Sure, you’ve got your web site, you’ve got your blog, you’ve got your Facebook page and your Twitter account, but do you have a promotional video?

You may be scratching your head with that one, wondering why an Etsy seller would ever create a video to promote his or her shop. But according to Michelle Lange of M Lange Media, a video is the perfect way a seller can tell the all-important story.

Michelle Lange

“We’re wired for story,” says Lange. “Think about your childhood; it’s the stories you remember like The Wizard of Oz or Charlie and the Chocolate Factory. We learn and take in information using stories, because stories will always be more memorable than facts. They evoke emotions, which is why it’s so important to integrate your personal story when promoting your business.”

While ideally, it would be wonderful to have a professionally shot video (a service Lange provides), one can do it using an ordinary camcorder and the help of a trusted friend who has a good eye.

Here’s what to focus on when shooting your own video.

Prepare your lighting. Obviously, you need to be well lit so that your audience can see you. Lange suggests placing two lights on either side of you about three feet away at a 45-degree angle so that the face is lit up clearly. Japanese lanterns work well, as the lighting is very soft, but ordinary shop lights with fluorescent bulbs from Home Depot can work, too.

“Be sure to play around with your lights and watch your footage so you can make sure you are not over-lit or under-lit,” Lange says. “Your basic lighting has to be right.” Lange has a tutorial on lighting yourself with Home Depot lights created by photographer Curtis Judd in her blog article “The First C of Effective Marketing Videos: CAPTURE!"

Frame the image properly. This means that your head should have about a quarter inch of space above it when one is looking at the video screen. And viewers should only see you from the chest up.

“This makes the shot more up-close and personal, which helps establish a stronger connection with your audience and creates a greater impact,” Lange says. “Common mistakes entrepreneurs make are framing themselves with several feet above their head and filming themselves from too far away. This makes our eyes wonder around the room and not focus on the person speaking.”

Make effective wardrobe and make-up choices. Lange suggests wearing clothes that are simple and streamlined. As the camera adds weight to the subject, avoid billowy fabrics, layers and ruffles. Also, don’t wear black, as it can look drab on film, nor white, as it can throw off the camera’s white balance.

“Find out which colors look best on you and wear those,” Lange says. “If you have pale skin, avoid bright, overpowering colors. Go with the medium shades like medium pink, blue, green, or purple, and avoid pale colors, which will wash you out. If you’re making a website video, be sure the colors don’t clash with the colors of your site.”

As for make-up, Lange suggests wearing the same amount you would for a business meeting—simple and pulled together. “The HD camera picks up every detail so wear the exact amount of make-up you would want to show up on video,” she says. “And be sure to powder your entire face before going on camera – including your eyelids and hairline. The lights produce a shine on the subject’s face, so using powder ensures that we pay attention to what you are saying and not to the shine.” .” Lange also states that both women and men should use powder to reduce the shine. Lange’s favorite is the HD powder by Makeup Forever, available at Sephora – this is created particularly for the HD camera, although she says that any good quality powder will do.

Have a friend interview you. Most likely, you’ll be way too uncomfortable to just speak into a camera directly, so have a friend stand just to the side of the camera, and have the off-camera friend ask you interview questions, much like what one sees in a news program or documentary. Speak directly to him or her instead of looking into the camera.

Obviously, have those questions prepared ahead of time, and try to speak in a conversational style when answering.

“It’s best to write out all your answers before you’re actually interviewed so that you can hone down exactly what you want to get across,” says Lange. “Read through those notes a bunch of times so that you’ll know your talking points. That way, once the camera starts rolling, you’ll look very natural.”

Have your friend ask questions about your process, what inspires you to create your work, and the benefits your clients experience from your products or services. While you’re talking, cut away to some visuals of your items, which would most likely require the help of a video editor, or a particularly skilled friend.

“A camera is such an odd thing,” Lange says. “We’re not brought up speaking in front of an inanimate object, so an anxiety response is normal. Like anything, talking on camera is a learned skill, but the more relaxed you get with it, the more your story will come through. Art is at its most fascinating when we know the story behind it.”

Lange’s company not only creates videos for entrepreneurs, but she’s also a video coach. She offers a complimentary 30-minute video strategy session to help sellers find out how they can increase their visibility, credibility and revenue through video. Email: michelle@mlangemedia.com; phone: 310-876-1362.

Until next time!
Mary Ann

The Brooks Ring.
The shop: www.maryannfarley.etsy.com.

The warmer weather is finally here, which means many Etsy artists in the New York area will soon be selling their wares not just in their online shops, but also in the great outdoors—at street fairs, flea markets and crafts festivals.

Are you ready to interact with your public? Are you ready to tell your story in order to make that sale?

According to SpeakEtc.’s Robyn Hatcher, a communications and presentation expert based in New York, there are a few things creative people need to think about to communicate their message, and it doesn’t always involve your words.

Robyn Hatcher

In fact, when it comes to the elements that affect a listener’s tendency to believe or trust a particular speaker, a well-known study by communications expert Albert Mehrabian notes that what you actually say (the verbal element) counts for just 7%. The vocal element—how you say it—counts for 38%, and the visual element—what you look like—counts for a whopping 55%.

How do these numbers translate into how you present yourself?

Your work and your look should be consistent. “People believe what they see and hear before the words even come out of your mouth,” says Hatcher, “so dress in a way that’s consistent with what you’re selling.” If you dress conservatively, for example, and you’re selling soft paintings, people may not trust you as much as if you dressed in a softer style.

Conversely, if you’re an artist, that doesn’t give you license to look disheveled, either. “You want to look arty yet professional,” says Hatcher. “Make sure what you’re wearing is flattering to your body and figure. But most important, make sure that what you’re projecting is 100 percent consistent with your work.

“It may seem like a no-brainer,” she adds, “but I’ve met jewelry designers who don’t even wear their own pieces. Of course, you shouldn’t wear too much either, but wearing a touch of what you do is essential.”

Project confidence with your body language. There are things that we do naturally when we’re confident that can put our potential customers at ease, but these things can go out the window when we’re anxious about making a sale. Hatcher suggests remembering the following tips when nerves start to kick in.

Greet people with a slight eyebrow raise. It’s a warm, inviting silent welcome.
When possible, try a light appropriate touch, on safe places like the elbow, shoulder or hand. Touch creates a bond and makes people feel more positive about you.
Use eye contact (5 to 10 seconds at a time). People will feel engaged and connected.
Smile.
Keep from covering your torso whenever possible. It’s easy to assume a posture like crossing your arms, but the torso is the most vulnerable part of the body; showing it makes you seem trustworthy and confident.

Don’t think it’s about selling. When making your sales pitch, remember to talk about why you do what you do, not just what you do or how you do it. “Think about why you create,” says Hatcher. “Of course we all need to make money, but the moment we focus on making money first, we project desperation and/or frustration, neither of which is very attractive or engaging. Instead of thinking about selling, think about sharing. Every person who experiences you and your work is one more person you’ve impacted. You never know who they know or how long it might take for them to call you or engage with you.”

When Hatcher coaches her clients, she looks for the relatable stories or aspects of their work that they can use in closing a sale. If you can touch upon an emotional need in your customer—be it a sense of nostalgia, or making someone feel more attractive—then you’re much more apt to not only make the sale, but also a connection that turns the sale into a returning customer.

“Whenever someone is listening to you,” says Hatcher, “there’s always this tape in their head that’s asking—what’s in this for me? That’s what you want to hook into.”

If you’re a jewelry designer, for example, think about what drove you to create a certain design, then share that story.

“You want your customer to say, ‘Oh, I’ve been there. I know this person better because she shared this info with me,’” says Hatcher. “You want the customer to be able to relate.”

Of course, you may not even be aware of why you created certain things, as so much of our creativity is subconscious. But Hatcher says it’s worth it to dig down into yourself and find an answer that’s deeper than saying you created something simply because you like it.

“Ask yourself why you’re doing the work you do,” she says, “then ask what it is you want your customer to feel when wearing or using your things.”

A happy outcome of doing such an exercise might be not just more sales, but a spurt of creativity as well, as you become more aware of where your work is coming from.

“Proudly and confidently talking about what you do is not the same as bragging,” says Hatcher. “Fully sharing what it is that you do and the value your art might bring to perspective buyers is providing a service.

“Art is healing, art is therapeutic, art can change people, and by not fully sharing what it is you do and by not allowing people to fully experience you and your art, you are doing them and your art a disservice.”

Looking for a professional video for your web site? Hatcher and videographer Judith George will be presenting a two-day seminar May 19 and 20 titled "Telling Your BizVid Story." Participants will leave the workshop with elevated communication skills, a clear and concise business story, plus a professionally shot and edited, ready-to-post video. Contact Hatcher for details.

Until next time!
Mary Ann
www.maryannfarley.etsy.com

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