4 min read
Did you know that 59% of executives would rather watch a video than read an article? And emails with a direct, obvious video call-to-action had a 53% higher click-to-open rate over those that had no mention of video? Are you using video to engage your clients and close more business? And why is being visible like this so challenging?
Video can feel like a vulnerable medium. AND it’s one of the most powerful ways to share your message. I was curious why so many entrepreneurs, especially women, have such a hard time adopting video. I interviewed 20 female entrepreneurs to find out why, and these are the common reasons I got:
“It’s too personal.”
“I won’t have control over who watches it. I don’t want to put myself out there like that.”
“I don’t want to appear self-absorbed.”
Well if you have heard yourself saying any of the above, I offer you the following counterarguments as food for thought.
People want to connect.
If they feel more of a connection with you than your competitor, they will most likely buy from you. It is personal. I go to the dry cleaners in another neighborhood because I like the fact that they are always smiling and that they play classical music in their foyer area. Do they do better dry cleaning? I don’t know, but I want to support them because I connect with them.
So how do we connect with our potential/current clients? By being authentically ourselves—and video is a great medium for showing up as yourself. It captures all the facets of what makes you YOU.
I have found it to be less intimidating than a photo, which is a static representation of yourself, and may or may not catch you in the right thousandth of a second of perfection (the odds are low, let’s admit it).
Check out these two lovely Kiwi guys promoting their Minaal backpack on Kickstarter. I connected with them immediately. Their quirky sense of humor made me want to watch more (and fund their campaign). They made 10 times more than their $30,000 goal largely because they were able to connect to potential backers with their video.
You can’t control the Internet.
Whether you like it or not, you are already “out there”. It may feel exposing to add a video to your website or newsletter, but I think we can all agree that we are more exposed than we ever have been, and that trend doesn’t seem to be going away.
You can’t control the Internet, but you can influence it in your favor. Why not post content that speaks for your mission and values? Isn’t sharing your message why you started your business in the first place?
If people can’t see and hear your message from your lips, they’ll either ignore you or fill in the gaps with their own story. Wouldn’t you rather you control your own narrative?
The focus is on the viewer.
If you fear being perceived as “self-absorbed” because you make a video about your work or your product, ask yourself, “What is the end goal of my work/my product?” If your end goal is to help people in some way, then you will not be perceived as self-absorbed. End of story. If your end goal is to boost your following, get more likes, or be out there for the vanity of it, then people will perceive you as self-absorbed because that in fact is your goal. See how it works?
People are smart. They know when snake oil is on the table. If you’re not selling snake oil, then have faith your message will be received with the same earnestness it was created with. Trust yourself and your message because it’s not about you, it’s about the clients you want to help.
Video is not going away. Facebook Live is in full swing, but won't be free for long. And Sydacast predicted that 74% of all Internet traffic in 2017 will be video. So it’s not the future of video I’m talking about, it’s now.
What holds you back from being visible with video in your business?
Struggling to define and communicate your brand? Get clear with the Brand Identity Brief free download here.