At Winbox, we’ve been banging the drum for video marketing for some time now, but the stats speak for themselves. 64% of users are more likely to buy a product online after watching a video about it; having a video on your landing page increases conversion by 80%; video consumption is rising, according to Youtube, by 100% every year. The list goes on.
The funny thing is, many business leaders know this but still shy away from making their own videos. Why? Because standing up and presenting directly to a camera is nerve wracking. It may look easy, but delivering a piece that does justice to your brand and conveys your message is hard. But fear not. Camera shyness can be mastered. We spoke to performance coach Paul Burden from PerformWell to find out how.
Mastering your video
Paul explains that even experts don’t get it right first time. “I have just started recording videos for two performance coaching programmes. I’ve seen stacks of people record video and must confess I thought it would be a piece of cake. However, the first few attempts just didn’t go as I would have liked. In fact, they were terrible!”
Never one to give up, Paul took an unusual step: “Eating humble pie, I booked myself in for a performance coaching session with myself (yes, I do really do this!....) so I could work out what was going on and what I need to do differently.”
In his words, here are the three most important things Paul learned:
Aim for clarity
“Before starting get clear on your outcome for your marketing video. This will help you create a clear purpose which leads to a concise and effective message match. Having confidence in your message is one of the key elements of being confident when speaking to the camera.
“Here’s a few of the questions I ask to get clarity:
Who specifically is your message for?
What do you want viewers to think, feel and do as a result of watching your video?
What’s the problem they are experiencing?
What’s your unique insight into this problem?
What’s your irresistible offer that solves the problem?”
Who do you know, like and trust?
“When speaking to a camera there’s none of the normal conversational feedback we pick up on when speaking directly to other people. In normal conversation, body language - such as hand gestures, head and eye movements, smiles - and verbal feedback let us know how our message is being received and guide what we say next.
“Obviously, cameras don’t behave this way. If you act as if you are talking to a piece of lifeless electrical equipment, your presentation risks being just as lifeless. Instead, picture someone you know, like and trust that fits your target demographic. Visualise them behind the camera lens and speak in a way that demonstrates that you know, like and trust them.
For example, I might visualise my friend and colleague Marc Woodland of Winbox behind the camera and imagine him smiling, nodding and doing all the things he does when we chat. I find this really helps with a more natural conversational tone.”
“Let’s face it: it’s unlikely that the first couple of goes at recording are going to win you an Oscar. I certainly wasn’t deafened by the roar of applause in my home office as I made my first recordings. The most important thing is to get going so you can begin to see some results and make adjustments.
“Do a few trial recordings to get comfortable with your equipment, lighting and the rest of your set-up. By watching a few trial recordings, you will know what works well and what not so well. This familiarity builds confidence, which is the key to natural presentation on camera.
“If you would like more help polishing your approach then a good videographer will help put you at ease. You might also enlist the help of a performance coach, or even a friend or family member. Most important of all is to lighten up and let go of perfection. The more you let go and enjoy speaking to camera the better!”
No more excuses
So, you already knew why video marketing was a good idea. Now you know how to do it effectively. The only thing stopping you taking the next step and having your business reap the rewards is YOU. Just remember Paul’s three tips: Get your message clear in your mind, speak naturally as if chatting to someone who you know, like and trust, and most importantly - get started!
P.S. You can learn more about PerformWell here.