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Have you seen these successful entrepreneurs stream live with confidence thinking, "I wish I could have the courage to do it too?"
Connecting with your audience works personally for most entrepreneurs, but it's a must if you're a coach, consultant, or professional looking to monetize your expertise.
Why is live streaming so valuable to your marketing?
Most people these days spend a lot of their free time on social media and YouTube. The rule of marketing is to be visible where most potential customers are. However, a mere passive presence on these platforms does not lead to the desired results. and live streaming takes that connection to another level.
The way we build our trust with another person is by watching them and relying largely on our gut instincts when assessing the level of potential danger or trust. There is an almost instantaneous pull, or a complete lack of it. The first helps us build our audience and the second repels those who don't care. In a world of seven billion people, that means we can build huge audiences with people who are really drawn to us – with just one condition …
Related: 12 Live Streaming Video Tips to Build Your Brand and Business
We have to show up to let them know, like us, and trust us
It sounds so simple and logical, but too many brilliant experts hold back to take the opportunity to connect with as many customers as possible. I have mentored 150+ entrepreneurs over the past two years helping them deliver consistent live streaming and find the ease and confidence to do it. When I interviewed them before we worked together, I found that most people have similar reasons that make them feel uncomfortable going live and seeking help.
Let's take a look at the reasoning and intelligence behind this resistance. And hopefully you will help enforce the excuses and complaints you may feel when considering going live.
Related Topics: Why Live Streaming Video Should Be the Next Front in Your Brand's Social Media Strategy
I don't feel as comfortable speaking as I am writing
This is a very common caveat, but what you may not be considering is that written language and conversational language are two completely different forms of communication. If we spoke the way we write, the audience would be overwhelmed too soon to even understand the message we are trying to convey. We use much simpler words and structures when we speak and that is great news.
By simplifying and “de-jargonizing” our language, we become much clearer to the audience and can build much deeper, confusion-free relationships. They can evaluate and experience us exactly as they would in real life – with our non-verbal cues: accent, tone, gestures, laughter, mannerisms, the little quirks that cannot be transferred through writing.
Bottom line: when people watch our live streams, it's not the words we use that make the biggest impression.
Problems with looking and feeling unreachable
Can I ask you something? How much attention do you pay to your performance when you are preparing for a regular meeting?
Depending on the general dress code of your industry, put on appropriate clothing and groom yourself to make a positive impression. Would you even think about how your voice sounds when you speak? What is your face like What gestures are you going to use?
These are things that you just get on with and that often don't even cross your mind. You know that you will be interacting with other people – something we are very familiar with, even when there is pressure to "impress". However, when you have to talk on your webcam, which is essentially plastic, your brain feels so unfamiliar and insecure, it literally starts speaking you out, making you feel really uncomfortable and unwilling to go live .
If you are watching on video, the chatter continues as well. You are not used to looking at yourself from the outside. So your brain will bring you every criticism in the book to justify your discomfort.
But here's the good news: all your brain is trying to do is protect you from what it perceives to be "unknown." Some really ingrained instincts of survival and self-defense are unleashed within seconds before you even get to them when you think about it consciously, your brain is focusing on the fear you are feeling and trying to label it for you. This often takes the form of self-criticism.
A simple solution to this is to allow yourself the feeling of discomfort and turn the adrenaline you feel in your body into a slightly more expressive "performance". Remember that most actors, speakers, and presenters – even the most famous – have the same fear of opening the curtains and that they are in the spotlight.
It's a natural feeling that is actually very useful once you understand where it's coming from and learn to use it to your advantage.
Related: Pro Tips to Improve Your Video Calling and Presentation Game
I feel discouraged by a lack of commitment
Too many trainers and experts told me that they don't consistently appear on videos because they feel like nobody cares. They don't get a lot of live viewers, little interaction and engagement, and it seems like there is no profit in dealing with all the other issues when there is no visible feedback from the audience.
I have to admit that this is the worst part and that we have to consider our own expectations before we can see the bigger picture.
When we grew up, most of us were in some way involved in performing in front of other people. It could have been in a school play, given a speech, performed a dance, or anything that was followed by a round of applause. When we did well, we had a lot of applause. And sometimes we saw or experienced the exact opposite: the deadly awkwardness of little or no applause. Hence, we develop a link between the feedback we receive and the quality of our performance.
When we go live but there are no or very few viewers who don't seem to get involved, it feels just like childhood embarrassing "not getting it right" in order to please the audience put, d. H. Devastating and discouraging.
The facts about what actually happens when we go live couldn't be further from that assumption. The social media world is so loud and crowded that people are too busy to pay attention every time you go live. Most of the time, your live stream is not a performance that you give to people who have made arrangements to be there and watch you speak. You'll get better participation and engagement once you've made the preparations necessary for each performance: set a time and date, and promote your performance to your audience ahead of time.
However, marketing your business doesn't always have to be training that you should promote. This could be a quick check-in behind the scenes of your company, a product presentation or sharing a thought or tip. It doesn't have to feel like a performance as it serves to connect and allow people to watch you, not rate you, or validate your efforts.
Related: How to Project Confidence
That's exactly what I started with. Going live on a regular basis is key to increasing the KNOWLEDGE, HOW, and TRUST faster as you let your potential leads and customers see you for who you are in real life and eliminate the hesitation to connect with you to sit down and work with you.
Finally, just think about the fact that the concept of actively engaging with your video is not at all taken for granted for some generations as they grew up with television culture. Passively watching a video is completely normal behavior for them. Another good news is that for a platform that you go live on e.g. B. Facebook, if a user watches your video even if they don't participate in the comments, the platform will continue to record views as a form of engagement and this will continue to display more of your content.
I hope that now you can see the big picture. By creating video content regularly, you will increase your visibility, even if people are not used to engaging with your content through reactions or comments. Also, take into account the fact that most viewers will not become more actively engaged with you until they are experienced with you. All entrepreneurs who successfully use the video strategy in their marketing confirm this. "Lurkers" watch us from a distance, decide when to invite to the next step, and then often come to us fully committed.
Consistency and letting go of perfectionism will add to your visibility and help increase the connection your audience makes for you by being watched on video. Seeking external feedback will only add to your insecurities and keep you from succeeding.
Which one do you choose
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