Some people think that their social videos have to be perfectly scripted before they put them out there. 

They've got to be written, drafted, rewritten, redrafted. Leave it a night and come back to it. Get it perfect, get each word just so. Then and only then you record the video and get it out there.

But that's just not true.

I totally get that thinking because it's completely natural to want everything you put out there to be perfect and to be just so. And also, if you're looking for a tool to speed up the process of social video creation, the vast majority out there, they tend to be teleprompter apps where you have to write the script and put it in and then read it back in an autocue way.

So there's a couple of problems with that. In the first instance you haven't got time to make everything perfect, especially if you're a purpose driven business owner. You've got things to do. You want to be spending as little time doing marketing stuff as humanly possible, so you can focus on doing what you're meant to do, which is helping your audience get through their problems.

In the second instance, even if you do have the time to write out a script - which takes forever by the way - if you're trying to do it regularly, you end up having to get it into a teleprompter. And that's fine. It's fine, but you give up a lot. As soon as you write something down the editing side of your brain is like; how do I make this better? How do I make this read well? How do we do this, this and this? And the more you redraft it - unless you're an incredibly skilled writer who's put a ton of time into it - the more you redraft it, the more you lose that authentic spark of your voice.

It's called in the writery world 'first thoughts'. These are what you just spark up instantly without having to self edit or run it through your internal filter. That's what you want. 

"That's the true authentic spark that will resonate with your audience. That's what your audience will respond to."

And the more you write something, the harder it is to keep that in. So the ultimate negative effect of this kind of entire way of thinking is that you risk never sparking that real emotional connection with your true audience.

So ultimately where social video is concerned (and I'm not necessarily talking about blogs here. Blogs, they should be crafted. I've got massive respect for people who write brilliant blogs. It's fantastic. It's something that I struggle with. It takes me forever)

"You need to get that authentic spark and get it out there. Otherwise it's game over pretty much."

Or is it? Because the plot thickens...

What you need is a content framework that guides you

So it's all fine for me to say, "hey, go and be authentic on social video". But there are some serious little challenges there. Because ultimately - it's hard to know what to say and how to best say it. And that's before you get bogged down in the technical headaches (or should I say heartaches) of actually making and posting this kind of content. What you need is a content framework that's made up of prompts and questions that will draw out that authentic spark from you and help you structure it in a way that makes you into a great storyteller.

It's no good just going on Facebook Live and rabbiting in on for half an hour about loads of stuff. You have to make sure you're saying the right things in the right way, at the right time. But those things you say do have to come from you, so it's a real balance to walk.

But if you can find that tool, the right framework, the right questions, the right prompts that don't make you do too much work, but also don't ask too little of you. Then you're kind of off to the races.

This authentic content can then easily be turned into the heart of your content creation strategy

And the fun bit is if you can find that tool and get those thoughts out of you in a structured way, they can then be turned into a blog by a standard writer because they will have more authentic tools to work with. The building blocks they get will not be focus grouped and kind of over-edited and self rationalised over and over again. It'll be something that's fresh - something that your competitors don't have.

The writer can then turn that into a blog.

The designers can then turn that into pictures and, you know, infographics, anything.

So really, if you crack this, it can become the nucleus of your entire content strategy game. Why make it hard for yourself?

Just find a way of channeling that spark, then let other people do the menial, boring stuff.  You get back to the business of just being brilliant at helping your audience.

And that's what you want, right?

Want to learn more?

So if you'd like to learn more about this way of thinking, and if you like the idea of putting less boring legwork in to this marketing game and spending more time actually helping your true audience, maybe head over to because we're working on some stuff that that I think you'll find interesting.

See you soon.

Let's connect!

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