In case you missed out on the Small Business Supercharge in May this year, we’re pulling some highlight moments from the day to share!
This Week: Sheryl Plouffe and how to Overcome the Biggest Problem Entrepreneurs Face
Entrepreneurs face one overarching issue: Obscurity.
Grant Cardone talks about this in his book, but the biggest issue most entrepreneurs face is that no one knows who they are. There aren’t enough people who recognize that they’re around and can do a much better job than the generic chain brand. Which is why visibility is important, and the best strategy to conquer this problem.
The goal of visibility is to get to a place of omnipresence and authority.
That’s why the biggest compliment someone can pay to me is to say “Sheryl, it feels like you’re everywhere!” Because that’s exactly what I’m going for. It’s what all entrepreneurs need to go for.
Because if you are everywhere, you suddenly become the authority in your field. Then it just snowballs. When you’ve been positioned as an authority, leader, and resource in your industry, great opportunities come your way. You end up with more exposure, more views, more eyeballs on you, and ultimately more clients.
The best avenue to visibility is by putting video content online.
And there are two primary types of video: livestream and pre-recorded video.
Ultimately, businesses need both. But it’s best to start with livestreaming. I used to tell people to start with pre-recorded video, but here’s why I changed my stance and teach my clients to start with livestream first:
Last year, the pandemic gave me a bit of an epiphany.
The thing about pre-recorded video, is that it needs post-production which requires a certain skill set. Anyone can acquire that skill set, since even I was able to learn how to do post-production. But acquiring it requires time and practice, and post-production requires time. For most small business owners, time to learn and practice is not what we have. Especially in a world that is so rapidly changing and has gone so far online. It’s important to get online as fast as you can, and be present. Which means livestream is the best option for most business owners.
Now we’ll talk about the elephant in the room: Being on camera.
Being on camera is very uncomfortable for most people. I hear people so often saying “I don’t like being on video, or feel comfortable on camera.” And here’s the thing that is going to help you to feel comfortable on camera: just doing it.
“Practice being on camera” is probably not what you wanted to hear, unfortunately. But the good news is that it’s ok to not like that, and it’s ok to be nervous. It’s not an easy thing, and it is there forever which is scary. But there is no other way to get good at it. And I should know: my first night on national TV, I got so nervous I thought I had ulcers.
But I’ve taught a lot of people about camera performance (journalism students, clients, etc). And the one thing I never tell them is “don’t be nervous.” If you try to squash that fact, it’ll just get worse. Instead, own it.
Tell yourself “I don’t love this right now, I’m feeling nervous and a little queasy, but I’m going to do it anyway.”
I know, you’re thinking “Why would I put myself through that?” Because it’s a means to an end.
If you really want to grow your business and overcome the biggest problem entrepreneurs face, you need to be getting visibility. Which means you need to own up to the fear and do it scared. Because if you let fear dictate your actions, it will control you. Fear will stop you in your tracks, and you are the only person who can decide to do it despite being afraid.
There isn’t a magical pill we can swallow to overcome the fear and make our videos perfect. And perfection isn’t even the goal. Getting on camera, going live, getting visibility, is about progress over perfection.
Business owners tend to be perfectionists, I know, I am one. And perfectionism will raise its ugly head every single time. But it will never allow you to be happy, which is the goal of visibility: to create a growing business that helps you live a happy life.
Don’t aim for perfection. The TV Broadcasting world is full of perfectionist pressure, you’re going to have to fight to keep your head on straight and overcome the fear. Because it’s never about perfection.
It’s always about making progress!
About the Content Creator:
Sheryl Plouffe is a video coach, virtual video producer and former Canadian TV broadcaster. She has been seen by millions over the course of her twenty-five-year career in news media, has produced thousands of videos, and has broadcast over 20,000 hours of live television. Sheryl lives and works in Ontario, Canada.
About the Ghost Writer:
Susannah Scheller is the Technology Director and Engagement Curator for Grow Disrupt, and was the first permanent hire made by Stephanie! She has spent countless hours studying the world of business under Stephanie, and has over 5 years of experience in content creation and Technology Execution. Having recently completed her Bachelor of Music, she has begun devoting her focus to the creation of content that helps to support small business owners company growth the world over.