Car Count Daily | Edition #39
Welcome to Car Count Daily. My name is Ron Ipach, but you can call me Captain Car Count because that’s all I’ve done over the past 20 years, is help auto repair shop owners just like you to get and then keep all the top-quality customers that your shop can handle. If you’ve been with me on the previous three episodes, you know this week I’m talking all about using video in your marketing. I believe video is the up-and-coming thing when it comes to marketing your auto repair shop. It’s not new, it’s been around forever. However, most shops are not using it, and I believe it is the future of getting your customers to notice you online.
On the first video, we talked all about the importance of it. The next video we talked all about the equipment that you’re going to need, the very simple, if not free, equipment you’re going to need to record these videos. I showed you exactly what I use to shoot my own videos. Then we talked about what to talk about. That was yesterday’s video. We talked all about coming up with ideas of what you’re going to say. Now today, as promised, we’re going to talk all about shooting a good video, how to appear good on camera so it looks good and so you have a good, positive vibe about what you’re saying. This is the difficult part, and I’ll tell you, this is where a lot of people … This is the scariest part of it. This is when the cameras get turned on and you’ve got to turn on. You’ve got to be yourself. You’ve got to be actually more than yourself, and I’ll explain that in just a little bit.
Before we do that, I want to make sure that you’ve got the right setting to record a good video. What I mean by the right setting is you’ve chosen your camera … Like I said, just your mobile phone is more than good enough. I want to make sure that you’re in a good location with a good backdrop behind you, so if you want to be in the shop, or outside your shop, or walking down a trail like I’ve done on some videos. Find a good, interesting thing so that people will be a little bit more engaged with you as you’re talking. Right now I’m in my boring office here, but sometimes a boring office is just fine.
The next thing is you’ve got to make sure that it’s a quiet place, that you can get your voice into a microphone. If you’re using your cell phone, make sure your voice gets there, or use some sort of a microphone so that your voice gets picked up. Finally, make sure there’s enough light. Again, the light needs to be in front of you, not behind you. If it’s behind you, just like I showed on yesterday’s video, you get really dark and the emphasis is behind you, not on you. You want everybody focusing on you.
What do we need to do? We choose the subject, we’ve got the right location, we’ve got the equipment, we’ve got everything ready, now what do we got to do? Well, first and foremost, you’ve got to get rid of that robot. What do I mean by that robot? A lot of people, if you look at them on video … This happened to me, too. I’m a lot more natural on the videos because I’ve done hundreds of them. The first few videos that I did, I looked like a scared robot. You know, the eyes wide open, I’m talking really slow and monotone, and I wasn’t moving. You kind of see the difference in this versus the way I am now. You see my arms moving, you see me rocking back and forth. You have a lot more expressiveness to your voice. That helps a lot to get your message out.
The funny thing is, you’ve heard that the camera adds 20 pounds to you? Well, it also adds tons of boringness to you as well. It amplifies everything. You could talk normal, and you’d come across very, very boring and very slow. In order to appear more natural, you’ve got to get loose. Everybody has their own thing. Sometimes I jump up and down and wave my arms around, get my heart rate up a little bit, so that I get loose. You don’t want to be this stiff, scared, deer in the headlights look on there. You’ve just got to be natural.
A lot of times, it’s a matter of you being a lot more animated than you normally would. I don’t talk like this. My arms are not moving all over the place normally, but I find, for me, it helps get me a little bit more animated so when I watch my own videos, I realize I just seem normal. I don’t normally talk like this, so it helps me get my message out. I speak faster on the videos than I would normally speak. If you speak the regular speed, it’s slow and boring. You want to amplify that speed. You want to go quick, because again, these videos are not 15, 20, 30 minute animated features. You want to get them done in just a few minutes.
Now, this video is taking a little bit longer because I have to give you some instruction on there, but the videos that you need to produce for your shop? Two or three minutes, tops. That’s all they really need to be. You want to keep it short and sweet. If they wind up going six or seven minutes, split them into two or three different videos. Again, more videos that you have up online are going to help the search engine results and you’re going to get found a lot more, because now you have three times the amount of things online. It doesn’t look for how long those videos are, it looks like the videos are actually there.
You want to make sure you get loose, you get a lot more animated, get your heart rate up, talk faster than normal, and then practice. You’re never going to get the thing perfect the first time. I rarely ever get my videos perfect the first time. The thing that’s really cool about recording videos, there’s this delete button. If you screw up, press the delete button and get rid of it. Nobody has to see that disaster that you had. You can record 10 or 15 videos for nobody else to see it other than you, or you and a trusted source that’s going to let you know, “Hey, you look really crappy.” Somebody that’s going to tell you the truth instead of pat you on the back and say, “Oh, that’s perfectly fine.” Meanwhile everybody else is thinking you were really crapy on there. It’s okay. Just record them, watch them, get used to hearing your own voice. People hate hearing their own voice, they hate seeing themselves on video. You’ve got to get used to that, because you’re your own biggest critic here.
Just practice and practice and practice. Hey, when you nail one, keep it. That’s the one you use. In the beginning you’re going to go through this, it’s going to seem a little frustrating. Hey, stick with it. Stick with it, but respect other people’s opinions that you trust. If they say, “It’s fine,” if they say, “That’s the way you look, that’s the way you act,” that is great for you. Go with it. They’re not there trying to hurt you.
That’s what you want to do. You want to make sure that you’re not that scared, stiff robot, that you come prepared with some ideas. Look, I’ve got some … You don’t see these, but I’m going to let you know the behind-the-scenes thing. I have some notes right here. Woo! Here are my notes! I just put them right there up on my computer monitor, because that’s what I’m using right now to record this. Every once in a while you might see me glance up a little bit, or maybe you don’t, or maybe now you will see it. I’ve given away my secrets. It’s just a little word here or there that reminds me of what I need to talk about.
That’s it. Get it recorded and get it up online, which is what we’re going to talk about tomorrow: getting it online so it gets found, so it helps your search engine results, so it helps your prospective new customers find you, and gets to really start working for you. We’re going to talk about that tomorrow.
I really hope you’ve been enjoying everything that we’ve been doing this week on this five-part series of using video in your marketing. I’m enjoying the heck out of recording these things. Let me know about it below. Drop me a line. Look, if you know other people that are in the auto repair industry that could benefit from watching these videos, please pass this on. Share it on Facebook, forward the email that we sent you that maybe got you to watch this video. Forward that to all your friends, because that’s why I’m doing this. I’m doing it to help auto repair shop owners get and keep all the top-quality customers that your shops can handle. I love doing this. I love getting out there and letting everybody know some really simple, easy ways to start filling your bays.
Again, let me know about it below. I appreciate your comments.