3 Building Blocks of Success with Web Video
For the past few months, I have been conducting some research to uncover why people sign-up for jiveSYSTEMS, and then leave. I feel this information is just as useful as knowing how the top 20% of our members are using the system.
I expected that people would be complaining about the overall usability of our software, and I was pleasantly surprised at how few people actually complain about it (we are talking less than 1%). I was shocked when I uncovered the really reasons people were canceling their membership. A resounding number of people said they simple don’t have enough time, which is a load of cobblers. Recording just one evergreen reusable video to follow-up a first phone call with a new prospect saves you time and shortens the sale cycle (saving you even more time in follow-up).
Baffled by the excuse people are using to leave our service, I rolled up my sleeves and delved deeper looking for anything that could link them together, or that differentiated them from our Top 20%. And then it struck me like a light bulb going off in my head – the answer which has been in front of my eyes since day one: our successful members (seen in our success stories) have a suitable location to film, they are/feel camera ready (appropriate attire, hair, etc.), and don’t have camera anxiety. The people that are having the most success with our system can fire up our software and hit record and then send anytime they want. On the flip side, pretty much all of the people that cancel there membership rarely have: a suitable location to film, feel they are camera ready at a moments notice, or would say they feel comfortable in front of a camera.
If you are thinking about or currently using web video to promote your business, a surefire way to increase the probability that you will be successful is to ensure you have the 3 Building Blocks of Success:
Dedicated Location to Record
I use a laptop on my kitchen table the majority of the time. Behind where I sit is my big whiteboard. My webcam sits on top of our monitor. All I have to do to send someone a video email is fire up the jiveSYSTEMS video email software and then hit record. The background of my video is always professional (view of my big whiteboard). I am not saying you have to build a studio, you just need a location that is suitable for filming behind your where your compute resides. If I didn’t have a whiteboard I would buy one of those privacy screens, the ones you always see James Bond’s new squeeze changing behind in the movies just before they have an in-depth conversation about the birds and the bees.
Being Camera Ready (Attire, Hair, etc.)
Even though I am an underpants entrepeneur, which means I rarely have to go into the office, I feel camera ready most of the time. I bought 12 black t-shirts that are all exactly the same, so I always have a clean one ready to wear. The standard viewing area for a webcam on top of computer is chest up and a black t-shirt is suitable for almost every occasion. The goal is to be able to switch on your webcam with the least preparation possible when you are working.
Free From Camera Anxiety
For some this comes easily, for others it takes a little time. However, as with anything new, being comfortable on camera is a skill and it can be learned. If you do get anxiety before filming, take comfort in the fact that if you make a mistake on camera, you can always do another take. It took me a couple of months to be really comfortable on camera and feel that I was communicating my message clearly and concisely. In hindsight, I realize I could adjusted much quicker, if I had sent more videos. If you are new to video, I recommend that you create a list of family, friends, and your best clients, send them videos regulary and ask for feedback. People love to help people, over the course of this learning process you will become closer to you family, friends, and best clients. If you would like more information about overcoming camera anxiety, you should check out the blog post I made earlier this year, How to Beat Your Inner Critique.
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I hope you found this post useful. If you have any questions, comment, or suggestion please leave them below.
About the Author:
Will Franco is the CEO/Founder of jiveSYSTEMS (a video email marketing software and training company). He also runs an online community / membership group called AskFlywheel, in which he teaches cutting-edge online marketing strategies. His mantra at work is "Think-Automate: Do it, Automate it, Delegate it, or Ditch it"
