Think you can’t do video? I used to think the same thing. (And I still have a long way to go to find my “camera” face and voice.)
But a sure-fire way to get started is to have a repeatable blueprint you can follow every time.
That’s what I have for you today.
This is a video about videos – short, Authority-building videos. There are 3 things you want from your videos and the audience that watches them: attention, engagement, and action. Stay tuned, and I will give you the 3-part blueprint I use to make that magic happen [see Update #1 below].
Hey, what’s up! I’m Rod Burkert. And welcome to my Practice Development Corner, the place where business valuation professionals like you come to learn how to turn the practice they have into the practice they want.
So, Authority-building videos … how do you create them?
First, let’s acknowledge that attention is scarce these days. Scarce because there is just soooo much content out there to digest.
But the best way to get noticed is to have a reputation for solving the problems of the people you want to do business with. That makes your videos practical, relevant, and useful. For example, you all know my videos give actionable tips that solve your practice development problems.
And to get noticed, you must also deliver the content in an engaging way in a style that is authentic to you. That style can encompass your voice, your clothing, or your backdrop. For example, I tend to be a little irreverent … I always wear an orange shirt … and I almost always shoot outdoors.
With this information in mind, here is the 3-part blueprint I’ve picked up from experience and use in my videos.
#1 – The Opening has a Promise and Branding
I always open with a statement or a question – a hook – that is designed to draw people in because they recognize something going on in their lives and are curious about it. In this video, my promise was to tell you how to create Authority-building videos.
Then I tell you who I am, where you are, and what I do. I say: I’m Rod Burkert. And welcome to my Practice Development Corner, the place where business valuation professionals like you come to learn how to turn the practice they have into the practice they want. That’s the branding.
#2 – The Content Teaches and Seeds
The teaching part of the content is what I am doing right now. I am telling you how to create Authority-building videos, fulfilling my opening promise.
Seeding is mentioning a next step you might take with me to learn more about building Authority. For example, I can mention that one of my favorite pieces in my coaching program is when I teach the module on how to build Authority with video just like this. Your seeding might be the BVFLS work you have done many times for clients with problems similar to the content your video is discussing … and you would be happy to work with anyone who is watching the video.
#3 – The Wrap-Up has a Call to Action and Sign-off
An authority-building video closes with a call to action and a sign-off. Generally, my call to action is an invitation to like, comment on, or share my video – thus spreading the word about who I am, what I do, and what this video is about. Your call to action might be to download a whitepaper [see Update #2 below] that deals with the specific content of your video. Then all that’s left is an upbeat goodbye … which is where I am now.
So that is this episode’s practice development tip. Hopefully, it’s been helpful. Thanks so much for watching!
UPDATE #1: Comparable to Facebook Live, there is now LinkedIn Live. You can read more about it and why it’s happening here. Hint: “LinkedIn … says that video is the fastest-growing format on its platform ….”
UPDATE #2: After I recorded this video, Chris Mercer posted a whitepaper on How to Value a Wealth Management Firm. You can see exactly what he wrote here.
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