if you handle the marketing for your own business you've been blasted with this advice for the past decade you'd want to make a YouTube video you have to do video video content is the way to go put out amazing videos and then more of them but what all these marketing gurus aren't telling you is that there's actually a scientific reason why you need to be using video in your business and once you unlock this secret you're going to understand how to tap into a really powerful connection with your prospects making your business Unstoppable picture yourself
back in the 1950s lounging on your plastic covered couch eyes glued to the black and white television set there you are watching your favorite TV personality as they make you laugh sell you cigarettes and pretty much just make you feel like you're in the room with them it's like they're your close friend but you've never even met them how could that be people were watching TV in their homes for the first time they had this screen where their newscasters or their favorite late night host were talking directly to the screen and so psychologists were interested
in how we were processing those people that were seeing on screen so researchers Donald Horton and Richard wo decided to investigate this puzzling connection between TV personalities and their audiences as they peeled back the layers Horton and wool discovered that these TV stars were absolute pros at creating a cozy sense of intimacy and familiarity especially when they would break the fourth wall during commercial breaks and talk right to to you the Audience by speaking directly to viewers a funny thing happened they actually managed to create an illusion of friendship even though that relationship was totally
one-sided and the reason it exists is all to do with how our brains are hardwired to take in information especially human faces I've done a lot of interviews with people about their connections to characters and celebrities what we found is that we process new faces the same way whether we see those faces in person or see them on screen I mean technology moves pretty fast faster than our biology can keep up with we've had just film and radio for about a hundred years that's it it's been popular mass media for such a short period of
time compared to the rest of the time we've been on this Earth so hordon and wool wrote The Definitive research paper on this phenomenon and they called it a parasocial relationship Zoom ahead to today and we're living in the social media era where the parasocial relationship has skyrocketed you know people are forming these perceived relationships with not just TV and movie personalities but influencers ticktockers even small business owners like yourself all thanks to the incredible power of video content so what's the real upside of putting out regular video content and encouraging ing these parasocial relationships
from your prospects to your business I found this out for myself firsthand you know back in 2010 long before I Was Here on YouTube I was a web designer with my own small Studio I was doing okay I had clients and the way I got them was pretty standard they'd find my website from a Google search they'd set up a consultation call and they'd pretty much just sit back arms folded and they wanted me to really prove my worth to them they'd start off by asking me how much a website is and then I'd explain
that you know I have this deep Discovery process to get to know what they need out of the website to get them more business from it and that made sense to some people but most were just like okay that's nice but how much for a website and how fast can I get it and my close rate from those calls was maybe 50% and I'd make usually like 2 to six grand for a website so it was a grind and not not a really profitable one at that then right around 2017 I started this YouTube channel
it didn't take off overnight but slowly but surely I started noticing little changes I was getting more consult call requests and something even better when I was on those calls the energy was just different it wasn't uncommon for my prospective clients to start it off by saying something like oh my God I feel like I know you already and even I can't believe I'm talking to you what and as flattering as that was in itself the real benefit came in the form of more clients being booked at higher prices because you know due to higher
demand I was able to start charging more and I was getting a lot more cooperation for my clients too because they'd already seen my methods on YouTube they were much more bought into my process in other words they trusted me to do my thing way more than they ever were pre YouTube and the way they'd been watching my little YouTube videos one then another than another their brains treated those 10-minute one-sided interactions as if I was talking to them oneon-one over coffee and you can't recreate that same feeling from writing blog posts or posting images
video has the distinct advantage over just about every other form of content and you've got it pretty good right now pretty much every social platform is rewarding short form video content and your future customers are watching a lot of it so all you really need to do is create bite-sized 30second Clips on a regular basis to achieve the same thing that I had to make 10 minute plus videos for so here are some of my best tips to help make your videos work even harder for you be authentic you know people can just sense when
you're being genuine and that authenticity goes a really long way in establishing trust so show your true self in your videos and don't be afraid to share your personality your values even some behind the scenes moments so this is not the time for your button up professional self I don't care what industry you're in this is Dr Dre nope not that one this one she's a dermatologist with a massive YouTube following and while she could be in a lab code in her office Reading from a super polished script that she wrote she doesn't do it
that way and she's a doctor she's not preoccupied with how professional she comes across she's casual she's just giving you advice from her bedroom a lot of the time which really contributes to her feeling less like someone lecturing you on why you should be wearing sunscreen and more like your good friend who just happens to be a doctor giving you her best advice tell stories our brains are wired to latch onto and respond to stories so share your journey your successes and even your struggles this is going to help humanize your brand and create a
connection that's pretty hard to resist engage with your audience encourage comments and questions from your viewers viewers and take the time to respond thoughtfully this interaction helps strengthen that Bond and shows your audience that you genuinely care about them educate and Entertain You Know offer value to your viewers by sharing those helpful tips tricks or insights that are related to your industry you know keep it interesting and engaging so they watch not one but two three 20 of your videos and as powerful as video is on your website there are actually seven more elements that
any website needs to not only help your prospects trust you more but to make it that much more of a no-brainer to want to work with you over your competitors and I've got them all in this video right here so just click here to watch and I'm going to show you what you may still be missing so I'll see you right here in just a second
