With classic marketing, customers can hardly be reached anymore - their needs are constantly changing in the digital world. Companies can only permanently inspire their consumers for a brand if they acquire skills that allow them to react quickly. This includes technical expertise, but also skills to give a personal touch, a face to the entrepreneur or the company. In this context, however, I repeatedly find that people particularly fall into barriers when they are in front of a camera or, even worse, when they are supposed to present something in front of a video camera. However, entrepreneurs are facing the challenge in the digital age - Marketing.4 - of spreading their expertise, personality, and company digitally and above all virally. And the most current market requirements are video-format publications, no matter in which channels they are marketed. This is a problem! Because body language outweighs content and fear outweighs words! It is not uncommon for video productions to become a personal disaster. And to make matters worse, valuable resources cannot be convincingly presented in quality: Trust, credibility, competence, visibility, virality! Paper is patient, but the camera is ruthlessly honest! And so, it happens that not a few entrepreneurs postpone the implementation of their digital and viral marketing indefinitely. Unfortunately, we live in an exponentially digital age where it is already difficult to keep up, as the saying goes: The last one gets bitten by the dogs. This is a dilemma, I know, so here are some backgrounds that may help you understand the general barriers in front of the camera in the first place.
From an archaic perspective, we have been creating barriers for 500 million years
Barriers for protection or demarcation, triggered by mostly unconscious impulses, revolve around overcoming proximity, fear, and distance: Here, the primal patterns of our ancestors repeatedly come to light. Why is that? Why do we create barriers with our body language? Quite simply: Because systems that have proven to be good and important in our body, and thus in our body language expression, have not evolved away! After all, it is about the function-preserving basic systems of our body, which cannot be missing or subject to deliberate manipulation from this understanding alone. Let me digress a bit here to outline complex issues in simple words. The human brain can be understood as a three-part and two-part brain model. Only the interaction of the three or two brain hemispheres can ensure the interlocking processes of perception, thinking, feeling, and ultimately acting. The brainstem, also known as the reptilian brain, is the oldest part of this complex structure. It evolved about 500 million years ago and is primarily responsible for controlling unconscious but life-sustaining functions. So, when an action from a reflex is understood as an archaic action that in turn triggers an archaic counter-reaction - here, with 55%, lies the root of our purely reflexive nonverbal language and expressions. Above this brainstem - brainstem/reptilian brain - the Limbic System developed about 200 million years ago. This brain area is responsible for controlling emotions such as anger, joy, liking, or disliking. Accordingly, here lies the inspiration, the motivation. In an archaic sense, the limbic system is the root of paraverbal language, the sounds, scientifically described at 38%. About 50 million years ago, the youngest part of our brain developed, the Cerebral Cortex also known as Neocortex. Only this part enabled the limbic system to link external information and impressions with experiences and memories and establish a connection between emotion and memory. The cerebrum is our memory. As a storage of our experiences and memories, our consciousness lies here. However, it is also responsible for our conscious thinking: logical, abstract, reflective, and analytical. At the same time, the cerebrum is the source of our self-awareness. Human language is rooted in the cerebrum, scientifically proven: with only about 7%.Our great abilities that we experience daily, such as perception, feeling, thinking, and acting, arise only through the interaction of these three parts of the brain:
- 55% Brainstem = nonverbal, originally unconscious
- 38% Limbic System = paraverbal, originally unconscious
- 7% Cerebral Cortex = verbal, conscious
