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Welcome back to a most unusual video destination…

By way of reminder, this effort will be worthwhile only if you gain new insights into what you’re doing now, inspiration to head in a new direction or maybe even work with me for a time while we figure that out together.

It matters not to me which of those forks you take. This is a very personal journey, and right now there’s no way of knowing where you’ll want to go next.

I’m here to move you forward today. At some point your direction will become clear.

I hope you were able to take the interactive assessment. If not, please do that now before even reading this piece. It’s really important. It will help you create new neural pathways from all you’re about to read.

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I used to be an shark watcher. Shark Tank contestants, actually. 

Here was a perfect example of the need to have perfect pitch. I couldn't fathom why someone would put themselves through that other than to grab their 15 minute share of the limelight. The pressure had to be beyond vomit-inducing. And I guess that was the whole point.

Every once in a while a contestant would bring in a ringer; a friend/celebrity actor or singer. In the 10 seasons or so I watched, I saw perhaps a dozen of these pitches, and not one, NOT ONE ever made a deal with a shark.

Why?

I had a client once who was an amazing public speaker. He had charisma coming out of his pores. We all loved watching him perform. But a problem popped up as soon as he started to do what he called his “pitch”. He had learned all the salesman tricks for making someone buy and used them in his videos. 

But here was his problem.

He had a very hard time accepting that when you become an entrepreneur, you stop personally selling and start engineering the circumstances that make it easy for someone to sell themselves on you.

So his selling energy was overwhelming his pure on-camera energy, and he wasn’t making sales.

Eventually he went back to public speaking, where pure performance is more important to success than almost anything one might say. And where personal connection requires no technical interpretation.

Perhaps someday he'll calm down enough to to succeed with video.

But it’s not just selling energy that can make things turn south in your performance. Sometimes it’s not even you at all. It’s the way your image and audio are coming across.

So as you see, your technology can have a huge effect on how you’re coming across. That’s really the reason so many people hire a production company. They eliminate all those problems in one fell swoop. So if you’ve got more budget than time and want to spend the time you do have on yourself and your message, it might be a way to go.

And speaking of message, your writing can have an enormous effect on how you come across.

If you aren’t aiming your gifts at something worthwhile enough for you, you’ll have a hard time making those videos come alive because first they have to activate your own best energies.

Sometimes a video can be so badly written that there’s only one way it can be performed. And it will be so mannered and false, reflecting the utter vacuity of the content, that the video will die on the vine.

A while back I watched a video on YouTube that not only captures this idea perfectly, it also properly skewers A.I. for it, because right now everyone wants you to use it to write your videos.

Here’s what happened to one prominent YouTube creator when he ran the experiment for himself and reported on his results. It is at once boring, sad and utterly hilarious.

Of course you’re not a “YouTuber” and don’t plan on becoming one in this life or any other. But you can give your tech a chance to succeed when you give yourself something worth expressing.

We’ll leave the writing piece for now and come back to it in a couple of days.

For now let’s talk about how selling energy affects your performance.

There are two ways you can sell in a video. 

One is to use that video to do everything in your power to make sure that person buys. Then you measure the result of that objective in sales per video. It’s called “Direct Response” and many of the biggest internet companies use it to sell financial newsletters and laxatives.

That kind of energy can be repulsive, both literally and figuratively. Literally in the sense that the energy itself generates a movement away from the one generating it, and repulsive in the sense that, well, no one likes to be sold.

But we’re talking about what this does to your on-camera energy. Even if you’re operating in your most engaging self, authentic self, attraction energy 10X, the minute that selling energy hits the airwaves, it smothers your signal. At best it muffles it. At worst people feel as though they’ve been baited and switched. Trust dies and you lose that audience member forever.

OK, that ain’t good.

But I mentioned there were two types of selling in a video. 

Let’s look at the extremely seldom used 2nd type of selling energy.

This is the one that multiplies the power of your purest on-camera signal. It gives that signal an extraordinarily attractive power. You can make this happen by changing your objective.

Rather than using all your knowledge about marketing to make that video sell, you let go of your need to get money from out there to come to you. You see yourself as the source of that value. And you engineer a set of conditions that make your audience member sell themselves on you.

Then all that’s left is you standing there without any neediness, and them standing there needing what you have. That’s the perfect polarity to have. Now your on-camera energy generates actual charisma...out of nothing anyone can see.

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