I recently read an article with Entreprenuer.com, “3 Lies They Tell You In School That Hurt You In Business.” Although these lessons we learn in school are important, that doesn’t help you when you’re out here in the real world trying to make a living. The very things they point out in this article apply when it comes to implementing video in your marketing strategy. If you’re trying to break into video marketing to promote your business, here are 3 rules you might have learned in business and/or school that you need to break.
- Don’t Copy
In the context of being in school and taking tests or writing papers, this is absolutely true. And in the real world it holds true to an extent. If you just copy other people’s content, you won’t attract your target audience because you won’t be your authentic self and they’ll figure out they can get the same content somewhere else.
What you can do is copy what is working for someone else and apply it to your own business. Did one of your competitors make a video about a particular subject? You can cover the same topic in a way that reflects your brand and targets your ideal clients. Have you noticed a friend crushing it on social media by doing reels? Try doing reels for your own business and see what kind of results you get. Instead of stealing from your peers, you can choose to be inspired by them. Austin Kleon used that idea as the basis of his book, Steal Like An Artist.
The other really hot option right now is harnessing the power of AI, Artificial Intelligence, software. Things like ChatGPT or Google’s new BARD system have really leveled the playing field when it comes to coming up with content. Although the core function of a chatbot is to mimic a human conversationalist, ChatGPT, for example, is versatile. It can write and debug computer programs, compose music, teleplays, write blog articles, recommendations letters and so on. The thing to remember when using this technology is to double check everything and make sure it is just a guide and edit it so it is in your own voice.
- Learn Everything Before Implementing
I have seen so many entrepreneurs get stuck in what I call “analysis paralysis.” They obsess about everything being perfect, taking countless webinars and reading books and online papers trying to be the master before they even launch their first video. The only thing this will do is frustrate you and keep you from your goal.
The reality is that our world keeps changing, so as soon as you learn something, it changes, and you have to learn it all over again. If one this is for certain it is this: technology is going to change every day. You will never learn everything because there is always some new platform, new gadget, or even new ways of doing things that will trip you up.
The world of video marketing is also constantly changing. Not only are we getting new equipment and software on an almost daily basis to help us make and distribute videos, but the rules keep changing as well. For example, getting dressed up before going on camera may have been expected in the days before social media, but in the Digital Age people like seeing the real you, even if that means you pull out your camera just after having rolled out of bed, or when you’re still sweaty from your run. Remember, done is better than perfect. So just get it done.
- Don’t Make Mistakes
You’re bound to make mistakes, so don’t think every video has to be perfect. You get good at making videos by making videos and seeing what works and what doesn’t. As long as you learn from those mistakes and incorporate those lessons into your next video, you have nothing to worry about.
Another thing they don’t tell you in business school is the importance of consistency. Keep making videos, keep engaging with your audience, and they will respond. Think of videos like exercising – you have to do them often in order for them to work.
If all of this is daunting, or you simply do not have the time to implement these strategies because you are running your business, give me a call! Let me help you with figuring out topics as well as the process of shooting, editing, and/or promoting the video, with my video program. It will also help keep you accountable, so you stay consistent until you start seeing results from your videos. I love helping my clients use the power of video to spread their message. I would be honored to help you.