I remember the sunny 85-degree weather beaming onto my forehead. Dodgers Stadium was in the background and I had six lines to memorize. I was filming the opening scenes for the Hollywood episode of the business reality show “Ambitious Adventures” with three cameras pointed at my face. Everyone was patiently waiting to get lunch after a morning that started in the dark at 4:30 a.m. All they were waiting on was me to nail these six lines.
Those six lines included a witty one-liner to introduce the episode, and then one sentence on each of the four main subjects of the episode. Then it was a final transition to kick off the opening scene. No pressure. And no teleprompter.
It’s moments like this where we think the spotlight is on us. It’s up to us to deliver a flawless performance. It’s up to us to mesmerize the audience and leave them in a trance, not wanting to get up and get a snack, but stay in their seats eagerly awaiting the next words that our voices utter.
And it’s in these moments where we typically falter when it comes to making truly great business videos.
Where Financial Planners Make the Biggest Mistakes in Creating Online Video
We think it’s about us. We think it’s about how we look. We think it’s about our hair being perfectly in place or our shirt being tucked in just the right way.
We think it’s about the perfect delivery and saying the perfect word at the perfect time or else no one will listen or pay attention. We think it’s about our ability to memorize our lines. We think it’s about the sound of our voice.
All of this causes financial planners to create subpar, low energy and marginally effective videos, instead of the kinds of videos that drive excitement around your practice and new prospects into your office.
When we think it’s about us, we put pressure on ourselves to be perfect. The result is usually far from perfect.
In my case, we scrapped the fancy intro at Dodgers Stadium in favor of an off-the-cuff intro we filmed from the side of the highway during a break in the schedule.
During this break I was thinking about the interviews we had just finished with Lewis Howes and Jack Canfield and how much our audience was going to love them. I was thinking about everything I had learned and what an honor it was to be filming them for an episode of “Ambitious Adventures.” I was thinking about how much I needed the audience to see what I had just witnessed.
I asked Shawn and Dan, my camera crew for the day, to roll the cameras. I had to get it out of me. The result? A scene that was filmed in one take that made it into the show and kicked off the first season of “Ambitious Adventures” which has now been seen by close to a million people through our partnership with Entrepreneur, Amazon Prime and Facebook Watch.
What Was the Difference?
I stopped focusing on me and I started focusing on the viewer.
As a financial planner we love to think about our products. We love to think about the market and our place in it. We fall in love with it. We obsess over the features, the benefits, the colors, the options and the packages we want to offer our clients. We labor over the design and the brochure that will showcase it and the software that will host it.
Tony Robbins said it best in a YouTube video from one of his seminars: “Some of you have fallen in love with your products. That will guarantee failure. You need to fall in love with your customer.”
When you put your client first, you are making them the hero. When you make someone else feel like the hero, they are more open to hearing your message and hiring you to help them with their financial future.
The 75/25 Rule of Marketing and Sales
Another one of my mentors, Todd Brown, says that you should be spending 75 percent of your time marketing and only 25 percent selling. In this breakdown, during the 75 percent marketing, you never even mention your product. You don’t even talk about it.
Instead you focus on the prospects. You focus on their frustrations and show them ways to overcome it. Only once you have gotten them all the way bought in, do you start talking about features and benefits and how to come on board.
The same is true when you go to film a video.
All the scripting and looking perfect and taking voice lessons are the 25 percent. They are the features and the benefits. None of that matters unless you care about the person on the other end of the camera.
The easiest way to boost your confidence on camera—and it happens time and again on our TV shoots in the office—is to stop thinking about you, and to start thinking about how you can help the person watching. Get out of your own head and into the hearts of your viewers. When you go from the head to the heart you connect deeper with the viewer and they buy into you as a trusted source of information and insight.
The next time you go to fire up the camera to film a video, make the entire experience about your perfect prospects and solving a problem in their life. Make it about the impact you are going to make on their financial future. Don’t make it about you.
Do that and watch your influence grow. Watch your shares, likes and comments soar. Your commissions will go with it.
Greg Rollett is an Emmy® Award Winning Producer and Founder of AmbitiousTV, an online TV network that gives a voice to small business owners. To learn more about working with Greg to create your own online TV show, or a video marketing strategy for your financial practice, visit http://ambitious.com/financialtv or send an email to firstname.lastname@example.org.