Hiding in a Gorilla Suit Doesn’t Work

OK, we’ve established that video marketing works, and we’ve looked at WHY it works so well to attract attention and potential customers. We’ve gone into the different types of videos and established the easiest and quickest way to get started. Ah, but here’s the rub. While the company spokesperson standing in front of the camera discussing the products, services and the company itself is the easiest to do fromVideo marketing can't be done well in a gorilla suit an equipment and knowledge standpoint, it’s also the one type that stops business owners cold.

I’m here to tell you that pretty much everyone who has only spent time in front of the camera at family birthday parties believes two things to be true.

  1. Their voice sounds like frogs rehearsing for a new Bud commercial
  2. They look like Phyliss Diller on a really bad hair day in front of the camera

Neither of these two beliefs is probably true. Your voice never sounds the same way to you as it does to other people. The camera may capture images, but what it really captures is the inner you. Your body language and the hundreds of semi-hidden emotional cues are present on camera in ways that still images usually miss entirely. Even if you honestly believe that you have a face only a mother could love, it doesn’t matter. After about 30 seconds, viewers are no longer “seeing” your face, they’re actually reading your passion, your enthusiasm, all those hidden cues and your face no longer matters one whit.

Don’t believe me? Test it out. There are videos circulating the web on a woman who had a total face transplant. While it is a vast improvement over what she looked like prior to the surgery, she will never walk down the runway at a beauty pageant.

Watch one of the many interviews where she speaks for longer than 30 seconds on what this transplant means to her and her life. As she speaks, her face is no longer the focus of your attention. You’ve already gotten past that, your brain has processed it and moved on. Now you’re listening to her words and the emotions behind those words.

In short – her inner self has conquered her face.

You WILL be nervous your first time out. And maybe the second, fifth or even the tenth time in front of the camera. Don’t worry about it. Practice makes perfect and after a while you won’t even notice the camera IF you do two things.

One. Have a good friend or colleague standing off behind the camera and speak to them. Make the camera become a minor bit player – a mechanical thing that is merely recording the much more important conversation you’re having with your friend about your business. This will almost force you to become more natural, less “stiff” and may even do away with the need for any type of cue cards.

It’s really tough to get used to speaking to “thin air”, but when you’re talking to a real live human being, it becomes much easier and the results are infinitely better.

Two. Forget about mistakes. I mean totally forget about making mistakes. With the editing software that’s available today, it’s pretty easy to remove the “bad bits” in post production. Starting all over from the beginning breaks your rhythm and often makes you sound and look preoccupied as you come up to the place you’ve fluffed your lines or made a silly face by accident.

If you “goof” do this instead of starting over. Stop. Let the camera keep rolling. take a deep breath, or chuckle, or whatever and pick up again from the point before the mistake.

Instead of wearing a gorilla suit so no one will ever know your face, follow these two simple guidelines, and you will be surprised how quickly you become comfortable with that camera that’s following you around.

Tomorrow we’ll hit some of the equipment and planning issues that help make a good live action video.

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