So you want to make a video, huh?

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So, you want to make a video for your web­site or social media? Great! You’ve rec­og­nized that video con­tent on the web is one of the best ways to reach peo­ple with your mes­sage. You’ve real­ized that videos have the pow­er to con­nect and touch peo­ple.
[fea­tured-image single_newwindow=“false”] But most videos fail to do this. And worse: no one wants to watch anoth­er video with a bor­ing talk­ing head recit­ing a stale mis­sion state­ment. 
Who got time for that? Ain’t nobody!

Unfor­tu­nate­ly, peo­ple do not polite­ly watch all videos from begin­ning to end giv­ing the cre­ator the ben­e­fit of the doubt, pon­der­ing what they may have, pos­si­bly “meant to say.” (You might not even read every word of this arti­cle!)

We consume like bees

Peo­ple watch online videos like bees hop­ing to quick­ly get what they need and noth­ing else. They scrub, pause, and aban­don. (read Mind­ful Writ­ing at Work to hear more about this.) You’re already scan­ning this arti­cle see­ing if there’s any­thing good here.

But if your video doesn’t “give” any­thing, you’re sunk.

As much as “your sto­ry” is impor­tant…No one actu­al­ly cares about your sto­ry. Every­one has sto­ries and they’re just try­ing to get through their day and fig­ure out what real­ly mat­ters. Peo­ple care about their OWN sto­ries.

Align your video with what matters to another person

If what you have to say aligns with what real­ly mat­ters to anoth­er per­son, well then you have some­thing. When you make your PURPOSE pub­lic, peo­ple will begin to care.

[share­able cite=“Josh Mitchell”]When you make your pur­pose pub­lic, peo­ple begin to care.[/shareable]

If you explain your deep pur­pose to a spe­cif­ic per­son, you’re not buzzing in their ear — you’re singing.

What’s my purpose?

Simon Sinek can help you bet­ter than I can. Check out his famous TED talk. Then come back here.

Peo­ple buy things when they find out what moti­vat­ed you to do your thing. Putting this on dis­play is hard. Most peo­ple fail to do it. But when it’s pub­lished online in video form—when your pur­pose aligns with their purpose—a con­nec­tion fus­es. You can make these con­nec­tions hap­pen!

You’ve got about 5–10 sec­onds to grab some­one. Maybe less. Earn their trust. Get their atten­tion. Align YOUR pur­pose with THEIR pur­pose.

Peo­ple might think you’re inter­est­ing if you get at the essence of what you do and why you do it. And if your essence says some­thing about their essence… who THEY are as peo­ple and what they stand for, well, now you’ve got some­thing to “glue you togeth­er.”

Make your purpose public

If you make your pur­pose pub­lic, or “vis­i­ble,” peo­ple will naturally—in their own timing—learn more about what you do, where you do it, and how they can buy what­ev­er you have to sell. They will be run­ning. Not walk­ing. (And we’re all sell­ing some­thing.)

I could prob­a­bly bet that you want more peo­ple to buy your thing, donate to your orga­ni­za­tion, or con­sid­er your next idea. Mak­ing your pur­pose pub­lic can help expe­dite that process. Video can help. (It’s not the only medi­um, but it’s a pow­er­ful one.)

[share­able cite=“Josh Mitchell”]Make your pur­pose public.[/shareable]

If your video is easy to watch and under­stand, you win. Here’s an exam­ple of one of my favorites:

You can make this happen!

I tru­ly believe you can make a pret­ty good “pur­pose” video. You’ll have to fig­ure some things out on your own. But start here:

  1. Before you plan, get real. You’re going to have the ten­den­cy to want to dream big, think of fun ideas, and what “could be.” You even might find your­self say­ing “wouldn’t it be great if we could get Jim­my Fal­lon to… ” or… “imag­ine how it would look if we could film this one shot on the beach”. Those are great ideas. And they may be worth pur­su­ing. But unless they are action­able and tru­ly real­is­tic, they’re not going to hap­pen. They will slow you down and freeze you up. Get real and stay real.
  2. Stay local. In order to actu­al­ly make a good “pur­pose” video, you are required to only use resources with­in a 15 minute radius of where you are now. And you have to be able to cap­ture them on your iPhone. No excus­es. If you can’t get real­ly film Jim­my Fal­lon in 15 min­utes of where you are right now, this project will turn into a vague aspi­ra­tion, instead of a goal you’re going to com­plete.
  3. Decide who will film and pro­duce. If you’re con­sid­er­ing hir­ing an out­side com­pa­ny to do the film­ing for you, you still need to fig­ure out how your visu­als can be filmed in a 120 minute ses­sion. The short­er and more real­is­tic you can be, the cheap­er your video will be. You can prob­a­bly make this using noth­ing but your iPhone. Down­load iMovie for $5 and get to work.
  4. Sched­ule a 120 minute win­dow for film­ing. I think 120 min­utes is a good film­ing win­dow even if you’re doing it your­self. Don’t spend too much time on this — the hard part is fig­ur­ing out what to film and align­ing that with what shows your true pur­pose.
  5. Coor­di­nate peo­ple. Can you get all the peo­ple you want in the video togeth­er in one 2‑hour win­dow? Can you get all the shots you need for this project with­in 120 min­utes? It’s more than enough time to accom­plish what you need. So, try again. Refine. Revise. Get prac­ti­cal.
  6. Edit. As quick­ly as you can—potentially on the same day you film—edit your 45 sec­ond video. Keep it short.
  7. Ship. Post the dang thing onto YouTube or Vimeo.

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