There was a time – not too long ago – when, if anything along the lines of “mindfulness”, “meditation” or “spirituality” was mentioned, I’d start to feel a bit sick.
Atheist and proud, I would denounce any and all ideas that even remotely spoke of a higher state of being.
“There is only this life,” I would say assertively.
“Nothing follows it, so why waste time being ‘woo’ when you should be focussed on the only thing that matters – the here-and-now?”
Wompf! (that’s the sound of deep, unforgiving irony)
One day, a doctor told me I had anxiety.
Apparently, building a business was stressing me out (an absurd claim, I know…)
My brain was overflowing with thoughts, ideas, ruminations – STUFF.
It wasn’t getting the TLC it needed to perform effectively, and was thus causing me a fair bit of grief.
But what that TLC looked like, I didn’t know – and so I rejected the diagnosis.
Over time, my partner Naomi shared with me her thoughts and learnings on mindfulness (she was onboard with it a long time ago).
And since that fateful day, I’ve extensively studied (and practiced) the concept myself.
It turns out that mindfulness has nowt to do with the afterlife, faith, belief, or even religion per se.
The NHS say this:
- It can be easy to rush through life without stopping to notice much.
- Paying more attention to the present moment – to your own thoughts and feelings, and to the world around you – can improve your mental wellbeing.
Even a sceptic would have to admit that’s plausible.
But anyway – what’s this got to do with video marketing?
Well, we live in a world of digital stuff. The interwebs are exploding with literally endless content across various social media platforms.
It can be very easy for one to feel overwhelmed – even properly ill – after being fed this content every single day:
- Rates of anxiety and depression in young people have increased by 70% over the last 25 years.
- Recent studies have already suggested associations between social media use and a rise in teen mental health problems.
Everyone – young and old – is being spoken-to and marketed-at ~10,000 times each day.
That includes your customers.
How do you expect to reach them (and gain their business) when they’re being poked and prodded by marketing messages everywhere they turn?
Do you really think they’re going to give a damn about your glossy, self-indulgent promotional video?
What makes you believe that people will listen to you over any other company with an advertising budget?
I showed symptoms of anxiety because my brain couldn’t cope with all the inputs it was receiving.
Ironically, it didn’t have space to actually think properly!
And so, since that fateful day, I’ve cut out as much digital garbage as I can.
(Obviously, it’s not just digital stuff that can negatively affect one’s mental health, but the aforementioned studies suggest it’s one hell of a culprit.)
- Facebook, Instagram and personal email notifications: OFF.
- Snapchat: DELETED.
- Icons on my phone’s home screen: MINIMISED.
- YouTube subscriptions: CULLED.
In other words, I made it much harder to be marketed-to.
More people are employing this practice of ‘switching off’ to the digital barrage.
That includes your customers.
Yet, I’m in the very business of marketing…
So what’s my advice?
- You need to get your message straight.
- You need to stop advertising, and start giving people what they want.
- You need to quit being a salesperson, and start being a human being.
An entertainer, an advisor, a comedian, a helping hand, an inspiration.
And with regards that last one – you should know by now that I ain’t an advocate for fluffiness and woo.
By ‘inspiration’ I don’t mean guiding light or shining star (although if you want use such phrases, go ahead); I simply mean this:
- Be someone who people are proud to be associated with.
- Be the face of a company who is in the business of helping others.
- Stop marketing like everyone else.
- Don’t be easy to ignore.
Instead, be unforgettable.
Create stuff that carries genuine, inherent value and meaning – that’s worth paying attention to.
Then watch as as people are drawn towards you.
Observe how real conversations are started and the word is spread, as a result of your efforts.
See your influence, fanbase and bottom line increase – not because you had the biggest budget or an A-lister’s endorsement.
But because of your demonstration that you’re simply someone worth following.
As for how exactly to do all that – video is the obvious choice. But you knew I’d say that.
It’s only a piece of the pie, though. That’s why I work with my clients to make sure their marketing system as a whole is strategised, appropriate, and robust.
That way, maximum value (and ROI) is attained from their use of this wonderful, powerful, important format.
If that all sounds fine-and-dandy, and you’re ready to really get cracking with effective video marketing, get a copy of my book Grow Your Business With Video here: