At this point, including video in your marketing strategy is non-negotiable. There’s no way you can successfully show up without posting videos. It’s now a requirement!
If you’re doing Facebook Lives and posting videos, I’m so proud of you. If you still haven’t, you’ve still got time to get out there!
I myself have come from a place of self-doubt and bewilderment about how to do videos and what I would say when I’m in front of the camera. It’s really rather intimidating at first, but once you’ve started the camera becomes a friend with whom you become comfortable, and it becomes less and less about the camera and more about what you’re about to contribute to your community that day.
So in this blog post, I’ll discuss the two components that will get you past that initial intimidating phase. These two factors also happen to be the most important facets of any successful video: Your hook and your topic.
Start with a hook.
Every. Time. Open with a hook. Lead in with a hook in the form of a question.
I am going to tell you this, and I want you to remember it: You don’t need to introduce yourself.
Your audience may be viewing your video on your social media page so they already know who you are, or your video is a sponsored post with your name on it.
It’s pretty easy to guess what you do once you begin speaking about your area of expertise. So ditch the introduction. It’s boring. Nobody cares about you. Nobody cares about me. Our audience doesn’t care about our introduction.
DON’T say this: “Hello, this is attorney Alexandra Lozano. I’m an immigration lawyer. And I want to talk to you about some immigration updates…”
Oh look, it’s cut off because they have already scrolled past your video.
BUT if you open with a question, a hook, they will stick around to listen because they care about the answer to that question. It’s a question they have probably already asked. And they’ll stay to hear your answer. That’s why it’s called a hook in the first place. You keep them watching!
If you hook them with something they care about, you can bet they will stop scrolling and will watch your video.
This requires knowing your audience. What would pique their interest? What are their most burning questions? What information do they need?
DO say something like this instead: “Do you want to get your papers without leaving the United States? Everyone says you have to leave. You don’t need to. Let me tell you how. I’m the Attorney Alexandra Lozano.”
That’s it. They’re still watching. You’ve hooked them. Telling them who you are after you’ve hooked them with a question is not boring but necessary. At that point, they want to know why they should listen to you as you give them the answer to your question. So you tell them you’re a lawyer, and therefore a reliable expert at your chosen question and the answers to it.
Whether you’re posting a Facebook Live, a TikTok post, or a pre-recorded webinar, open with a hook.
Thinking of your hook is great because, of course, it leads you to your topic!
Have a set topic.
You want to be intentional about your videos.
When you do Facebook Live, it can be so easy to get derailed answering questions or comments. And I’m not saying you should ignore questions and comments. After all, the whole point of a Facebook Live is to encourage interaction so you should definitely answer the people who joined you for your Live and are now talking to you.
But I do skip questions. If I don’t want to answer it, I don’t answer it. No problem. If I do want to but I don’t know the answer, I’ll make something up. If someone asks me something that is not about my topic but I want to talk about it, I will bring my answer back to what I want to say.
So, engage as much as you want, but after you do, get back to your topic.
It gives your video structure. It adds to your reliability in giving out information.
I always have a big topic that I start with, something I know clients want to hear about. I have three main topics that I rotate and I’ll start off by talking about one of those.
Think of your own core topics. These are the big topics that coincide with the main case types you cover in your practice. These three big topics will have smaller subtopics and you’ll never run out of topics to cover in your videos, blogs, and guides.
A hook and a topic are important components of a good video. Why? For structure, for value, and for efficient marketing, too. What will your audience learn from that video? What do you want to convey? What is this video’s marketing purpose? Is the topic connected to something you’re promoting, maybe? Is it a hot topic right now, with potential to go viral?
Once you think about a topic, it’s easy to come up with your hook. And vice versa!