Let's Get Visible® Podcast · Season 2, Episode 9

Lights, Camera & Starting A Business with Fyona Matters

Building a Wollongong production company, and why every video should do one job.

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Welcome to Episode 9 in Season 2

Listen to the episode

In this episode I'm joined by Fyona Matters, who with her husband Dave founded PipeWolf Media, a film and audio production company based in Wollongong. Fyona grew up watching her parents run a general store and then build their own publishing business from an idea into a successful company, an education that shaped how she built PipeWolf Media.

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Show notes

Fyona's background in coordination, marketing and media directing has come in handy since starting PipeWolf Media in 2017. She and Dave have faced the challenges of starting a business from scratch, moving from sole traders to a company, and growing their team. She's also passionate about talking openly about mental health.

Episode highlights

Bringing ideas to lifeBusiness survival techniquesCashflow is kingConsistency is keyCommunicating expectationsComplementary skills

"You can only ask one thing from a video, not 20."

Fyona Matters

In Fyona's words

Start with the end in mind

"The more experience you have before you get a professional video done, the more confidence you have.

For the overall vision of a video, the question I always ask is: what do you want people to know when they finish watching, and what do you want them to do? Not every video has a strong call to action. Some are information-based. But some are: I want them to ring me, attend an event, book a ticket, or book me. Or it could be an awareness campaign, where I want them to tell a friend. Then work backwards from there.

If you want them to share it, are you going to do that through humour? Through statistics? Through entertainment? Have that end goal."

One video, one job

"You can only ask one thing from a video, not 20. A video can't go viral, be entertaining, tell everyone everything about your business, share your life story, and be quick and easy to watch on Instagram. That's too much pressure on one video."

The same rule applies to your visibility

Fyona's point about video is true of every piece of marketing: decide what you want people to do, then work backwards. Most businesses try to make every post, page and platform do everything at once.

If you'd like help deciding what each part of your visibility should actually do, that's what The Visibility Bootcamp™ maps out.

Meet the guest

Fyona Matters

Fyona is the co-founder and director of PipeWolf Media, a film and audio production company based in Wollongong, which she runs with her husband Dave.

Connect with PipeWolf Media on Facebook and Instagram.

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