Press the Red Button: How to show up on video and win more trust, more authority, more clients

Press the Red Button

Press the Red Button

How to show up on video and win more trust, more authority, more clients

Julian Mather

Julian Mather

Contents

1 Are You a New Video Professional?

2 Your Video Journey

3 Real Secrets

4 Unleash Your Inner Video Star

1

E20 PRE PRODUCTION

5 The ABC of Video

6 Scripting

7 The Smartphone Advantage

8 Get Ready

2

E20 PRODUCTION

9 Presenter

10 Interviewer

11 Reporter

12 Storyteller

3

E20 POST-PRODUCTION

13 Editing

14 Next Steps

References

Copyright © 2021 by Julian Mather

All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. For permission requests, write to the publisher, addressed Attention: Permissions Coordinator, at the address below.

Julian Mather Publishing

[email protected]

www.presstheredbutton.video

Ordering Information:

Quantity sales. Special discounts are available on quantity purchases by corporations, associations, and others. For details, contact the author at the address above.

Press the Red Button/ Julian Mather. —1st ed. 2021

1

Are You a New Video Professional?

I can't get enough of it!

Rochelle! 

Here's what she wrote in full: 'I had a real psychological block about recording myself on video. Julian showed me the importance of authentic videos and taking imperfect action. I just followed all his steps and now I can’t get enough of it!' Rochelle¹ is a new video professional.

What's a New Video Professional?

New video professionals are busy business professionals who find video too technical; they don't feel comfortable in front of the camera, and they don’t know what to say. Regardless, they decide it’s important for their business that they turn up on video. So they learn new rules and they get new tools. Then, imperfectly and humbly, they show up on video. They do it consistently, so, over time, they become the one — the trusted authority that everyone wants to do business with.

Should I Care?

Four things have created a window of opportunity for new video professionals. There's a chance to leave your competition spluttering in your digital exhaust. You definitely should care.

1. We’re Going Paperless

The digital transformation is on. Digital used to support the physical world, but the tables have turned. The world’s biggest accommodation company, Airbnb, owns no hotels. The world’s biggest movie house, Netflix, has no cinemas. The world’s biggest taxi company, Uber, has no taxis. The world’s biggest retailer, Amazon, initially got that big without any stores. Brick and mortar are becoming click and order. Some call it a digital shift. You can choose what you name it but you can't choose to avoid it.

2. We're Addicted to Convenience

Whether it's on the bus or wide awake with 3 am insomnia, we’ve become addicted to the convenience of smart devices. Problem is, text on smart devices is fiddly. Who likes typing with their thumbs? Not me. Video is more convenient. We're also addicted to the convenience of information at our fingertips. Digital video is the new window shopping, the new sales clerk, the new instruction manual.²  We expect instant gratification, so don't ask us to book a call with your salesperson. Just show me already! Show me how to fill out that form. Show me how to fit the tap washer you just sold me. Show me your commitment to a diverse workplace. Show me how your app works. Don’t make me jump through hoops or I'll walk. Customers say that satisfying immediacy is often more important than loyalty.³ The digitally aware consumer is maturing and has reached a critical mass. They dictate the terms now.

3. We Trust People More Than Brands

There’s been a profound shift in who we trust. Banks have let us down. Churches have let us down. Politicians have let us down. Trust in traditional organisations has been damaged. At the same time, our trust in each other is going up. We trust strangers to take us to the airport in an Uber more than we trust the CEOs we work for.⁴ We search online for unbiased consumer reviews from people just like us. Hyped-up corporate videos with hollow promises don’t work like they used to. We’re all tired of feeling manipulated and we’re all pushing back. Customers are demanding authentic videos. We want real people giving straight answers. Human-driven, face driven videos are a must.⁵

4. Someone Threw Fuel on the Fire

It’d be nice to bring you the breaking story of video becoming an essential communication tool but apparently, some guy named Mark beat me to it. Did you read Mark Zuckerberg’s writing on the wall back in 2016?⁶ He said, We see a world that is video first with video at the heart of all our apps and services. Then, just a handful of years later in March 2020, a virus threw fuel on the digital fire. Zoom took video communication mainstream. Video has landed in our lap and most of us aren't sure what to do with it. 

Let me help you. Let me encourage you to capitalise on this video momentum like my video coaching clients - like Rochelle - and turn up on video, imperfectly, with vulnerability and humility, with a service mindset and become the one — the trusted authority in your niche who is building a steady stream of clients. I don’t know how many years it will be until everyone is doing this, but by then, it’ll be too late.

Right now, this is up for grabs. There are no gatekeepers. There's next to no cost. There's no reason it can't be you.

Could I Be a New Video Professional?

Bet you something. I bet you're already a new video professional and you don't even know it yet. Here's my thinking. I know you’re not an amateur. The Latin word for lover is amator. It evolved to the French amateur to mean those who love doing something.⁷ Are you reading this for the love of video? Didn’t think so. You are squarely a differentbreed. You probably feel pressure to improve your digital skills or maybe you have a commercial imperative to use video but, the truth is, you would rather not be here at all. 

In my 40 years of making videos, I’ve found that most people don’t give a toss about how a video is made; they just want to watch and enjoy it. They certainly don't want to be on it. Does that sound like you? You're not alone. For decades I’ve seen CEOs, politicians, sports stars, military officers, scientists, writers and even actors, all look and feel uncomfortable in front of the camera. They are masters of their domain one moment then sweating it the next because all of a sudden, there’s a piece of glass — a lens — opposite them.

But you must be in front of the lens, on video, serving your clients. There is no way around it unless, of course,  you want to become invisible to your clients. Didn't think so.

What's Stopping You?

It's not money. It's never been cheaper to make videos.