I was excited to hear about our long-lost cousin’s business. I found myself impressed with the quality of the company’s work, nodding my head with the points that he was making about branding, image, and reaching your customers, etc. However, midway through the presentation, he said: “No one reads anymore. Video is now the only way to reach your customers.” Wait, what? A couple of people sort of glanced at me. (Maybe that was my imagination.) I felt like I was on the spot for a second.
I considered this to be somewhat in poor taste since I had already introduced myself and what it is that Solidus does, i.e., work with words to help businesses craft their messages.
Are we really a culture of morons? I know that I'm a little outside of the norm when it comes to reading and writing, but really? No one wants to read anymore? Not at all? It’s true that writing, especially for mass audiences, needs to be done simply and succinctly. According to some studies, the average reading skill level was estimated to be at around the 8th to 9th grade. I think it's actually lower than that, but that doesn’t mean that people don’t read anymore. It just means we’ve had to change the way we write for different audiences. And FYI, people have to read when they watch videos/commercials all the time.
When I pitch to potential customers, I would never cut down another form of content marketing (especially not when a videographer is in the room, wink, wink). Like I said, we’re all part of the same family. For me, this business is about how to help other businesses succeed by doing what we do. That means working together to find the right mix of content and promotion, no matter what form it may take.
Solidus works in conjunction with all kinds of other content providers, including video production companies! Can’t we all just get along?
My advice overall: Be careful who you’re dissin’ because you never know who you’re going to offend.
By Emily Trask