Has anyone ever told you they could make you go viral?
I know that in every industry there are snake-oil salesmen, but it seems like they are also in the digital marketing industry. I was recently talking to somebody who was telling me they may want to work with AmplifiedNOW, but was also considering someone else who claims they have their finger on the pulse of what goes viral. They asked me if I could ensure them that they would go viral.
This seemed like a pretty loaded question. First off, I do know what goes viral. Like cat videos for example or incendiary remarks. But do you want to go viral? Really? Is that the metric that you’re measuring?
Do You Really Want to Go Viral in the First Place?
As an expert, what difference does it make if only a handful of people see what you’re creating? If you want to go viral, as an expert, you’re trying to play two different games. The attention-grabbing pageview game and the high-end expert sales game. You really can’t do both.
I believe that anyone who tells you that they want your business because they know what goes viral is selling you something you may not actually want or need. Yes, you can go viral by playing with a basket of kittens or being controversial, but you don’t want that.
You want to stand in your expertise as the authority and expert that you are. This involves speaking about a topic that you could talk about for days but shouldn’t. For these, we’re talking 5 to 10 minutes at most and ending every video with a clear call to action.
You Have a Specific Demographic You Can Serve
As an expert, what you’re doing is showing people, not everyone, but the people who have the problem, that you can solve it. You are showing them that you can solve it and you are breaking down what it’s like to work with you in 5 to 10-minute chunks.
If someone wants to, they can go to your blog or your YouTube channel and watch all of the videos that you’ve created. They can go through them one by one, and see exactly how you put your offering together then visualize (much better) what it would be like to work with you one-on-one.
The people that you want to attract don’t care if they are not one of millions of people to watch your video. Don’t think of these videos as one of those YouTube strategies that games that pageview system. Instead, view it as a stand-in for having one-on-one conversations with people.
Let me ask you this, how long would it take for you to have 6 really good one-on-one conversations with people? A day, a half a day? Well, that’s what video should be replacing. Instead of having 6 calls, what if you only had one? What if it was just a quick call to take the next step?
‘Viral’ Videos Don’t Always Generate Leads and Conversions
Let your videos and your past self do the work that you’ve done already over and over and over again. Meet people where they are and show them exactly how they can solve their problems with you. Also, don’t trust people who tell you that they can get you to go viral because that’s not necessarily what you want.
If you’re interested in exploring the options of working together, let’s book a call. I’d love to chat with you about ways to get you more comfortable in front of the camera, do more videos and showing off your expertise to the people who need to see it.