Published in Investor's Business Daily on July 30, 2021
Through his videos and blog posts, DeVore says he tries to give perspectives that set him apart from other advisors.
"It can be refreshing and intriguing for someone," he said. "I think that builds trust because I can lay out my beliefs and if someone agrees, it can make sense for them to reach out."
For DeVore, who has produced video content for nearly a year, the process flows smoothly. Each weekly segment, which he calls "Two Minute Tuesday," takes about 45 minutes to develop from start to finish.
He selects a timely topic, such as tax filing tips, on Monday evening. The next morning, he records the video on his phone, edits it on his computer using iMovie software, downloads it and distributes it to Twitter, LinkedIn and Instagram. He usually gets between 500 and 1,000 views.
Consistency drives viewership, DeVore says. Staying top of mind gets easier when you crank out regular video content that anticipates and addresses the audience's concerns.
While production values are important, authenticity matters even more. DeVore dresses casually and strikes an informal, conversational tone.
Recently, he integrated graphics to enliven the video. When mentioning a news story, for example, he showed a headline from an online article.
Following the advice of Gary Vaynerchuk, a digital marketing whiz, DeVore has added subtitles to his videos. This way, viewers can read DeVore's comments if the sound is off.
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