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Archive for October 7th, 2013

Greatest Hits: Volume One

We started this blog for one reason: to share as much knowledge about video production and the theory of marketing as we could. (Also to show off. So what? Two reasons.)

Alas. It’s the nature of blogs to bury old things as new ones become available. But this stuff isn’t news or anything. It doesn’t expire. And our first post is as relevant now as it was on July 1st, when we got this baby up and running.

So without further adieu, we present: the retrospective — a quick summary of our favorite posts over the past few months. This is a great way to see, briefly, all we’ve talked about ’til now (with links to full articles if you want a deeper dive). It’s also a great list of general marketing rules.

 

1. Perception is everything. What you say doesn’t matter as much as how you say it. So straighten that tie and make sure your shirt’s not too wrinkly. Spend a little more on your marketing materials, if for no other reason than looking like a pro.

2. Don’t go out with the P.C., P.R. -approved version of who you are and what you stand for. ‘Official’ messages are boring. Wear that suit, but don’t put too much starch in the collar. You can be well-put-together and still be human.

3. Being the “best” you can is important, but it’s more the cost of doing business than a compelling message for customers. Nobody cares about the ‘best’ product or service. They care about what using your product or service means for them.

4. Keep your message brief. No one owes you their attention. Don’t waste their time (they won’t remember a long message anyway).

5. Don’t deny public perception of your brand. Re-frame everything to be positive instead.

6. Use generosity — writing, speaking, community outreach — to build a scaffolding towards sales. Don’t just go around asking for business or contact numbers.

7. Sometimes what should work backfires, and what breaks ‘the rules’ of good communication is actually what’s necessary. Know thy audience.

8. Avoid the over-technical or over-creative. You can only sell what your customers understand.

9. Obvious selling almost always backfires. Instead show customers who they are, or who they’d like to be, and tie that identity to your service/product.

10. Pick one thing to define you in the mind of the customer. Try to stand for everything and you’ll stand for nothing.

11. Don’t talk about you. Talk about your prospect. Learn to speak the language of their hopes and fears.

Bonus tracks:

1. 3 Reasons to NOT do a Video
2. 3 Steps to Hiring a Videographer
3. Research Reveals the Power of Video Marketing
4. List of Storytelling Techniques for Video
5. 8 Questions for Measuring Effectiveness of Video Campaign
6. Ten Questions to Ask When Looking for a Video Production Company

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