These days, thanks to accessible technology and the internet, global exposure is within everyone’s reach, writes business growth and development consultant Gordon Hecht, writing for US trade magazine Your Source News – so why not get filming, and make your store the star of the show?
In the 1960s, when pop art was the grooviest happening in the art world, it was led by artist Andy Warhol. Even if you’re not familiar with the name, you’ve probably seen his iconic renditions of Marilyn Monroe or a Campbell’s soup can.
Original Warhol artwork has sold for over $105m at auction. And you’d pay well over $1000 for a first-run lithograph of his work. But the most valuable asset that Andy Warhol gave us was his prophetic 1968 statement, that in the future, “Everyone will be famous for 15 minutes.”
Way back in the 20th century, US media was controlled by a handful of television networks and major Hollywood studios. Time, Life, and TV Guide magazines could be found in most households. Radio and newspapers were still locally operated. But to get your message across, it had to be extraordinary (or you paid a costly fee to sponsor it).
Before he passed away in 1986, Andy Warhol (most likely) couldn’t imagine that every one of us would have the power to send our message to the entire planet – all from a device that fits in the palm of our hand, and all available at no cost.
Your brand and shop have a unique story to tell, and there’s no better way to shout it from the rooftops than with a voice and images. In an hour or two you can produce a short message and post it on your website, Facebook, Tik Tok, LinkedIn, Nextdoor, Google, and more. You only need a phone or tablet and a bit of prep to make it happen.
Create a script: Take a few minutes and think about the message you want to deliver. It can be a branding spot where you tell the world about your business and place in the community. Add in the points that make your shop special. Or it can be a promotional piece. Focus on a hot buy, special finance offer, or gift with purchase.
I like to totally script out what I am going to say. You might prefer bullet points and improvise from there. Either way works.
You’re on the clock: Unlike a TV commercial, you are not limited to 30 seconds. You can go under or over as you please. But keep in mind that your audience has a 45-second attention span and they’ll click off once you pass that mark. If your message is longer, consider creating a series of videos.
Perfectly imperfect: Billy Davis, Jr and Marilyn McCoo had it right when they said, “You don’t have to be a star to be in my show!” Your local shoppers appreciate the real you over a polished version. Sure, you’ll want to turn off your cellphone, unplug the landline, and shoot the video before shopping hours. But the message is more important than the messenger, so it’s OK to be a bit unpolished.
Camera shy?: Even my best buddies tell me that I have a face made for radio and a voice made for magazines. If you’re uncomfortable in front of the camera, it’s OK to do a voiceover and let the store, merchandise and environment be the star of your video. Some of the coolest high-impact videos I’ve seen feature the shop owner walking the aisles and pointing out the nifty products in their store.
Rehearsal and dress rehearsal: Practice will make you near perfect. LeBron James tosses over 300 3-point shots a day in the off-season. Famed bowler Earl Anthony honed his skills by rolling 350 games a week in non-competition season. You can certainly find time to read through your script 10 times before recording.
After you’ve scripted your message, read it aloud a few times to get a time measurement. Trim it where needed. Next, walk through the lines as if you are recording, to get the time and motion down. Once you’re comfortable, do a trial recording. There’s no end to the film on your phone or tablet, do as many trials as you need!
Finally, you’re ready for Take One. You might mess up, and that’s OK. If you have editing skills, roll on and fix the video later. I like to do videos without editing, and will start from the beginning and re-record.
Better is the enemy of good. Remember, your video doesn’t need to be flawless.
Uploading and posting: You may already be a tech wiz and have the skills to post your video to your favourite social media sites. If not, there’s a couple of ways to accomplish this.
First, you can go to YouTube and enter ‘How to post my video from phone to Facebook’, or any other venue that you want to use. There are several options that provide the easy steps to get it done.
Or, secondly, find someone on your staff or family that is the tech wiz, and ask for assistance. Chances are good that they can post it for you post haste.
Congratulations, you may already be a winner!: If you’ve gotten this far, you have now achieved one minute of fame. Andy Warhol would be proud. His artwork has stood the test of time, but your videos have a 14- 21-day lifespan. That means you’ve got an opportunity to produce and post 15 more videos in the next year. The good news is that it gets easier each time.
Share your video: I love good homegrown videos! Send me a link to yours at my email address below.
This article was originally published by Your Source News. Gordon can be reached at [email protected].
