Handoffs, "Going Ape," and a Favorite Book

#1: Finally handed it off (big lesson)

Last week, I was having difficulty passing off our YouTube video project - the weekly video upload for Great Legal Marketing, to be specific.

Well, we finally took a step in the right direction this week.

An independent editor, under the watchful of our in-house videographer, handled the video. This was actually his second time working on one of our videos. The previous attempt was so bad that I ended up doing the editing myself.

Here's what I realized: it is unbelievably hard to teach people rhythm and style.

In copywriting, like in video editing, one of the many hurdles you must overcome is keeping rhythm and pace. Your audience needs you to keep the story moving forward.

Same with video...

It needs rhythm and pace.

I really thought I could just show the editor some of the videos and say, "Just copy what I did." Apparently, that was asking too much.

It required me repeatedly saying, "Just copy what I did." I mean, I'm talking about five or six times emphasizing the need to do what I already did.

Why?

Because what I was doing is working.

I gave him a winning formula. He just needed to put his extra 10-20% special sauce on top of it. Don't remake the recipe. Just make it better than me.

Personally, I still think the newest GLM YouTube video is about 30% less than it should be in nontangible ways. He'll get a few more shots, of course. But I want to see the work get better in big ways over the next weeks.

#2: They really want us to "go ape" over this story

The news media is absolutely thrilled about monkeypox.

Why?

Because it gives them a threatening specter they haven't enjoyed in quite a while. They need people watch case counts increase, and this is their newest opportunity.

I see coverage starting to creep up the pages of the Washington Post.

Never forget that most of the 24/7 cable news channels pitch you on "breaking news" every single hour.

There is absolutely good reporting going on out there.

Unlike many, I believe in good journalism - that it is both vital and happening even today. There is also a lot of nonsense tossed around for views. Know how to spot the difference by asking, "Why is this story so important to report?"

Some are for journalism... some are for the view count.

#3: Still one of my favorite books EVER

Chris Guillebeau's book The $100 Startup is outstanding.

It doesn't matter if you are a law firm startup, seasoned practice owner, or a marketer inside a law firm. The book reminds you of what it feels like to be scrappy and work with minimal resources for the maximum opportunity.

I read the book almost as soon as it came out in hardcover in 2012.

Even if you don't think it is for you, get a copy for someone in your life who is thinking about starting a business or even a side hustle. Give it to your high school or college age kid who wants to make a few bucks on their own.

It's almost graduation time...

Perfect opportunity to inspire entrepreneurship with a book like The $100 Startup!