There’s So Much Stuff Even the “On-Camera Pros”
The bottom line is, they don’t even know the stuff you need to know, for a number of reasons. Some of it comes naturally to them so they don’t realize they’re even doing it. Other issues come from just serving one particular audience that may see things totally differently than your audience. If your “expert” is talking and selling to millennials and your audience is 50+ year-olds, you’re not going to get good information about how to be a likable character on video, the language and hooks will be all wrong, the style will just be incorrect for most of your audience.
Behind-the-Scenes Stuff the “On-Camera Pros”
There’s so much communicated on video that people never realize. Being on camera is a great way for people to get to know you, but there’s art and science behind being great on camera and communicating in the most effective way possible, that goes way beyond video. It’s basic human interaction.
Consider what you already know about eye contact and body language. You can tell when somebody seems nervous when they’re talking to you. You can tell when somebody seems like they might be lying. In fact, there are things everybody’s heard about with body language, on a date or in a job interview. That stuff, plus a whole lot more, gets communicated when you’re on video. And if you know what you’re doing, you can use body language, script structure, vocal style, and eye contact as a weapon. It’s akin to ‘subliminal advertising’ and it even uses some of the tricks of the trade used by magicians and hypnotists, but it’s nothing shady. But finding good advice from professionals that you can use in video creation, is hard to do.
The reason is because there is no professional accreditation called ‘a good-on-camera trainer person.’ Another problem is that people who are going on camera, frequently don’t know they even need help to look and sound more credible, or more likable, or more trustworthy. And yet another big problem is that professional coaches who teach people how to speak in front of a crowd, or who teach people how to be a more confident courtroom witness, may have SOME of the skills needed by an on-camera person, but they don’t know it all. Plus, there are many aspects to video delivery, that are unique. Sometimes moving a camera will do the trick. Sometimes a different editing style will make the difference. And sometimes the coaching will be unique to the individual, so they can overcome their specific shortcomings.
People usually trust somebody who is ‘in the business,’ like a camera operator or editor. Unfortunately, that’s usually as effective as asking a car upholstery specialist the best way to drive to Atlanta.
These days one of the biggest problems with us all having incredibly easy access to video recording and online sharing, which is a part of everyday life, is that people with zero training about being on camera, are making terrible mistakes they don’t even know about. They’re destroying their own credibility, and with just a few simple changes, they could really connect and their sales would be through the roof.