More Clients TV
How To Build Authority Using Video
A special 5 Minute marketing Tip for you this week, and another in my series of tips on how to build authority in your field.
This video is an interview with Steve Washer. Steve's both a personal friend, and a real expert in building authority using video.
In the video I ask him what the best ways are of using video to build authority, and how to get started if you've not done video before or are in the early stages with it.
If video is on your agenda, this is well worth watching.
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Ian Brodie: Hi, it's Ian here. Welcome to another Five Minute Marketing Tip. Today's tip is very special because with me is Steve Washer. Steve is the author of The Video Brain, the creator of Visibleauthority.com, and Steve is an expert on building authority through video. In particular, he shows people how to stand in their own authority and how to build expertise and demonstrate expertise to attract the clients that are meant to be yours. Welcome to the show, Steve.
Steve Washer: Thank you, Ian. It's great to be with you.
Ian Brodie: Excellent. Today we're obviously going to talk about building authority through the use of video. First question is the obvious one. Why is video effective at building authority?
Steve Washer: I know we only have five minutes, so I'll try to be brief, because on that question alone we could go for half an hour on. First of all, video is one of the more dense mediums, and because of that, it's almost like you've got layers of authority to deal with with video. There is the outermost layer which is the tip or the value that you're bringing. There's another layer underneath which is kind of an authenticity that has to do with who you are and how you come across.
There's yet another layer that's underneath that, though, and that's the layer where you are actually able to stand in who you really are. Most of us have that trained out of us from the time we're very young. We're taught to color between the lines, to live in a little box and to do as we're told, and we may protest against that, but we just do what we're told any way.
To be on video, you have to be a little bit of a rebel, and you have to be willing to say what is your truth because there's no point in not doing it, and this is why so many people don't do video because they're a little bit frightened of that idea. I hate to be so frank with this, but that's kind of what it's all about. If you are, it may not be that, but it probably is that. If you're willing to just take a risk and put yourself on video, what you will find is that it is impossible, absolutely impossible to come at this from a place of neediness, because when you get on video and you're talking to your audience, you are in a giving mode. It's impossible to be both in a giving mode and in a neediness mode at the same time, so video is good for you, it's good for your audience, and it's probably good for the whole world. When you can stand in your authority to do that, you might even change the world.
Ian Brodie: Ooh. Very good. I guess there's a degree to which as you're saying about this authenticity and this you coming through, in a way you kind of can't avoid it on video. We were talking earlier before we started recording this about … obviously I use e-mail, I use Blog Post quite a lot, but there's some degree to which someone else could be writing those for me. I know, I'm hoping people don't believe that. Of course, you're trying to get your personality through and get a genuine you through all your communications, but on video, it becomes very obvious. I mean, it has to be you. You shine through whether you want to or not, I think.
Steve Washer: Well, you can shine through whether you want to or not. I mean, something of you will shine through, but there's another sense in which video is authentic, and that is that the technology itself can be authentic. It's why we use a Logitech C920 instead of the webcam that comes with our computer. We want those pictures to appear good enough that whatever our message actually is can get across.
Ian Brodie: Okay.
Steve Washer: If we don't have a decent mic, if we don't have decent lighting, if we don't have a decent message, that's just not going to come across. Yes, you will come across, but will your best you come across is the messag?.
Ian Brodie: Part of the thing about video is making sure the technology doesn't get in the way.
Steve Washer: Right.
Ian Brodie: The technology kind of isn't the thing, but it can get in the way and you have sound that no one wants to listen to, where people can't hear you, then that's going to be a problem.
Steve Washer: Exactly.
Ian Brodie: Okay. If video is really good at building authority, what are some of the best ways of using video for example?
Steve Washer: Yeah, great question. I think some of the best ways of using video are kind of the way that you're using it actually, and that is to provide some value to your wider world. If you're in business and you have a client business, you want to have a certain number of clients at a time, you want a certain number of clients in the waiting room, and you want to have a certain number of clients on their way to the waiting room because you can't handle everyone at once. Coming up with some content that you can deliver on a consistent basis I think is key to being able to stand in your authority and deliver something of value.
That consistency, by the way, is incredibly important because you want to be the kind of person who delivers something week after week, or maybe it's biweekly or maybe it's monthly, or even less frequent than that, but it is on a consistent basis. When you do that, people come to know you and like you, and trust you even more. In fact, that's where a lot of trust comes from is that consistent basis. Quality on a consistent basis is probably the highest use of video you can even use, and I would put that even over sales videos, by the way.
Ian Brodie: Yeah, because I guess if you've done that and your audience is already on your side, it doesn't take, you don't have to have the world's greatest sales video or sales pitch for people to be ready to by. They're already ready before they ever go and press the button.
Steve Washer: They're primed. You're just giving them an opportunity in another video by saying, okay, it's time now, and this is the thing and go see if this is right for you.
Ian Brodie: It is a bit like in the entertainment world, that kind of, the highest paid entertainers and most successful entertainers are the ones with the shows that happen every week or happen on a regular basis. The Oprahs, the Jay Lenos, etc., who are constantly in your living room. They become part of the furniture almost if you tune into their show. You're used to them. They feel like a friend, as opposed to the people who maybe are brilliant performers, but you only see once a year. You don't build that sort of relationship with them.
Steve Washer: Right. You want a Cheers relationship. Come to the place where everybody knows your name.
Ian Brodie: Oh, you take me back there (laughs). If someone like a consultant or a coach is just getting started with video, so they haven't necessarily got a whole bunch of fancy equipment like you might have or even I have these days, what are the first steps? What are the basics to get going with video?
Steve Washer: Forget about the equipment. It's not about the equipment at all, okay? It's about who you are. There is a part of you that is an authority at something, and you know what that is, but maybe you've not really wanted to put it out there for fear of being like, oh, I'm just too big for my britches or whatever, but you can do this without being a braggadocio about it. You don't have to be loud. You don't have be obnoxious. If you are the authority, then you're almost obligated to come out there and say that. First you start with that, and then you can stand in front of the camera, or as we're doing now, sit in front of the camera, which I don't normally recommend because you have more energy when you're standing.
Ian Brodie: True.
Steve Washer: That's what they say. Stand and deliver. Then you can stand in front of the camera and you can even in sixty seconds or two minutes, or in your case, the Five Minute Marketing Tip, you can deliver something of tremendous value, because you're not teaching someone how to do something to the nth detail. You're demonstrating your expertise, and you're teaching them why it would be a good idea to learn more about you and work with you. You can do that with a webcam. You can do that with a C920. You can do that with a twenty-five dollar microphone that you got off of Ebay or something. The technology is not the thing. It's what you do with it.
Ian Brodie: As long as the technology is not so bad that you're all grainy and they can't hear you, etc., as long as it's half decent.
Steve Washer: Yeah. Today's technology is awesome. Anything that is made today you're going to be able to use, just like you and I I think are using the same webcam right now, the Logitech C920. Just using like cams, just regular lighting in my office, which I kind of set up like track lighting, I'm just using regular old track lighting. You're using better lights than I am right now, and I'm using a decent microphone because I had this left over from something else I was doing. Then it's just a matter of setting up the background. Anyone can do that. If you can't do it, ask your wife to do it. You can get that done. A lot of us are just kind of like naturally messy, but even the slightest little thing in the background can cause a distraction. I like your background. It's nice and spare, and it just says, it's not cluttered. There's no other messages competing with the message that you want to get across.
Ian Brodie: You know, that was one of the things that made it easier for me to do video on a more regular basis was just having … we just decorated the office, and it had been the kids' play area beforehand and there was the odd bit of wallpaper and stuff that was from then, and we just decorated the office, made it look nice, and now I can just switch on the camera and I know that the background is not going to kind of embarrass me as it were. Obviously if I zoomed out, you'd see the bookcase and the things lying on the floor and stuff like that, but on that one area, I can just press the button and go.
Steve Washer: Right, right. Yeah, that's what it all about. It's all about making a little system for yourself so that you can get content out on a regular basis.
Ian Brodie: Excellent. That's brilliant. Hey Steve, if people want to find out more about building visible authority, where should they go to?
Steve Washer: How about Visibleauthority.com?
Ian Brodie: Nice domain name.
Steve Washer: Yeah.
Ian Brodie: Well done. Well done.
Steve Washer: When they go there, the very first thing they'll see is something that they might enjoy which is called the First Twenty Seconds. How to sound like a pro when you start your video even if you've never done a video before. It's a really nice piece. It's absolutely free. I encourage everyone who's thinking about video to get it because if you can start off well, then you can finish well.
Ian Brodie: Indeed, indeed. That gets you going. Brilliant. Hey Steve, thank you so much for doing this. I very much appreciate it. I'm sure we'll speak again soon. Cheers.
Steve Washer: My pleasure, Ian. See ya.