Show Your Story, Build Your Business

Transcription

1 Show Your Story, Build Your Business The Online Video Marketing Guide for Artists & Creative Entrepreneurs Creatives: (noun) Those with a neverending, intense desire to produce based on originality of thought, expression, etc., that impacts nearly every aspect of their life. Creatives are makers. Makers don't only make "things." They may offer a service or develop a program. They may be solopreneurs or entrepreneurs. Artists, galleries, performers, photographers, interior designers, chefs, artisans, people who offer educational programs, owners of specialty shops: They are all Creatives. The connecting thread between them is that the story of their service or program or product is best shared visually. If you are reading this, you are a Creative. You are on this earth to enhance people s lives, to bring enjoyment, to engage the senses. What you do may stir memories, build connections or fulfill desires. By sharing your humanity with others you give meaning to life. You are a purveyor of beauty. But, just like all entrepreneurs, you need to market what you do in order to build your business. And, lucky for you, video is, hands down, the most effective way to do this. That s because, like your work, video engages our senses. For Creatives like you, using video as a marketing tool, is a match made in heaven. But your online marketing video can t be just any video. You need a video that is as visually beautiful and compelling as the service or product you 1

2 offer. It must be as unique as you are and designed to bring others into your world. In this short guide, you will learn why video must be the centerpiece of every Creative Entrepreneur s online marketing strategy. You will also learn best practices for creating a video tailored to your specific needs and how to make the most of what video does best to help you to make money and build your business. SHOW, DON T TELL If a picture is worth a thousand words, video is worth a thousand words, 24 frames per second. Creatives like you are unique because what you offer, by its very nature, can be shared visually. Because of this, your sales strategy must be focused on showing rather than telling. Remember the old adage, A picture is worth a thousand words? Well, apply this sentiment to video and you get, If a picture is worth a thousand words, video is worth a thousand words, 24 frames per second. So, what does it mean to show and not tell. First, don t worry about telling everything about yourself in your video. I always tell my clients that video is for the broad strokes and text is for the details. Nobody wants to take the time to weed through lots of text to find out what they want to know. These days, when a viewer clicks on play, they want to be presented with a succinct integrated whole that shows them what they need to know about you and your services. Once they re hooked, they will be more interested in the details. VIDEO IS EXPERIENTIAL. You may be an interior designer who creates a beautiful space that your clients feel at home in; a clockmaker who brings a precious heirloom back to life; a singer who elevates us out of the moment. Perhaps you ve created an art program for children that gives them a chance to express who they are or a baker who makes such delicious treats that customers can t wait to savor them with their coffee. You create experiences that affect multiple senses at the same time. Therefore, the video must do the same. It must provide viewers with the opportunity to step into your world for a few minutes and to feel what it s like to be there. It s a way for them to get to know you and to witness your shared humanity. In other words, you need to make sure your video is experiential. 2

3 I made a video for etsy.com about an old clock shop in New York City called Sutton Clocks. Watch this short video for an example of an experiential video that brings viewers into the world of a clockmaker. IT S ALL ABOUT STORY: THE POWER OF WHY Our whys are our stories. They are the motivation behind everything we do. In other words, your why is the wellspring of your what. If we liken it to literature, the why (story) is the theme and the what is the plot. Your why is the wellspring of your what. We are our stories. By uncovering your unique story - your why - and sharing it on video you will attract the attention and recognition you crave. I ll use myself as an example to illustrate the difference between what I do and why I do it: What I do. I am a storyteller who creates unique stories with video in order to help artistic people and creative entrepreneurs attract the attention and recognition they need so they can make money and build their business. That s what I do. And, yes, I love what I do. But, that s not enough. Why do I love it? Why I do it. I believe that there s no such thing as an ordinary life and I was put on earth to share all the extraordinary stories I see around me -- the videos are my what. Go here to watch my story and the story of Stratton Films. Why do you do what you do? What s your story? STORY AND WEB VIDEO MARKETING Why is story so important to web video marketing? Because stories are our universal currency. They re what make us human. They re the motivation behind everything we do. Sharing our stories is how we emotionally connect with one another. So, why is emotion important? Because, as research has shown again and again, when people have a positive emotional reaction, they re much 3

4 more likely to remember what they heard and saw which means that they will be more likely to want to find out more about you and what you do. And, isn t this the goal of marketing? To get attention so you can get the money and recognition you deserve? Here s a few fun facts about the power of story: We remember what we see and hear in a storytelling format because stories spark emotions which set off neurons in our brains that connect to memories. Stories sparks emotions, which set off neurons in our brains that connect to our memories. That s why we remember what we see and hear in a storytelling format two to seven times more than if they re not. Connecting with people on an emotional level helps them relate to what you have to offer while analytical thinking makes people less likely to. GET IN TOUCH WITH YOUR WHY Sometimes we don t know why we do what we do. We just do it. It feels good. End of story! There s nothing wrong with not knowing our why. But it certainly helps when creating an effective marketing video. There are added advantages too. Knowing the wellspring of your passion creates clarity and understanding which can help you align your actions and goals more closely to your story. Ask yourself the following questions to begin discovering the root of your passion or the story behind what you do. Have fun with it! What do I do? First narrow down what you do. This is also a great way to come up with your elevator pitch. Use the following formula: I help who are struggling with by offering them. When they work with me, they get the results of. What s unique about what I do? What differentiates you from others? Why is what you do special? Get as detailed as you can here. Many of your answers 4

5 you may already know but this exercise also gives you an opportunity to see what else you can do to set you apart from your competitors. Which adjectives best describe what I do? There s no such thing as an ordinary life. What makes you unique? Now write down words that describe what you do. You can use adjectives such as: colorful, useful, fun, tasty, comforting, beautiful... You can also use more detailed descriptors such as: I provide others a few minutes of song that transports them, for a little while, from their everyday lives. How do I feel when I m doing what I love? This might be easy for some of you but for others it may be challenging. The fix is to notice your feelings while you work. What tickles your heart when people compliment you or when you see people enjoying what you offer? Really get into this. You may be surprised. In what other areas of my life do I have these same feelings? This may be a challenge too. Again, go through your day and constantly ask yourself, How do I feel? Or, mine your memories. The funny thing about memories is that they evoke the same emotions we had when we were living them. It s as if we are still there. Use this as a tool for getting in touch with the emotions similar to those you have while at work. What do I think about when I m doing what I love? Again, explore this during the process. Write it down. Some of us get into a zone while we work. We are so immersed in what we are doing that it s almost as if time stops. Does this happen to you? This is akin to the experience you want the people watching your video to have; to become immersed in what they see and hear so they remember it and remember you. These are just some of the ways to get in touch with your why. If you are working with a talented filmmaker, he or she should be able to help you find your story through either the initial consultation or the interview questions. It s all a matter of finding the germ of the seed from which your creations spring. 5

6 For an example, please watch the For the Love of Butter, a video I produced for The Able Baker, a wonderful bakery located in Maplewood, New Jersey. You will see that the first thing you hear the owner say is Baking is a Happy Pursuit. Doesn t that say it all? MAKE IT BEAUTIFUL A beautiful flower commands more attention than a weed. A beautiful flower commands more attention than a weed. Flowers make us happy, they smell good, they feel soft, they re colorful, they brighten our day. We only stop looking at them when they die. When they go away. It s the same with a beautiful video. We don t want to take our eyes off it until it s over. This is the goal of an effective marketing video. So, there s story and there s beauty. Merge them and it s magic! CHOOSE THE RIGHT VIDEO FORMAT I often hear people say, I need a video for my website. But, when they say that, I know that they don t realize that there are many different types of videos and they all serve different purposes. It s important for you to understand this so you are clear which type of video will get the best results within your overall online marketing strategy. Hey, Look at Me! Videos This is what I call the type of story-based marketing video I have been describing in this guide. It is designed specifically to attract attention of potential clients. Hey, Look at Me! marketing videos share the following characteristics: They have instant emotional and visual engagement that keep viewers wondering, what happens next? They provide a positive and unforgettable first impression. They tell a fascinating, heartfelt story that creates emotional connections. They compel viewers to want to share them on other online venues. They remain Evergreen i.e., they can be used over time as the main marketing video in your arsenal. Remember, your why never changes. 6

7 Tell Me More! Videos Tell me More videos do exactly that; they provide more information. They aren t meant to be used as marketing tools for attracting new clients. They are best for telling, not showing. What they do best is help you retain clients by keeping them interested with new material. Kind of like reading the news. Tell me More videos include: Successful marketing videos provoke instant emotional and visual engagement. Testimonials Classes/Workshops/Consultations How-tos Interviews Featured staff, programs or products Video Updates Webinars THINGS TO CONSIDER Today s online audience is even more sophisticated and fickle than they were just a few years ago. They won t stick around on a site for long if they feel like they re being sold to or talked at. To follow are a few things to consider when you produce your marketing video. The Risk of Slick Online users are turning off from slick. You know, the million dollar ads that often pop up when we want to watch a video online? They re the same types of ads seen on television; highly produced, stylized and, most of the time, soulless. People know they re being sold to and they don t like it. For example, what do most of us do when an ad comes up before a video we want to watch online? We stare at the countdown box in the corner of the screen counting down the seconds until we can click out of the ad and get to the video. Those roughly 12 seconds feel like the longest 12 seconds we ve ever experienced. Furthermore, does anyone ever watch the ad all the way through? Well, I can t answer for you, but I kind of doubt it. 7

8 Talking Heads Talking heads are simply that; people talking on camera as they do on the news or in interviews. As I mentioned above, these are one of the types of videos that are considered Tell Me More videos. The online audience won t stick around for long if they feel like they re being sold to or talked at. Don t think that avoiding talking heads means that you aren t part of your own video. My approach is to interview my clients but only use the audio portion of the video. That way, your audience hears you sharing your story while the images show what sprang from your story or passion. It s a way to engage viewers ears and eyes simultaneously and it will keep viewers intrigued. Scripts Scripts have their place but not in your marketing video. In your video, you write your own script auditorily by sharing your story from the heart and people will be intrigued. It s organic. It s real. And it gives you the opportunity to show your humanity. People will feel like they know you. It s a way to build connections and it s how business works today. People don t want to be sold to; they want to be shared with. Process Videos These are the videos that show how something is made. You ve all seen them: weavers weaving, potters at the wheel, photographers on a shoot, children making art, bakers icing a cake, etc. Some of these are beautiful to look at but they are really how-to videos with a pretty face. They re for people who are either interested in learning the process being illustrated or for curious people: not potential clients. Your clients will be attracted to the process only if it includes your story too. Again their fascination with what you do needs to bolstered with why you do it. This is the way to elicit the emotion you want them to feel. It s by showing the process while hearing your story that will do the trick. 8

9 FINAL THOUGHTS When you create a video that shares who you are and what you do, you are not only creating a marketing video, you are creating something that is, in a way, autobiographical. Something not only to be shared with the world at large, but within your private circles as well. That s because your story and what you do is unique and should be cherished always. For a free consultation to discuss your story and how to best share it on video, please contact me at: catherine@strattonfilms.com

10 About Stratton Films I founded Stratton Films because I saw an opportunity to use my filmmaking skills in the world of online video marketing. My idea: create videos that act like marketing but don t look like marketing. In other words, forego talking heads and scripts that tend to tell a story, and do what video does best by focusing on the visuals to show a story. My goal was to use the art of filmmaking to create unique, story-based marketing videos that were super effective in attracting new business for my clients. As I had a background in documentary filmmaking, I also wanted to create videos that were more personal and poignant. Videos that showed my clients humanity and uniqueness. It was then that I realized that those who will be drawn to my work were people whose own work came from a personal place, i.e. creative individuals and entrepreneurs. People whose passion resulted in visually compelling products, services and programs. And, so Stratton Films was born. Besides being a filmmaker, I m the mom of two awesome kids and a slightly neurotic dog. I live in Hoboken, New Jersey with a view of the Hudson. Everyday I try to guess what the color of the lights on the Empire State Building will be that night. I m always wrong... but it keeps me guessing! 10