Should U Use Video? Nope.

Someone asked me recently, “Is video advertising effective?”

Such a strange question, because, i mean, duh…yes. But should YOU be doing it?

In most cases, the answer is NO.

Marketing with video seems like a cool idea. Fun and easy and all. But there’s a group of people who think they’re better “talkers” than writers, which is how they justify video marketing.

Here’s the thing though…

Video is an audio-visual COMMUNICATION medium. If you understand how to communicate, you can use video to create extremely compelling, emotionally moving presentations.

But sitting behind the steering wheel of your car and firing up your phone cam and rambling on for 20 minutes about some bullshit on your mind…that’s not exactly an effective use of video to communicate.

To communicate with video, you need to start with some kind of a plan or a script, then use the right equipment, and produce your presentation with graphics, audio, and editing.

This is complex and involving stuff.

Now i know there are gooroos who’ll tell you to just “get er done” and they’ll even cite split-tests and studies about how non-professional video outperforms professional video.

That’s a load of HORSE CRUD. Use your head.

Nobody wants to listen to anyone ramble, off the cuff, while they get their ideas together.

And to be quite frank with you, nobody wants to hear someone void of intellect talk about anything.

Regardless of the mode–be it text, audio, or video–COMMUNICATION isn’t just saying what’s on your mind, without regard for the listener. An effective communicator recognises there’s a second party involved in communication and he takes responsibility for ensuring his message is clearly received on the other end.

That means, you, as a marketer must formulate a message that GRABS and KEEPS the attention of your audience

…you need to share an idea that’s worth your audience’s time

…and you should strive to present your idea with minimal ambiguity and maximum clarity.

What is “comfortable” for you is irrelevant here and communicating while only focusing on your comfort while ignoring your receiver, is selfish and gets no sales results.

If you think you speak better than you write, you’re only kidding yourself. Your problem is not with writing, it’s with communicating.

Shooting an “off the cuff” video won’t help you communicate any better.

Planning and editing a presentation is key to effective communication. And ease of editing is the reason why i suggest anyone trying to be better at marketing begin with text.

Text is easier, cheaper, and faster to edit than video. And even if you’re going to make a video, start with text…because it’s easier, cheaper, and faster to edit.

By the time you’re reading an email like this one, for example, it’s been read and revised at least FIFTY times, if not more.

I don’t think it’s gonna be fun to edit and reshoot a video 50 times. But it’s reasonable to do it in text and only takes a little time.

Just to give you an idea of how MUCH editing is involved in good communication…i recently counted 8 revisions i did in the 15 mins it took one of my writers to respond confirming that he’ll send an email i told him was “ready for sending.” Meaning, after i considered it to be good enough to send, i read it 8 more times and revised it 8 more times.

I have no respect for any writer who says he’ll “bang out” emails for me.

I do not value anyone who boasts it takes them 15-20 minutes to write a sales message. Because no matter how talented you are, you can’t write and edit anything worth reading in that sort of timeline.

You must edit, rewrite, organise, and reorganise your ideas for clarity. And that’s a process that takes time.

Communication is a skill i’ve been refining since childhood. I’ve been trained by a professor of Linguistics, my father, who even edited the letters i wrote to family members.

While i don’t feel comfortable on video and i’m not very good on my feet…you’d be hard pressed to find a presentation i’ve ever done, live, recorded, written, or otherwise that has not undergone significant preparation and editing, or in which i’m not clearly communicating my ideas in an interesting and engaging manner.

I can teach you this skill, if you’re interested.

I can help you become a master communicator who gets sales easily.

You’ll find the details in the pages of the Super Traffic Machine where i show you, step by step, how to communicate effectively, not just with your words…but with colours, typography, whitespace, graphics, and every visual element of every page.

Learn more about the Super Traffic Machine at the link below…

~jim

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