Caution: You may find this controversial, but I hope you'll follow me all the way to the end. I promise this will make sense.
Yesterday we talked about the importance of presence in powering your on-camera performance. And I promised to talk today about how presence ties together what you say and what people hear.
Alrighty then. Time to go down the rabbit hole!
Authenticity. We all like it. Heck, I even have it in the title of my website.
(Authentic Video Marketing)
I also know, because I hear it from my community, that being authentic is important to them, too.
Good thing. It also happens to be the most valuable currency in the world. Without it you're just a huckster. With it, the sky's the limit, right?
Well, not so fast.
The problem with being authentic is that you aren't the one who gets to decide that. And definitely not when you're starting something new.
And this can be a very difficult hurdle to overcome if you'd like to create some authority in your market. Many never do.
Now, you can let that frustrate you or you can overcome it like the dawn overcomes the night…
So the unfair thing is that you can be as authentic as you like. In one respect, it doesn't matter. If your audience thinks you're phoning it in or being a phony, you might as well be.
The big problem is that others are constantly judging you. We might as well acknowledge it. Other people make the determination as to whether you are going to be the authority.
And you have no control over that decision.
And here's where things get a bit murky. Most people think it's authenticity that helps you build authority. I can't begin to express how negligible a contribution that really is.
In fact, that may be one of the most crippling beliefs holding people back from succeeding in their marketing.
The problem with authenticity is that it's only the beginning. You have to build on it.
A hotel site with only an authentic concrete foundation slab is at a severe disadvantage to the hotel built on sand, but with clean spacious rooms and a lovely lobby.
Ah, but if the comfy hotel with a good authentic foundation adds guest suites, a complimentary minibar, fitness center and cabana boys, then when the rains wash away the hotel built on a foundation of sand, the authentic hotel will be left standing.
So in terms of your business, authenticity is certainly the best long-term business strategy.
But what about the short term?
Assuming you're attracted to being authentic yourself (and I seriously doubt you'd be here if you weren't) the next step is to amplify your presence. Why is this?
Well, when you're being the best "you" you were meant to be, your audience is free to be who they were meant to be. In other words, you give them permission by giving yourself permission.
This takes a little self-analysis. You need to think about what you're like when you are at your best and most attractive.
So here are a few important questions to get you started. Remember, this is when you're at your best…
Are you relaxed? Probably.
Are you on fire? Maybe. Some people are at their best when they're 'other focused'.
Do you move around a lot? My Scandanavian friends would never go with this one!
What do you love talking about one-on-one?
What kind of person makes the best audience for you? A friend? A stranger? (not for most people, but maybe you prefer the company of strangers)
What do you friends say you're like? Laid-back, energetic, somewhere in between? That's important to know.
What people in your life carry the most authority with you? Your doctor, your accountant, your spouse, your students?
What's your favorite kind of music?
These are a few of the questions that it's really helpful to know the answers to when amping up your on-camera presence.
When you know this stuff and believe it, you can take it in front of the camera with confidence.
There's no confusion about who you are. There's no hesitation about if you should say it this or that way.
You have confidence because like Popeye, you can say "I yam what I yam."
Ultimately, this is part of what relaxes your audience. It doesn't make them feel talked down to or lectured at (even if you are a lecturer).
Your audience is much more likely to perceive you as authentic. And when your audience relaxes into that, you can teach and sell and deliver the goods.
But even this is not the whole enchilada. Not by a long shot! You might feel a little more relaxed, but presence is not just being relaxed and authentic, though it helps immensely!
There's one more aspect of authenticity that you've probably never given any serious thought because, frankly, so few teach it.
Come to think of it, I don't know anyone who does. The reason is that this concept doesn't come from the world of commerce, sales, marketing or sports.
It's known only in certain branches of psychology and the arts.
On your journey to Presence this is the main concept you have to learn. And for that we'll bring in a little bit of video reinforcement.
Tomorrow: the startling secret that helps you flip on presence like a light switch…the secret that's been hiding in plain sight your whole life.
Warm Regards,
Steven Washer
BrainyVideo.com
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