Finding your video voice

Unless you've been hiding under the bed for the past 10 years, you'll know just how important videos are in marketing your tourism business. Not only are they an engaging and economical way of conveying the sights and sounds of your destination, they can also skyrocket your visibility and get your audience feeling like they know you. All of which leads to a bigger audience and more bookings. Win-win, eh?

Except – it's not that easy is it? Having had 'make more videos' on my to-do list for some time now, I've struggled with all the usual blockers, including:

• hating the way I look on camera (where did all these wrinkles come from?)
• worrying about the hours I'll spend on editing
• getting tied in knots with tech

I'd resigned myself to putting any video plans on the back-burner until one day, as if by magic, Ashley Griffiths ?? appeared on my LinkedIn feed. As a confidence-on-video coach, Ashley is absolutely brilliant at nailing why so many of us fear getting in front of the camera and (in his characteristically inspiring way) suggesting how we can deal with these fears, and – in his own words – 'lose the cringe, bring your personality out to play and become CAMERA AWESOME!'.

I knew Ashley would have loads of invaluable advice to share, so I wasted no time in inviting him on Tour Pro Talks. To my delight, he accepted. Ashley is so sincere in his quest to embolden business owners and this, along with his enthusiasm and humour, makes him a delight to listen to. I strongly recommend watching the replay of last week's live if you haven't already done so.

"Lead with personality because it acts as a filter. It filters in the people that think, 'Oh, I like their vibe, I could imagine being on a tour with them.' And it also repels those people that think, 'Nah, not my type of person.'"

We covered loads of ground in just over 30 minutes: the following list is my attempt to summarise Ashley's key points.

1. Ditch the perfectionism: Ashley suggests tricking your mind into thinking you are recording a live video. This is hugely effective (I know, I've tried it!) as it will prevent you from stopping and re-recording every time you make a minor error. It'll save you time, and it'll make your delivery sound more natural too.
2. Lead with your personality: Ever noticed yourself sounding a bit robotic on video? If so, this tip's for you. When you record a video, imagine you're speaking directly to someone you know or an ideal client. If you do this, yoi'll be guaranteed to sound more natural and personal.
3. Keep it simple: Ashley advises against obsessing over high production values or professional editing, especially when starting out. Your run-of-the-mill smartphone is more than capable of creating a good quality video that effectively communicates your message. And ultimately, content that resonates with your audience is more important than how slick your editing is.
4. Go live: Although the thought of going live can be terrifying, live videos can actually be more engaging than pre-recorded ones. Audiences love them, as they capture real, raw moments that are far more relatable than pre-recorded perfection. And again, it's a great time-saver, as you can say goodbye to multiple takes and hours of editing.
5. Be yourself: It's really hard not to compare yourself to other video makers, especially on image-conscious platforms such as Instagram where it sometimes seems that everyone is younger/slimmer/better-looking than you are. Ashley stresses the importance of simply showing up and being yourself. Being yourself will attract your people. It might repel those who aren't a good fit, but you wouldn't want to work with them anyway, would you?

"It's not about fitting in, you know, the moment you go into that energy of trying to fit into a box, a box of someone else's creation is the moment you diminish your energy."

So, what's stopping you from making videos a key part of your marketing strategy? (That's not a rhetorical question, I want to know!) If it's insecurity about how you look or anxiety about time spent editing, I hope that Ashley's advice will have convinced you to give video a try.

If you don't already follow Ashley on LinkedIn, I totally recommend you do. His posts, photos and (of course!) videos never fail to make me smile and give me something to think about.

And, just a wee reminder about this Thursday's Tour Pro Talks, where I'll be speaking to German teacher and tourism expert @Da. Daniela helps tour guides and tourism professionals learn the conversational and storytelling skills they need to interact appropriately with their German-speaking clients, no matter their language level. If you've ever considered learning German (and even if you haven't) please join Daniela and I as we discuss all things German language and culture-related.