Build your celebrity status – make a video

Margaret Adams - Solo Success Expert Probably the first thing you’ll notice about this post is that there isn’t a video embedded in it.

However, it is a post about my first video presentation.

Now, the video isn’t up on the web yet, so I won’t say too much about that side of things.  What I’m writing about today is the important starting point for your video: your script.

Creating your video script

I was asked to speak for somewhere between ninety seconds and two and a half minutes.

When I began to plan, the first thing I did was to think about what I could cover in a short space of time and remain interesting to my audience of small businesses.

I decided to offer my top three tips to help independent professionals, (coaches, consultants, counsellors, therapists and other expert professionals) to build their fame online.

  • I chose a “top tips” approach because there’s an obvious structure to that sort of film script.
  • I chose that approach so that people watching would obtain advice they could use immediately.
  • I chose the tips approach because it’s a memorable type of structure.   There is a defined number of things to remember.

Then, of course, I had to think about producing something that would last for the right amount of time.

As an ex-teacher and lecturer and a professional speaker, I know it’s important always to work to the time limits you’ve been given.  I’ve run conferences and training programmes in the past where the first presentation has over-run by half an hour or more, and I’ve then spent the rest of the day trying to catch back time.

Therefore, it’s really important to think about how long your script will take to deliver.

It’s a good idea to use some of the statistics about speaking to help you to plan.

Now, when you speak in conversation, you can deliver around one hundred and forty words per minute.  If you’re thinking about speaking to an audience, then you’ll probaby deliver about one hundred and twenty words a minute – maybe a bit less.  That will tell you how long your script should be.

I created my script to be two minutes in length.

Practising your delivery

That’s the next stage.  Practise delivering your script.

Practising delivery means making sure that the script lasts for the right amount of time.  It also means thinking about the structure of your delivery.

  • Is what you have to say broken up in a meaningful way?
  • Can you deliver the script in an interesting way?

Well, my top tips approach helped with both of these requirements.

I practised the script and reworked it until it sounded right and the words really felt natural to deliver.  That’s the real advantage you gain, if you write your own script or have a sympathetic speechwriter.

Developing a professional approach to being filmed

Some filming takes place in studios.  Some filming takes place elsewhere.

In the case of my video I was filmed in a hotel where the staff were busy clearing up after a morning meeting and setting the room up for lunch.

It wasn’t quiet.

It wasn’t ideal.

However, we did get the job done.  The professional videographer I was working with did a lot to make things run smoothly and his approach was helpful and positive.

I was as well prepared as I could be and that was what was important.

Margaret Adams’ Three Top Tips To Help Small Businesses To Build Their Fame Online

So where are the tips?

I’ll post the script for the filming session next time along with some tips to help you to write an interesting and engaging script for your own film or video debut.

If you like this post…… please tweet about it and share it on Facebook and on LinkedIn.  Comments are always welcome, too.

Why fame matters

Spotlights

Are you ready to be dazzled?

When most people think about fame, they think about celebrities, pop stars and the people who get into the news because of their outrageous behaviour.

Fame has a lot to be said for it, but in many people’s eyes, it has a downside, too.

Little wonder that most business people don’t value fame very highly.

They don’t set out to become famous in their niche.  They don’t put the task of becoming famous onto their list of things to do.

That is a big mistake.

Fame matters to every one in business.  Here are three reasons why.

You must be visible

People won’t buy from you, if they’ve never heard of you. You’re not the only supplier of what you do in the world.  Your customers and potential customers have plenty of choice.

They will buy from people they have heard of.  If you never meet those prospective customers, if your website never shows up on the first page of those search results, if you’re just not visible, then you won’t get their business.

You must ensure they remember you

Those potential customers who are looking right now to buy exactly what you have to offer won’t be coming to you, if they don’t remember what you do.

They need to remember your name or your company’s name, but they also need to remember what you do.  If you can help them to do that, then you start to have a chance of making a sale.

One of the most important aspects of fame is clarity.  You must be famous for being something, or for doing something.

“Yes, they’re the people who……….”

is a very important sentence.  You want people to say this about you and get it right.  If prospective customers don’t recognise what you do and how you add value, they won’t remember you and seek you out.  They won’t do business with you.

You must get people to trust you

No one spends serious money with businesses they don’t trust.  People don’t take chances with newcomers and strangers, if they have any sort of choice.

You need to be famous – that is you need to be remembered and you need to be recognised for what you do by lots of people in lots of places over a period of time – so that they will start to think that they know you.  People are more likely to trust those they know.

Prospective customers will come to trust you more quickly if they hear about you from several sources, if they see your name mentioned by people they already trust, if they develop a belief that you’ve been in the marketplace for some time and are well known.

Fame is about knowing, liking and trusting

Most business owners know that people buy from people.  They also buy from those they know, like and trust.

  • Visibility in your marketplace helps you to get known in the first place.
  • People tend to remember what they like, or what they think could be useful.
  • People offer their trust after they have known you for a period of time, so it’s important to be visible and remembered.

In other words you’re more likely to get business if you become famous in your niche.

How do you feel about being famous?

Fame matters.  Becoming famous is important.  It’s one of the means by which you differentiate yourself and your business from others in your marketplace.  Therefore, you need set out to build your fame.

Do you agree?  Share your views in the comments section. If you like the post, please tweet about it, and share it on Facebook.

Seven Reasons Why You Should Ditch Your Five Page Website

The pedal bin

Guess what goes in here?

Once upon a time every one seemed to have a five page website.

A business had a website with a home page, an About Us page, plus one page, or maybe two, about the products and services that it offered. Then there was a “Get in touch with us” or a “You can find us here” page.

The website was static.  In some cases it wasn’t updated for months or even years.

That was then.

Today a five page website, especially one like the site described above, simply won’t do.

Here’s why.

Reason One: You Need Landing Pages

You need to think about landing pages as well as your home page.

People don’t necessarily arrive on your website at your home page; they could arrive anywhere on your website.  If you leave people to find their way around, you can’t assume they will ever see your home page. You can’t assume they will ever read all that introductory information you’ve placed on your home page.

Additionally, it’s often a good idea to offer different greetings to people who come your site via other sites.  If you create different landing pages for different groups, you can customise their experience of your website.

We have at least four different landing pages on this site and every one is different.  Different groups of visitors are coming with different expectations of this site.  Customised landing pages manage those expectations.

Reason Two: You Want To Be Able To Blog

Blogging is important these days.

If you want to build your reputation and become famous in your niche you need to blog or to produce authority content about what’s happening in your industry.  You might also want to engage in discussions with key players in your niche.  You might want to influence your customers and potential customers on a hot topic.

This will be difficult to do with a website that’s limited in the number of pages it has, especially if you intend to comment on lots of different issues or to offer insights into each new issue as it arises.   If you also want to keep a record or an archive of your articles, then you definitely need more pages.

It’s a bad idea to have a blog somewhere else on the web and do your commenting there.  Why do you want to send traffic somewhere other than to your own website?

Reason Three: You Want To Tell Visitors More

Let’s say you have a fabulous product or service.  You can tell visitors to your website a bit about your offer on your product/services pages but you’d really  like people to know more.

If you create  additional pages with more information, a detailed specification, some video footage, testimonials and the like, you can do this.

In fact, you can do all of these things using extra pages on your website.

You’ll overwhelm people if you try to put too much onto a single page.

Therefore, you need more than five pages on your site.

Reason Four: You Need Sales Pages

Perhaps you have a special offer or you’re running a promotion.  You can let more people know about these offers if you create a sales page or sales pages.

Sales pages offer more than a bland description of a product or service.  Your sales page is aimed to get people to buy.  It sets out a completing argument as to why people should buy and buy now.  It could include testimonials.  It could include a lot of detail about what people will gain if they buy.

You’re making a time-limited offer via your sales page. You want people to take action.  You may even want them to buy online.

A sales page is crafted to encourage people to take action now.  It’s a special page that you’ll struggle to make room for on that five-page website.

Reason Five: You Need To Help The Press And Media To Find You

It’s important for businesses to build strong relationships with the media.  It’s important for you to help the media to build your fame.

You need somewhere on your site to house the information that you want the local, regional and national press to find.  You need to let the media know about your business in a concise and quotable way.

If you’re an expert, you need to let the press know on which topics you’re prepared to be interviewed.  You need to publish press releases on newsworthy topics that affect your industry and make them accessible to the media.

As your business grows you’ll need that press and media page as well as the other pages you’ve been building.

Reason Six: You Need Private Pages

You won’t want everything on your site to be immediately visible and public.

You may want to create pages where you can place information for specific customers.  You may want a page where people who have signed up for something can download that special report or guide.

That means, at the very least, you need to make use of pages that don’t appear in the primary menu at the top of the screen.

You may even want to make some of your pages password protected, so that only people with the password can view the content.

Giving people an individualised experience of your website will only be possible if you consider these options.  That customised experience will be difficult to provide via those five pages on your site.

Reason Seven: Five Page Websites Constrain

There’s so much you can do, and there’s so much people want to do with their websites today, that you really can’t afford to be limited to five pages.

If you only have five pages to work with, you won’t be in a position to do many of the things that will help to build your brand and your reputation in your industry.  You won’t be able to build your fame quickly.

What do you think?

I’ve set out seven reasons why I think you should get rid of your five-page website.  Have I missed anything?  What would you like to add?

Leave a comment with your thoughts.

Also, if you find a five page website is enough for you, then please leave your comments, too.

Oh yes, please share the post on Twitter, Facebook and LinkedIn.  Let’s see what other people think about this subject.

Taking Your Business Online – How to manage your web presence

Your shop window

It's your shop window.

Business people often think that all they need to do, when they decide they need an online presence, is to get a website up and running.

Once they’ve done that, they think that they’ve ticked the box.  With the box ticked  they can leave the site alone and get on with other things.

Some business people go even further.

They put their website up and forget about it

The result is a website that really doesn’t earn its keep.

Is your website just your shop front?

When the internet was new, businesses took their brochures and their advertising material online.  They saw their website as another shop window on their business.

However, they didn’t really treat their websites as a shop window. They left their websites alone for months at a time. They wouldn’t leave their shop windows untouched for that length of time. They know a shop window needs to change regularly. The same is true of websites.

Even today there are lots of shop front websites around. Many of these websites are boring. There’s not much to them. They tend to say:

This is who we are.

This is what we do.

This is how you can get in touch with us.

If your shop window looked like this and if it never changed, people would walk past your shop. That’s what they do with boring websites, too.

Your website is more than your shop front

One of the main reasons why you need to take control of your website is to enable you to update it and change the content on a regular basis.

Even if you see your website as primarily an online brochure, which is a big mistake, you still need to change your offer regularly

With the advent of the social web – that’s Facebook Fan Pages, Twitter, Linked In and the rest – you need to think of your website as the hub of your business.

It’s the place you want people to visit once they’ve found you and connected with you via the social web.

You need to make sure that what they find on your website is interesting so that they will want to get to know you and your business better. You also need to make sure there is material on your website that will bring people back to visit more than once.

Your website is, in fact, what your shop front should be. It’s the means by which you entice people into your shop or onto your premises.

Develop your web presence

So how are you going to make your web presence engaging?

How are you going to build and sustain interest in what you do via your website?

The answer is to set out to be interesting online. Set out to be informative. Aim to be helpful. Aim to assist and guide your potential customers.

In short, use your website to build relationships with people who you would like to do business with.

  1. Make your website interesting.
  2. Update its content regularly.
  3. Connect with your website visitors.

What to do now

If you like this post please share it on Facebook, Twitter and on LinkedIn.

If you would like to add to the discussion about what you think your website should do to help to build your business, please leave a comment.

See also:

How to get more business to your offline business’s website

Three reasons why your offline business needs a blog

Are you selling a complex product or service?

Next time: Why a five page website really isn’t what you need

Taking Your Offline Business Online – Creating Your WordPress Site


The Globe

You're on the world-wide web

You’re an expert in what you do and you’re confident about your abilities in your field.

You’ve spent a lot of time building up your expertise as a coach, a consultant, a counsellor – a provider of expert services.

There’s no reason why you need to be an expert in things to do with the web, too.

However, you need a strong web presence, so once you have chosen your publishing platform you have some choices to make about how you create that presence.

Creating Your  Own WordPress Website

In the previous post:

Taking Your Business Online – Choosing Your Publishing Platform

I strongly recommended that people who are just starting out on the web use WordPress.  I also recommend that experienced web users use WordPress.

If you decide to create your site yourself you can get your website up and running for minimal cost.  You’ll need to buy your domain name, that is the name for your site.  You’ll also need to buy some web hosting.  That is the place where your website resides on the web.

For an initial outlay of around £20 you can get started.  Remember WordPress is free, so there’s no outlay for your publishing platform.

When you start, just look up domain name or domain name registration and web hosting on the internet to start to find suppliers.   You’ll have your own views on whether you look anywhere in the world or stick to UK-based suppliers.

Working With A Web Designer

If you’re commissioning an individual or company to create your website you should state that you want a WordPress site.  That means that you’re already starting to set out a specification for someone to follow.

If you’re looking for a web designer who creates WordPress sites, your web search will offer you lots of choice both in terms of the service offered and the price you will be asked to pay.

Since so many new websites are WordPress sites you should find you have plenty of choice.

Customising Your Website

There are lots of different themes available.  Themes change the look of your website.

I always recommend people to start out with a free theme. The WordPress default or the 2010 theme are adequate to learn on.  In fact, quite a few people stick with a very basic theme for the longer term.   Why pay money for something you may not want to use for very long?

Then there are plug-ins, or applications.  If you look in the WordPress plug-in directory, you’ll see there are hundreds and hundreds.  How will you choose which ones to use?

Again, at the beginning, just look at the most popular plug-ins and use some of those.  Security plug-ins, analytics plug-ins, site maps, social networking plug-ins, anti-spam plug-ins are the first ones to think about.  You can become more adventurous later.

What to do now . . .

You need to do some thinking.  Are you going to:

  • create your own website
  • learn how to create your own website
  • ask someone to create your website for you?

You don’t need to be a coding expert to get things moving, although if you’ve got someone you can ask for advice when you get stuck, it helps.

Remember that you don’t need a customised design at this stage.  You just need to get that website working.  The fine-tuning and the extras can come later.

If you like this post, please share it on Facebook, on Twitter and on LinkedIn.  The share buttons are at the end of this post.

See also:

Three reasons why your offline business needs a blog

In the next post I’ll be explaining what you need to do to manage your web presence.

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