Written by: Vickie Sullivan | January 12, 2016
A Cool Way to Use Videos
In my last post, I briefly mentioned how video has replaced PowerPoint. That isn’t surprising when you consider that video is the most popular marketing tool.
But let’s drill down. Video has gone from being a bright shiny object to now a standard tool. That means how you use this tool is just as important as having a YouTube channel. And for the many thought leaders who are phoning it in with close-ups of them pontificating, stop. Just. Stop.
Instead, how about using more subtle ways to get your message out there? Laurel Braitman’s book trailer for her New York Times bestselling book Animal Madness: Inside Their Minds is a great example of using humor and story to make a point. Why her video works:
• She made lighthearted fun of herself as an author. This shows readers that she’s accessible and authentic. It didn’t take away her brilliance either. Laurel’s take: “If you can poke fun at yourself first, people will take you more seriously.”
Laurel’s paperback version introduced her new fur-baby Cedar to the story. By making Cedar the star in the video, she focused the attention on what’s new in the paperback. This was not an accident.
• Check out the production values. This video isn’t homemade, but it isn’t movie-quality either. It’s simple yet edited well. It doesn’t go on and on. Folks, anyone can do this. It’s easier than you think.
Laurel explains: “Filmmakers have been doing this forever. … By telling us a story, we learn about the topic anyway.” Her advice: “People are good at parsing things. Assume that they will figure it out.”
She’s right. Find a way to their hearts, and their minds will follow.
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