Last week I wrote about 10 social media tactics I would start doing today to build my practice. Couple that with the two-week’s-ago message about forming a secret alliance, and you have a recipe for leveraging your practice building communications. Whatever you implement, let me know how you’re doing.
On to this week. Do you struggle putting pen to paper … figuring out what to say in a 300-900 word dispatch on a client-centric blog or newsletter … or you feel you don’t have the time to work a regular publication into your schedule? If you have a smartphone or video camera and 90 seconds, I have a solution.
And if you’re new here, welcome aboard. This is what we do!
One thing I found last week: Seth Godin wrote one of his best blog posts ever, What are you competing on? Seth says it’s pretty easy to figure out what you are competing for (attention, a sale, etc.), but he wants to know what is the edge you are competing on because, with today’s level of competition, that edge will become your focus.
My take: Seth lists 13 edges you can compete on, every one of them relatable to our BVFLS industry; some scarily so. Example: “If you’re competing on always-on responsiveness, you’ll spend your time glued to your work, responding just a second faster than the other guy.” Give this post a good read and decide which edge you can live with.
A few weeks back, I was asked to be a beta tester for Pinkcasts … a series of short, low-fidelity, weekly videos that offer insights, advice, and tips for working smarter and living better. While I wanted in for the message, it is ultimately the method that’s causing me to write to you.
The Pink in Pinkcasts is Daniel Pink, past aid to Labor Secretary Robert Reich, former chief speechwriter for Vice President Al Gore, and a New York Times best-selling author of five books that focus on the changing workplace. His articles on business and technology have appeared in The New York Times, Harvard Business Review, Fast Company, and Wired. By all accounts, Pink is a pretty savvy guy.
So far, four Pinkcasts have been released, all of which are in keeping with his quick tips/actionable advice theme. You can find them here:
Pinkcast #1: My go-to productivity tip (92 seconds)
Pinkcast #2: Look for disagreeable givers (58 seconds)
Pinkcast #3: Why you should take notes by hand (83 seconds)
Pinkcast #4: Do people leave encounters with you with more or less energy (95 seconds)
I can’t help but feel that Pink’s video concept would work well in our marketing efforts to educate the audiences in our respective practice areas.
Here are 6 reasons why:
- None of Pink’s videos are longer than 95 seconds. Since we talk at an average speed of 110-150 words per minute, we only need to come up with a message that’s about 165-225 words long to stay in that time frame – much less than the word count of a typical blog post or newsletter (e.g., this one is 730 words).
- You can let your audience create your content by giving them a means to ask questions that you can respond to, in 90 seconds or less.
- You can batch record a month’s worth of videos at a time and schedule their release dates … though I would suggest some wardrobe changes between takes.
- The videos could be embedded in an email to your audience or you could create your own channel on YouTube that your audience visits. Either way, video is the most popular form of online content, and YouTube is the world’s second largest search engine.
- Pinkcasts are incredibly personal. And I am hard-pressed to think of many other people in our industry who are actively using video to build their practices. This makes it easier for you to get noticed.
- People do business with people they know, like, and trust. Since we can’t possibly meet with all potential referral sources and prospects, video is the next best thing to being there to build those bonds.
What do you think? Would Pinkcasts work for your practice? Tell me why or why not.
– If you like what I write about, tell a colleague.
– If something resonates and you want to reach out directly, email me.
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