Does Substance Trump Form in Your Marketing and Brand Building? Don’t Make This Mistake

Does Substance Trump Form in Your Marketing and Brand Building? Don’t Make This Mistake


back in May of this year may 2019 there
was a controversy surrounding the vinegar Ltd Maria Bailey and the fact
that she had brought a personal injury claim arising from falling off a swing
in the hotel in Dublin clearly the controversy at the time arose around the
fact that the finial party of which she’s a member and the government
generally had given the impression that they are anxious to try to reduce the
insurance premiums and so forth for small business owners who were suffering
from all sorts of personal injury claims and clearly and understandably quite a
lot of controversy arose around the Maria Bailey situation and about her
particular case eventually she withdrew and she’s obviously suffered since that
insofar as she’s been deselected from the toneri
taken I think it’s on that she’s on for the next general election but at the
time as I say the fair degree of controversy and I’d been out for a run
on a Sunday morning it was made 2019 and when I came back I was sweaty and I was
wearing a tracksuit top and so forth boss it was at home on a Sunday morning
and I made a video and kind of I’d lived a rift on a couple of aspects of the
personal injury claim generally not our specific case but
general principles that you can draw from her case and they were that you
will not be compensated simply because you have befallen some misfortune or
you’ve been involved in an accident you must prove negligence in other words it
works must prove that somebody else was responsible for your injury that goes
into the whole question of liability and causation and essentially whether the
other party was negligent or not and therefore that will give rise to whether
they came the personal injury action legal proceedings will ultimately
succeed but the point I was simply making was that in order to win the
personal injury claim you must prove negligence you must prove somebody else
was responsible for your injuries and not just that you were very unfortunate
or it was a an act of God or a tragic accident or some sort of an accident
that simply was own authority but nobody was to blame him that was the point I
was making but I made the video anyway and by any stretch of the imagination I
and by any measure it was very successful video because I had a look at
the data the other day and today is the 27th of November so during the week just
gone I have had a look at the data because I was doing something else and
the analytics for that particular videos I made include 3,300 views of the video
221 hours of watch time I got 21 new subscribers to my youtube channel
I had 98.2% likes two dislikes 833 comments at 107 likes or thumbs up on
YouTube and two dislikes or thumbs down so by Anna metric by any measure these
statistics are excellent if you make videos and if you make
youtube videos you recognize that they are very good figures however ironically
I received an email from a gentleman who contacted me shortly after a published
video back in me and he was telling me that he did online marketing or video
marketing or something of that nature and he was telling me that my video was
very amateurish because obviously I was rushed after having been out exercising
I was only wearing a tracksuit top I did it in my home office the lighting wasn’t
great the sound wasn’t great and the backdrop was there was a shelf a
bookshelf behind me with books that I read down through the years thrown on
the bookshelf and scattered in a non Kent won’t hide a sort of a fashion what
this fellow was telling me was that I should have made that video that I made
a mistake that I shall copy a fella in the United States called Dave Ramsey
Dave Ramsey is some sort of a marketing or small business consultant or guru but
this fella was telling me essentially that I should have a sort of very
professional setup I should be wearing a suit I should have perfect lighting
perfect sound I should have a nice backdrop like Dave Ramsey a professional
office paneled wood paneled shelving wall-to-wall books and so on and so
forth but what this expert is online marketing or this video marketing expert
fail to recognize was that there’s a huge value in authenticity there a huge
value in realness or genuineness the huge huge value in substance over form
in other words if you are marketing or if you’re sharing something with
somebody and if you’re positioning yourself as some sort of an expert and
if you want again somebody’s trust there’s a lot to be said for actually
knowing your stuff there’s a lot to be said for substance over form
not to be said for not being all hat and no cattle and all Gong and no dinner
what I’m saying is this expert this video marketing or marketing expert
failed to recognize the value of authenticity and genuineness and felt
recognized us in building funds in building subscribers guy like me will
benefit greatly from time to time from reading the guard down and being real
just keeping us real as a her and showing that not just I’m a solicitor
and I have an office and I wear a shirt and tie and suit and all the time but
I’m also a real person who goes out on a Sunday morning for a Ron who might have
some expertise or some useful information to share and who can do us
in a sort of an odd lift or ad-lib or a riff way and just talk plainly and
openly and explain the situation and explain or something useful some good
information boss has a say what I’m talking about here is the nuances and
the subtleties of marketing that you do not accept that there’s one size that
fits all and you do not accept that there is received wisdom as to how to
position yourself or market yourself and what you can do is you can test and you
can analyze and you can tweak yourself and you can discover that the so-called
experts may not be right all of the time and that there’s a lot of authenticity
or are a value rather in authenticity there’s a lot of value in keeping it
real and that you don’t always need great production values you don’t all
need great setup you don’t always need great sound or great lighting what you
do need though is substance what you do need is information or content that’s
actually valuable to the people that you wish to serve
hope you find this video useful and I hope that if you were a small business
owner or an entrepreneur or somebody who is starting off or trying to build their
business or even somebody who is already running a business and you’re wondering
how to do this whole digital marketing or online marketing or video marketing
thing you must in my view consider that there is more than one way to skin a cat
and there is the traditional ways the acceptors or receive wisdom isn’t
necessarily going to cut the monster nowadays in 2019 or 2020 and that there
is value in authenticity there is value in actually delivering substance over
form and cattle over house hope you find this video useful if you do give it a
thumbs up down below and you may be interested in subscribing to my youtube
channel

2 thoughts on “Does Substance Trump Form in Your Marketing and Brand Building? Don’t Make This Mistake

  • Keeping it real ! I totally agree Terry , your videos engage real people, the fake kind click away in my humble opinion folks. Thanks for the video Terry 👍

  • The reason I subscribed to your channel is because you authentic and genuine, thanks for the videos and the material on your websites really helpful, keep it real.

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