Element 2 – Authority
Two questions get asks when your visitor hits play on your video. First question is “Why should I listen to you?” The second is related, “How long is this video going to be?” There is a split second subliminal calculation that your visitors factor in when deciding to give you the time to communicate with them.
Authority timing are funny things. If you explain to people why they should listen to you, they will give you time if you meet their expectations. The more you surpass their expectations (higher authority) the more time they will give you. Let’s take a look at how to leverage your authentic self into authority that translates into more views, more subscribers and more people into your funnel.
Authority starts from the beginning. Your Channel art and branding needs to be consistent throughout your funnel. Your channel icon should be a representation of your logo. Your channel art should be a larger but representative image of your brand. Any mixed signals your viewers get will confuse them and “a confused mind says no”.
Your graphics intro should be representative of what your message and brand are. Simple 5-10 second intros go a long way to establishing your brand authority. Matching lower thirds (graphics at the lower third of the screen with name and title) also add to your authority.
All these branding measures are essential (I call this Authority Bling) but fade in comparison to the main authority statement of who you are. Your statement of authority is critical in helping viewers answer the question of “why should I listen to you?”
If you were to get on a video and tell people “Hi, I’m going to show you how to make a lot of money this year”, viewers may or may not keep watching. If you include your Authority statement, you just about guarantee viewers will glue their eyeballs to the screen. Here’s how to add your “Authority Statement“.
Elements of your Authority Statement
- Who you are
- Authority claim
- Solution you are providing
“Hi, my name is Janet Santutch and I have helped 17 men and women become millionaires in just one year – and I want to help you too.”
This statement adds the credibility of Janet’s achievements (17 students have also done it) and she is now someone worth listening to. Let’s look at some more examples:
“Hi, my name is Peter Smith, author of the book – Become a Pro Golfer – and I have some tips for you.”
OK! Pete is an author and authors in the USA are considered experts in their fields. Writing a book gives you instant credibility and authority.
“My dog chewed up everything in site until I taught him this simple trick.”
This is classic ‘Problem/Solution’ and gives the speaker instant authority because he discovered a much need solution to a common problem. Let’s look a one more:
“My name is Jimmy Jones and many people consider me the opt-in king.”
This is so-so because the ‘many people’ is a wishy-washy figure. I think you could easily turn this around with some added humor:
“My name is Jimmy Jones and some people consider me the opt-in king, (awe shucks manner) I don’t know about that but after I show you this trick, I’ll let you decide.”
When I was starting out I had 20 years of industry experience and my objective was to answer people’s questions about video. It still is a driving force for me even today. But back then I had no “internet cred”. While I was wondering how to brand myself, I saw a builder who had a column and a website called Ask The Builder. BINGO. And that’s how Ask Mr Video was born.
“Hi I’m Perry Lawrence, Mr Video of AskMrVideo.com and I have a tip to show you…”
Put a MR. in front of anything and somehow it just works! Just like Queen, King, Master, Meister, Guru etc. etc. But, as you can easily see, these can get cheesy!
If your goal is to drive people to your YouTube channel, all this Authority Bling works together to create an experience. If your brand is already very strong, you don’t need to say who you are each and every time.
Here are some great examples of well branded authority sites.
Brendon Burchard’s channel is fantastic. His videos are consistent and his authority, (without saying who he is) shines through. He uses his “Did I live” quote on his channel art – which sums up what Brendon is all about.
Smosh has made great use of their thumbnails and their brand ID is strong and consistent throughout.
Other authority bling
Other bling you can use to establish instant authority (remember, viewers sum you up in seconds).
- Wear industry appropriate clothing
- Office decor that fits your profession
- What else? What do you think? How can you add authority to your series for a successful video campaign?