Why video works
Twisp’s school auditorium was filled with kids in the winter of 1957. All the students were gathered for a special presentation by the high school drama students .
“All day, I faced a barren waste without of taste of water; cool, clear water” played on the sound system. A popular boy started across the stage toward a glass of water conspicuously sitting on the floor at the other side of the stage. “Water, water, water,” he moaned before dropping to the floor, far short of the targeted glass of water.
A second student appeared moaning, “Water, water, water.” His progress was a little better, but he dropped before reaching the goal of the “cool, clear water.”
The third student made his appearance the same as his predecessors, calling out more forcefully, “Water, water, water.” Finally, on hands and knees, he reached the coveted glass of water. Then he shocked the entire audience by pulling a comb out of his pocket and saying,” Now I can comb my hair!”
It is amazing how an image can stick with you for years. This is what you want when you tell your story. You want your target audience to remember your story.
That short skit created an image in our minds that, in my case, has remained for almost 60 years. It began with anticipation. Everyone expected something special because the entire student body was summoned to the auditorium.
The power of the moment grew with the entrance of the first player, a popular student known by everyone in the audience. Curiosity was teased by the glass of water and the words to the song depicting a struggle across some remote desert. As the first two actors failed and the third struggled to reach the water, it became so real we thought we were there.
A simple, dramatic story unfolded so clearly, we all became thirsty just watching the struggle unfold in front of our eyes. In 1839, English author Edward BulwerLytton penned the words, “The pen is mightier than the sword” for his play Richelieu; Or the Conspiracy.
We all understand the power of words . The skit performed by my classmates demonstrated that a picture adds a new dimension of power to your presentation .
Dr . James McQuivey of Forrester Research estimated the value of one minute of video to be the equivalent of 1 .8 million words.
A scene from “Six Days and Seven Nights” that stands out most in my mind is when the characters played by Harrison Ford and Anne Heche find themselves stranded on a deserted island following an emergency landing to avoid a huge tropical storm.
Harrison Ford captures a wild peacock and prepares it over an open fire, drenching it with a glaze left over in his plane from an earlier flight.
The part that reeled me in was the close-up of Harrison Ford eating the peacock with his fingers, lips and chin dripping with the glaze. It created such imagery, I find myself getting hungry just thinking about it, and I have not watched the movie in years.
The unadulterated numbers
Here are some amazing statistics.
- YouTube is the second most popular searched site; the most popular is its owner Google.
- One billion people use YouTube to collectively watch 4 billion videos per day.
- 300 hours of video are uploaded every minute.
- The average mobile phone user watches 40 minutes per session.
- Approximately 80% of all Internet users watch YouTube.
- Only 9% of small business owners post videos on YouTube.
Can you hear opportunity screaming? Where else can you make your voice heard ahead of 91% of your competition?
Create a compelling video
I have spent thousands of dollars having the typical, corporate videos made. Without exception, it was a waste of money from a results perspective.
Don’t forget, that is the goal: Results.
On the other hand, I have sold thousands of dollars’ worth of products from “homey” videos. By homey, I mean an obviously amateur video as opposed to the slick corporate, big production video
The most important issue remains:
You must tell your story. If one minute of video is worth 1 .8 million words, as stated by Dr. McQuivey, a 15-minute video can be the equivalent of 27 million words. According to Amazon’s great Text Stats feature, the median length of books is 64,000 words. A simple extrapolation would indicate that a 15-minute video would have the same impact as 422 books.
I am not sure of Dr. McQuivey’s analysis that one minute of video has the impact of 1 .8 million words. However, I am sure that a 15-minute video has more selling impact than a complete book on the same topic. The fact is, you can better connect with your prospect in a heartfelt video than by having your prospect read a book.
One big reason is time. Most people do not take the time to read a book; however, they will watch a compelling video. This is not to say you should not write a book for the reasons stated earlier, rather so you can understand the power of video presentations.
Here are some ways to make your video worth watching:
1 . Your video should cover a topic of interest. It will not matter how dynamic your video is on how a farmer helps birth calves, it is not likely to capture my attention. On the other hand, a video related to a business topic I have searched will likely be watched at least once. We routinely field calls from prospective buyers who have watched our “how to” video on YouTube multiple times.
2. The first 10 seconds should grab the viewers’ attention, making them want more. For example, if you are doing an interview with an expert in a specific field, start with a “hook.” My guest is going to tell us how to make $105 per hour sharpening scissors. Or how to make $1 million a year buying and selling small businesses. Both of these hooks are effective because of the surprise factor. Who knew you could earn money sharpening scissors? Who knew you could “flip” businesses the same as flipping a house you fix up?
3 . Keep the video moving. Action packed thrillers at the theater sell more tickets than a slow-moving movie that puts the audience to sleep. If you are doing an interview, keep it shorter than what the interviewee has to offer. You want your viewer asking for more when the interview is over.
4 . Plan your video to include some or all of the following: humor, intrigue, suspense, new information, a hero, a villain, a problem, a solution and, of course, a strong call to action. Sign up for my membership site, order my book, get the entire video series or contact me for help or more information.
Help creating your video
A subsidiary of American Hope Success is American Hope Talk Radio. It is an Internet radio talk show featuring successful business owners who have faced obstacles and come out winners.
Scheduling a video interview on American Hope Talk Radio could be a great way to start marketing your services on YouTube with videos.
For more information, call 855-574-HOPE (4673) Of course, you can do it yourself. A Google search today for “How do I create videos” yielded 474 million results. The same search on YouTube garnered just under 20 million choices. I think you can see that it is pretty easy to get help creating videos .