Jonathan Creek - Like, Comment, Share, Buy: The Beginners Guide to Marketing Your Business with Video Storytelling

like, comment, share, buy

jonathan creek

First published in 2021 by John Wiley & Sons Australia, Ltd

42 McDougall St, Milton Qld 4064
Office also in Melbourne

Typeset in Garamond Premier Pro 11.5pt/14pt

John Wiley & Sons Australia, Ltd 2021

The moral rights of the author have been asserted

ISBN: 978-0-730-39001-5

All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above.

Cover design by Wiley

Cover Image: Tamara Midonova/Shutterstock; Giamportone/Shutterstock

Internal control graphics: lilipom / Getty Images

Disclaimer
The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

To my beautiful wife and my daughters, PK and EZ,
for your unwavering support while I chase my curiosities.

This work is as much yours as it is mine.

Perhaps you've grabbed this book because you want to find better ways to capture moments and create milestones, both personal and professional. Or you want to learn how to create better video content to advance your career or draw you nearer to family and friends. The great news is, whether you want to create videos that win more heart share at your place or greater market share in the professional space, you have an invaluable resource here that will help you be more resourceful in this endeavour.

It's clear that video today is the go-to medium for capturing moments and projecting messages in every sense. Indeed, nothing offers a professional or their business greater cut-through than video. Ever since smart phones gave everyone the capacity to be a videographer and YouTube provided the perfect platform to be a broadcaster, video content has grown exponentially across the globe. And professionals and influencers have increasingly looked for ways to generate brand awareness with enhanced video content.

Consider these compelling numbers for a moment. More than 500 hours of video is uploaded on YouTube every minute. That's more than all of the video content on Facebook and Netflix combined being consumed every day. To stand out in this overpopulated space presents a daunting challenge. Yet the knowledge that more than 1 billion hours of YouTube videos are consumed every 24 hours across the globe compels us to enter and attempt to make an impact in this crowded space.

You are about to learn a powerful formula that, once applied and followed, can help you create an emotional connection with your audience and spread your message, product or brand at the speed of a click'. The principles are extremely easy to learn and even easier to implement. That's because they are introduced by an absolute expert in the field. Someone who has dedicated a fair chunk of his professional life to discovering the code that makes certain videos go viral and has simplified its application, enabling you to reach well beyond your local network. I'm certain that once you understand the Spread Factor that underpins all of Jonathan's work, you will never look at video content the same way again!

Jonathan Creek is a true educator who possesses the rare ability to take a complex message and make it simple enough for anyone to understand. I have seen him hold the emotional connection with audiences at major conferences, as well as smaller groups, as he shares the nuances of his time-tested formula. He will coach you through the same principles as you work through this book. These principles have helped thousands of people reposition their business, widen their audience reach and monetise their networks. I have personally benefited from Jonathan's teachings in all of these areas, and gained a friend in the process.

The real gift of Jonathan's work, as I see it, is that while his fundamentals work when fully applied, you don't have to change who you are, or pretend to be something you're not, to ensure your videos soar into the social media stratosphere. At the heart of Jonathan's message is the key ingredient of authenticity. The world needs more authentic people crafting value-added content that forms a positive emotional connection.

Many people search YouTube to find out how to do things they have never done before. In Creeky, you have found a coach who will enhance your video methodology one lesson at a time to a level you've never reached before. I hope you find this process as powerful, beneficial and rewarding as I have in the past, and as I continue to do every day.

Rik Rushton, author of The Power of Connection

Without a plan your videos are
simply a mash of pretty pixels
and white noise.

I know this is a big call butthe internet needs saving, and I need your help to do it.

But before I ask you to surrender your old ways, to start thinking differently and lean into the possibilities that exist on social media, let me frame the real problem.

Video executed well can change your life; after all, as I'll lay out in this book, it can be the most powerful content on the internet. Video done poorly, though, can bury your business.

The problem is that while everyone has access to video-making tools these days, most don't know how to take advantage of it. There are too many Karens and Darrens sweating the small stuff, too many politicians pushing agendas, too many big-brand sales guys and girlsjust being pushy. The internet is drowning in boring, vanilla, corporate videos that fail to inspire, connect or convert anyone.

These types of videos are clogging newsfeeds, and this doesn't make for a great user experience. Big brands, big business shouldn't be able to win the internet (or ruin it) simply because they have bigger advertising budgets. And people who make hundreds of videos a day shouldn't be able to dominate the space based on volume alone. To save the internet, it needs to stopthey need to be stopped. This is where you come in, and where this book comes in. Sure, making videos is important work, but you need to go about it the right way.

I don't know about you, but I love a good underdog story. When I was writing this book and thinking about my readers, it was the underdogs I had in mind. In every chapter I found myself coming back to the same challenging question: How can I help an entrepreneur or small business owner, armed only with the smartphone in his or her pocket, take on the big players with multimillion-dollar budgets in their space?