The Impact of Video

When I was a wet-behind-the-ears TV sales representative, I received some advice from a man I respected who had sold TV advertising for many years. “Everyone wants to be on TV. You just have to find a way to help them do it.”

I embraced his view, approached my sales with that attitude, and sold a great deal of advertising. I helped business people find a way to be on TV.

Looking at his words today, I wonder, “Why did everyone want to be on TV?”

Now I would revise his statement to “Everyone wants to use the impact of video, but they don’t know how to do it.”

What is the impact of video?

First, video is visual. You can communicate a great deal and do so more quickly though visuals. Showing has always been easier than telling. Words can be interpreted different ways, and noise can affect them. Usually, what you see is understandable without interpretation.

Second, video gets our attention and holds it. We are more likely to watch a video than to read a note. The two may take the same amount of time, but video will trump written or spoken.

Third, video conveys emotion. Through video, we can get in touch with the emotions of our customers. We can project credibility and further trust in our businesses. We can speak to our customers on a person-to-person level.

Fourth, video uses movement. We like to see movement. We like to see how something moves. Even seeing normally non-moving items such as text put into moving effects helps us notice and retain the message. Consider the two strongest mediums that we use everyday, television and the Internet. Both use video, and both show movement, don’t they?

Today businesses have the opportunity to use video beyond television. They can set up a channel on YouTube which can be watched by anyone, anywhere, and at any time, 24/7. No longer are businesses restricted to a slot on television which airs at a particular time that is watched by an audience limited by reception and personal schedules. In addition, today’s videos can be part of a two-way conversation with customers. Videos can be used to further relationships with customers, thereby increasing sales.

Cost-wise, videos are inexpensive. YouTube charges nothing to host an unlimited number of videos. You can shoot a video with a digital camera that costs around $100. You can upload what you have shot in moments without any editing. Of all the ways that you can market, video costs very little.

Yes, businesses want to use the impact of video. However, most don’t know how. If you want to learn how, do so. Read a book, go online, or find a resource from which to learn. I am offering my new seminar, How to Use the Visual Impact of YouTube, for just that purpose. I invite you to attend. Whether you attend or not, do use video in your marketing.

Online or off, video is the most effective way to communicate.