#FocusFriday – Focus on Video Today for Your Brand and Business

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Who would have thought that billions of hours of video content would be uploaded to YouTube and other online sites each month? The growth of video is astonishing and will continue to grow in the years to come. With mobile technology and smart phones, we have a powerful tool in our hands which you must use for marketing and growing your personal brand. Why is using video so critical now? How can you get started?

The purpose of my #FocusFriday series is to provoke thought and encourage people to take control of their personal marketing and business. Focus on the important time saving, business development, marketing and fun aspects of business. Yes, business activities should not be painful every minute of the day. Hard work is necessary and to be successful you have to hustle, try new approaches and focus on finding what works.

If you are not embracing video now for your brand and for marketing, it’s time to start. Here are the reasons why:

  1. More and more people (consumers and prospects) prefer video content. It’s quick, easy to watch on a mobile device and does not take much time.
  2. Besides meeting in person, video is the best way to convey your personal brand message to those you with whom want to build relationships and business. For some it may even be the best approach; a well-crafted, practiced and perfected video message can convey an exceptional and memorable message.
  3. Producing a video forces an individual to focus on their message, delivery, value proposition and differentiators. Knowing your message and differentiators and being and able to clearly convey it will allow you to more quickly educate prospects and your audiences about who you are, what you do and why you do it.
  4. Without video you are not being competitive, you are actually at a competitive disadvantage without having video as part of your marketing. Your bigger, smarter and more marketing savvy competitors are using video and have been leveraging its power for some time. If you don’t have a video strategy, you are at least two years behind your competition and they are pulling ahead fast and your falling farther behind.
  5. There are many types of video: TV News interviews, video podcasts, corporate videos, videos of speaking presentations, webinars, video conferences, live streaming video (Facebook, Periscope, MereKat, LiveStream, Google Hangouts and others) and how to and educational videos and TV and online commercials. YouTube, Facebook, Instagram, Vine, Snapchat, Blogs and other social media platforms have video elements. These are all conduits for reaching your audiences and building relationships and growing your brand and business.

For many, the thought of doing a personal brand video is a scary proposition; they simply don’t know where to start. This is a legitimate fear and challenge. The process of creating a quality video and regular video content takes a commitment of time, energy and you need to be confident in your ability. Confidence and the ability to present and communicate on video must be developed.

Where should you start?

Start by thinking about your customers, prospects, referral sources as well as allies and enemies. Who are they? What do they need to know about you? For some this may boil down to a simple elevator speech or pitch, for others it may be more complex. Remember, the video content that you are creating is for your audience and not for you. You must have a clear and understandable message, project this message properly, look the part, use the right body language and come across as genuine.

Starting to get complicated, right? Well it is complicated. It’s easy to set up a camera, lights and microphone. You can buy expensive equipment or even hire a professional video production crew. However, without understanding the message you want to deliver to your audiences, it could be a colossal waste of time, energy and money. The end product could make you look worse.

Let’s take a step back and discuss preparing. Over the past 25 years I have trained and prepared hundreds of people for news media interviews, many for local and national TV appearances. There is no greater pressure to perform than being asked to do live television. A live TV appearance can make or break a career, and we know the value of news media coverage is unmatched in its value for marketing. Why do I bring up live TV appearances? The process of preparing for live TV, or even a recorded TV interview, is the same that you must follow when preparing to make a video. The pressure may not be as intense and you may have a few shots at making your points, however, failure to think about your audience, message and the reason for the video will limit your success or even the ability to present effectively.

Once you craft your message, it is time to start practicing. Practicing for video goes beyond just memorizing or rereading a speech or talking points. For those seeking to be exceptional on camera, preparation will require an understanding of presentation and communication skills. How do to you acquire these skills? It takes a commitment to focus on yourself and your abilities. Studying, training with professionals, reading and learning are required. The best students we have worked with and trained are those who embrace this adventure. The investment of the time, energy and effort pay off in a product that is more than the powerful videos and TV interviews that are created. Individuals become better communicators of their personal brand message. They are more confident when speaking, networking and interacting directly with clients and staff.

Make the commitment today to get your video marketing program moving forward. Craft your message and get the training and coaching you need to present effectively.

Click here for a check list of 15 points to follow when developing your personal marketing video program.

Focus Friday is all about being more effective and successful in business and life activities. Focusing will allow you to save time and achieve goals in both your personal and in your professional life.

Have questions, need a resource? Contact me at wjcorbett@corbettpr.com.

Need to start creating a personal marketing plan?  Email the code PMP2016 to me at info@growyourpersonalbrand.com and I will send you a list of questions to ask yourself to get started.

Looking for some help setting up your LinkedIn plan? Visit www.growyourpersonalbrand.com

Join our groups on LinkedIn and Facebook.

wjcorbett@corbettpr.com

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr

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Working with Children for Video Production and Media Interviews: Challenges and Considerations

OliviaW.C. Fields once said that you should never work with either animals or children.  I respectfully disagree, having worked with both in my professional career.  While I have covered aspects of working with animals previously, for this blog I want to focus on working with children– especially younger ones – in media relations and video production.

IMG_0348.jpgThis week I had the opportunity to assist a friend of mine – Adam Schwam, founder and President of Sandwire, a leading IT company on Long Island, after his company made a $10,000 donation in the form of computers and software to Commerce Plaza in Levittown, New York. Commerce Plaza is a program for fifth graders from across Long Island, New York who come to learn about business and basic finance in a hands-on environment. More than 40 students were at the school for the day when we visited.

Children are a wonderful subject for the news and videos. While they can offer spontaneity and an innocent perspective on the world, there are challenges that must be addressed. The goal of any video production or news piece is to tell a story. Getting children to express themselves effectively on camera takes special attention and consideration.

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Here are some of my tips for helping children feel more comfortable and effectively providing quality content for video productions and news pieces.

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Click here for a video of my tips for working with children in the media.

 

If you are the producer or interviewer, remember the following:

 

  1. As kids, they have probably never done professional video before. Though may already be familiar with smartphone or tablet videos and are savvy, the size and complexity of professional equipment and approaches can be overwhelming and disconcerting for them.
  2. When interacting with children always stay relaxed and show confidence.
  3. Make children feel special and help them to relax. Take your time and look them right in the eye. At the same token, ask them to look you right in the eye at all times.. We know that people will look up, down and all around when they are thinking. Looking directly in one another’s eyes helps to maintain focus and provide much better for video.
  4. Prepare your questions in advance. Write them down or use cue cards or index cards. If you are prepared, the children will respond more effectively.
  5. Know what to do when you get the “one-word answer.” Children frequently give one word or very short answers. Ask open ended questions that require more words for providing a complete answer.  Ask questions such as: Can you describe how you prepared for this program? Be ready for a follow up question if the answer you get is short. Questions that start with “how did this make you feel?” or “what did you think about that?” are two in particular that you should always be ready to use.
  6. Help the kids to help you. Talk with them and get them to give as much as they can. Speak with them in advance and practice. If you like what you hear tell them. However, sometimes talking in advance can hurt the genuineness of the answers so this is an area that you should use your own discretion and  judgment. You may want to speak with the child but not ask the specific questions in advance. Get a feel for how they speak and their energy first.
  7. Do a run through with kids and explain to them exactly what is going to happen.  This removes uncertainty.
  8. Remember to have fun. It is ok to joke with the kids, but keep it light hearted and fun. This helps them to feel comfortable, smile and have the right energy level. The more assistance and support that you can give children the better they will perform. They want to do well and you are in a position to help them achieve this. Help them to be proud of their efforts and you will be rewarded with quality content.No matter if you are a child or adult you must be prepared to be on video.   Practice and take the time to prepare. We suggest hiring a professional media trainer and video production crew to produce your videos. I have trained and prepared hundreds of people for interviews, video productions and commercials. The people we train or who receive professional training are much better on camera and feel more confident.

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Training and preparation are critical for the development of video content that properly and effectively presents your message to the media. Video production quality is important, but an unprepared subject cannot be corrected. Never agree to do an on-camera interview with the media without preparation and knowing what you will be asked about. Any subject or guest who is not confident and capable will delay the process, which will increase production costs and take much longer than it should.

wjcorbett@corbettpr.com

By Bill Corbett

Corbett Public Relations Long Island and the World 

@liprguy

@corbettpr

It’s Time for Your Personal Marketing Plan

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As we approach Fourth of July we prepare to celebrate American Independence. America is the land of opportunity but many don’t achieve success or all the success that they want.

Many American business people work hard each day to be successful within the companies in which they work or in their own businesses. Countless hours of time and energy are spent networking, attending trade shows, using social media, sending emails and cold calling. Each of these activities has the goal of generating leads and developing business. However, most people who are in sales or business development do not have a personal marketing plan.socialmedia[1]

Let’s face it, most people have little or no idea how to market themselves effectively. I know this from having met thousands of small business people. I also know that many are motivated and want to learn. I believe that everyone can succeed if they leverage their talents, time and energy. Combined with a personal marketing plan there is no limit to where you can go.

I am on a personal mission to educate people about the importance of having a personal marketing plan and to grow their personal brands. America is a great country and the marketing activities that I listed above can all be effective. However, most people do not approach them with a system or a plan. For many, business and referrals come through these efforts but often it is a matter of pure luck. With even a basic plan a networker or salesperson can improve their lead generation and business development by 20 to 50 percent. You can be a leader, you can dominate, you can attract attention but to do this you need to market and harness the power of the free platforms that exist today and technology.

Here are some quick actions you can take today:

  1. Create a personal marketing plan. Remember to write your plan down. As part of this plan set financial goals but also set marketing goals such as:
    1. Number of new LinkedIn contacts made per week
    2. Number of new names added to email marketing list
    3. Number of follow-up calls or emails made to people who you meet at a networking event or trade show
    4. Number of social posts you will do each week
    5. Number of videos you will film each quarter
    6. Number of blogs you will create each quarter
    7. Number of personal marketing videos you will create, post and share.
  2. Create your personal mission statement. What do you stand for and why should people work with you when they have so many options and choices?
  3. Review and clearly identify your target audience/market and who are the key referral sources. Who do you want to do business with? Start by looking at your best current clients.
  4. Create your system for following up with new contacts. You goal should be to turn contacts into prospects or to build trust which leads to referrals or opportunities. Remember it is important to give before you receive.  It may take months of giving and showing interest before any action occurs. Never give up.
  5. Review all of your social media sites and make sure that all photos, bios and job descriptions are up to date. It is critical that your real world brand matches your online brand. You need to present the right image every time you are in contact with a prospect. If you have a blank profile or with a horrible picture you first impression will fail every time.

We live in a highly competitive world for business as well as attention. Business people need to rely on action and effort and less on luck. With a simple personal marketing plan efforts will be focused and greater success will be achieved.

Look for resources and people who will help you. Don’t be afraid to ask me or others who you see doing a good job.

Do you have a personal marketing or networking question? Send it to me. I can help you create a personal marketing plan.  If you want a list of question to kick start your personal branding effort send me an email at wjcorbett@corbettpr.com.

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