Authentic Marketing

Authenticity In Marketing

Posted on by Mike Liebensohn in Authentic Marketing, Video Production, YouTube Marketing Leave a comment

I talk about the importance of creating “authentic” videos a lot, but I just listened to a podcast where Malcolm Gladwell really nailed why this is so important. In other words, why should a business owner, non-profit, professional service provider, artist, etc want to have an authentic profile video where the viewer can get to know him and/or her people, vs just listing what they do on the website?

Malcolm says, “what people respond to as an audience is authenticity, so you want to be as unusual as you can – spend time thinking about ‘who am I’, what is the image and message I’m trying to project about the kind of person I am and how I see the world”.

You want to be as unusual as you can, he said. Isn’t that interesting?

My daughter Abby, who is as unique as they come =) Courtesy of

It might seem a little unconventional, but think about it – what’s worth more money, something rare and unique or a commodity you can get anywhere? An original painting or a knock-off made in China?

But how do you position yourself as unique when maybe you might not believe you are unique? By focusing on personalities. The great thing about you is that there is only one you. That’s what we highlight. The right “buyers” will resonate with your personality and the wrong ones will be essentially filtered out. You’ll do more business with people who are aligned with your values – people who are happy to pay what you’re worth, and the others are free to go be someone else’s headache.

To hear the podcast I pulled that quote from, go here:

Thanks for reading!


Benefits To Being In Your Own Video

Posted on by Mike Liebensohn in Authentic Marketing, Shower & Showup, Video Marketing, Video Production, YouTube Marketing Leave a comment

There are plenty of good reasons to use video in your marketing – on your website, on YouTube, on Facebook, etc. And a quick Google search will turn up MANY statistics to prove this point.

But, why not a go a step further?

If you’re a small business owner, entrepreneur, service provider (or any singular person out there who has to interact with other humans before “making a sale”) then why not BE IN THE VIDEO yourself?!

It’s a triple threat:
1. deliver the message about your product or service
2. SHOW them how it’s unique / special
3. plant the seeds leading to building a relationship with
them by letting them get to know you, the person behind the product

In other words, let people “meet you” before they meet you!

Imagine looking professional, friendly and knowledgeable in a number of videos on your website (and in web searches) … not only is it more engaging than plain old text / pictures, but if it’s done right, you’ll be reaping some of the same benefits of a “live” meeting: building trust, rapport, and familiarity.

Later, when you do meet in person or on the phone, you’re perceived as a credible authority in your industry (there’s just something about seeing people on “TV” or a stage that makes them seem more important, no?)

Sales teams & customer service people can each have their own video … so the prospect or customer knows who is on the other end of the phone.

Professionals who work by referral … these days people want to still check you out online even if you come highly recommended.

Business owners … let the customer know there’s a real person with passion and skill behind the company

If this makes sense to you, then the obvious choice is to get those videos produced in the most painless way possible, using VideoActive’s “interview style” Shower & Showup™ approach. We are the go-to company for people who want to be in their own marketing videos. It’s all we do. We know how to draw out your message in an easy, unscripted, and authentic way – even if you’re not sure exactly what your message is – even if you’re camera shy.

We do all the work, you just show up.

Contact us to set up a 5 minute phone call, where we can both quickly decide if we’re a good fit or not. There’s absolutely no pressure, just like our taping process =)

An “Authentic Mission”

Posted on by Mike Liebensohn in Authentic Marketing 6 Comments

I’ve felt kinda lost most of my life. This world and people didn’t make much sense to me. I could relate to things more than people, so I would lock myself in my room and play the guitar, work on computer programs, or build something. In school I was a loner and didn’t have a whole lot of self confidence. I would eat lunch alone, or avoid the cafeteria all together. Pretty sad, huh?

Lucky I got through it, and in my teens and twenties I adopted an attitude of “fake it ’til you make it”. I put myself into scary situations (for me), and things did get easier. I learned how to be social enough to sell myself, give presentations, navigate a cocktail hour …. but there was always a disconnect. I didn’t have a real WHY guiding me. It was like, okay, I’m gonna do these things to make money, but at some point I’ll figure out what it is that I REALLY want. I thought for years it would be music – that I would write a hit song that would transform my life – but I wasn’t even in the right place in my head to make that happen if such a song did come about. I wasn’t even in the game. I was like a ping pong ball bouncing around a room, bumping into different people just long enough for them to know my name but not develop any real connection.

But, there has been a lot of good over the years. I eventually got married, had 3 kids – they are the most amazing thing in my life – and pursued the American Dream, starting (and keeping) my own business. But something happened in the summer of 2015 that gave me a completely new perspective and set me free.

I was listening to Howard Stern interview Jerry Seinfeld (Howard is an amazing interviewer). Or maybe he was interviewing Judd Apatow who wrote about Jerry, I can’t remember, but it was about how in the Seinfeld show writing room there’s a big framed picture of the universe. It’s one from the Hubble Space Telescope, where they sent it way out into space and turned it back towards Earth. Jerry said that when he would get stressed out trying to come up with material for the show, he would look up at this picture and it would put him at ease, and put things into perspective. In the grand scheme of things, nothing we do really matters all that much. We’re just a blip. A grain of sand.

When I got home, I found this picture online, printed it out, and over the next couple weeks I would just drift off staring at it. At first glance, it’s just a pretty picture of space – a bunch of stars. But as it sinks in, you realize that it’s really billions of stars, planets, and GALAXIES – and to give some context, it would take us 25,000 years traveling at light speed just to get to the nearest galaxy! And there are at least 100 billion galaxies! The universe is so vast, it’s hard to even comprehend.

Some might get depressed about this. “Oh, it’s so sad that we’re all alone out here, and may never find life on other planets. We’re so small, we don’t matter” But here’s my take on it – and what has become a major turning point in my life – HOW LUCKY ARE WE TO BE ALIVE ON THE PLANET EARTH.

What are the chances that everything came together, so that you and I can be having this experience on this beautiful planet, 25,000 light years away from the nearest galaxy, of over 100 billion galaxies, where seemingly we are the only living, thinking creatures in existence.

We’ve won the jackpot just by being born. And I’m squandering it, feeling inadequate and “lost”?

I look at this picture every single day. It reminds me to enjoy the experience I’m having right now in this moment, and not to get caught up in trying to empty my email inbox or tackle everything on my to-do list so I can get a gold star. In whatever time I have on this planet, I want to explore my own limits and to “create the things that I want to exist in the world” (thanks to Maria Popova – I love that quote). Now I’ve got an authentic mission.

I think back to the shy quiet kid I used to be, hiding from the world because I thought I wasn’t good enough, that I didn’t belong. Now I see that I am, along with the rest of you Earth People, so very special just because I’m alive on this single planet, thousands of light years away from the nearest cluster of nothingness. And that’s pretty cool.