How To Make Attraction Marketing Videos
I sat in on a video challenge a while back. I learned bunches about making videos and it served as a great launch pad to use video marketing to promote myself.
Everyone clearly has their own style, and what works for them, and heaven knows that videos prove that you can't say the wrong thing to the right people.
It all makes the perfect recipe for video marketing success. I thought I'd share some of what I learned during from that experience, and what I've found works for me.
First is be real and genuine. Seems logical but there is a ton of temptation to emulate others or lock-up from nervousness. Just be who you are.
One lesson was "never leave home without it", referring to your camera. The cameras in smart phones have come a long way even in the last year or two, but you are better off having a real digital video camera.
You never know when inspiration will strike, or opportunity will present itself. I was carting my camera around at No Excuses 3 and grabbed a great interview with a cold contacting ninja and another with an attraction marketing rockstar.
This includes hygiene and grooming. It's sorta like your mom telling you to always wear clean underwear. Be groomed and ready to record. You're a professional...act like one.
Keep It Short...
We live in the attention deficit age. Good, juicy, valuable content will keep a viewer mesmerized...but the truth is that most of us aren't that interesting...or we take way to long to get to the goods. You have a couple of options for this.
- One is to think it out, even script and rehearse it, before hand
- The other is to edit it afterwards
It was the consensus of the group and the mentors that sat in with us that three minutes or so was the sweet spot for mindset type videos. Maybe a little longer for "How To" screen shot videos.
If your message was longer, it was better to serialize it...which brings me to my next suggestion...
Beat Your Drum...
Making videos for marketing is about branding yourself. Here are my tips for squeezing just a bit of tasteful self-promotion:
- Have a lead-in credit. Your name, your picture, your contact info. You can make a slide with PowerPoint and save it as a .jpg or .png, then just slip it in. You can even get away with doing a voice-over video and using the slide the entire time.
- Include your contact URL as a caption through the entire video.
- Add ending credits with your name and contact info. Include a call to action.
Leverage Your Time...
The ad-lib, take advantage of special circumstance videos will happen when they happen, but most of what you do can be recorded in pre-scheduled blocks of time.
Keep track of your ideas and make time once or twice a week to let it rip. Plan ahead to have a couple changes of the clothes that will be visible in your video and to have some variety in your backgrounds.
I usually shoot a weeks' worth or more of videos at a time and even have a back log that I can re-task if needed.
Have The Right Stuff...
The Zi8 was superior in every way but I really, really miss the viewfinder that I could turn around so I could see myself while recording. The trade off was the microphone jack, which in my opinion, is absolutely essential, especially if you are shooting outside or in a noisy area (like my video with Jordan Shultz shot in the middle of Diane Hochman's 'Suite Retreat').
You want your audio to come through loud and clear.
Next would be a tripod. Using your arm limits you and risks making your viewers sea-sick.
Finally, lighting. Indirect natural lighting is best. If you are shooting inside, use some lights to brighten your face and chase away shadows. You can buy some fancy stuff or make some dirt cheap lights.
The rest of the stuff is classic attraction marketing:
- Know your topic and speak with authority.
- If you are doing a 'talking head' look at the camera. Don't blink excessively or look around - it undermines your trustworthiness.
- Use classic attraction marketing copywriting techniques when talking to your prospect. You are speaking heart to heart...not head to head.
- Remember a call to action! You are a leader, tell them what to do!
Most important is to get started and be consistent.
My videos have gotten better over time and I learn something new every day, but even the early videos that lack the polish of my latest ones are still getting views and driving leads.
Make a quality video with a message people are hungry for and it will drive leads for you forever!
If you make a video you'd like me to take a look at just let me know!
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