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to themselves, “Just keep scrolling. Just keep scrolling.” You need to be watchable be cause watchability is the first step to earning your prospect’s attention. 7. Better Video Is an Act of Kindness. Better video makes it easier for people to connect with you, your brand and your message. It’s letting people know how much you care. Because in today’s world, caring is a differentiator. In conclusion, it’s a video-first market and all video is video content marketing. The path forward starts with realizing this truth: you can be just as influential on camera as you are in person. Because video is how we do business now, do yourself a favor and elevate your video presence across all marketing chan nels. Video is a terrific medium to amplify your brand when it persuasively conveys your story and the value of your services. When done right, it has the power to give you a competitive edge. ■

Research in this area suggests investors are more likely to invest in entrepreneurs who convey credibility, competence and confidence. And these entrepreneurs do this through facial expression, simple gestures and posture. It’s these little cues which are signals to decision-makers that we believe in our own ability to do the work. 4. Use Vanity as a Force for Good. It’s a simple formula: When you know that you look better, you feel better. And when you feel better, you do better. Scientists call it enrobed cogni tion . For the rest of us, we know it as dressing for success. What we experience when we see ourselves on video is a kind of cognitive dissonance. This dissonance results in discomfort because how we imagine we should look and how our webcam makes us look are sometimes a mile apart. Creating cognitive harmony translates into more confidence.

5. Command The Screen. Public speakers and facilitators are taught to “Command the Stage” and “Command the Room.” Today, to Com mand the Screen is a skill, and it is learned over time. You need training and practice to become better. All three venues demand greater presence. Presence is what you say before you say a word. Video presence is needed today to have more power, compe tence and credibility across the lens. 6. The Opposite of Good Is Off. The film director Steve Stockman said it a little differently. He said, “If it’s not good, it’s off.” It’s true for everything you post on social, how you show up on podcasts and the impression you make in video meetings. Your videos can’t be given an exception to the rule. All your digital content – and video is digital content – must reflect the standards of your company and your brand. Don’t lower them. It’s all about earning people’s attention. But it’s challenging because the world is full of “Dories” from “Finding Nemo” chanting

Because video is how we do business now, do yourself a favor and elevate your video presence across all marketing channels.

About the Author: Patrick McGowan, MBA, consults, trains and coaches business executives and teams to have more power, presence and credibility on camera in a video-first market. He pulls together three-decades in marketing, innovation and leader ship. McGowan started Punchn to address the challenges and insecurities we all face when on camera. He is the author of Across the Lens: How Your Zoom Presence Will Make or Break Your Success. Please visit punchn.io.

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