Good is Good Enough

(But Great is Better)

Here at MoreSalesWithVideo.com you will often hear us say, “Good is Good enough”.  I want to take a minute and make sure you understand what that means.

In business we are in the trenches daily, fighting for more sales.  We’re always thinking of new ways to attract customers to our site, always updating our site to make it more attractive and appealing, with more features.  Our ultimate goal is to convert lookers to buyers.  And that is why we have set up this site.  Because we believe in the power of web video.  We believe that web video is the missing piece of the puzzle of online sales.

After all, when you go into a physical store, usually someone walks up to you and says, “Can I help you?”  In most online stores, it’s cold when you walk in.  Nobody around.  You may have questions and perhaps there is an FAQ section that may or may not help.  Perhaps if you’ve got the stomach, you’ll hit the contact link, in hopes that somebody cares.  But when you go to a website and a video starts to play, that’s warmth.  Perhaps you see a likable person who introduces their business, or shows you products.

A website shopper is like a dear in the woods looking for food.  Scared away at the smallest movement or sign of danger.  You don’t want to do anything to scare your customers away.  And that is the job of video.  Letting your website visitors know that they are welcome and that they have come to the right place.  If you get them emotionally comfortable, they will not only buy, but they will be back again and again.

On this site, we are providing you with more than enough information to make your own quality videos.  But how far you go, how many videos you put up, and the quality of the production is entirely up to you.  Filming with a pro camera is better than a consumer one.  Using a consumer camcorder is better than using a flip camera. Using a flip camera is better than using a cell phone.  Using a cell phone to create your video is better than not having any video.  Having any video up on your site is better than not having any (providing that you fulfill the emotion goal that I write about in “The Greatest Secret to Producing Great Quality Videos for Your Website.”)  In other words, “Good is good enough”.  If you wait until you have enough equipment, or until your edits are perfect, or until your quality is as good as the competition, you’ll be waiting forever. 

My advice is to just get the video up.  When you can make it better, change it.  When you finally have that great camera or better software, repost it.  Remember, your goal is to make your web visitors cozy and share a bond due to your web video, not wow them with Steven Spielberg special effects.

That being said, remember that the emotional tie to your web visitors is your goal.  But part of that emotional tie is their perception of your company.  A video made with a cell phone can work if the emotional goal is reached.  But a clear professionally made video can also give that emotional feeling.

Now don’t get me wrong.  I would not put any video up on my website. Ok, let’s say you’re selling $5000 watches.  It’s possible that your audience will be well off, living in 5 million dollar homes.  So if you make a web video with a cell phone in a trailer park wearing jeans and a ripped t-shirt, you may scare them away.  But if you dress nicely, making sure your background is presentable; you may get away with the cell phone video.  In other words, be creative and know who you are selling to and do your best to reach the emotional quality your web video needs and customers are looking for.

So “Good is Good Enough”, but as time goes on, “Great is Better”.  Video is no longer just for professional video producers.  It’s important for every business to have some kind of knowledge of video production.  Someone on the team should be able to produce videos quickly and easily, just like a receptionist knows how to work a switchboard.

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