ASP 24: Video Marketing and Why Authorpreneurs Should Try It

Quote of the Day:

“Video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness, all from the power of video.”

– Lewis Howes

When you are building a business with your books, you’ll eventually find that it’s necessary to get comfortable communicating through video.

Let’s talk about why video is becoming more and more important for anyone with an online business.

As an author, you are a public figure, and people will want to get to know you visually. Videos is an increasingly preferred platform for communicating with your audience and personalizing your brand. A recent Live Bold and Bloom survey revealed that 25% of 500 respondents wanted video content, don’t assume that everybody just wants to read!

Many people are uncomfortable in front of the camera, but time and practice helps to get you more comfortable with videos. And it’s important to understand that your videos don’t even need to be professional made. You can get a high-quality video product out there without spending a lot of money.

Finally, these days, Facebook rewards users who use video. It is becoming an important part of any commercial Facebook presence—and Facebook should definitely be part of your marketing strategy.

What kind of camera should you use? What other tools?

Logitech HD Webcam C130 is a great way to make good videos. It does what you need it to do without breaking the bank. Windows Movie Maker is a convenient tool that is easy to use, and Facetime is also great (available on Mac). SLR cameras with video are also great, and these days most good SLRs will have that capability. And you can always use your iPhone6+ as well, since its stock camera is actually quite good.

If you want to learn how to edit video or use PowerPoint in video, what are some good tools?

Screenflow is great for editing, and isn’t too difficult to learn. Camtasia 8 is also a very convenient tool.

What are some ways authors can use video to promote their books, and for other aspects of their online business?

First of all, video is a great way to ask for feedback on book covers. Simply video a personal appeal asking for feedback, and get it out to your audience. Not only does this accomplish your goal (getting feedback), but it personalizes your brand and allows your readers to feel like they are involved in the publishing process.

You can also use videos for your autoresponder sequence. In one of the messages in your sequence, introduce yourself through video so everyone on your mailing list can learn a bit about you, and feel as if you have connected personally.

A video is also a great way to ask for reviews. Create a walkthrough video teaching your readers how to leave a review on Amazon, so they aren’t intimidated by the process.

Finally, you can use a video for a book launch in a number of different ways. You could record a three-minute reading, create a trailer for your upcoming book (erotica author JA Huss does great trailers for her books), or even make a video recording of a live event. The key here is to create content that adds value and gets your readers and potential readers to engage with you.

If you hate talking on camera, how do you get more comfortable?

For those who are uncomfortable in front of the camera, or who struggle to recite a script or come up with monologue off the cuff, a teleprompter can help you manage reading and presenting. We find FreeTeleprompter.org to be a useful tool.

When you put your copy on the teleprompter, put it in a narrow column so your eyes don’t move dramatically as they read. You can even turn your smartphone into a teleprompter by using the Glif Attachment tripod mount.

At what point should you hire a professional videographer?

Only hire a professional after you have done some testing. You don’t want to spend money on a strategy that might not work for your market. But when your homemade videos start seeing good results and you know you have an audience, then you can start considering hiring pros. This can get expensive, so make sure you scale carefully.

Another time to consider hiring a pro is if you’re at the point of building a course or doing a major book launch (which usually requires around six months of prep). For a major project like that, you are already investing a decent amount of time, energy, and money, so it’s worth spending a bit extra to ensure that your videos are of the appropriate quality.

Remember that there are many great videographers out there who will produce quality videos at a reasonable price.

When it comes to video, Steve tries to always remember to focus on his 80/20 activities. Videos are valuable, but don’t let them get in the way of prioritizing your writing.

Barrie believes that it is essential to learn video marketing—the basics at the very least. It’s the tool of NOW, not the future, so don’t get left behind.

Final Tips

Videos are an important aspect of scaling your business. Start small to get in the habit of using this format, and eventually, you’ll get more comfortable. And being comfortable is important! People won’t respond well to a robot, so remember to smile and be your casual self.

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