2 Reasons You Struggle with Video
I've done hundreds of interviews...these are the problems I see
Here are the 2 main reasons people struggle to share content on video.
(I’ve done this for 2 years and have conducted hundreds of interviews.)
1) I ask them a question. They struggle to answer.
I always start by asking clients a question about what they believe or what they know.
And a lot of the time…they’ll struggle to answer it.
They can’t create a reference point.
Sure, they have the start of a framework.
They say, “Well, I’ve done things this way…I know not to do this…I know to do this.”
But they haven’t really thought through their methods.
It’s like writing a book.
When you want to write a book, you have to think through EVERYTHING.
And when you do that, you build a framework piece by piece that you can then share with other people.
Most of us haven’t been writing that book.
We have our methods and our business tactics, but they’ve become just a way of doing things.
We haven’t had to think through why we do things that way or explain them to others.
You have to learn to think in a framework mindset.
And that’s something our clients really struggle with because they’ve never thought about the way they do things.
(even though, their ways are successful and get great results)
2) They get overwhelmed.
This second issue is really a subversion of the first.
Once they start thinking about their methods, their brain goes, "Great, I'm glad you're thinking about this. Here's everything you should be talking about right now."
And they get overwhelmed with how many things there are to talk about on that subject.
(after all, they’re experts in their field.)
They spend time hopping down rabbit hole after rabbit hole.
They talk about a million things but can’t really form a single clear thought because their brain hasn’t yet accepted, “We're going to talk about JUST this right now.”
Their brain wants to get everything out there.
And they end up going in a million directions and switching lanes all the time.
So we do get some really good content…some really good insights…but without editing, it’s very confusing.
You have one part here and half a part there.
(then we splice and dice to connect the parts in the editing bay.)
So yeah, after 100s of interviews, these are the problems I see pop up the most.
But so what?
Our business is built around letting clients make those mistakes. Letting them be as natural as possible.
In interviews, I’ve got a verbal safety rope around my clients to pull them right back out of those rabbit holes and onto the track.
In the editing bay, we make your insights pithy and straightforward.
That said, you CAN learn how to avoid these obstacles. Ultimately, it comes down to getting in the habit of sharing your knowledge as a thought leader.
All that takes is time and a solid marketing strategy that forces you to practice.
About Justin
Justin is a marketing nerd. His gateway drug was in middle school when he and his buddies would make up brand names and draw logos for fun. He graduated with a B.A. in Graphic Design from UW Eau Claire. He then cut his teeth leading the marketing for a $4 million non-profit, moving them into the digital age with new channels and systems. He joined a $60M healthcare manufacturer as marketing team of 1, helping grow them to $90M in three years. Justin became a full-time marketing entrepreneur in 2018. He now enables founders to grow their pipeline and thought leadership through social media videos. Follow him on Linkedin here.
