"Your story is the underlying story of what you stand for, and why people should care."
~ Tara Hunt
By the time you get read this, my DIY Video workshop will have well and truly been over. A big realisation from the participants perspective was just how much there is to learn. It can be overwhelming if you start to expand on the possibilities. But the best place is to start simply and PRACTICE! Feedback from participants from this workshop and previous was that they realised in order to really master video, they need to practice, practice, practice.
Learning video is like any new skill, and being something that requires a combination of kinesthetic and visual style learning, having someone demonstrating and taking you through the motions and then immediately applying the lesson yourself, is crucial in getting a basic understanding and knowing. The realisation is also that when it comes to video marketing, learning the physical skills of video is just one piece of the puzzle, and that even though the 'social media marketing' aspect is the larger part of the whole, in order to have the desired result, you first have to know the'how to' of creating quality video. And that's an important starting place for figuring out the puzzle that is social media marketing. Creating video is just one piece of that puzzle, and its' importance is increasing at a rate of knots.
Using Story in Your Business Videos
Even though during the 2 Day video workshop, we mainly covered the technical stuff of video creation, I also wanted to help participants begin to see that the possibilities are endless when it comes to video creation. It only takes someone else to plant the seeds and give a glimpse of that possibility, and for you to start applying what you've learned, before you can really begin to see how video can be tailored to suit your particular business. That's when the ideas and inspiration truly begin to germinate. So I was thrilled to be witness to the excitement of discovery and possibility in the eyes of my participants. I so love it when people really 'get it' and see possibility for themselves!
So I had along guest speaker, Simone de Haas of The Speakers' Director come and deliver an interactive session to give participants some great tips and learn skills around speaking with confidence, and how to generate trust, influence their audience and create greater visibility for them and their businesses. I invited Simone along because she is not only a professional speaker with a lot of experience and background in theatre and drama, but she's also a story strategist, giving coaching and advice to many business people around how to use story within their businesses to generate trust and connection with their customers. Simone's emphasis on story and storytelling fits in beautifully with my own skills and love of storytelling using video.
Simone gave a wonderful presentation and I wanted to share with you a great little story she told us about a business person who discovered how much more credibility and interest he gained through telling a story, rather than selling a product. She also briefly talks about some of the different ways you can use story in your own presentations as well as in business video. So listen carefully for those tips toward the end of the video below, which is an excerpt from her entire presentation (just click on the image to view the video). I hope it gives you ideas about maybe how you too can use story to not only get the attention of more customers, but help them to take action because you're able to show them your point of difference and what makes you unique among your competitors.
But just to get you thinking more laterally, here are a few ways that you can incorporate storytelling in your business videos. As you begin to brainstorm, you'll find that you'll come up with more ways of telling stories connected to your business, in a way that your customers can relate and where they begin to see you in a completely different light to your competitors. And if you're worried that maybe you're not offering anything particularly different to your competitors, understand that the way in which you present what you offer, can make all the difference. Because your customers will see your offering, not only as something they may not have seen before or experienced, but there is the perception that you're offering more, just by creating awareness of it.
1. Tell a Customer Story
If you have already have customers who have had a great experience, why wouldn't you use their story for potential customers to relate to? Customer testimonials are also a type of story too, but why not dive a little deeper into their story, rather than lightly touch on it? Especially if their particular story highlights how you deliver an exceptional product or service. Find out how your product or service improved their lives or even changed their lives for the better, and help them tell that story. If they are truly satisfied customers, they will want to help you and see you prosper by telling others about how great you are, or how you made a difference. And the great thing about having your happy customer tell the story, is that it's coming from someone else other than you. Your credibility and trustworthiness is exponentially greater when someone else is singing your praises.
2. Interview Guests
Why not interview a customer, or someone from a business that is aligned with yours? Often, information and knowledge is gained by our customers, when we focus on someone else that is tied to our industry, that they directly or indirectly come in to contact with during the process of engaging our products and services. And other people's stories can offer additional interest by giving our potential customers a different perspective as well as varied content to keep them engaged and coming back for more.
As a side note, when interviewing, just be sure that you have done some background research about the person that you're interviewing, so that you know what you want to achieve from the interview around a particular subject, and that you ask the right questions to create the dialogue that matches your objective.
3. The Hero's Journey
The hero's journey is the story of you...the owner or founder of the business. But it's not just any story. It's a bit like a 'rags-to-riches' story, or a story of triumph. It's where you take your customers on a journey from where you started and why, and the challenges you have had to overcome in order to arrive where you are now. Where you are now is when you've come through the other side to stand in a place of positive victory.
What you need to be careful of in telling the hero's journey, is that your story is not so big that it becomes overwhelming and people can't relate to it and they switch off. It needs to be told in a way that is digestible by your audience. But most significantly, your story must tie in with something that your customers can connect and relate to and see themselves in that journey.
4. Personal Stories
Personal stories can come from a hero's journey (but not always). Especially if you have a complex and lengthy story. They may be best told in bite-sized pieces. You can then choose parts of your journey that are relevant to the topic or subject that you're wanting to create awareness around and have your customers connect to and resonate with.
Personal stories are a great way of connecting authentically with your customers, especially in the areas where you have a lot of experience that others want to learn and grow from. Where they differ from the hero's journey, is that through personal stories, you can begin to take people on a journey right now, with you. Personal stories are one of the most powerful ways to gain trust and credibility, because you give your customers the opportunity to get to know you and what makes you tick. People love to do business with people that get them and they can readily relate to.
5. Short Documentaries
A little bit more involved, but so much more interesting, short documentaries are a great way to show authenticity. Because documentary style video is more 'real', people get to see a side of you and/or your business that they haven't seen before and they relate much more because you're willing to show that. This style of video can incorporate more narrative around conversations. You can take them Behind-the-Scenes, and involve staff (if you have any), show processes and the way that you approach and do business. Short documentaries can be a little longer, as long as you can engage your audience for that length of time, or they can take the form of a 'Series' with a particular theme, that resonates with your customers and keeps them continuously engaged.
6. A Comical Story or Fable
Depending on your business and your pesonal style, if you love to use humour to educate and engage your customers, telling a funny story (or fable) is a great way of creating interest. You only have to think of some of the clever ads on TV, like the 'Rhonda Ads' by AAMI Insurance. Even if you don't watch a lot of TV, most people would be familiar with these ads, which are a series based around AAMI's 'Safe Driver's Rewards' that take Rhonda to Bali and other (mis)adventures. We're always waiting for the next ad to see what Rhonda gets up to next.
Of course, these types of videos need quite a bit of planning to pull them off!
These are just a handful of examples of how you can use story in your business videos. There are many more.
So let me ask you this?...If you thought that you could get more leads and more importantly...qualified leads using video and using story that show what you do differently, then don't you think that it's worth looking into?
If you'd like to know more about how you can use video in your business and find out how to use story in your videos, be sure to contact me via phone or email me to book a FREE DISCOVERY SESSION and let's explore the possibilities! I look forward to listening, and finding out more about you and your business and how video can help propel your business forward.
Have a great week!
*** ONE-ON-ONE VIDEO TRAINING ***
Couldn't get along to my 2 DAY DIY VIDEO WORKSHOP? There's still time to learn how to use your mobile phone to start creating video (or DSLR camera if you have one)! I am now offering affordable 1/2 DAY ONE-ON-ONE WORKSHOPS to help you get started. Email me on info@truth-seeker-images to find out more!