What’s Holding You Back from Doing Video for Your Business?
Do you want to know how I went from not being able to stand in front of the camera to being able to make hundreds of videos for my business? If something is holding you back from doing video for your business then keep watching and I’ll show you how I went from nervous wreck to having no fear in just a matter of weeks.
In her TED Talk, the power of vulnerability, Brené Brown says that the original definition of courage when it first came into the English language is from the Latin word cor, meaning heart, and the original definition of courage was to tell the story of who you are with your whole heart. Very simply put, the courage to be imperfect. The fear of getting anything wrong can stop us from acting no matter what the consequences of that inaction or the potential upside of success is.
Video is no different. In fact, it’s one of the biggest fears that business owners have. Just taking that first step can feel like a mountain climb. It can feel like there are so many hurdles to overcome especially if you’ve never attempted it before, but it really doesn’t have to be that way.
From the technical side, I have a whole bunch of videos that will help you and you can check out my Facebook page or YouTube channel to find those, but today I want to briefly touch on the more intangible parts and the one thing that took me from not being able to stand in front of the camera at all to being able to make hundreds of different videos. I can guarantee that my starting point was no better than yours, honestly, so firstly why, why do it?
Well, like it or not, you are living in the middle of a social media revolution. Life is now online. Business is online. We are all online. Your customers are online, but guess what? So are your competitors, so you need to be too. Gone are the days where we can just dangle a product in front of someone, apply a discount for new customers and hope for the best. Customers now have the power to choose. They are choosing to buy from people they know, like and trust. How on earth do you do that? You’ve never even met any of these people. You don’t have time to meet every potential customer. The answer is video.
Video is easily the most effective way of getting you in front of your customers at scale in a way that will allow them to get to know you before they buy. If you think about it, if you’re not doing that, how many customers are you losing?
I have another explainer video that actually helps you understand what happens to the human brain when watching a video compared to reading a written blog or an adver. It’s actually quite incredible so make sure you check that out after this video.
In the most basic sense, you need video. To create customers, you must first create trust, and video is the current way to do that on scale. What if you’ve never made a video and you just don’t think you can? My problem was competence in the way that I look, the way that I sounded, my posture, everything. What did I do? I found a formula: Prepare, practise, fail, repeat.
Preparing is essential. Not preparing may sound counterintuitive, but subconsciously, it actually makes sense. It’s better to feel that you didn’t do very well because you didn’t have enough time to prepare rather than because you’re not good enough. In preparing, you will be much more confident and at ease. Leaving everything to the last moment is really tempting, especially when we’ve all got the excuse of other work to do. If you’re ill-prepared and stressed out, you’ll make it tougher on yourself and end up looking like an amateur on camera even if you’re an expert in your field. Make sure that you are prepared.
Script, location, camera, other people, there’s a lot you can do to prepare, but the biggest past of preparation is actually practise. The more you practise, the easier it gets. If you’re like me when I started, just looking at the camera was enough to make me freeze. How did I overcome that? The first step was just to put a camera in front of me and talk. I used the script for a video that I wanted to make. You can use anything, a magazine, a children’s book. It really doesn’t matter. You don’t even have to turn the camera on. Just get used to talking to that lens like it’s your best friend.
Once you can do that, then it all becomes about practising what you want to say. I always write a script for my videos, but then I run through it enough times so that I become confident with the content and only need bullet points to the side of the camera to allow me to get through the entire piece. It sounds impossible now, but I assure you if I can do it from where I was, anyone can.
As I said at the very start of this video, Brené Brown says that the original definition of courage comes from the Latin word cor meaning heart, and the original definition was to tell the story of who you are with your whole heart. In essence, to have the courage to be imperfect. This is a mindset step that will come with time, but what you need to aim for is just owning who you are. Your video will not be perfect. So what? Just keep failing and repeating until it is good enough, and all I mean is good enough, and then have the courage to put it out there. If it isn’t received well, get feedback and just go again. Just don’t give up.
Someone once told me that the only shortcut to making a great video is to make 200 videos. There is no shortcut. Video is now the single most important part of any business marketing arsenal, so don’t let your business become irrelevant because you’re worried about what people will think. Commit to this. This week, I will make one video for my business and show it to one person for feedback, and then build from there. Let me know how you go. If this raises the question, just leave a comment.