They forget to just be a 12-year old Justin Bieber.
What do I mean by this? Well, let’s take a look at how Justin and his team approached “video marketing” of him as a brand and how we as entrepreneurs typically approach video marketing of our businesses.
When Justin was just 12 years old, he performed in a singing competition. And he didn’t win! In fact, he placed second.
His mother recorded the event on video and posted it on YouTube to share with family and friends. As time went on, mom kept filming and adding more and more videos to YouTube.
Eventually, the popularity of Justin’s videos caught the eye of both Usher and Justin Timberlake, who then entered into a bidding war to sign Bieber! Usher won that bidding war.
Here’s the kicker. In the process of creating Justin’s first album, Usher and his team made the deliberate decision to “build Justin up more on YouTube first.” They recognized the incredible power and influence of the YouTube platform.
So, they recorded more videos of him performing at home. They used cheap cameras, poor lighting and just his own house as the set!
And what is Justin Bieber’s net worth today? Somewhere around $100 million! And his online Klout ranking is higher than both Barack Obama and the Dalai Lama.
The Entrepreneur’s Typical Approach
As entrepreneurs, we logically understand the incredible power of video marketing. And yet, here’s how the thoughts in our head usually go:
Hmm, that’s a good idea, but…
I don’t have a good enough camera or the right lighting.
I don’t know how to edit video or upload it to YouTube.
I’ll look stupid on camera. My hair is funny. I’m not good looking enough.
What would I say? Who would listen to me anyway?
My voice sounds horrible on recordings!
I’ll look foolish, stupid, ignorant. What will people think? I can’t let people see me and my business in that way.”
As adults, we’re afraid of the technology, afraid of looking foolish, afraid to let our authentic selves show.
Kids don’t have these thoughts. They pick up a video camera and shoot away and then post it in 10 minutes on YouTube. They don’t care.
We think we have to be proper, professional and perfect.
One of the Most Client Attractive Things You Can Do
Showing your authentic self is one of the most liberating, appealing things you can do, and one of the most client attractive things you can do.
As consumers, we are so OVER slick commercialization.
We want to see real people and real things. If you were “perfect” no one could relate to you. Why do you think reality TV is so huge?
YouTube Researchers Agree
According to research done by Baljeet Singh, YouTube’s group product manager, some of the “lower production value” videos that are shot while just playing around perform as well as the scripted “higher production value” videos on YouTube.
And he’s talking about business video here, NOT stupid pet tricks!
So What’s Next?
If you recognize yourself in any of the typical thoughts of the entrepreneur, just dive in and get started. Use the incredible power of video to showcase your expertise and your authentic self. I guarantee you will be pleasantly surprised at the results.