While watching Facebook live videos, my friend reminisced about performing as a musician, pointing out similarities. What does it take to get people to stop what they’re doing, at a set time, to watch you on camera?
Whether you’re recording videos for watching live or on demand, you’ll benefit from putting yourself in your viewer’s eyes. Plus, you’ll become self-aware of mistakes without dumping on your self-esteem.
Imagine your ideal viewer, Jason, watching on his phone, craving education and inspiration.
You have an opportunity to dampen the stress of Jason’s day. Maybe he was yelled at, blamed for others’ problems, endured back-to-back meetings, never-ending tasks, zero time to eat, and sitting idle in traffic for 88 minutes.
1. Begin by grabbing attention.
You have 3–5 seconds to convince Jason that watching your video would enhance his career. Or he’s flipping over to his favorite YouTuber.
Tips: Recorded video content isn’t linear. Grab a clip of your most compelling content and start there. This comes before your name, logo and introduction clip.
2. Simulate having a conversation.
Jason will notice if you’re taking with or at him. People have yelled and pushed requests at him all day long.
Tips: As you listen to your recorded speech, notice resemblances to a radio advertiser broadcasting a message. Contrast your voice between presenting and conversational to find your just right tone.
3. Make your intention about the viewer, not you.
Jason’s had a lousy day. He deserves whatever you can do to brighten it.
Tips: Ask yourself, “Does this benefit Jason?” as you plan content. Consider your intention throughout your video, including the wording of your call-to-action.
4. Appear confident.
Would Jason question your confidence from hearing uncertainty in your voice, brief eye gaze or watching awkward gestures?
Keep in mind that Jason is less confident with your topic than you are.
Tips: Typically, if you feel certain you know your topic and points –your voice, eye gaze and gestures reflect this. If you’re adept at showing related props or simple actions –you’ll appear more confident.
5. Be present.
Jason will notice if you drift into thinking, ramble in a monologue or wander your eyes.
Tips: It’s counter-intuitive that simplified content is preferred. Jason values staying present with him, even if you provide less information. He loves close-ups including him in what you’re doing.
6. Ease understanding.
Jason’s logical brain is exhausted.
Tips: Supplement visuals (pictures, charts, images, props), simple demonstrations or familiar metaphors to relate something abstract to something concrete.
7. Show a story.
Stimulate Jason’s emotional brain by immersing him in your story.
Tips: Jump into the middle of your story –close to the point you want to make. Recall the experience, i.e. what you were doing, how you felt, what happened to you.
8. Describe your communication style and level.
If you and Jason had coffee –how would you communicate?
Tips: Decide how well you know Jason to gauge your communication style and level. Are you networking peers or people who meetup twice a year at a conference?
9. Let viewers get to know you.
Jason’s trust comes after getting to know you.
Tips: Bring out natural qualities of your personality. If your real self is serious, intense or chatty –try it. Overtime, you’ll experiment by dampening qualities that are too much or annoying for Jason.
10. Preventing accidental insults.
Until your relationship strengthens with Jason, he’s an ultra-sensitive friend. He’s not a fan of controversy, being challenged, or you coming across as flawless or more superior. He deals with those traits throughout his day.
Tips: Post a photo of Jason near your camera as a reminder of who you’re taking with. Remember sensitivities.
One of the best skills you can develop for connecting with ideal viewers is empathy.
Before following tips or advice, people want to know you get them. Their struggles, fears, dream goals and desires. They’ll notice if you care by how you communicate on video. Without caring, your education and inspiration are limited. By immersing viewers in your world, as if with you -they’ll fast-track getting to know you. Leading to trust.
Remembering ideal viewers, like Jason are struggling, frustrated or afraid. They deserve the best of you.
Keri Vandongen is…