The other day I was talking to a client about her email strategy. Emails are a big part of content strategy because they’re one of the top and very personable ways that people let you into their world.
Your email list is also the only thing that you actually own outside of your URL. So having a good email strategy is really important. Something stuck with me because another person that she was working with had told her that maybe she should try to be a little funnier in her emails to be more relatable.
So this begs the question: do you have to be funny to be relatable in your videos? Is being silly and entertaining the only way to reach people with your message via video?
Always Prioritize Being Yourself
I think we spill a lot of digital ink talking about target markets. There is so much information out there about identifying your ideal customer but not enough about you and who you are.
You don’t have to be dry, rye, sarcastic, adorably clumsy, or self-deprecating in order to be relatable. You don’t have to tell jokes. If that’s not who you are, it’s going to come across as weird. Imagine someone trying to tell you a knock-knock joke and then also trying to sell you a high-end package. It doesn’t align.
Before you think about your tone on email, really think about who you are and how you want to come across because I think you’re an expert. Experts come in a variety of shapes and sizes so there is no such thing as a one-size fits-all.
Be Relatable In Your Videos By Getting Comfortable
Instead of trying to be funny, what you need to do is be comfortable with how you’re presenting yourself overall. Show up as yourself and don’t try to be something you’re not. In fact, the second that you try to do something, you stop being able to do it. So just be yourself naturally.
Get on camera, talk about the thing that gets you fired up in the morning and your expertise. Talk about something that you would be psyched about if someone asked you at a dinner party, cocktail party, or a happy hour. Answer those questions on video and test out a few different styles.
You’ll find one that absolutely aligns with who you are and how you want to project yourself on camera. Unless you are a professional actor, you need to be comfortable with what you project. If you’re a professional actor, you can play anything from a hobo to a CEO and do it pretty believably.
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Commit to Your True Self and a Consistent Message
What we’re trying to do is find those CEOs and founders and the experts in their companies. They’re the people who have built businesses around their expertise and we want to show off their authority.
You can turn a video of you talking for 5 minutes into an email that you send to your audience. Now, some people will say, “But wait, Kathleen, don’t you think that people will be tired of reading the same message over and over and over again?”
I would argue that if somebody noticed that you said the same thing on your YouTube video that was also mentioned in your email, you need to follow up with them ASAP. They are either your parent or they are really interested in becoming a client of yours.
Most other people won’t pay close enough attention and then you can reuse that same brilliance over and over and over again. You can say the same thing on camera that you’ll be saying in a blog post and also say the same thing on LinkedIn that you’ll be saying your email.
Before You Hit Record…
Think about how you want to come across. If telling jokes makes you feel really uncomfortable, you’re going to come across stiff and wooden just as if you would write out a script to record a video.
It’s not a good idea for most people because reading the script and talking from the heart each activates different brain functions and personality centers. I encourage you to think about yourself before you think about your target. That way, you can be relatable in your videos without changing who you are.
If you want to book a call to talk about video strategy, I’d love to chat with you.