Just days before leaving to speak on a panel about the power of videos at Mom 2.0 Summit I received this really nice email from Laura Trevey, whose blog www.brightboldbeautiful.com is truly all those things and more.
Here was her email:
I found you via the MOM2.0Summit Speakers page. Today, Monday, April 29th, I am being featured on the Etsy blog, which will bring many new viewers to BB&B. I would love to feature you this week with some inspirational words of wisdom for Etsy Shop owners, and how they can use video to increase awareness about their business. 1. What advice would you give NEW Etsy shop owners, who want to grow their business using social media, but do not know where to start? 2. What advice would you give to Seasoned Etsy shop owners who already have a YouTube channel? 3. How can Etsy shop owners benefit from working with thinkingcap to produce a video about their business? Thanks so much, Laura Trevey www.brightboldbeautiful.com
It was in writing back to her that I figured out exactly what I wanted to say at the conference.
Congratulations on being featured. Your site is truly breathtaking! And your etsy shop is lovely! I'm a huge Andy Warhol fan so I was immediately attracted to your punch buggy print. :-)
BB&B is a meticulously curated site with beautiful images, useful articles and impressive brand partnerships.
To answer your questions I'll start with you! I'd love to see videos integrated in your site. You're already covering so much information in posts, DIY, how-to articles and recipes -- the next step is to have videos that teach people how to do those things, not just read about them.
The written word is only going to take you so far. Breaking down the fourth wall of the internet will create not just admirers, but loyal viewers. Creating a body of video work is also what brands will be looking for as will TV booking agents and event coordinators.
When I look at mouth-watering recipes accompanied by stunning pictures I'm embarrassed to admit that I often "opt out" once it comes time to reading through the actual instructions.
Either I don't have the time to read it, it seems complicated (no matter how many times the headline says easy), or it gets bookmarked and digitally filed never to be seen again.
Here's where videos come in. If I could click and in a few minutes see exactly how simple it is to make something I'm much more likely to do it. I've now become your loyal "student." You have become my trusted resource. I never, ever, used to cook before I started watching Rachel Ray's original 30 minute meals show on Food TV.
Gaining credibility as the expert in something that is specific to your audience elevates you in ways that can have far reaching effects.
So, when it comes to those with etsy businesses they should think of themselves as more than an artist or artisan, but a real taste-maker.
Whatever the product is, show how you were inspired to create it. What's the process? Is it a scarf? Tell me 6-ways to wear it. A ceramic bowl? Show me how to make a simple centerpiece with it. And then--and this is where those with business savvy will notice the difference--branch out.
You're a perfect example. Not only do you have beautiful prints for sale, but you've created a niche where you are also someone who can offer ideas and inspiration on many lifestyle related subjects on your blog, pinterest boards and your book!
Creating video content gives visitors a reason to come back, not just when they need a gift for a friend's birthday, but because they know that you are going to show them something amazing that they will want to share with their friends --"Fa Da! The Holy Grail of social media."
On a totally basic business level some people may be surprised to know that YouTube is actually the #2 search engine. People are desperate for video content. It ranks higher in searches which sets you apart from a very densely populated corner of the internet.
Being entrepreneurs as we are means really having to work smarter to create powerful momentum and maximize every effort we make. You know what they say--a picture is worth a 1000 words, so imagine how many a video is worth.
I'll be speaking at Mom 2.0 about women and video content, but one of my messages as I come at the topic as a professional script writer with a background in advertising is that even if you can't afford to hire a professional to execute videos there are basic things you can do to make them polished. Top of the list. Write a script.
As I say, don't just talk, say something.
And most of all, show me, don't tell me.
If you're attending Mom 2.0 I hope you'll come say hi. I can't believe how much I learned last year and grew as a business woman. And if I can do anything to motivate others to make the power of video work for them then it will be well worth the jet lag.
Photo credit: Play button graphic print from Jump of the Page Shop on etsy