries for Facebook users where it was the slowest. So words, you have much more impact than you could ever imagine, especially if you’re scaling them in a marketing context.

6:11 Dan
On that note, I want us to try something completely different than we’ve never done in business anchors history, Lloyd. I want us to actually read through one of our most recent scripts for a Knowlton video, and then dissect it and talk about why we’ve done what we’ve done. And by the way, this is mainly you.

6:32 Lloyd
Do you know what, that makes perfect sense as to why you printed the script and go Yeah, for this episode? I did think it was weird.

6:39 Dan
But I think this would be a good way of a real-life example of a video that we’re producing today actually, we’re producing this video. And this is the script that you’ve developed based on ours. </p

6:50 Lloyd
Should we do what we do? At Knowlton? Yeah, you’re not usually involved in this process table. Both the production team and the creative team usually do a table read of a script when we have it.

As in, we read what the characters say, the bits in the script. Shall we do that for business anchors, give them an insight. And then afterwards, we’ll get into the detail.

7:09 Dan
Do you want to start by giving the context of what this video is?

7:14 Lloyd
Yeah. So at Knowlton, what we are trying to achieve, because we always tell you, this is important to understand that so, hopefully, you understand that we are trying to reach as many sorts of marketing manager level people in brands and businesses around the UK.
That’s our main thing. A secondary goal is to try and convince them we know what we’re doing. Well, Dan. Let’s go into every other marketing podcast. I do actually have four steps.

7:40 Dan
And convert them as clients.

7:41 Lloyd
Yeah, yeah. So this script is about a marketing meeting. Oh, relatable. So I’ll play the role of Edgy Sean.

Do you wanna play the role of Ben?

7:59 Dan
Yep. Then we’ve got boss Barbara as well.

8:04 Lloyd
Okay, shall I play boss Barbara? And you read the parts in between.

8:08 Dan
Okay, Yeah. So this is a creative marketing agency meeting. That we’re going through, shall we start? Are you ready? Okay.

So, hook section. Quick two to five seconds of Edgy Shawn enthusiastically shouting his edgy shit thoughts and ideas.

8:29 Lloyd
Edgy Sean: Fudge the client, fudge the boss. No one says another word until you’re over the drink-drive limit.

8:39 Dan
Does that say title creative marketing agency?

8:42 Lloyd
You can tell Dan isn’t usually part of our table read. So now title on screen, Creative Marketing Agency, The Edgy One.

8:49 Dan
We see a group of creative marketers around a table ready to start a meeting.

8:54 Lloyd
Boss Barbara: We’re here to discuss some creative ideas and concepts for some amazing brands. There’s a lot to do so let’s get straight into it. Ben?
9:02 Dan
Ben: First up we have Grenade, protein bars, energy drinks, performance nutrition. Shot of team member about to speak whip pan to edgy Sean sat back was on my chair in the corner drinking directly out of the coffee pot.

9:15 Lloyd
Edgy Sean: We change the pronunciation of Grenade to *Pooooowhhh*.

9:20 Dan
Ben: We can’t change the name of the brand Sean.

9:22 Lloyd
Edgy Sean: Can’t is just can with the T. Oh, next page of the script, right? Yes. Sounds are more recognisable than words. But bah bah, bah, I’m loving it.

9:38 Dan
Sean looks around the room encouraging others in the meeting to speak.

9:41 Lloyd
Boss Barbara: McDonald’s?
Edgy Sean: *Pooooowhhh*.
Boss Barbara: Grenade?
Edgy Sean: I don’t know the brand of that name. But if you mean *Pooooowhhh* you’d be right for once Barbara.

9:52 Dan
Ben: Sean, the clients not going to authorise that.

9:55 Lloyd
Edgy Sean: F the client.

9:57 Dan
Ben: We can’t though can we Sean, they pay us and doing that with a client was
what got you your first written warning from the boss.

10:04 Lloyd
Edgy Sean: Fudge the boss.

10:05 Dan
Whip pan to Boss. Boss looks horrified.

Ben: I’m not sure this is useful.

10:11 Lloyd
Edgy Sean: You’re making a bad call guys. In 2008 McDonald’s ignored my Mcfudger idea and they haven’t recovered since.

10:19 Dan
Ben: I think they’re doing all right, Sean.

10:20 Lloyd
Edgy Sean: Fudge Ronald (Quietly in the background was Barbara beginning to speak.)

10:25 Lloyd
Boss Barbara: Let’s move on, to the ecology project. They’re focused on climate solutions, carbon reduction, and tree planting to try and undo the damage we’re doing to the planet. Wholesome stuff. The video is a triangle. No one’s done it before.

10:38 Dan
Ben: But surely they haven’t done it because none of our screens are triangular. And what video?

10:44 Lloyd
Edgy Sean: The video is just constantly spinning.

10:47 Dan
Ben: Sean that isn’t a concept. That’s just a spinning triangle.

10:51 Lloyd
Edgy Sean: I drink sambuca through my eye and only take eyedrops through my mouth.

10:55 Dan
Ben: Sean now we’re just saying things to try and be edgy that have no link to this conversation.

11:01 Lloyd
These pages are very hard to turn, aren’t they?

Edgy Sean: Okay, fine. We got 100 of us in a room and we do a shot for every time there’s a tree planted. p>

11:08 Dan
It’s you boss Barbara. p>

11:13 Lloyd
Boss Barbara: Oh, they’ve planted over 30 million trees, Sean. Exactly. If anyone is used to social norms and business, as usual, you might want to step out, this is business as unusual.

11:28 Dan
Ben: Sean, we’re not going to get anywhere just shouting swear words. At Knowlton, we have processes and structures in place to maximise our creativity in ways that benefit our clients. Our concepts need strong hooks in the first three seconds otherwise, no one will watch.
We need to engage the target market in the next couple of seconds to ensure the concept is relatable, and viewers think this is for me.

11:51 Lloyd
Edgy Sean: Maybe it’s not for them.

11:53 Dan
Ben: That doesn’t make any sense, Sean.

11:55 Lloyd
Edgy Sean: Maybe that’s a good thing.

11:57 Dan
Ben: You’re saying anything to contradict the norm. But none of it makes any sense. We can’t entertain this anymore.

12:07 Lloyd
Edgy Sean: Maybe our ads shouldn’t be entertaining.

12:10 Dan
Ben: The entertainment in our ads is what allows us to engage the viewer for long enough to communicate what we need to about the brand we’re representing.

12:18 Lloyd
Nice, that’s kind of, where we’ve got to with that. There are a few lines that didn’t make the cut at the end. One of my favourites is the videos of the ice cream and you’re the cone. I’m the flake, I’m going to get inside the ice cream. Doesn’t make sense, that’s probably why It didn’t make the cut.

12:37 Dan
We’re also going to make a shortcut TikTok sketch video of you just saying edgy lines.

12:43 Lloyd
We need to push boundaries here? Mood boards put me in a bored mood. Let’s make notes on the wall. And yeah, so obviously, we’re pretty bad at that.

12:55 Dan
So what that was was it was playing out at a marketing meeting where there’s a guy who’s just trying to be edgy. Because you know, sometimes you get that in marketing people just trying to be weird, because it’s marketing like let’s do this.

13:17 Lloyd
Yeah, exactly. If you’re in a marketing department in a big business, or you’ve worked in agencies if you’ve been there several years, you’ve likely come across a character like Edgy Sean, someone that’s just coming up with different ideas, but only for the sake of it not to benefit anything.
Yeah, so that’s the whole idea. We spoke in the last episode about how it needs to be able to relate to your audience. And this is someone in our, the world of marketing, and the world of creative strategy and stuff. There’s all there’s always an Edgy Sean on who’s just trying to be different and weird.

13:57 Dan

So what I think is clever about this is that it hooks you in instantly like there’s this weird edgy character who’s dressed weird and saying relatable stuff. It hooks you in and grabs your attention and is relatable long enough for us to then actually communicate some sales messages, that are talking about why Knowlton are good.
If you were listening to the final part of the video is like well at Knowlton we don’t just do that we do this and this rather than this just being a sales video, come work with us, at Knowlton, we can do creative stuff.

14:29 Lloyd
Exactly. That first point that we spoke about in the previous episode is about a thumb-stopping hook to a video and you might notice here it starts with five seconds of Edgy Sean enthusiastically shouting edgy shit thoughts and ideas. Fudge the client.
By the way, it’s it I said fudge instead of you know, I didn’t want to offend you guys. Fudge the client, fudge the boss. No one says another word until you’re over the drink-drive limit.

14:58 Dan
So ridiculous.

15:00 Lloyd
If we’re thinking about standard storytelling, that’s not the start of the story. That’s just some random funny lines he said. But because it’s an online ad, we need to hook people in with this kind of stuff to make sure we get their attention at the start. So that’s why it’s there.
If you were just telling this story, you would have just started with Barbara saying, we’re here to discuss some creative ideas and concepts for some amazing brands. But that’s not going to get the attention that shouting, fudge the client fudge is gonna get.

15:32 Dan
And I think this has also got the light bulb moments that we always speak about, when you see Edgy Sean, we should show what’s what you shouldn’t be doing in a marketing meeting to come up with creative ideas, it then gives us the ability to then position Knowlton, as this is how you should be doing it, rather than doing it like Edgy Sean with his spinning triangle.

15:53 Lloyd
yeah, it’s that lightbulb moment that we’ve spoken about in previous episodes, you need the viewers and the people you’re trying to convince to have that thing of saying, oh, that’s me, I need that.

Where we’re taking the Mickey in an exaggerated way out of a creative meeting where basically, you need to come up with some great ideas for your marketing projects. And it’s tough. And then we add a bit in with a relatable character kind of saying, oh, Knowlton, we do this. And it’s kind of like, supposed to be that thing of, ah, I need that so I stopped wasting time in these creative meetings. And we’re not coming up with good enough ideas.

16:29 Dan
So I guess to provide value to some of the listeners, you’re one of the people that write these kinds of scripts. What advice do you have? Or what approach do you take to write these scripts that could be useful to listeners? Are there any tips that you’ve got?

16:46 Lloyd
Well, there are lots of things that we’ve spoken about previously, I guess we’ve already spoken about the hook. That’s so key at the start, we need it to be relatable, just like we’re talking about in a lot of things relating to the previous episode. But you need it to be relatable to who you’re trying to get in front of.

For this obviously, it’s marketers. And that’s why it’s a marketing meeting setting, you need people to think this is for me. So even elements, like we had a title come up after the hook title on screens and creative marketing agency, the edgy one.
So that’s if you’re in marketing, there’s the word marketing on the screen. If there’s any doubt, then you’re going oh, this is a thing relevant to marketers? That’s me. Yeah. This is a video made for me that I should watch. So that’s important early on in the video.

17:35 Dan
Where do you just random questions, but you’re good at coming up with these characters? Where do you get inspiration for these characters from when you’re writing stuff? Like, um, for client campaigns? We’ve had a whole raft of interesting characters in client concepts. Where do you get inspiration from?

17:51 Lloyd
So a few places? One, we’ve mentioned this before, the to the anchors, not from ads. So basically, if you’re looking in your industry, or what’s the best marketing ad, you’re not going to find really good characters and entertaining. So from shows like the office that’s seen as one of the best comedies ever made and stuff for sitcoms, like, get your inspiration from, from characters on there.

Also like real life, like exaggerated versions of people you meet in real life.

18:27 Dan
We’ve done episodes before about networking, like one of our past services talking about that. And we’ve met some really interesting characters like the lady who tried to heal you with stones.

18:35 Lloyd
Exactly. And some characters are exaggerated versions of the guy that tried to tell me that cows would explode if we didn’t drink milk at networking events. By that guy. He’s a nice guy’s he’s funny, but obviously, an exaggerated version of him is a great character.

But yeah, I think trying to create that relatable kind of exaggerated character in this kind of video is key.

One big tip as well. So, Dan, I don’t think you’re aware. But this was the first draft of the script. And it’s been improved since. And one of my biggest tips is if you’re writing a script, or even if it’s not a script like this, and you’re just writing notes for your first video, and you’re kind of just writing almost the story, because you haven’t done this before you’re writing bullet points, get someone else to read it and be critical with feedback.

Ellie, who’s a great part of our team, our production team. Now knows I won’t be offended if she just writes notes all over the scripts. This is bad. This should be cut. This could be funnier. That’s what she did for me. Yesterday when I did the second draft for this script. And it’s so helpful because there’s perfection is too much for any one person.
And obviously, with stuff like this is like you’re trying to get the closest you can to the perfection of how good this video can be, how relatable it could be, how entertaining it can be, how well you can persuade the viewers to do what you want them to do and take the action.
And it’s just too much for one person, if you get someone else’s eyes on it, that has the confidence to be critical. It’s very helpful.

Why are you smiling?

20:24 Dan
Just because you always get me to look at this kind of thing as well. And it’s always a good sign when I’m laughing to myself and reading it. And this was one of those were things like the spinning triangle video just really tickled me.

20:39 Lloyd
That’s another point I was gonna make. So I think we usually, with scripts like this is a working environment, we send it to each other for feedback and stuff. And you’re the first person I got to read this, Dan, and I deliberately watched your reaction while you were reading it.
Because it’s such a key, we always talk about triggering emotion. And that’s what helps in marketing, how you’re going to get people to take action and feel something. And with a lot of this, we’re trying to trigger like joy, and we’re trying to make people laugh and that kind of thing.

When Dan was reading this, there were a few bits where he laughed out loud while he was reading it. And then I said, Well, what, what are you laughing at there? Because it’s the first experience of okay, one person’s looking at the script. And these parts already make them laugh out loud and trigger emotion. So obviously, we need more bits like that we need more of that.
And any bits where he was just kind of silently reading, you probably think, okay, there’s probably a bit of a gap there where there’s not enough so losing that and getting someone’s reaction before it goes to the world.

21:49 Dan
This was one of the best bits that made me laugh as well. He says, I only drink sambuca through my eye and only take eyedrops through my mouth. How do you come up with this ridiculous shit?

21:58 Lloyd
What is the benefit of having very strange thoughts? It becomes useful when you’re trying to write a script that’s supposed to be funny.

22:10 Dan
I found that quite interesting. I hope that was interesting to the listeners. And this is a bit of a different style of a podcast episode. But we thought we’d give it a go. And hopefully, you found this useful.

22:22 Lloyd
This gives you a bit more of an insight into our business and the random things that we do that are such an important part of our world that might not be part of your world. Yeah, in the different business anchors, listeners, homes and workplaces. But if you want to hear any more like see or hear any more parts in detail about what we do let us know, because we’re just trying to do the best stuff for you really, whatever you’ll be interested in.

22:45 Dan
This video will be live when this podcast is out. So go to our LinkedIn or my LinkedIn.

22:52 Lloyd
It’ll be the one with millions of views. With viewers going ‘Oh my god, this deserves an Oscar’.

22:58 Dan

And if you have found this useful, and you think anyone else would be interested, please do tell them about the business anchors podcast so that we can spread the love and get more people in our little community of anchors.

23:08 Lloyd
And if you have any expertise in scriptwriting, please let me know I want to learn and improve and improve everything we’re doing. I’m open to your critical feedback.

23:18 Dan
See you next week in your ears.

23:20 Dan
See you in your ears.

ENDING
Hopefully this has been useful and taught you a little more about how to format a script that can drive sales and leads. If you have any more questions or want to know how Knowlton can support you in script writing or video production Start A Conversation.
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How To Format A Script

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Listen on Apple Podcasts

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If you’re wondering how to format a script and want your videos to drive more leads, sales, engagement, or action in general, this is a must-listen. In this episode, we read through a recent script we wrote for a Knowlton video (Edgy Sean Video) & breakdown how to format a script that drives action.

There are so many value-nuggets in this, not just for script writing but for producing content in general. Get ready to learn how to format a script!

Timestamps

Transcript

0:00 Pat
Hi, Pat the podcast editor here. What does it take to write a script that converts customers? Well, today, Dan and Lloyd discuss the importance of your scripts and how small choices can have a big impact.

0:12 Lloyd
You might say a word or phrase that turns off 2% of people, if you’re putting paid-spend behind that you’re going to exaggerate that result. So rather than like 20 people going, Oh no not for me, maybe 200,000 people get switched off, you get a much worse return on your investment.

0:34 Pat
We also explore some of the ways that Dan and Lloyd make sure their videos are relatable and hook in the right audiences.

0:40 Lloyd
We had a title come up after the hook title on screens saying creative marketing agency, the edgy one. So that’s if you’re in marketing, there’s the word marketing on the screen. If there’s any doubt then you’re going oh, this is a thing relevant to marketers? That’s me. Yeah. This is a video made for me that I should watch.

1:00 Pat
Right? Let’s get stuck in. This is episode 84 of the business anchors podcast.

1:17 Dan
Why are we talking about scriptwriting Lloyd? Surely we can just wing it when speaking on video like we used to?

1:22 Lloyd
Well, you could wing it if you want. But if you’re, if you’ve got specific goals you’re trying to achieve, then language and communication are important. It’s important to be specific with that language.

1:38 Dan
I remember when we started making videos, I don’t think we ever scripted anything, did we?

1:43 Lloyd
No, no we would kind of have bullet pilot points.

1:48 Dan
It just took ages and they weren’t that good. And then I think when we realised, we don’t mean scripting as in this isn’t completely scripted, we’re not reading off a bit of paper now.

2:02 Lloyd
No, we are not. Pause for Dan to laugh.

2:13 Dan
Explain what we mean by scripting Lloyd, why will anchors give a shit about this episode, basically, what value are we adding.

2:19 Lloyd
If you’re into creativity and scriptwriting and video, you’d be very interested but also more about communication and how in your marketing or in anything you do that you want to communicate to anyone in the world.

Especially with the sorts of stuff we do, so we create videos for online platforms, and social paid ad campaigns, if you’re creating a video, and you’re gonna post it organically on the internet somewhere, so say you’re gonna post a video to Instagram or reels.
Then you might say a word or phrase that turns off 2% of people as in like, you kind of show that you’re not an expert in this thing because you use the wrong terminology, you might use a certain word. If you post that organically 2 people might go I’m going to stop watching that.
If you’re putting paid-spend behind that to let more people see it, which you do in marketing, normally with anything, you’re going to exaggerate that result. So rather than like 20 people going, Oh, nope not for me. Maybe 200,000 People get switched off, you get a much worse return on your investment.

And it could be the same the other way, if you do something positive, those specific ways you communicate and that language you use those words, those phrases that laugh that relatability is going to exaggerate and have a huge effect.

4:00 Dan
We understand this. Because when we’re producing videos for clients, we have to make sure that what’s being said is the correct information like for your own company, you know, you may be listening and have your own company, so I know what I’m talking about.
But if you’re marketing and providing marketing service for some services for someone else, you need to make sure the wording is correct.

4:20 Lloyd
The specificity of language and communication is much more important than people think. And there are a couple of examples that I’ve read or listened to this week, and one is one from Spotify. So this isn’t a part of a video script or anything but this is the text that was on their platform.
And they changed free users to saying your subscription is currently free to your subscription is currently zero pounds, zero pence. And that change meant more people click the button underneath to sign up for a premium account, so like a change of a word, especially if you’re a big business or you’re planning to have, 100,000, millions of people look at things that might have got them another 200,000 users worldwide.
And there’s another example in Facebook, in the early years of Facebook when they were trying to increase their user base around the world. In the culture of Japan, it’s seen as rude to invite people to say you’re a Facebook user around the world. Normally, it’s like you sign up, invite your friends and invite them.
In Japan obviously, I don’t understand the Japanese culture well, but the guy that was in charge of this in Japan said, it’s seen as rude to kind of invite people to stuff like that. And they change the word invite to announce that you’re on Facebook.
And suddenly, it became one of the quickest growing countries for Facebook users where it was the slowest. So words, you have much more impact than you could ever imagine, especially if you’re scaling them in a marketing context.

6:11 Dan
On that note, I want us to try something completely different than we’ve never done in business anchors history, Lloyd. I want us to actually read through one of our most recent scripts for a Knowlton video, and then dissect it and talk about why we’ve done what we’ve done. And by the way, this is mainly you.

6:32 Lloyd
Do you know what, that makes perfect sense as to why you printed the script and go Yeah, for this episode? I did think it was weird.

6:39 Dan
But I think this would be a good way of a real-life example of a video that we’re producing today actually, we’re producing this video. And this is the script that you’ve developed based on ours. </p

6:50 Lloyd
Should we do what we do? At Knowlton? Yeah, you’re not usually involved in this process table. Both the production team and the creative team usually do a table read of a script when we have it.

As in, we read what the characters say, the bits in the script. Shall we do that for business anchors, give them an insight. And then afterwards, we’ll get into the detail.

7:09 Dan
Do you want to start by giving the context of what this video is?

7:14 Lloyd
Yeah. So at Knowlton, what we are trying to achieve, because we always tell you, this is important to understand that so, hopefully, you understand that we are trying to reach as many sorts of marketing manager level people in brands and businesses around the UK.
That’s our main thing. A secondary goal is to try and convince them we know what we’re doing. Well, Dan. Let’s go into every other marketing podcast. I do actually have four steps.

7:40 Dan
And convert them as clients.

7:41 Lloyd
Yeah, yeah. So this script is about a marketing meeting. Oh, relatable. So I’ll play the role of Edgy Sean.

Do you wanna play the role of Ben?

7:59 Dan
Yep. Then we’ve got boss Barbara as well.

8:04 Lloyd
Okay, shall I play boss Barbara? And you read the parts in between.

8:08 Dan
Okay, Yeah. So this is a creative marketing agency meeting. That we’re going through, shall we start? Are you ready? Okay.

So, hook section. Quick two to five seconds of Edgy Shawn enthusiastically shouting his edgy shit thoughts and ideas.

8:29 Lloyd
Edgy Sean: Fudge the client, fudge the boss. No one says another word until you’re over the drink-drive limit.

8:39 Dan
Does that say title creative marketing agency?

8:42 Lloyd
You can tell Dan isn’t usually part of our table read. So now title on screen, Creative Marketing Agency, The Edgy One.

8:49 Dan
We see a group of creative marketers around a table ready to start a meeting.

8:54 Lloyd
Boss Barbara: We’re here to discuss some creative ideas and concepts for some amazing brands. There’s a lot to do so let’s get straight into it. Ben?
9:02 Dan
Ben: First up we have Grenade, protein bars, energy drinks, performance nutrition. Shot of team member about to speak whip pan to edgy Sean sat back was on my chair in the corner drinking directly out of the coffee pot.

9:15 Lloyd
Edgy Sean: We change the pronunciation of Grenade to *Pooooowhhh*.

9:20 Dan
Ben: We can’t change the name of the brand Sean.

9:22 Lloyd
Edgy Sean: Can’t is just can with the T. Oh, next page of the script, right? Yes. Sounds are more recognisable than words. But bah bah, bah, I’m loving it.

9:38 Dan
Sean looks around the room encouraging others in the meeting to speak.

9:41 Lloyd
Boss Barbara: McDonald’s?
Edgy Sean: *Pooooowhhh*.
Boss Barbara: Grenade?
Edgy Sean: I don’t know the brand of that name. But if you mean *Pooooowhhh* you’d be right for once Barbara.

9:52 Dan
Ben: Sean, the clients not going to authorise that.

9:55 Lloyd
Edgy Sean: F the client.

9:57 Dan
Ben: We can’t though can we Sean, they pay us and doing that with a client was
what got you your first written warning from the boss.

10:04 Lloyd
Edgy Sean: Fudge the boss.

10:05 Dan
Whip pan to Boss. Boss looks horrified.

Ben: I’m not sure this is useful.

10:11 Lloyd
Edgy Sean: You’re making a bad call guys. In 2008 McDonald’s ignored my Mcfudger idea and they haven’t recovered since.

10:19 Dan
Ben: I think they’re doing all right, Sean.

10:20 Lloyd
Edgy Sean: Fudge Ronald (Quietly in the background was Barbara beginning to speak.)

10:25 Lloyd
Boss Barbara: Let’s move on, to the ecology project. They’re focused on climate solutions, carbon reduction, and tree planting to try and undo the damage we’re doing to the planet. Wholesome stuff. The video is a triangle. No one’s done it before.

10:38 Dan
Ben: But surely they haven’t done it because none of our screens are triangular. And what video?

10:44 Lloyd
Edgy Sean: The video is just constantly spinning.

10:47 Dan
Ben: Sean that isn’t a concept. That’s just a spinning triangle.

10:51 Lloyd
Edgy Sean: I drink sambuca through my eye and only take eyedrops through my mouth.

10:55 Dan
Ben: Sean now we’re just saying things to try and be edgy that have no link to this conversation.

11:01 Lloyd
These pages are very hard to turn, aren’t they?

Edgy Sean: Okay, fine. We got 100 of us in a room and we do a shot for every time there’s a tree planted. p>

11:08 Dan
It’s you boss Barbara. p>

11:13 Lloyd
Boss Barbara: Oh, they’ve planted over 30 million trees, Sean. Exactly. If anyone is used to social norms and business, as usual, you might want to step out, this is business as unusual.

11:28 Dan
Ben: Sean, we’re not going to get anywhere just shouting swear words. At Knowlton, we have processes and structures in place to maximise our creativity in ways that benefit our clients. Our concepts need strong hooks in the first three seconds otherwise, no one will watch.
We need to engage the target market in the next couple of seconds to ensure the concept is relatable, and viewers think this is for me.

11:51 Lloyd
Edgy Sean: Maybe it’s not for them.

11:53 Dan
Ben: That doesn’t make any sense, Sean.

11:55 Lloyd
Edgy Sean: Maybe that’s a good thing.

11:57 Dan
Ben: You’re saying anything to contradict the norm. But none of it makes any sense. We can’t entertain this anymore.

12:07 Lloyd
Edgy Sean: Maybe our ads shouldn’t be entertaining.

12:10 Dan
Ben: The entertainment in our ads is what allows us to engage the viewer for long enough to communicate what we need to about the brand we’re representing.

12:18 Lloyd
Nice, that’s kind of, where we’ve got to with that. There are a few lines that didn’t make the cut at the end. One of my favourites is the videos of the ice cream and you’re the cone. I’m the flake, I’m going to get inside the ice cream. Doesn’t make sense, that’s probably why It didn’t make the cut.

12:37 Dan
We’re also going to make a shortcut TikTok sketch video of you just saying edgy lines.

12:43 Lloyd
We need to push boundaries here? Mood boards put me in a bored mood. Let’s make notes on the wall. And yeah, so obviously, we’re pretty bad at that.

12:55 Dan
So what that was was it was playing out at a marketing meeting where there’s a guy who’s just trying to be edgy. Because you know, sometimes you get that in marketing people just trying to be weird, because it’s marketing like let’s do this.

13:17 Lloyd
Yeah, exactly. If you’re in a marketing department in a big business, or you’ve worked in agencies if you’ve been there several years, you’ve likely come across a character like Edgy Sean, someone that’s just coming up with different ideas, but only for the sake of it not to benefit anything.
Yeah, so that’s the whole idea. We spoke in the last episode about how it needs to be able to relate to your audience. And this is someone in our, the world of marketing, and the world of creative strategy and stuff. There’s all there’s always an Edgy Sean on who’s just trying to be different and weird.

13:57 Dan

So what I think is clever about this is that it hooks you in instantly like there’s this weird edgy character who’s dressed weird and saying relatable stuff. It hooks you in and grabs your attention and is relatable long enough for us to then actually communicate some sales messages, that are talking about why Knowlton are good.
If you were listening to the final part of the video is like well at Knowlton we don’t just do that we do this and this rather than this just being a sales video, come work with us, at Knowlton, we can do creative stuff.

14:29 Lloyd
Exactly. That first point that we spoke about in the previous episode is about a thumb-stopping hook to a video and you might notice here it starts with five seconds of Edgy Sean enthusiastically shouting edgy shit thoughts and ideas. Fudge the client.
By the way, it’s it I said fudge instead of you know, I didn’t want to offend you guys. Fudge the client, fudge the boss. No one says another word until you’re over the drink-drive limit.

14:58 Dan
So ridiculous.

15:00 Lloyd
If we’re thinking about standard storytelling, that’s not the start of the story. That’s just some random funny lines he said. But because it’s an online ad, we need to hook people in with this kind of stuff to make sure we get their attention at the start. So that’s why it’s there.
If you were just telling this story, you would have just started with Barbara saying, we’re here to discuss some creative ideas and concepts for some amazing brands. But that’s not going to get the attention that shouting, fudge the client fudge is gonna get.

15:32 Dan
And I think this has also got the light bulb moments that we always speak about, when you see Edgy Sean, we should show what’s what you shouldn’t be doing in a marketing meeting to come up with creative ideas, it then gives us the ability to then position Knowlton, as this is how you should be doing it, rather than doing it like Edgy Sean with his spinning triangle.

15:53 Lloyd
yeah, it’s that lightbulb moment that we’ve spoken about in previous episodes, you need the viewers and the people you’re trying to convince to have that thing of saying, oh, that’s me, I need that.

Where we’re taking the Mickey in an exaggerated way out of a creative meeting where basically, you need to come up with some great ideas for your marketing projects. And it’s tough. And then we add a bit in with a relatable character kind of saying, oh, Knowlton, we do this. And it’s kind of like, supposed to be that thing of, ah, I need that so I stopped wasting time in these creative meetings. And we’re not coming up with good enough ideas.

16:29 Dan
So I guess to provide value to some of the listeners, you’re one of the people that write these kinds of scripts. What advice do you have? Or what approach do you take to write these scripts that could be useful to listeners? Are there any tips that you’ve got?

16:46 Lloyd
Well, there are lots of things that we’ve spoken about previously, I guess we’ve already spoken about the hook. That’s so key at the start, we need it to be relatable, just like we’re talking about in a lot of things relating to the previous episode. But you need it to be relatable to who you’re trying to get in front of.

For this obviously, it’s marketers. And that’s why it’s a marketing meeting setting, you need people to think this is for me. So even elements, like we had a title come up after the hook title on screens and creative marketing agency, the edgy one.
So that’s if you’re in marketing, there’s the word marketing on the screen. If there’s any doubt, then you’re going oh, this is a thing relevant to marketers? That’s me. Yeah. This is a video made for me that I should watch. So that’s important early on in the video.

17:35 Dan
Where do you just random questions, but you’re good at coming up with these characters? Where do you get inspiration for these characters from when you’re writing stuff? Like, um, for client campaigns? We’ve had a whole raft of interesting characters in client concepts. Where do you get inspiration from?

17:51 Lloyd
So a few places? One, we’ve mentioned this before, the to the anchors, not from ads. So basically, if you’re looking in your industry, or what’s the best marketing ad, you’re not going to find really good characters and entertaining. So from shows like the office that’s seen as one of the best comedies ever made and stuff for sitcoms, like, get your inspiration from, from characters on there.

Also like real life, like exaggerated versions of people you meet in real life.

18:27 Dan
We’ve done episodes before about networking, like one of our past services talking about that. And we’ve met some really interesting characters like the lady who tried to heal you with stones.

18:35 Lloyd
Exactly. And some characters are exaggerated versions of the guy that tried to tell me that cows would explode if we didn’t drink milk at networking events. By that guy. He’s a nice guy’s he’s funny, but obviously, an exaggerated version of him is a great character.

But yeah, I think trying to create that relatable kind of exaggerated character in this kind of video is key.

One big tip as well. So, Dan, I don’t think you’re aware. But this was the first draft of the script. And it’s been improved since. And one of my biggest tips is if you’re writing a script, or even if it’s not a script like this, and you’re just writing notes for your first video, and you’re kind of just writing almost the story, because you haven’t done this before you’re writing bullet points, get someone else to read it and be critical with feedback.

Ellie, who’s a great part of our team, our production team. Now knows I won’t be offended if she just writes notes all over the scripts. This is bad. This should be cut. This could be funnier. That’s what she did for me. Yesterday when I did the second draft for this script. And it’s so helpful because there’s perfection is too much for any one person.
And obviously, with stuff like this is like you’re trying to get the closest you can to the perfection of how good this video can be, how relatable it could be, how entertaining it can be, how well you can persuade the viewers to do what you want them to do and take the action.
And it’s just too much for one person, if you get someone else’s eyes on it, that has the confidence to be critical. It’s very helpful.

Why are you smiling?

20:24 Dan
Just because you always get me to look at this kind of thing as well. And it’s always a good sign when I’m laughing to myself and reading it. And this was one of those were things like the spinning triangle video just really tickled me.

20:39 Lloyd
That’s another point I was gonna make. So I think we usually, with scripts like this is a working environment, we send it to each other for feedback and stuff. And you’re the first person I got to read this, Dan, and I deliberately watched your reaction while you were reading it.
Because it’s such a key, we always talk about triggering emotion. And that’s what helps in marketing, how you’re going to get people to take action and feel something. And with a lot of this, we’re trying to trigger like joy, and we’re trying to make people laugh and that kind of thing.

When Dan was reading this, there were a few bits where he laughed out loud while he was reading it. And then I said, Well, what, what are you laughing at there? Because it’s the first experience of okay, one person’s looking at the script. And these parts already make them laugh out loud and trigger emotion. So obviously, we need more bits like that we need more of that.
And any bits where he was just kind of silently reading, you probably think, okay, there’s probably a bit of a gap there where there’s not enough so losing that and getting someone’s reaction before it goes to the world.

21:49 Dan
This was one of the best bits that made me laugh as well. He says, I only drink sambuca through my eye and only take eyedrops through my mouth. How do you come up with this ridiculous shit?

21:58 Lloyd
What is the benefit of having very strange thoughts? It becomes useful when you’re trying to write a script that’s supposed to be funny.

22:10 Dan
I found that quite interesting. I hope that was interesting to the listeners. And this is a bit of a different style of a podcast episode. But we thought we’d give it a go. And hopefully, you found this useful.

22:22 Lloyd
This gives you a bit more of an insight into our business and the random things that we do that are such an important part of our world that might not be part of your world. Yeah, in the different business anchors, listeners, homes and workplaces. But if you want to hear any more like see or hear any more parts in detail about what we do let us know, because we’re just trying to do the best stuff for you really, whatever you’ll be interested in.

22:45 Dan
This video will be live when this podcast is out. So go to our LinkedIn or my LinkedIn.

22:52 Lloyd
It’ll be the one with millions of views. With viewers going ‘Oh my god, this deserves an Oscar’.

22:58 Dan

And if you have found this useful, and you think anyone else would be interested, please do tell them about the business anchors podcast so that we can spread the love and get more people in our little community of anchors.

23:08 Lloyd
And if you have any expertise in scriptwriting, please let me know I want to learn and improve and improve everything we’re doing. I’m open to your critical feedback.

23:18 Dan
See you next week in your ears.

23:20 Dan
See you in your ears.

Hopefully this has been useful and taught you a little more about how to format a script that can drive sales and leads. If you have any more questions or want to know how Knowlton can support you in scriptwriting or video production Start A Conversation.
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LinkedIn Video Strategy That Made £50K in 1 Week

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If you’re looking for a LinkedIn video strategy that is proven to generate sales, this is for you. In this episode, you’ll learn the exact LinkedIn outreach video format we used to win a £50k project this week.

Timestamps

00:00 – 02:39 Intro
02:40 – 03:39 Video Outreach Example
03:40- 10:17 LinkedIn Outreach Video Format Breakdown
10:18 – 14:29 LinkedIn Video Outreach Tips
14:30 – 15:32 Outro
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Transcript

0:00 Dan
So how do you format a LinkedIn outreach video that generates 50,000 pounds of revenue? Well, I’m going to answer that this week, because sadly Lloyd’s, not here this week. So I’m going to try and do a bit of a solo episode.
And to be honest, this topic, which we’re going to go through, would have pretty much been me talking through most of it, because it’s what I do in our business, which is handle our marketing and sales. It’s a strategy to do with that. So hopefully, you enjoy this one. Sorry, you’re not here, Lloyd. I’m sure you will be listening to this.

But yeah, just to give you a quick backstory, the last couple of weeks have been pretty mental for us here at Knowlton. In terms of winning new business, we’ve won some amazing new projects.
Just to give you context, in the last two weeks, we’ve won the same amount of business, the value that we turned over, that was like a third of our revenue last year, or quarter third than a quarter of our revenue.
So it’s been a pretty big couple of weeks for us. And one of the projects that we won came from a certain strategy that we’ve used, a LinkedIn outreach strategy. If you’re an avid business anchors listener, you’ll remember episode 74, how to generate leads and sales with creative outreach strategies. We went in through a lot of detail on that strategy. But one of the elements that we didn’t talk about much was actually how to format a video that you send to people.

1:30 Dan
So just to give you context, that strategy, if you haven’t listened to it, go listen to the episode, that strategy is where on LinkedIn, you find people who are showing interest in what you do who are in your target market, you send them a direct video, which I’m going to talk through in a second to generate new business, right.
And in this video, I want to dissect the format of that video is. And also, I’m going to play to you the exact video that I sent to someone that generated 50,000 pounds of revenue this week. And then I’m going to dissect how that was formatted so that you the listeners can copy this strategy because it’s incredibly, incredibly effective. Once I’ve done that, I’ve got a few more tips for you at the end of this video.

2:18 Dan
So what I’ll do now, I’ll play, well I won’t, the lovely Knowlton editors, will play that video, it’s like a minute long. Just listen to this because I’m going to dissect this video. This is originally a video that I shot on my mobile phone in our office, and I sent to someone, but you’re going to hear the audio for it. So ready? Okay, here it is.

Hey, Paul, I hope you’re well, this is random, but we’ve been connected on LinkedIn for a while now and had a few discussions over the last year or so. I’ve been kind of following what you guys are doing.
And I just wanted to see if there was an opportunity for us to have a chat to see what you’re trying to achieve in the next six to 12 months to see if there’s any way we can support you in doing that. Your company looks fun.
And I think there could be an opportunity for us to help you produce some cool content or run some kind of paid ad campaign. We’ve recently shot a really exciting TV ad and tracked 1.2 million pounds of E-commerce sales for another client and also helped another client go viral. So we’re doing good stuff. I can see you are.
So just want to get in touch and see if there’s an opportunity for us to have a chat to find out what you’re up to and maybe present how we could potentially work together. Also, if that’s not relevant, then that’s fine. Just let me know, either way, and we’ll go from there. Thanks.

3:40 Dan
So now I want to break down for you the video format that you should use for your LinkedIn outreach videos to generate leads and revenue. And I’m going to break this down into different segments of that video and explain why it’s worked for us and how you can emulate this.
So just to give you context, as well, normally, these videos we send these outreach videos are probably around a minute, you don’t you want them to be clear, concise, and to the point, you don’t want them to drag on for ages because you know, people’s time is valuable. So yeah, they’d normally about a minute.
And it’s broken up into a few different sections, which I’m gonna get into now. So the first thing within your video that you’re sending directly to someone on LinkedIn, you want to start firstly, by getting to the point, you know, you don’t want to fluff at the start because it just instantly puts people off, they won’t watch the rest of the video. So you want to get to the point.

4:35 Dan
The first part I call context. What is the context of you sending this video to this person? Why are you reaching out to them? Now if you listen to business anchors, Episode 74. I talked through the strategy in detail. But this first part is all about why you’re reaching out to them.
So for example, the way we use this in our LinkedIn outreach strategy is If someone is showing signs that they’re interested in what we’re doing.

So for example, this could be commenting on our videos and our content on LinkedIn positively, liking our content on LinkedIn, visiting my profile on LinkedIn, but not communicating with me. These are all like context as to why I’d be sending someone a video.
So for example, in a video, I would be saying, hey, so and so I just wanted to send you a quick video because I noticed you viewed my profile, and just wanted to see if there’s anything we can help with, as that kind of thing, giving context right at the start to give a good idea of why you’re reaching out to them.

5:43 Dan
The second part, now this seems strange because it’s slightly early compared to other types of content. But having a call to action after that is important. So for example, you need to think about what do you want the next steps to be once they watch this video, and you want to get this in as early as possible because it’s likely that some people won’t watch all of the videos.

So once you’ve given your context, hey, so and so just wanted to reach out to you because of x, y,z wanted to see if there’s an opportunity for us to have a chat, or a zoom call, or a phone call, or a meeting, or whatever that call to action is to get it right at the start.
So that person knows, one, why you’re reaching out to them, why you’re sending them a video, and two what you want them to do after that video. So the first two parts are context and a clear call to action.

6:32 Dan
Number three, the third element in that video is what you can offer them. So what is it that you? What can you offer them? You know, is it accounting? Is it marketing? Is it cleaning, whatever it is, you need to somehow communicate what you can offer that person.
Another really good tip for this is to make sure you do your research, for example, us as a marketing agency that produces creative ads. Before I will reach out to anyone, I’ll look at what ads they’re currently running, if any, to understand what they’re currently doing.

So that when I say we can produce some creative ads for you, you can add more context to show it’s more personalised so you can say, I’ll check out your Facebook ads and saw that you’re not running any or I saw that you don’t currently use short-form video content.
This is a great opportunity to get to achieve x y z, you know and give that context and communicate what you can do for them. So when I talk about this, we talk about producing creative video content and running paid ads all to drive a trackable return on investment.
What is it that you can offer that person, clearly communicate that? So we’ve got the context, the call to action, what you can offer them.

7:48 Dan
Then number four is social proof. So social proof is credibility. So they know why you’re getting in touch with them what you want them to do, what you can offer them. Now it’s a case of demonstrating that you deliver on your promises, what can you share with them, that demonstrates that you deliver on your promises.
So for example, it could be sharing some quick case studies to say we’d love to do your cleaning in your office for you. We’ve worked with x y z brands, who in your area who are very credible, who have hired us, or it could be talking about the results you’ve achieved for clients.

You know, for example, some of the things we mentioned is, some of the work we’ve done to deliver 1.2 million pounds of trackable E-commerce sales for some of the E-commerce brands we’ve worked with, about us producing a TV ad, about us helping clients go viral.
There are these things that we’ve done that demonstrate we deliver on our promises for clients, which you can be mentioned in this video. And again, this video is like a minute long, so you don’t want to end up waffling for half an hour, it needs to be bullet points.
And that could be another tip actually to help you format this, write it down in bullet points. I don’t tend to do that. I tend to just do it because I’m used to sending these videos, but you might want to do some prep before. So then you got your social proof.

9:09 Dan
Number five, call to action. Again. I know we’ve already done a call to action right at the start. But again, you want to remind the person watching. So just to summarise, it’d be great if we could set up a call or a zoom call or have a meeting or have a chat or whatever that is, just to remind them at the end of that video. They know exactly what you want them to do.

9:30 Dan
Then the final part, which I’ve called begging for forgiveness, I think at the end of these outreach videos I always like to say like, this may not be relevant, and I apologise if it’s not so if it’s not relevant, you’ve got this all covered then no hard feelings.
Thanks for taking the time to watch this anyway. You know, just to show that you understand and value their time and if it’s not relevant then fair enough. What you don’t want to be is like trying to be pushy sales with people because you know, just be a nice person.

10:05 Dan
So there’s the structure just to summarise again, you’ve got context, call to action, what you can offer, social proof, call to action and beg for forgiveness. There the six kinds of different parts to this.

10:17 Dan
What I want to share now is just some additional tips around sending these outreach videos that we found from doing this for the last six to 12 months. So firstly, tip number one with your LinkedIn outreach videos. Talk like a normal person, don’t put your business video voice on, again, people buy from people and you want to be relatable in your content.

So something that I found when I first started making any kind of videos as I went directly to this robotic weird, like, oh, I don’t know what I’m talking like, don’t sound like myself. So some tip I saw on Tik Tok recently was, imagine you’re talking to one person down the barrel of that lens, imagine it’s one person you’re speaking to.
And that kind of mindset, you’ll come across a lot better, you’ll come across like you are talking to one person who is the one person behind the screen. Rather than thinking, I am in a room full of 100 people Hello, everyone, you know, which one of those two comes across better to you.
The first one, I’m pretty sure. So really try and practice just coming across like you’re having a conversation with one person, and it will land more with the person watching that video. That’s the first tip.

The second tip is to practice enough that you feel comfortable kind of leads on from that first point, make sure you practice what you’re saying enough. So it appears natural and you appear calm. Don’t just do one video and send it instantly if you’ve never done this before, do a video, watch it back and just practice coming across naturally and that kind of thing.
What you don’t want to end up doing is that it’s so prepared that it looks over-prepared. And it’s like oh god, this person just sends out hundreds of videos to random people. And it’s not that at all. So yeah, make sure you practice and get comfortable with it. The third point and I think a lot of traditional sales, people will probably say this is a rubbish tip.

But my third tip is don’t follow up too many times. Personally, when I’m sending these outreach videos, I don’t think I have ever followed up once after sending them because someone gets a video view. And they’re gonna watch it because it’s a video message in their inbox that people rarely send them if they don’t respond, you know, don’t keep following up.
That’s one of the most annoying things ever. Hey, did you see my video? They have seen it. I get what you would follow up with others, like communication formats, like email and stuff because they can get lost. But yeah, a video inbox message people aren’t gonna miss.

And also, just to give you an example, we’ve, with this strategy, I’ve sent a video like ages ago to someone and it took like, I didn’t get a response. I didn’t follow up. And then six months later, that person had moved to another company. And they messaged me and said, You sent me a video six months ago, it wasn’t the right time. Now in this new company, this could work well.
So yeah, you don’t want to end up being annoying with these because, again, then you’re going to turn people off. And yeah, so sorry, traditional salespeople, you’re probably gonna say I’m rubbish because I’m going against what you’d normally say. But that’s just my opinion.

And then I guess a final tip. I would recommend don’t send these videos, and this is all in Episode 74 that I mentioned that the business anchors podcast, but don’t send videos to people who have shown no level of interest in working with you. I think, again, you want to spend your time sending videos to people who are interested rather than just annoying everyone.

So really focusing on the strategy I mentioned that podcast episode, where you identify people who are showing signs that they’re interested in viewing your profile, commenting on your content and that kind of thing. Because otherwise, you’ll just end up spending loads of time sending videos to people who don’t give a shit about you, who don’t want your services and who aren’t interested.
Again, other salespeople might say it’s a numbers game, send as many as possible. But for me, and again, I can only speak from my experience, what’s worked for us is identifying the right people to send the videos to who we genuinely believe we can add value to and who have shown interest in us.

14:30 Dan
So yeah, hopefully, you find these tips useful. And this has been a bit weird without Lloyd being here. It’s been a bit of a solo episode. So hopefully it’s been alright, I know Lloyds is not here to say stupid stuff like normal. It’s been quite nice not having him here. But maybe you prefer him here.
So next week, he’ll probably be back. But uh, yeah, if you’ve enjoyed listening to this or any of our podcasts, please do subscribe. And also leave us a review on Apple Podcasts. It’d be really helpful to us to help get the podcast to more people. I know lots of you haven’t left a review.
So please do leave a review. And I look forward to being back here with Lloyd, my partner in crime next week to record another episode of business anchors. See you in your ears then. Oh, that was a terrible outro. See you in your ears.

Hopefully this has taught you everything you need to know about how to format a LinkedIn outreach video that works, if you have any more questions or want to know how Knowlton we can support you anything Start A Conversation.
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Save Tax With These Simple Tax Planning Tips

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If you’re looking to save tax, this is for you. In this episode, you\’ll learn some simple Tax Planning actions you can take to save tax.

We recently had a deep-dive session with our Accountants to understand how we could use Tax Planning to save tax. We were shocked at how much we could save (by making fairly simple changes).

Everything we share in this episode is above board. This isn’t financial advice, we’re not experts, we’re just sharing what we’ve learnt from our Accountants (a massive shout out to Telfords Accountants.

I know this episode sounds pretty boring, but any business owner or employee should listen if they want to save some money.

Save Tax Timestamps

00:00 – 01:11 Intro
01:12 – 05:18 Why tax planning is so important
05:18 – 06:43 The definition of Tax Planning
06:44 – 07:53 The definition of Tax Avoidance
07:54 – 09:13 The definition of Tax Evasion
09:14 – 11:43 Lloyd\’s thoughts on Tax Aoidance
11:44 – 30:27 Tax Planning Tips
30:28 – 30:36 Outro
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Save Tax Transcript

0:00 Pat
Hi, I\’m Pat, the podcast editor here. Today anchors, Dan and Lloyd are talking taxes. No, no, no, no. Okay, look, don\’t click away. Because today, we\’re talking about tax planning and the changes you can make to minimise your tax liability, potentially saving 1000s.p>

0:18 Lloyd
The government says we tax you on these things. And we allow you to do these things. And it\’s going, Oh, you allow us to do those things. To help us grow our business, we will be allowed to do that.

0:30 Pat
You\’ll hear about what they\’ve learned, and the actions they\’ve taken that have saved the company a projected amount of over 20,000 pounds.

0:38 Lloyd
Those business savings, like I said, depending on what sort of business owner you are, you could just take it out. Or you could reinvest it into the business or you could hire more people or you could give people pay rises, you know, that\’s up to you.

0:52 Pat
Right, let\’s get stuck in pen and paper at the ready. This is episode 86 of the business anchors podcast.

1:11 Dan
This sounds so boring. Lloyd, why should anchors continue listening to an episode about tax.

1:18 Lloyd
It is not going to be boring. And I\’ll tell you what I tell if you run a business, you probably are either running a lifestyle business. So basically a business at the size that you as an owner can have a nice lifestyle, making enough money and having the things you want for you and your family to have a lovely life.

Or you\’re trying to scale your business to be massive, make loads of money and be like a gazillionaire both require you to make as much money as you can. In reality, just one you reinvest more than the others.

1:55 Dan
Okay.

1:56 Lloyd
And if you can plan your tax effectively, every single year, you can have loads more money.

2:06 Dan
Okay.

2:06 Lloyd
Does that make sense?

And I guess why I\’m more excited than you and everyone listening is because we\’ve recently gone through a process of basically looking at our taxes and seeing what we can do.
And if we\’re doing things right and efficiently and all that sort of thing, and found out that we weren\’t and our business could save a huge, huge amount of money that we can reinvest into our team or equipment or more.
Or we could be greedy business owners, and just take it all. Ah, my phone\’s ringing, but it\’s not supposed to be on vibrate. p>

2:49 Dan
So we\’ve got a bit of a history with accountants have my Lloyd.

2:53 Lloyd
Yes. So we had an old account, that was absolutely rubbish.

2:58 Dan
And we did a podcast episode about episode 19 are all accountants rubbish, and we pissed off a lot of accountants didn\’t we?

3:05 Lloyd

Accountants and people that have loved ones that are accountants saw the title and got angry. But if they\’d have listened or watched, they\’d see that we were saying like, our one has been rubbish.
And we were shocked. And going into what we heard about brilliant accountants we\’ve now switched. This was years ago now but to Telford\’s accountants.

3:37 Dan
Mark Telford who\’s bloody good.

3.39 Lloyd
Legend. And I couldn\’t think more highly about our accountants at you know, they\’ve helped us with this kind of thing that we\’re going to be talking about and helped us in a lot of ways and a proactive in helping us have what we need to grow our business.

3:54 Dan
Go to Telford\’s if you want good accountants, everyone.</p

3:57Lloyd
Call to action, accountants. But seriously, also like DM me and Dan, if you want to get put in touch with Mark Telford if you want better accountant stuff because they\’re brilliant.

4:07 Dan
Do you know how I know how excited you are about this episode?

4:11 Lloyd
No?

4:12 Dan

Because when I went to sneak off for a sneaky McDonald\’s the other week, and just have some time to myself, sometimes I like to do thatp>

4:20 Lloyd
You do, more often than I, I first thought actually.

4:23 Dan
You just wouldn\’t stop ringing me and telling me about these things we can do to be better with our tax.

4:30 Lloyd
Yeah, no. And it sounds boring. But the more I was discovering, imagine, you know, we work we all work so hard. The team here and we as business owners work hard to try and make sure the business makes enough profit to be viable and to grow and for us all to earn more and work on the more exciting stuff.

And I was just discovering more and more things like oh, imagine just finding out this year, we could have an extra 3000 pounds, think how hard that we usually work to make 3000 pounds, but it was just a fairly simple thing we needed to do to make that happen.

5:04 Dan
Just to clarify, for me the stupid person. Yeah, this isn\’t avoiding taxes we\’re not like telling people to do sneaky stuff, though.

5:13 Lloyd
Interesting. You say avoiding tax, Dan, some of it might be.

5:17 Dan
Oh, okay.

5:18 Lloyd
But to be clear. Okay. Just so no one thinks we\’re busy, busy? We are busy, I was meant to say dodgy. We\’re not doing anything illegal. And I don\’t think we\’re doing anything immoral. You can judge that. But just to be clear, okay, I\’ve written this down One thing, tax planning.

5:44 Dan
Okay, is that what we\’re doing now?

5:45 Lloyd
This is the main thing that we\’re doing tax planning. So listen to the definition of tax planning. As part of good governance, companies will seek to minimise their tax liability through tax planning, making the most of the tools and mechanisms which the government makes available to them specifically for this purpose, allowances, deductions, rebates, exemptions, etc.
They all make choices about how to pursue their business goals in the light of all the implications, which include the tax consequences. Okay, that\’s tax planning, which is mainly what we\’re talking about. So the government says, we tax you on these things, and we allow you to do these things, and it\’s going oh you allow us to do those things to help us grow our business, we will be allowed to do that.
Oh, you tax this thing? Okay, we\’ll be careful not to do too much of that and get tax loads. So that\’s tax planning. I think everyone I spoke to agrees. Good idea. We weren\’t doing well enough. We\’re going to talk about it. Next Level tax avoidance.

6:45 Dan
Oh, that doesn\’t sound as good.

6:47 Lloyd
Final level. Okay. Tax avoidance is more of a grey issue. The term tax avoidance is used to refer to legitimate, but maybe aggressive use of things such as financial instruments and other arrangements to obtain a tax result not intended. Or anticipated by the government. The use of overseas tax havens is one example. Most of the debate about tax avoidance has centred on the taxes businesses pay on their profits, corporation tax in the UK, but other taxes can also be affected, including VAT.

7:20 Dan
So that\’s not illegal, but it\’s a grey area?.

7:22 Lloyd
No, it\’s completely legal. But I suppose the difference in their tax planning is the government\’s view of what should be taxed and not. And you going? Oh, yeah, thank you. Thank you. That\’s exactly as you say, tax avoidance is going Oh, hang on, let this rule that you cannot be taxed to do that. That\’s not what the government intended. But we want to do our best for our business to make sure we can grow and have the money we need to grow. So we\’ll make sure we make the most of those.

7:55 Dan
I feel like this goes down to another level.

7:56 Lloyd
There\’s s a third level.p>

7:57 Dan
Third level!

7:58 Lloyd
Which to be clear. We are nowhere near and would never consider. Okay. Tax avoidance is different to tax evasion.
This refers to a situation where a company tries to reduce tax liability by falsely suppressing income or inflating expenditure, recording fictitious transactions, etc. evasion is fundamentally illegal. So just to be clear, from those kinds of definitions, tax planning, good idea and sensible, tax avoidance, could be a good idea. A bit of a grey area, though, and morally questionable, worth the debate. Tax evasion is basically, just lying because you\’re greedy. p>

8:48 Dan
And I\’m glad you saw that right. So the things we\’re gonna be talking about in this episode? Don\’t go to the bottom?

8:54 Lloyd
No, don\’t want to.

8:57 Dan
In the bottom category.

8:58 Lloyd
That could not go down as a business expense. Okay. Would certain industries maybe it could. So what we do and what we talk about not tax evasion, don\’t evade tax.

9:12 Dan
Okay. Okay. I think we got it, we got the picture.

9:13 Lloyd
Interesting, though, before we get into these ways of saving you hundreds of 1000s of pounds, which we\’re going to do listeners, previously, my personal view, being a brilliant person. Yeah. And you\’re just so ethical, brilliant morals. I used to completely steer clear of the tax avoidance, you know, in what I would want to do for the business tax planning. And so that tax avoidance, the middle one, yeah, the middle.

And we weren\’t very good at the tax planning the one so we will just be fine. Yeah. But the way I thought about it, I kind of, I mean, the same tax avoidance, I thought, well, that sounds dodgy. We don\’t want to be a dodgy business. I mean, never go near there. My views have changed my view guide so people may disagree.
But over the last couple of years, in my personal view, I believe a lot of the ways that we spend money in our business, I think have a bigger positive impact than the way the government spends money. So I used to think, well, we want to pay as much tax as we can, that\’s the moral thing to do.
And now, because I feel we\’ve got so many positive plans, we have our positive impact plan we\’ve been putting together and where we\’re trying to do things to positively affect the world and the local community and all this sort of thing.
And I now think my personal view is if we can completely legally reduce some of our tax and spend it in those positive ways and offer people more jobs and that kind of thing. .

10:04 Dan
I guess that only counts if you are spending the money in a good way, though, rather than us taking it.

10:50 Lloyd
If you and I were just taking huge salaries, I would feel differently. I guess you\’d have to be on the inside of this to truly know.

11:02 Dan
To some listeners, that could just sound like an excuse. As if we are like we trust ourselves with our money. So we\’re not gonna pay as much tax.p>

11:12 Lloyd
I completely agree, it sounds like that. And so I think as business owners only, you know, in reality, if you\’re doing it, because you want to earn more money, or because you feel it\’s the right thing to do.

11:26 Dan
One of our values at Knowlton is to do the right thing. Are we doing the right thing? I think we are.

11:32 Lloyd
Yeah, that\’s why it\’s the question, I guess I know, in my mind, from what I currently know, I might learn things or change my opinion. I feel we\’re doing the right thing and having the most positive impact we are on the world.

11:44 Dan
So I feel like that\’s a really good setup. Yeah, I feel we\’ve got a good background. Now. I think all of us want to hear Lloyd, what do we do for effective tax planning? Or what things can we do? Because you\’ve called me up and told me loads of stuff.

12:02 Lloyd
So listeners your going to gain some value. For our business from making these changes. We\’re projecting a saving of 21,000 pounds.
12:12 Dan
Oh, yeah. Geez.

12:16 Lloyd
So that saving just to be clear, comes from savings that hopefully our employees can make, savings that Dan and I as business owners can make, and savings that the business can make. So those business savings, like I said, depending on what sort of business owner you are, you could just take it all.
Or you could reinvest it into the business, or you could hire more people or you could give people pay rises, you know, that\’s up to you. But that\’s how this is made up. And thinking about it over 10 years, that\’s 200,000 pounds. If your business stays the same size, think about what you do to have an extra 200,000 pounds. Yeah, in the next decade. So now going into it, Dan.

12:56 Dan
Yep.

12:57 Lloyd
Tax, can you tell I love tax?.

13:00 Dan
You\’re getting excited by this.

13:01 Lloyd
So I\’m just going to go into some of the things that Telford\’s accountants have helped us with again, Telford\’s accountants are the experts. Speak to us and we\’ll put you in touch. Yeah, do we need to do like, this? Isn\’t financial advice? Anyone? Yeah. Oh, yeah, we should. Yeah, this Yeah. So I was putting off taking these, I kind of knew that we should, but I was putting off taking these actions previously because there\’s lots of important stuff to do in the business. I was thinking, I\’ll get to that at some point on my to-do list until I went through it with our accountants and realised there\’s a significant difference if we do it this way.
This is not financial advice. We don\’t have a clue what we\’re doing financial advice. I\’m telling you what we\’ve done, and what, what we\’ve been told to do, and think, Oh, that\’s great. Don\’t listen to me for advice. This is just purely for entertainment.
Okay. So firstly, I think this is the one that probably most business owners might already do. Yes, I think potentially they don\’t. But if you don\’t, you need to, so it\’s paying yourself in the most tax-efficient way as business owners.
So Dan, and I, how we take our salaries, obviously employees have to be paid by pay normal salary. As business owners, there are different options. So there\’s a 2000 pounds a year dividend allowance.
So as a business owner, each individual can take 2000 pounds out completely tax-free. And that\’s, that\’s on top of the 12 and a half 1000 that you can take completely tax-free for through tax-free through your normal pay salary. So that\’s a yes thing.

14:48 Dan
So that\’s like 14,000 not taxed.

14:50 Lloyd
Yeah, yeah, exactly. And then, for most people, it makes sense to pay yourself the low salary of 12 and a half. And take the rest of whatever you want to make up your salary in dividends. And so I encourage people to look at that because, on dividends, you don\’t pay things like National Insurance and employers\’ national insurance.
And I was shocked about how much that equates to Dan and me, and also Dan, and I haven\’t even we haven\’t increased our salary because of that. We\’ve just kept it the same. But with the changes we\’ve made, we\’ve got a chunk of money left in the business each month, that would have previously been taxed.
And again, this is all this is just doing completely legal things and finding the way you\’re advised to do not advice by me, though, not financial advice. So simple but effective.

15:48 Dan
So that\’s the one that most people will probably already be doing. But if you\’re not as that\’s the biggest one that does that.

15:53 Lloyd
Because that\’s something quickly you can change whoever\’s doing your payroll or if you\’re doing it yourself, you can kind of Google, there\’s Google comparison of pay and dividends, and there are calculators to work out for you. So really easy.

16:09 Dan

Cool.

16:10 Lloyd
Do you want the second one?

16:11 Dan
Give me the second one Lloyd. Save me money.

16:12 Lloyd
Maximise the company\’s private pension contributions. So pension?
This one, I was really, again so sound simple, and it\’s probably listening to thinking do that. But for our pensions, Dan, we can have a private pension and put money into that pension, and it counts as a cost to the business. So rather than us attack ladies, so before anything\’s taxed, it gets paid into our pension.

So when we\’re oldies, we can have a life, hopefully. But if you think about it, if the employer is making that contribution if our businesses, that also means that we make less profit, to get down counts as a cost. So effectively, and again, there might be limits on this I\’m not aware of, but if you just put all of your profit into your pension into the pension, there wouldn\’t be any tax to pay on your profit, because the company has limits on that, though, potentially. Okay.

Not business advice. But are there any limits? Yeah, but certainly at the level we are, we\’re not, we\’re not fancy, we\’re not millionaires, we\’re not operating extremely high level. It\’s it saved us a significant amount. Doing it that way, Dan, and I previously was, were paying into pensions as kind of employees from our contributions, as well as the employer contribution, like with all of our team, but didn\’t realise that that\’s, I think that can pay more into a pension.

Yes, and the thing with that, obviously, boring advice, pension is always a good thing to put money into. But if you think like this saving that Dan and I realised can be made that that can either allow us to put more money in our pension, but, overall, our financial situation not change. Or we can have more money in the business, both over the long period long, long term could have a huge effect.

So if you think if we put more into our pension now, because that\’s invested and over time, fingers crossed, that will increase supply, if we put, you know, if there\’s an extra 200 pounds a month in your pension in over the years that have a huge that can equate to an extra, lots of money.
So positive. Or if, if you just leave that money in the business, that\’s kind of the extra that you\’re saving, you can reinvest that. And I think as business owners, if you\’re a sensible business owner, rather than just taking the profit out, you\’ll be reinvesting any money that\’s left in the business. So if like I said, all these savings, equate to 20,000 this year, we can reinvest that into our business by either paying our team more or hiring someone new or getting new gear and then that money can multiply by two by five by 10 over the years.

So pay yourself in the right way, as a business owner, pay more into your pension. Number three, we got the three I didn\’t realise this sort of thing, probably obvious life insurance. So anyone that\’s homeowners, usually people end up getting life insurance as part of their mortgage is a requirement by most lenders, I think. So basically, if one of us dies, hopefully, most of your mortgage gets paid off your family is hopefully okay and that kind of thing.

Again, I didn\’t realise this could be as business owners, we can pay this through the business. So again, we pay for it before we\’re personally taxed on that money. So we save that and because the company paying for it again, it\’s a cost to the business. So the company makes less profit and pays less tax on profits. So double whammy again. And simple just to change. You know, you can be your current life insurance policy and change the account that it\’s coming from and include it as a business.

20:20 Dan
Makes sense, yeah.

20:21 Lloyd
Boring and effective.

20:23 Dan
So pay your life insurance through the company. That\’s the third one. Cool.

20:26 Lloyd
Yeah. Simple.

20:28 Dan
I need to change mine, then I need to do that.

20:30 Lloyd
Yeah, both of us do. We\’re planning to do tax planning. Yeah.

20:35 Dan
Number four number. Save us more money Lloyd.

20:37 Lloyd
This one, I like trivial benefits, because it\’s beneficial for you as business owners and your employees. And I think it\’s something that we\’re planning to utilise as much as we possibly can. And helps everyone involved, which is good.
So these are trivial benefits. So basically, this is anything except cash, that\’s less than 50 pounds. That can be given as gifts to the team. So is that items, vouchers, or, I think, an example of this that we\’ve done recently, one of our employees moved home. And as a business, we wanted to get a moving housewarming gift
So if we were to give him a bonus, or she could be anyone, they would be taxed on that. Yeah, so if we were like, oh, you know, this person\’s working hard, they\’re moving house, and we\’d like to give them a little bonus in their pay packet, they\’re going to be taxed, our business is a cost to us, it would still be our they\’re going to be taxed.
So they\’re going to get less value, we\’re going to pay more employers National Insurance, they\’re going to pay more national insurance. Whereas if you\’re doing it this way, if you could get perhaps a gift card, as long as it\’s less than 50 pounds or a maximum of 50 pounds, it counts as business costs.
So the business makes 50 pounds less profit, which is the same as before, but the business doesn\’t pay employees national insurance, and the person who receives that gift doesn\’t pay, it still gets the full 50-pound value.

22:24 Dan
And what\’s that called again Sorry?

22:25 Lloyd
Trivial benefit, trivial benefit. So I believe, this isn\’t financial advice, check yourself a limit of 300 pounds per year for direct. So I and Dan couldn\’t just pay for ourselves and gift cards. We could get 300 pounds a year that way.
But I think employees don\’t quote me on this, but I don\’t think that limit counts. So this doesn\’t have to be gift cards, that\’s just obviously a good way of passing value to your employees without them being taxed. But this could be wine, this could be…

22:59 Dan
Cigarettes?

23:00 Lloyd
I\’m not sure, if I assume it probably, I don\’t know, or you know, chocolates, or whatever. But you know, presents that your employees would appreciate most, they can get the value without being taxed, and the company saves money. So we\’re going to try and make the most of this. Okay, I think that\’s a good one because it affects everyone. Yeah, positively feel benefits. Love it.

23:23 Dan
Okay. Is that a four? So number five?

23:25 Lloyd
Number five, there\’s a load that I won\’t go into as much detail but five childcare? So yeah, just this but you know, those things in business, you kind of thing I\’ve heard is I don\’t know how it works, and all that kind of thing. So if you\’ve got employees that currently pay anything up to 2000 pounds for childcare, you can set up a scheme that comes out of the business account and comes out of their pay packet before they get it. That saves them.
So that salary sacrifice scheme for childcare allows for up to 2000 pounds of childcare for anyone in the business to be paid by the business and therefore paid before tax. So again, that usually equates to like a 20% saving on that.
. So if you\’ve got employees that currently pay anything up to 2000 pounds for childcare, you can set up a scheme that comes out of the business account and comes out of their pay packet before they get it. That saves them.

24:09 Dan
I\’ve done this recently.

24:10 Lloyd
We\’ve done this for Dan, and anyone on our team in the future that has children and want childcare, we\’ll be offering that.

24:17 Dan
So you\’re saving 20% On what you\’d normally pay for childcare.

24:21 Lloyd
Yeah. So this is the benefit to the employees or us as business owners 20% of childcare, which I think is if that is possible to give to your employees, why wouldn\’t you? Yeah. So I think that\’s a brilliant one. And, parents that are employees, they\’ve got a lot going on a lot to manage. If you want them to perform at their best, you want them to be able to have great childcare for their children and not worry about the financial impact. So any help I think it\’s really good and as business owners, we have the same ability to do that. Yes. So good. Quickfire round?
And, parents that are employees, they\’ve got a lot going on a lot to manage. If you want them to perform at their best, you want them to be able to have great childcare for their children and not worry about the financial impact. So any help I think it\’s really good and as business owners, we have the same ability to do that. Yes. So good. Quickfire round?

24:59 Dan
Yeah, go on.

25:00 Lloyd
So speak to Telford\’s accountants to help you with this and switch them. Because they\’re brilliant.

25:05 Dan
We did like a review thing. And they gave us tonnes of these things, right? Yeah. And we\’ve got plans.

25:10 Lloyd
We got far more than we\’re talking about now. And like I said, a mixture of things that can positively affect our employees, us as business owners and the business in general. So really positive for everyone involved. And it may be, I think, we had a lot to learn and improve a lot.
It may be that you already do most of these, but there\’ll be two or three things that might, for example, we don\’t currently want to have electric company cars. But I found out that if you\’re looking to get an electric car, doing it through the company, like a company car, is currently quite a good way of doing it to save money. Not so much on our normal cars. But there are things like that different things will be relevant to different businesses.

Mobile phones, again, if you\’re not doing it through the business, make sure you are a simple, stupid thing, but you can charge it through the business. If you\’re using it for the business. Most of you probably will be. Homeworking costs.
So I won\’t go into details, not financial advice. But if you\’re using your home as an office, there are lots of benefits that you can claim and that kind of thing to make sure they go through the business. Yeah. Previously your spare room might have been part of your home. So you\’d have the cost. Now, if you\’re using it as an office, there are lots of ways.

26:33 Dan
What if you wanted a bed, and you work from your bed?

26:38 Lloyd
I think I think that will be controversial. I mean, not financial advice if you genuinely worked from your bed.

26:48 Dan
I think you\’re mental first of all.

26:50 Lloyd
So first of all, it\’s strange. But I think that would be the sort of thing that will count as a business expense. Yeah, like we\’re saying, we\’re not encouraging these attacks and just buying your bed, because you want to.
But I would assume if you genuinely worked from it, it would be a thing, but not financial advice. As I said, electric company cars cycle to work schemes, so the team can have discounts on bikes and bikes can be paid through the business and paid back over time. Mileage claims and congestion charge if you\’re travelling, lots of things like that, that are smaller, but all add up, loads more stuff. Sorry for talking about taxes.
But I do think the fact that like I\’m saying the changes we\’re making, even if the business stays the same size, will potentially be the same as 200,000. If the business grows, they may save us half a million in the next year, just mental. You know, well, more than that, which is a huge impact.
So I would encourage you, even if you\’re a smaller business if maybe there\’s two or three of you, and it might just be oh, we should be paying our life insurance through the business and our mobile phones. That might save you a few quid this month, but over the next 10 years, that\’s gonna save you loads.

28:10 Dan
I think he\’s made up for not being in the last episode, but I\’m sure the listeners are happy for you to be back Lloyd.

28:20 Lloyd
Well, I\’m not sure I\’ve just come in whether it was a really dry subject.

28:23 Dan
No, but it\’s good to chuck in a crap episode, now and again, that\’s value-adding.

28:29 Lloyd
Thank you. I just want to be clear as well, two things. We do not finance people. So we\’ve been talking about what we\’ve learned. But please don\’t take any drastic action. Don\’t action, any of the advice we\’ve shared without doing your research and that kind of thing. But also, as I said, our accountants are excellent and I\’d highly recommend them Telford\’s Accountants.

28:54 Dan
Genuinely Yes.

28:55 Lloyd
And like I said, either look, look them up and say Lloyd and Dan sent us here. We don\’t have like a deal or anything. We don\’t make any money. We\’re just trying to be good people. Or come to us and we can connect you with Mark.

29:12 Dan
Mark if you\’re listening to our accountant, obviously this is a free promo for you. So we\’ll be expecting a discount on our accountancy fees in the future.

29:20 Lloyd
Yeah, that\’s the real reason why we\’re doing this. All these positive actions to help people, trying to pressure people. Next week, we\’ll be doing an episode on how good our cleaners are if they give us a half-price discount.
Yeah, so thank you, Telford\’s, accountants for being brilliant, and for all of our suppliers that are helpful. And thank you for listening guys. Hope you enjoy that. Sorry, it was about tax. The next one will probably be more interesting because Dan\’s talking about stuff

29:54 Dan
Yeah. Next week, we\’re going to be talking about how we\’ve developed our new marketing communications guide that everyone in marketing a business should be creating for their business.

Hopefully this has been useful and taught you a little more about how you can save tax with effective tax planning, potentially saving you thousands of pounds. If you have any more questions or want to know how Knowlton can support you Start A Conversation.
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