Latest / The SmallBizChat with Melinda Emerson / Using Video to Build Relationships for Your Business with Julie Hansen

Transcript

Using Video to Build Relationships for Your Business with Julie Hansen · The SmallBizChat with Melinda Emerson

• 0:00
  We tend to be very critical of ourselves when we're doing video.
• 0:03
  And of course, if we're recording it, then we have opportunity to, you know, fudge with it or
• 0:07
  redo it.
• 0:08
  There's a point where you have to let it go and you have to be able to observe your videos,
• 0:14
  review them without being as so critical as only we are to ourselves and understand that
• 0:20
  your audience isn't going, why is her eyebrow doing that?
• 0:24
  That was kind of a weird look she made.
• 0:27
  Right?
• 0:27
  So so being a little more, you know, forgiving and more objective with yourself and just You
• 0:33
  you gotta put it out there eventually.
• 0:36
  Hi.
• 0:37
  This is Melinda Emerson, the small biz lady hosted the small biz chef podcast.
• 0:41
  I want to serve you.
• 0:42
  This pandemic has been so hard on America's small businesses and on just America in general
• 0:48
  If you're ready to start your dream business, boy, do I have a great offer for you?
• 0:52
  I am giving away 1000 copies of my best selling book become your own boss in 12 months.
• 0:58
  Over a hundred thousand people have this book.
• 1:01
  It has been printed in multiple languages around the world.
• 1:03
  And I wanted to find a way to serve America's small businesses in this pandemic.
• 1:08
  And so I am giving away a 1000 copies of my book All you have to do to get your copy is
• 1:14
  head over to beginmybiz.com/freeoffer to, you know, sign up for your copy all you have to do
• 1:21
  is pay shipping, and we will mail one out to you.
• 1:24
  I am so excited about this.
• 1:26
  I wanna serve you.
• 1:28
  Grab your copy today.
• 1:31
  Ending small business failure.
• 1:34
  Welcome to the Small Biz Chat podcast with a number 1 small business expert Melinda Emerson.
• 1:40
  Bolinda's goal is to end small business failure, and she'll give you the information
• 1:44
  you need to succeed and live the life you dream of.
• 1:48
  Now here's the small Biz lady herself.
• 1:51
  Melinda Emerson.
• 1:54
  Hi, everybody.
• 1:55
  I'm Melinda Emerson's small Biz the America's number one small business expert, and I'm
• 2:00
  excited to welcome you to the small business chat podcast I'm very excited about today's
• 2:07
  show.
• 2:08
  The mission of the Small Bench Chat podcast is to end small business failure.
• 2:13
  We are a peer to peer interview show that gives small business owners a way to get invaluable
• 2:19
  business advice.
• 2:21
  So let me introduce my guest.
• 2:23
  Video can put you in front of customers, but it can create a relationship that requires a
• 2:29
  unique skill set.
• 2:30
  Luckily, actors, reporters, and other on camera pros have already unlocked the secret to
• 2:36
  creating personal relationships on video.
• 2:39
  In today's small business chat interview, actor and video expert Julie Hansen shares key on
• 2:46
  camera techniques from her new book Look me in the eye using video to build relationships with
• 2:53
  customers, partners, and teams.
• 2:56
  To help you connect more and sell more on video.
• 3:01
  For more information, you can go to Julie Hanson Live dotcom.
• 3:05
  Julie, welcome to the small fish chat podcast.
• 3:08
  Thank you, Melinda.
• 3:09
  It's so great to be here with you.
• 3:12
  Oh gosh.
• 3:12
  I am so excited.
• 3:14
  I was, you know, as a former television producer, when I saw your book, I was like,
• 3:18
  yeah.
• 3:19
  I'm glad somebody's breaking this down.
• 3:21
  So I'm so excited to have you here.
• 3:24
  Now one of the things that's been really interesting about what we've observed in 2021,
• 3:29
  I feel like 2021 is, like, the year of TikTok.
• 3:32
  It might be, like, like, short form short form video is, like, everywhere.
• 3:39
  And a lot of people have been saying that video is really the future of marketing.
• 3:44
  And I really wanted to kinda get your thoughts about you know, how important video is gonna be
• 3:49
  to marketing and sales efforts going forward?
• 3:52
  Well, you know, it's funny you say that because isn't video the present of marketing.
• 3:56
  Right?
• 3:57
  It's not like we're without it.
• 3:59
  And certainly from from everything that we've read about video and the the results people are
• 4:04
  getting, why would we not continue to use it?
• 4:07
  Right?
• 4:08
  We get higher open rates when there's a a video.
• 4:11
  Certainly, you know, TikTok and and Insta Reels have been great success stories as far as, you
• 4:17
  know, getting engagement.
• 4:19
  So there's there's a a lot of potential with video.
• 4:23
  And I and I think the interesting thing is, you know, there's still a lot more growth to be
• 4:28
  had.
• 4:29
  I mean, it's it's a little too late to be early to video, Right?
• 4:33
  There's a lot of people on video.
• 4:34
  There's a billion users on YouTube, but there's still a a window of of time where you can stand
• 4:43
  out.
• 4:44
  It's gonna get harder and harder to stand out.
• 4:46
  So that's something to be really aware of that now is the time to dive in if you're thinking
• 4:51
  about Definitely.
• 4:52
  Definitely.
• 4:53
  So let's talk about short form videos.
• 4:55
  Now I know there's, like, there is YouTube university.
• 4:58
  Right?
• 4:58
  So Let's not get it twisted.
• 5:00
  YouTube is the king of video, certainly long form video.
• 5:05
  But our sites like TikTok and Instagram reels putting pressure maybe on YouTube, but I am
• 5:12
  aware that YouTube created YouTube shorts earlier this year.
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  So it's like, okay.
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  Is there a market for this 15:30 second 1 minute video content versus the 3:5 to 10
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  minute content, you know, that may be prominent over on YouTube.
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  Like, is there is there a difference?
• 5:30
  Is there a difference in styles that you have to use for the different types of platforms?
• 5:34
  You know, that's a great question.
• 5:35
  I and I think, first of all, there isn't a great appetite for short content.
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  It it sort of corresponds with how our attention spans are continually declining,
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  right, pretty soon they're gonna be 2 second videos.
• 5:48
  But, absolutely.
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  I mean, the proliferation of the different platforms speaks volumes.
• 5:53
  Like, people wouldn't put money into that if it wasn't they weren't seeing results.
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  As far as the the differences between the platforms.
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  I think you have to think about where is my audience?
• 6:03
  Where's my audience hanging out?
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  I know that TikTok tends to be a younger audience.
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  You know, it's a broad generalization.
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  But, you know, think in terms of is my audience on TikTok?
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  Are they on insta, you know, which Instagram tends
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  to be, you know, as a 90% of Instagram's audience is global.
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  Right?
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  So those are things to consider before you dive in.
• 6:25
  Sure.
• 6:26
  Sure.
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  But but just really thinking about how to build relationships with video, because I found you
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  know, I decided to dive into TikTok this year.
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  Oh my gosh.
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  It's so hard.
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  Like, it reminded me of the early days of Twitter.
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  Like, when I had to claw for every single follower.
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  Like, that's what it feels like.
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  And it's like, if you don't understand the culture or you're not willing to jump into
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  that.
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  You are on the outside looking at.
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  So I think that it's just been really interesting to have to learn how to build
• 7:03
  relationships on video versus face to face.
• 7:07
  And I think that's true for, you know, sending a code email with a video embedded to a pro
• 7:14
  prospect as much as it you know, trying to get out here and get some followers on TikTok.
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  I mean, it's like, it's the same.
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  It's whole.
• 7:23
  Yes.
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  It's the same challenge.
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  And and It's completely understandable that you've you've feel this struggle and this
• 7:30
  awkwardness that that most people feel because there's really nothing natural about talking to
• 7:36
  a camera.
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  And and, you know, as you know, from working on camera, and I learned as an actor, just because
• 7:41
  I was an actor didn't mean I knew how to do it.
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  I still had to take on camera classes, you know, because you start out on theater, which
• 7:47
  is lie, which is just, like, in person and and suddenly you're on camera, and you're supposed
• 7:52
  to be yourself.
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  And it's like, well, what does that mean when there's a camera in my face?
• 7:55
  And they have to see me, and I have to stand a certain way.
• 7:59
  You know, just a lot of things to consider.
• 8:01
  So so it is it is a new thing.
• 8:03
  And, also, we have to remember We have been honing our face to face in person relationship
• 8:10
  building skills our entire lives.
• 8:12
  And for some of that, Some of us, it's a little longer than others.
• 8:15
  Right?
• 8:16
  So these are some really muscle memory type skills, and a lot of what we have to do to
• 8:22
  communicate and build relationships on camera is counterintuitive and the opposite of what we
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  do when we're in person.
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  And what happens with the camera is many people don't realize how the camera reads certain
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  behavior.
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  It it distorts certain things.
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  It magnifies others.
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  And many of the qualities that help build a relationship, whether you're in person or on
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  video, aren't being communicated.
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  Things like being authentic, things like being a good listener, being empathetic.
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  If if we're not conveying that in this small space that shows about, you know, 15, 20
• 8:57
  percent of our body, then it it's not being read by our audience.
• 9:04
  So what can we do to start to improve our video presence?
• 9:10
  Yeah.
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  You know, video presence is a great term for because it really is.
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  It's like taking this space, taking all that energy that you were able to convey with your
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  entire being when you're in front of somebody in that energy and compact it into this space.
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  And it really does take more energy, and I think that's something that people don't
• 9:31
  realize.
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  Like, you have to bring more energy to have presence.
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  Presence is about energy, and we have the luxury of having that, you know, physical
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  energy that we could communicate with other people and share.
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  So we don't have that.
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  The camera is very two dimensional, so it flattens everything.
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  And takes away a percentage of our energy already.
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  And then add to this, most people are seated when they're on video.
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  Which means you're in a low energy position.
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  And so suddenly we get very, you know, low key and our energy goes down and our voice gets
• 10:04
  very monotone.
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  And We don't look like we're that engaged.
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  And if you don't look like you're interested and engaged, attentive to your audience,
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  they're they're not gonna stick with you.
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  It's very easy to click that video off.
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  If it was an article, they might skip ahead, but on a video, they can just say, gave it a
• 10:21
  chance.
• 10:21
  Right?
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  Mute you.
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  Mute you.
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  Right.
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  That's the that's the thing.
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  All these people watching webinars that they mute that they're not really listening to.
• 10:28
  Yeah.
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  So so that's a really interesting thing.
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  But what about if the thought of being on camera just makes you nervous?
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  You know, like, I'm one of these people.
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  I've never had a problem.
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  Be I've, like, I've been, like, ever since I would think I was, like, 8 or 9 in church, and
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  they wanted me to give the speech, you know, for Easter.
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  I've been, like, picked me, picked me.
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  You know, like, so I you know, you were that person.
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  I was that person.
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  Right?
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  I went to college and major to broadcast journalism because I wanted to be on TV it, but
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  everybody's not like that.
• 10:57
  Most people, it's their biggest fear in the world.
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  So Right.
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  Right.
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  But if you're nervous about being on video, What kinds of things can you do to gain
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  confidence?
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  Yeah.
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  And it's really important because video you know, the camera picks all that up.
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  Your your audience won't know that you're just nervous about the camera.
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  They'll just think something is off.
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  Right?
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  You'll you'll be incongruent.
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  They'll go, I don't know what it was about her, but I just didn't feel, you know, like, she
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  was, you know, in her truth.
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  You know?
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  So we don't want that because the camera reads your feelings.
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  So you have to let's say you have to learn to like your camera.
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  Right?
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  It is the lens through which you're gonna connect with your audience.
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  You probably heard the expression.
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  Oh, the camera really loves her.
• 11:43
  Like, when someone's good on camera, it was like, oh, the camera loves her.
• 11:46
  Well, the camera doesn't care about anybody.
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  It's an animate object, but what's more likely is that person loves the camera.
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  And so that brings out a great energy in them because they're not looking at the camera
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  going, I can't believe I hate doing this.
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  I wish we were live.
• 12:01
  Oh, okay.
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  You know, I probably don't like what's going off my hair.
• 12:06
  All those things are communicated to your audience, whether you are aware of it or not,
• 12:12
  that's what's coming across.
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  So I always tell people to even even if you've been on camera for a while to to establish a
• 12:20
  friendship with your camera and just start by, you know, just talking to it a couple minutes a
• 12:25
  day.
• 12:25
  Just Hey, camera.
• 12:28
  You know, here's what I got going today.
• 12:29
  This feels really stupid, but you have to break that cycle.
• 12:33
  It has to be your ally.
• 12:35
  Or it's going to, you know, work against you.
• 12:38
  So you want your camera on your side.
• 12:42
  Well, one of the things that you've mentioned earlier is how people who embed videos and
• 12:47
  emails are getting higher open rates.
• 12:49
  They're getting higher response rates.
• 12:51
  Are you a fan of that?
• 12:52
  Do you like people using embedded videos in in in sales emails?
• 12:57
  Yeah.
• 12:57
  I think there's there's
• 12:58
  a right way and a wrong way to go about it, but I think it they definitely tend to, in general,
• 13:04
  get higher open rates and they stand out.
• 13:08
  Right?
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  They still stand out.
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  There's a time where they may not stand out, but they do now.
• 13:12
  We're seeing more and more of them.
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  But I think you have to use them.
• 13:16
  You know, they still have to have a point just you know, it used to be enough just to do a
• 13:20
  video.
• 13:21
  I'm like, hey, I'm Julie, blah blah blah.
• 13:22
  It's like, have, you know, have a message, right, have a message you have to hit it right
• 13:28
  away.
• 13:29
  You have to be on the minute they click on that video.
• 13:32
  And what I find is most people on camera they take a while to ramp up.
• 13:38
  Right?
• 13:38
  They they kinda hit their sweet spot about and this is live too.
• 13:42
  We hit our sweet spot about a minute into our presentation, right, Well, that's too long.
• 13:46
  Right?
• 13:46
  20 seconds is too long.
• 13:48
  And as a performer and as a, you know, on camera professional, you know, like, you have
• 13:54
  to be in character.
• 13:55
  You have to be, you know, at the the right energy level before that camera light goes on
• 14:01
  because you don't have time to ramp up.
• 14:04
  And so that's a really important thing for those videos because they are going, do you
• 14:09
  know, the first question they ask is, do I wanna watch this?
• 14:12
  Not engaging?
• 14:13
  Nope.
• 14:14
  I'm done.
• 14:15
  Right.
• 14:15
  Right.
• 14:16
  I think that is a brilliant point.
• 14:18
  And what I wanna do is we're gonna go to commercial And when we come right back, we're
• 14:22
  gonna talk a little bit more with Julie Hansen about how to use video to build relationships
• 14:27
  to grow your business.
• 14:28
  I'm Melinda Emerson, the small bizlet.
• 14:30
  You're watching the small biz chat podcast, and we'll be right back.
• 14:34
  Are you ready to become a boss?
• 14:37
  Hi.
• 14:37
  I'm Melinda and small biz lady.
• 14:39
  Click the button below and take my free boss quiz.
• 14:43
  This assessment will help you learn your entrepreneur type and find the right business
• 14:47
  model for you.
• 14:48
  Get this information about the number one asset in your business.
• 14:52
  Yeah.
• 14:52
  That's you.
• 14:55
  Welcome back to the small biz chat podcast.
• 14:57
  I'm Melinda Emerson's small biz lady, your host, and I'm here with Julie Hanson, author of
• 15:02
  the new book, Look Me, MDI, using video to build relationships with customers, partners,
• 15:09
  and teams.
• 15:10
  Julie, we were having a great conversation earlier or just about using videos and emails
• 15:15
  and how those are becoming a lot more effective.
• 15:17
  But let's take a step back.
• 15:19
  Let's talk about if you're going to be using video or recording videos, let's talk about
• 15:26
  some equipment.
• 15:26
  Like, what do you need to have in order to be effective?
• 15:31
  With video because I know one of the my big bugaboos is when people send me something and
• 15:36
  it looks like they're trying to conceal their identity because they're, like, enlighten is
• 15:39
  terrible.
• 15:40
  You know, so so let's talk about it.
• 15:42
  Let's talk about what do you need to have?
• 15:44
  Like, what are, like, kinda, like, the 3 basic things you gotta have if you're gonna be
• 15:48
  recording videos that make you look good.
• 15:50
  Right.
• 15:51
  Right.
• 15:51
  Yes.
• 15:52
  You know, if if we can't see the whole point is to see is to see each other's face,
• 15:57
  particularly the your expressions, your eyeballs.
• 15:59
  So if you're not lit well and we can't you know, we have to struggle to see who we're
• 16:03
  talking to that you defeat the purpose.
• 16:06
  Right?
• 16:06
  So good lighting, absolutely lighting that that shifts with you throughout the day, like having
• 16:12
  multiple setups or knowing at a certain time, you gotta, amp up the artificial light Don't
• 16:18
  have to spend a ton, but just make sure, you know, you can buy a ring light or, you know, it
• 16:22
  just depends on your environment how much lighting you need to to, you know, bring your
• 16:27
  face to life.
• 16:28
  And then, you know, people are not gonna tolerate poor sound.
• 16:32
  That is you know, that is right up there with they may actually stay on if they can't see you
• 16:38
  as well, but they will not tolerate a muffled experience.
• 16:43
  Right?
• 16:43
  So it's absolutely important to use use a good mic and use a good camera.
• 16:48
  The same is true.
• 16:49
  Like, we need everybody needs to step up and, you know, if you don't have an HD camera, if
• 16:55
  you're using the camera in your laptop, those are usually not you know, not high enough
• 17:00
  quality to get the, you know, to make us feel like we are sitting across from you.
• 17:05
  That's what I would say is the goal is to make us feel like We're just sitting across from
• 17:09
  each other having a cup of coffee.
• 17:11
  And I can't feel that way if you're kinda grainy and I can't hear you well.
• 17:15
  So, yes, I'd say those three things are absolutely vital.
• 17:18
  I I couldn't agree with you more and certainly as a former television producer, I'm gonna say
• 17:23
  3 point lighting.
• 17:24
  I'm gonna say I'm gonna say ring lights, some cowboy lights.
• 17:29
  They're cheap, but they're really good for filler.
• 17:32
  I have this great light on my desk that's actually from Long cube.
• 17:35
  It's actually an edge light right on the desk.
• 17:38
  So I have 3 point lighting, 3 point lighting, You want a little bit of light all around you.
• 17:42
  So that's really important.
• 17:44
  And so, definitely, I'm 100% in agreement with everything you're saying.
• 17:49
  Now let's talk about teleprompters.
• 17:51
  I see a lot of people using teleprompters poorly.
• 17:56
  I see some other people who use teleprompters effortlessly.
• 18:01
  What's your thought about that?
• 18:02
  Are you a yay or nay on on teleprompters?
• 18:05
  I tend to say nay because it is difficult.
• 18:09
  It is difficult for the it is I'll I'll say it's impossible if you don't have any training
• 18:15
  on it.
• 18:16
  There are very few people that are natural teleprompter readers.
• 18:19
  It is it is a skill I took a class on teleprompter reading, and I'm not sure I still
• 18:24
  know how to do it.
• 18:25
  Right?
• 18:26
  It's it's very difficult.
• 18:28
  It's very difficult if you're not a trained actor to know how to take lines off a script
• 18:33
  and make them sound as if you're just saying them in the moment.
• 18:37
  Now if you wanna work on that skill, that's great.
• 18:40
  Do that.
• 18:40
  But do not practice on your customers or your audience.
• 18:45
  Right?
• 18:45
  Make sure that you really do have that skill down before you take it to the the big time.
• 18:51
  100%.
• 18:52
  Alright.
• 18:53
  Last question.
• 18:54
  What is the best business advice you've ever gotten?
• 18:57
  Oh gosh.
• 18:59
  I would say this this refrain keeps coming up in the past couple of years, so it's it speaks
• 19:04
  to me now, which is imperfect and done is better than perfect and undone.
• 19:10
  And I think that speaks to video too is we tend to be very critical of ourselves when we're
• 19:15
  doing video.
• 19:16
  And, of course, if we're recording it, then we have opportunity to, you know, fudge with it or
• 19:21
  redo it.
• 19:21
  There's a point where you have to let it go and you have to be able to observe your videos,
• 19:27
  review them without being as so critical as only we are to ourselves and understand that
• 19:33
  your audience isn't going, why is her eyebrow doing that?
• 19:37
  That was kind of a weird look she made.
• 19:40
  Right?
• 19:41
  So so being a little more, you know, forgiving and more objective with yourself and just You
• 19:46
  you gotta put it out there eventually.
• 19:49
  Good stuff.
• 19:49
  Good stuff.
• 19:50
  Thank you so much, Julie.
• 19:51
  I really appreciate your valuable insight.
• 19:54
  What is your favorite podcast?
• 19:56
  Favorite podcast?
• 19:57
  My favorite podcast, small biz chat.
• 20:02
  Alright.
• 20:03
  You're the teacher's pet.
• 20:04
  Thank you for that.
• 20:06
  Julie, what's your favorite at?
• 20:08
  My new favorite is it's called Veed, v e e d.
• 20:11
  I owe.
• 20:12
  And what it does is it takes it takes your videos and it transcribes them and puts the
• 20:19
  transcription, the subtitles, So you can show the video.
• 20:22
  You post the video, and it'll also have the subtitles running sort of like a a a
• 20:26
  teleprompter, but for your audience.
• 20:28
  Oh, I like that.
• 20:29
  I've never heard of that one.
• 20:30
  I'm gonna have to write that one down.
• 20:33
  Julie, what is your favorite old school marketing tip?
• 20:36
  I'd have to say Pick up the damn phone, right,
• 20:42
  which is the title of a friend of mine's book, Joanne Black, but still still works, man.
• 20:48
  I I agree.
• 20:49
  That's that's a really good one.
• 20:50
  My favorite one is actually handwritten note I still believe in handwritten notes and people
• 20:55
  keep them because so few people get them now.
• 20:57
  That's business book you've ever read.
• 21:00
  Best business book you've ever read.
• 21:03
  I've
• 21:03
  I think what sticks with me is it's called the one thing by Gary Keller, and it's about you
• 21:09
  know, focus on one thing that will make everything else easier.
• 21:12
  And I now remember I need to reread it.
• 21:16
  No.
• 21:16
  That is a great book, right, right, Gary Kelly.
• 21:18
  Alright, everybody.
• 21:19
  Thank you so much for joining me.
• 21:21
  The mission of the small biz chat podcast is to end small business failure.
• 21:26
  And I wanna leave you with this.
• 21:27
  You never lose in business.
• 21:29
  Either you win or you learn.
• 21:33
  Thank you for listening to the Small Biz Chat podcast with Melinda Emerson.
• 21:39
  For more resources and small business success strategies, visit succeed as your own boss.com.
• 21:45
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.