Laura Garfield, Co-Founder of Idea Decanter, joined Ross Marino’s OUTCOMES Podcast this week to discuss tips and techniques for great videos, something thrust forward as a result of the pandemic.
“Pre-pandemic, we were singing the praises of video, and the value of being able to connect with your prospects and clients by using it,” Garfield began. “Just from what I have seen happen to our business since March, I think that advisors are beginning to make that connection well.”
Advisors who have known it might be a good tool had put it off, but the pandemic really pushed them across the threshold, just like it did with Zoom meeting and intentions to start webinars and podcasts, she said.
Marino noted how much more powerful video is at connecting with clients, as body language can be read and the inflection in what they’re doing can be seen and felt.
“Research suggests that the brain processes images and visuals 60,000 times faster than text,” Garfield responded. “If you think about the seconds it takes you to read a couple of words versus the second it takes for you to take in those few words you present in a video, you’re getting all kinds of information that you just don’t get from copy or a phone. It’s the micro-expressions, the raise of an eyebrow or a slight smile, all of that adds volume to your messaging when you’re recording it in video.
What are some of the things that advisors should be careful not to do, Marino asked, something that might be part of a normal conversation but won’t come across well on video?
“We all have the ‘ums’ and the ‘ahs’ and it’s a part of the natural way we present,” Garfield explained. “If you’re doing a video that’s getting cut up in post-production, you need to be less conscious of those kinds of things. Also, don’t bring your telephone attire to your video recording session. Our rule of thumb is that you want to dress 10% better than you would for a client meeting. If you usually show up in a button-down shirt and no tie, put the tie on for the video. If you wear the tie but no jacket, put the jacket on for the video.
“It’s psychological …when you pull yourself together, you tend to have more confidence.”
With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of Investment Advisor magazine and retirement editor of ThinkAdvisor.com. Sullivan is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has a background in the insurance and investment industries in addition to his journalism roots.