David Hoffman is a communicator, storyteller, and communications consultant who has been working in various fields for decades. Although he started as a traditional filmmaker, today he tells his story on a very modern platform – YouTube. With nearly 350,000 subscribers on his personal channel, David has told stories in just about every way imaginable to varied audiences. On this unique episode of Marketing Trends, he talks about how to build an audience, navigating the treacherous use of keywords and algorithms and where he thinks the film industry is going.
- To achieve success, you have to stop talking about yourself and start talking about the audience you’re trying to reach.
- Marketers need to be able to respond to things quickly. If you aren’t watching, observing and reacting, you aren’t doing your job.
- Your content needs to tell a story and emotionally connect with your audience. If you aren’t storytelling and connecting with them your content won’t resonate
“If I were a marketer listening to this show, even if I had spent months or years setting up my brand, it’s colors, the narrative, the feeling of the music. Change it!”
“A man who repeats himself is a bore.”
“I said, first of all, you’re selling railroad engines and nuclear power plants in the same library. That’s crazy. Second of all, you’re not paying any attention to what people are saying in the comments. This is a commentating network.”
“Don’t produce expensive videos when the audience is looking for a good price, because if you produce an expensive video, they think you put in a lot of money into marketing, which you’re making from the profits.”
“Stop talking about we, and start talking about you.”
“If you’re talking we, we, we, and not you, you, you, you have a problem. They have a rare opportunity to see if you’re credible.”
“The algorithm is now constantly looking for who might like what you are saying and it’s adjusting constantly based on things that occur. It’s trying to find connections, which is absolutely brilliant.”
“Size doesn’t matter. Success rate matters.”
“The B2B space, as many people are searching YouTube as Google. Now that wasn’t the case five years ago and we all know that B2B wasn’t really a YouTube world. YouTube was an individual’s world with corporate advertising.”
“Video has an emotional component. Words don’t have an emotional component.”
“We are in an audio world. Video adds something if you want that, but really it’s the audio and video is an add on.”
“We have eyelids but we don’t have ear lids, so what focuses us? And what are we focusing on?”
David Hoffman is a communications disruptive innovator (a winner of the Tribeca Disruptive Innovation Award). He is a veteran documentary filmmaker with more than 150 network television shows and series, 5 documentary feature films, and hundreds of corporate, educational and short subject films to his credit. He has won just about every major national and international film award. Some of his films are viewable here.
He’s also a corporate communicator who has worked to help individual corporate leaders and companies to communicate their products, services and values to their target audiences. His clients have included AT&T, United Technologies, Sony, Google, and Amazon among the Fortune 100, as well as numerous startups. He is considered a YouTube and Google Adwords “guru.” He has helped companies and individual content creators find their audiences on YouTube and he has more than 60 million views on his YouTube channel where clips from his work are shown.
He speaks regularly at conferences and at film schools such as Johns Hopkins, the Columbia School of Journalism, and Hampshire College, among many others.
In creating and supervising LabTV mini-documentaries, Hoffman is experimenting using extremely lightweight equipment to create what he calls “one-man-band films.” Hoffman has also created a style that allows each individual land researcher to shine and present themselves in ways that motivate.
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