I won’t lie to you – it will be a long process. If you’re going into video marketing with the expectation that you’ll get one of those fancy subscriber plaques from YouTube within the first week, month, or even year… you’re not ready yet. But that doesn’t mean video can’t work for your business.

I’ve been involved in the video marketing world for quite a few years, and in that time, I’ve gotten the opportunity to work with legendary entrepreneurs and help them to really own their audience’s attention and build their movements… but I’ve also heard a LOT of excuses from people who think video won’t work for them for one reason or another.

One of the major complaints I’ve heard both online and offline is

“oh, I can’t do video because video doesn’t work for a business like mine.”

If that’s your way of thinking, you’re basically saying you don’t want to innovate. You don’t want to inspire change in your industry. And I know you guys are all visionary entrepreneurs with impact-led and profit-focused dreams that fuel you every day… so I know that’s not the case. You guys WANT to innovate and drive change, or you wouldn’t be here right?!

There must be a deeper reason why you’re choosing not to at least give video marketing a try… or maybe you tried it before, but it didn’t grow at the rate of your expectations, so you gave up. Let’s be honest…as usual, it really comes down to fear, doesn’t it?

Let’s say your business is… building customized dollhouses, and you don’t see anyone else on YouTube in this niche, you don’t see any search volume for topics related to your business… you might think, “Okay, there’s obviously no opportunity here. I shouldn’t do this because nobody else has done it yet.” 

Think of it this way if there are very few (if any) videos on YouTube that involve your niche and do what you do, it only further proves your expertise. It only validates your decision to start your business in the first place – because you are clearly a thought leader on this topic.

So why not just give the video marketing thing a try and see what comes of it? What’s the worst that could happen?

I’ve heard from plenty of entrepreneurs who have been in similar situations where they were hesitant to add video to their content strategy in the first place. They didn’t know whether the platform was actually going to generate impact and profit for their business, and they felt kinda silly for even trying. Then, after they drop 3 or 4 videos and don’t get any traction, they take that as confirmation that video will not work for their business.

Here’s the truth: the chances of your first customized dollhouse build video going viral on YouTube in 2020 are pretty darn slim. But that’s also okay – because virality isn’t what you want.

We’ve talked before about how YouTube is a search engine, and search engines are designed to prioritize consistent, quality content over time rather than one viral sensation. So if you’re giving up after a couple of videos, you’re quitting while you’re ahead!

I won’t lie to you – it will be a long process. If you’re going into video marketing with the expectation that you’ll get one of those fancy subscriber plaques from YouTube within the first week, month, or even year… you’re not ready yet.

I challenge you to approach your content marketing from the standpoint of just experimenting with a blank canvas to see what happens. Give your audience the opportunity to identify with your attractive character and be inspired, educated, or entertained by your content. Just like when you started out as an entrepreneur, you didn’t know if you’d succeed – but the only way to find out was to try.

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