Hello everyone
and welcome to The Shootsta Show
We are back here in the US.
So this is actually a super cool segment
that I'm really pumped for
because this is the first
time, officially that The Shootsta
Show has had a special guest, I get to
welcome Michelle Burdo onto our show,
which is super exciting to
bring some outside blood
into what we do here.
Michelle is a longtime news anchor.
she has worked extensively at Fox news, ABC,
CBS, NBC, you correct me if I'm wrong,
but I know it's many of these
alphabet style companies,
which is really notable and
impressive. Michelle,
now you also run your own company
where you help executives and
people like us learn to
present better on camera.
What got you into all that stuff?
First of all, guys,
I love being pioneers.
I think we should do like an air
high five because I love what you said, yes!
Thank you! If we were doing a split shot
you would see everybody going like this
So, welcome everybody. I think it's
awesome that we're doing this.
Thank you so much for having me.
It's funny to hear perspectives
of how to be on camera,
because when you think about it,
nobody has training for this, right?
We're either CEOs, we're marketing people,
we're editors and producers,
but it's hard to be an all in one expert.
And I think it's great
guys. Nathan Leighton,
I feel like I should have a rhyming
name myself. We'll think of one for me.
No,
I think it's awesome that you did have
that perspective in your old job because
that's what broadcast
journalists do every single day.
So I started out my career doing
all of the filming on camera.
I edited all of my pieces.
I wrote all of my pieces and I
wouldn't be on scene of a news story
And I would have to set
up my shot, press record,
then scoot in front of the camera,
do my spiel of whatever the news
report was, go back around the camera,
press stop, and then edited it altogether
for the newscast that night.
And when you break apart,
all of those pieces,
you realise how inevitably
that is exactly what we're
all yearning to learn right now,
because video is key for
everyone, for every business,
whether that's internal
video or external video.
That's awesome. Michelle, 
that's huge, it's so much to
think about and do.
Yeah, a lot of multitasking.
I love what you said
though, having to do it all,
because I know a lot of our clients,
for example, not only our clients,
but ourselves, you know, when, you know,
especially when covid hit, you know,
we found ourselves at home where we
were doing the same exact thing where we
were trying to set up a shot and
how do you frame up a shot, right,
when you're not in it, you know,
like all of these complications
are something tricky to learn and
pioneer through.
There's a reason why film sets have a
million people on them because all of
these things are inherently a
job in itself. Right.
So knowing all of those crazy things...
Michelle, earlier this week,
you showed me some content about the
work that you've done with clients.
It's a before and after about the impact
you made on someone's presentation,
I'm going to have Daniel
show this before clip right now,
but when we get back,
I would love to hear about the story as
to how this client fell in your lap and
like what you guys, I guess, first
saw in terms of his presentation,
and what could be improved
 
Ladies and gentlemen,
my name is Jesse McCullough
Welcome to this video where today we
will talk about recovering a patient from
nonadherent to adherent,
with the growing interest in the
healthcare industry to improve adherence,
we have been promoting,
improving patient adherence for
some time now through our POC, MTM,
and patient calls to make programmes.
I would like to start by saying that
depending on where you start from with a
nonadherent patient
makes a huge difference.
It should be noted that it is highly
likely that multiple POC encounters will
take place over several months for a
patient on a given medication to become adherent.
Michelle, can you dive
into a little bit about... yeah... What, how,
how you came to start working
with that client and yeah,
maybe what you noticed first
in that presentation. Yeah.
Absolutely. So I think the,
the one common denominator
that we all have,
and many of us feel that we could just
walk in front of the camera or I could
just pull up my iPhone press record
and I'm going to have an amazing video.
It was very much the case here too. Whether it's your camera in your hand,
or maybe you work for a company
that has their own built in studio,
and all of a sudden you get an
email saying, hey, by the way,
we're going to start an
internal educational series,
you're going to be the host, fantastic
news, and you're like, hold up,
wait a minute. What do I do?
And I think that it's
when you go into a new
studio like that, you have
to say to yourself, okay,
what don't I know that I need to know.
And that is summed up with this answer.
Everything that you execute on
camera comes down to this percentage.
You guys ready? Yeah. 75% of prep,
25% of execution,
where normally we think of that at the
exact opposite way, right? We think like,
Oh, I'm suave, I'm debonaire on camera.
I could put my thoughts together.
No big deal. I'm going to rock this.
I'll be out of here in 15 minutes, flat,
low and behold.
It's the end of the day you've
been in the studio for eight hours,
or how many times have we tried to take
videos with ourself on camera with our
phones or our Shootsta equipment?
And we're like, Oh my gosh,
how come this isn't looking right?
My angle is off, I messed up my words,
how come this is taking so long?
And I think that it all comes
down with that simple equation,
75% prep and 25% execution.
So that's fancy language to just say,
you gotta know your message and how
you're going to engage your audience.
And that takes a lot of prep work
before you even step foot in the studio
before you even pull your arm up for
your camera or before you press record on
professional equipment.
I absolutely love that sentiment because
that's something that we constantly
preach. That's exactly why we wanted
to come up with the thesis statement,
which is essentially knowing exactly
what you said, know your audience,
know your message. And the fact that
you put numbers to this is actually,
I feel like I'm going to
walk away using that forever
now, it's sitting down and saying it,
it boils down to 75% of all
of your presentation is prep.
And I know we're going to... go ahead.
And just to add on that,
I think that that's really evident
in this video because I love Jesse,
but he walked in and he was like,
Michelle, I wrote my script.
It's awesome. I'm just going
to deliver it on camera.
Can you critique it, much to your point
before of having someone be your guide
and critiquing it is critical.
And as soon as I saw it,
I closed up our laptop,
we were physically together, close
the laptop and I said, okay,
what was this video about? So I turned
that question over to you guys right now,
or anybody who's listening to us.
Does anybody remember
what that video was about?
I... used cars? I know it was medical,
of some kind. Um, yeah, I think that's
a super interesting point for sure.
Um, I, if, if you don't mind, let's
go ahead and dive into the after,
because I know with the planning and
everything, you're kind of talking about.
I know we have the
before and after script,
and I really want to show that
because to your point, you know,
like it's long winded and it's kind of
rambling and it's hard to follow what the
point is, and let's
not show it yet Daniel,
but let's show the after video and then
come back in and we'll talk a little bit
about how you got them there and
how you transformed their script as
well as their presentation
to be as good as it is.
So go ahead and play that
second video, Daniel. Okay.
We've all had them patients who
just don't follow our directions.
So what do we do? Hi
everybody. I'm Jesse McCallaugh
And today we're going to talk
about nonadherent patients
and how to get them to
take their medications properly. Let's
start with an example. Here's Joe.
He has been coming here for blood pressure
refills since June and his adherence
score was just 60%. Our goal
is to get him above 80%.
So how do we get there? Step one,
it begins with you. Identify the patients
that fall below an 80% adherence score.
This way, when they
come into the pharmacy,
you will know to them in a
conversation. Which leads to step
two, ask questions. This has two
purpose. First, it lets our patient,
Joe, know that someone is paying attention
to how he is taking his medication.
And even more importantly,
Joe will know someone cares.
Michelle. I,
what I love about this before and after
video that you showed me is the fact
that when I watched the first
half, I was like, you know what,
that's actually not that bad of a
presentation. You know, he actually did,
he did, he did...Okay. You know, but then
when I saw the second half, whether I,
I think, you know, part of it might be
the fact that I work in video, right.
And I can sit down and recognise some
of these things that you tuned up.
but whether you can see it or not,
you can definitely feel the presentation
difference. And I think that's,
I hope our audience felt it too.
Yeah. How did you, well,
actually what I want to do right now
really quick is I want to throw on screen
Daniel, if you don't mind the script
that he had, he said you first,
and then I'm kind of what you
helped him syphon it down to.
And despite the fact that maybe we're
not going to take the time to read the
entire script,
what I want our audience to recognise
is how much less of a word count your
revision is?
I think sometimes when we sit down and
we start writing scripts and we've talked
about this in previous episodes
of The Shootsta Show,
you can get a little bit long winded and
you can start diving into your script
and just typing up tonnes and tonnes of
stuff. But what you did, Michelle here,
but we can go back to Michelle
here. Daniel, if you'd like,
what we did here is actually pretty...
well what you did here, sorry,
not what we here. I'm not gonna take
any of any of this credit here.
what you did here was actually amazing
because you took a larger concept and you
really simplified it to its key
points, the key messages and what,
what you want your audience to
take away. Michelle, if you,
if you have thoughts on everything, I
just said, by all means, please respond.
But I'd also love to hear your process
in terms of getting a client from A to B.
Yeah, so I think it's amazing because
most of us, when you think about it,
"all right, now,
I have to produce a show or now I
have to do business videos for my
own business." How do you get started?
And we all revert back to
how did we get taught to
write papers in school, right?
When we go to English class and
we're writing a 10 page thesis
on a story that we read,
it turns out that we're,
it sounds like we're reading
Pride and Prejudice out loud.
So if you go back to anything that you
wrote for school and you pick it up and
you start reading it aloud, you
say to yourself, what the heck,
this isn't how I need
to present on camera.
So that critical piece of
recognising in and of itself,
that the way that you write for
camera work is completely and utterly
different than the way that you know
how to write instinctively as taught in
school. Once you just
conquered that one hurdle,
you're going to be so much better off.
One thing I'd like to point out with
this before and after video is the before
script, as you saw clunky, like
I said, looked like an English paper,
and then the other side was the
broadcast journalism side of every
day. We have to write stories
that are hugely complex and we
synthesise it down to be clear, concise,
and conversational. So you'll,
if you go on Michelleburdo.com or
even Shootsta that you guys often will
use the terms clear,
concise, and conversational.
And it's because those are the edicts
that you need to follow as you write your
messaging down. So step one
for anybody who's like, okay,
I still don't know what they're
talking about in this webinar.
That's the first test, sit down,
write your script and ask yourself, is
this clear, concise, and conversational?
Is this clear if I brought this over
to somebody who doesn't know what I'm
talking about at all, maybe a
spouse, a partner or friend,
do they understand what
I'm saying? Is it concise?
Does it look like that novel
from eighth grade English?
Or does it look like a
32nd news report? Uh,
and is it conversational? And
this is the most important one.
Are you speaking like you
would in a conversation?
So this is embedded and I have my
master's in broadcast journalism,
and this is what's embedded in
school. It's embedded into our brains.
It's are you talking the way that you
would tell a story to your mother?
That's literally what they tell you in
writing class. So that's a question,
put it up on your computer while
you're developing your scripts.
Would my mother understand this?
And would she be able to converse with
me back with the messaging that I'm
putting together right now?
So that's another good reminder that
you can have on your computer.
what the before and
after that I showed you,
I teach this in three different steps.
So the prep work is how to
create that message and making,
making sure it fits that three C test
clear, concise, and conversational.
And then from there,
all of the work of feeling
uncomfortable on camera is practically
fixed for you.
That's why I always say
it's 75% prep and 25%
execution.
Because if I'm giving you words on
your teleprompter that are easier
for you to deliver, then guess what?
You're going to be more comfortable
on camera, delivering it.
So with is what's interesting in this
example is that we didn't even get to the
point where we did on camera
critiquing of his presentation skills.
All we did was change the wording
because I always want to show people
the emphasis is on the messaging.
And once you produce great messaging,
you immediately open yourself
up to be more natural on camera.
Did you guys see the difference there?
Oh yeah, absolutely. I love,
I love this holistic perspective
on video because what we,
what we talk is the video
journey. We often drive it,
at least I talked about the
video journey all the time,
and it's like recognising that a lot of
these things script writing and your,
your message really does trickle all the
way down through your presentation and
all of that, that goodness. Michelle,
unfortunately we are
running short on time,
but here is what I want to do because
we need to run a quick Q and A,
I would love for you to stay on for the
next six minutes or so I think is what
what's going to go on.
One more thing I want to throw out
there that I know that this is going
to be awesome for all the
Shootsta customers out there,
and anybody who's watching this,
but I did put together special
resources for your audience in particular.
So I I'm hoping I could throw that
out - at michelleburdo.com/shootsta/
backslash. Don't forget
the second back backslash
backslash.
I love that. That's amazing. I will
definitely be checking it out. Oh, Daniel,
actually,
can you throw up Michelle's contact
information really quick as we transition,
we're going to skip our Q and A stinger
because we're running short on time.
But if you guys are interested
in connecting with Michelle
further and learning
more about what she does, she's
an amazing resource. She clearly,
she has a wealth of knowledge on how
to help with the presentation.
take a look at any of those connection
points and reach out to her and check in.
She's been a delight
to work with here,
and I've really enjoyed having
you on Michelle. So,
unfortunately, like I said, we
are running really short on time,
so we're gonna go ahead and
dive into questions. Dale,
if we can find some questions
maybe specifically for Michelle,
that'd be really great, because
with her here, let's take advantage and,
and kind of see if there's anything
that we can throw her away right now.
This is a question from Crystal. Okay,
I'll go ahead and read it, Daniel.
Actually, I can see it. So
Michelle, Crystal Steers says,
how many key points should we
have per presentation or live?
If we are doing five to
15 minutes, let's say.
So I always go with the
three point rule, and it's,
it's actually something you
learn in Joseph journalism
and it's called the power
of three.
So our brains are trained to
remember clumps of information.
And that's why, by the way, our phone
numbers are in sections of three.
and then the last one's four,
because at four that's the breaking
point where we start to forget numbers.
So isn't that cool to know,
there's a reason for that.
so anytime you want to put together a
presentation and you're thinking what's
too much to include,
the answer is look at your content
and if you could break it apart
into three segments, that's the
golden rule. Again, power of three.
If you're dealing with one
really clunky umbrella issue,
still try to break it up
into three key action items
or, um, three key. What I
call my meat and potatoes,
because otherwise, if
you start with one go-to,
it seems lacking,
especially in this world where we are
constantly bombarded with messages,
but to find true value,
always think about that power of three
rule because that's not only how our
there's science behind that. That's
how our brains process information.
That's awesome. Michelle, we're
going to field one last question,
and then I'm going to transition
so fast because we are,
we are running out of time.
The last question here is
from Hannah. Is there, Oh,
I'm sorry. The last question
here is from Hugh. I'm sorry. 
does the 75 to 25% ratio change over time?
Can I expect to get better at this or
do I just need to plan on that ratio for
anything I'm doing in the future?
Of course, the more practise
that you have the better,
but I will tell you this.
I do live shows every single
week and it all comes down to the
prep. The more you spend time on prep,
the more natural you will feel on camera.
So if I can leave your audience
with a sound bite, that's memorable.
There it is. The more
time you spend on prep,
the more comfortable you'll be on camera.
Awesome. Thank you so much, Michelle,
for taking the time to hang out with
us today. I know it's been a whole,
whole whirlwind of content, but I loved,
I loved having you on it really was
quite an honour to have you on, so thank
you for working with us this
past week to make this happen.
