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Congratulations to David Meerman Scott

Posted by postwire on 23, Aug, 2011

David Meerman Scott just launched his revised & updated book The NEW RULES of MARKETING & PR (Click to buy).  If you haven’t read it you should.

In it David talks about the creation of a video category called business casual (page 252). He explains that video in all its forms need not be the high production difficulty and cost you’ve come to expect from “formal video”.  David goes on to make several points

  1. You can produce simple low cost engaging content that works/converts.
  2. Do not create poorly shot video, with bad lighting and editing – there is a baseline.
  3. He is “convinced that the trend towards casual content means that consumers want to get closer to the organizations they do business with”.
  4. Informal “telling it like it is – will make us more efficient”

One additional learning that David and our customers have stressed is –

Trust.

Business Casual video is honest. You’re standing out there on your own with no fancy backgrounds nor teleprompter.  People love the directness and the honesty that comes through the simple format.  We find that people appreciate it and are therefore willing to advance to conversation with such a forthright individual that’s focused on the content delivered.

Never forget that no matter how produced your video is – the content must be authentic and engaging. That is what converts visitors. The business casual content is easily produced on small high definition capable cameras (Cisco Flip, Kodak Zi8) that are simple to use and cost less than $80 to purchase. The quality is fantastic and as of this post Flip cameras are still online for sale.

Here is an example of business casual video content –

Today, when visitors see this business casual content they find it genuine and engaging. The results are excellent and the more you do it the easier it gets.


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