Using Video to Generate More Referrals

Using VideoIn two years Cisco Systems estimates that 80 per cent of all consumer information on the internet will be in the form of video. Advances in technology recently have made it easier for people to watch live events, user generated videos, entertainment, and informational videos on any device.

So if you’re in business, you ought to be thinking about using video. In my conversation with Ron Harper of Videos on Your Website, you’ll realize that your business story told effectively can be a great referral tool.

WHAT YOU’LL LEARN FROM RON HARPER OF VIDEOS ON YOUR WEBSITE

WHAT TYPE OF VIDEOS WORK WELL FOR BUSINESS?  (1:19 in)

In Ron’s words – The number one thing is testimonials. The other thing is overviews of a company. You can explain what it is you do and why you do it.

Insight – Your overview message should not be presented as a commercial. You’re seeking to build trust, not sell your products and services.

WHAT ARE THE INGREDIENTS OF A GOOD VIDEO TESTIMONIAL? (4:35 in)

In Ron’s words – I think number one is transparency. You have to think about what are the questions your customers might be asking you.

Insight – Great testimonials are emotional stories about how the business helps solve a problem or produce a solution that satisfies the customer’s need.

HOW LONG SHOULD BUSINESS VIDEOS BE? (6:41 in)

In Ron’s words – The key metric is about 3 minutes and 45 seconds.    

Insight – Length is not as important as the message you’re presenting. Make sure that your video will deliver what is promised so when it is clicked on to be seen, the viewer won’t be disappointed.

WHAT ARE YOUR RECOMMENDATIONS FOR VIDEO DISTRIBUTION AND OPTIMIZING FOR ONLINE SEARCH? (8:07 in)

In Ron’s words – On my site I have a mixture of those that live on my site and those that live on YouTube depending on what their function is going to be in the website navigation. With Facebook, upload your videos natively.

Insight – Remember that search engines can’t read video. Having words on a page related to the video are important for proper indexing. More of your videos will be shown on Facebook if you upload them directly, not as a link coming from YouTube.

THE COST OF PRODUCTION CAN SCARE PEOPLE. SHOULD THEY BE SO CONCERNED? (11:50 in)

Insight – Simple professional production mixed with DIY videos can be very effective. Consider spending some money on development of a formula and a storyline for producing videos that you can replicate on your own if you can’t afford a professional. Whatever you do, make sure in using video that yours don’t look amateurish.

IN WHAT SITUATIONS WOULD BUSINESSES FIND THE USE OF FACEBOOK LIVE TO BE SUITABLE? (14:05 in)

In Ron’s words – I look like at Facebook Live sort of like Headline News. Make your followers feel like they are a part of something.

Insights– Effective Facebook Live content could involve some community activities you’re involved in, not just something specific to the businesses products or services.

WHAT ARE THE ELEMENTS OF PRODUCING GOOD VIDEO THAT CAN’T BE LEFT OUT? (16:01 in)

In Ron’s words – The most important thing about video is audio. You’ve got to have good sound.

Insights – The other essentials in using video are a stable picture that is lit properly. Use a tripod to stabilize your picture. Make sure that your subjects on the screen aren’t bathed in shadows.

Invention Protection from Preying Vultures

Protecting Your InventionAll of us at one time or another have probably thought about creating a product or inventing a process to solve a problem. The United States Patent Office receives more than six hundred thousand applications for invention protection each year.

Equally as great is the desire to police and protect existing patents.  Llitigation costs on the resolution of a patent challenge will often run into the millions.

Let’s find out what we should know about patent applications and protection to keep preying vultures at bay.

WHAT YOU’LL LEARN FROM GREGORY AHRENS, INTELLECTUAL PROPERTY ATTORNEY AT WOOD, HERRON & EVANS LLP

WHAT SHOULD AN INVENTOR DO BEFORE APPLYING FOR A PATENT?  (1:22 in)

In Greg’s words – Documenting their invention and the process they’ve gone through to come up with the invention and secondly some preliminary research to determine what other patents or prior inventions already exist.

Insight – The status of what currently exists plays a major role in determining the viability and scope of a patent. The first inventor to file, not when it was invented is key.

HOW LONG DOES THE PATENT APPLICATION PROCESS TAKE? (3:18 in)

In Greg’s words – It can take from several weeks to a couple of months.

Insight – The timeline depends upon the complexity of the description and drawings as well as the investigation into other patents or applications similar to the one that is to be filed.

ARE THERE LIMITATIONS TO A PATENT’S INVENTION PROTECTION? (3:58 in)

In Greg’s words – The term of the patent is 20 years from the original filing date of the patent application. The patent may have broader or narrower scope depending upon what other patents and products pre-existed at the time the invention was created.  

Insight – Don’t assume a patent protects you from all competition.

HOW DO YOU DETERMINE WHETHER A PATENT IS BEING VIOLATED? (4:54 in)

In Greg’s words – Do an infringement analysis. Evaluate whether the product that may infringe   has all of the required elements.

Insight – Pursuing an infringement case will probably be futile if the product in question doesn’t possess all of the required elements of the patent holder for invention protection.

HOW DO YOU DECIDE WHETHER TO TAKE LEGAL ACTION AGAINST AN INFRINGING ENTITY? (6:07 in)

In Greg’s words – It’s a business decision. How important is it to the company to police the marketplace.

Insight – Determine the value of the patent to the business versus the cost of litigation or the cost of getting an injunction to stop use.

WHAT CAN YOU DO TO PROTECT YOUR PATENT SHORT OF PURSUING LITIGATION? (8:26 in)

In Greg’s words – Companies can send a cease and desist letter. There’s one potential drawback. The recipient who has now been accused of infringement, they can then go to court and file a suit where they seek the court’s judgment that they didn’t infringe. An alternative, they can also establish a licensing program.

Insights– The goal is to prompt a dialogue between the parties in dispute. Weigh the probability of a reverse infringement lawsuit. As an alternative, consider creating a licensing program to collect royalties from others seeking to profit from your invention.

WHAT STEPS SHOULD A COMPANY TAKE IF THEY WERE ACCUSED OF INFRINGING UPON SOMEONE ELSE’S PATENT? (13:28 in)

In Greg’s words – One thing that should not be done is ignoring the notification. Determine if you have a defense. Engage in dialogue and try to seek resolution early.

Insights – Have your patent attorney do some research to assess whether you are an infringer or not. Based on the strength of your case, you may choose to go to court seeking a declaration against the charge. Or you could propose to become a licensee of the patent being contested.

Proven Health Wellness Program for Business

Health Wellness ProgramU.S. employers know that increasing productivity and profitability is linked to the health of its employees. According to a study by the Society for Human Resource Management, at least 7 out of 10 American employers offer some form of employee health wellness program. This is up 21% since 2008.

So what kind of wellness program should employers offer today? We’ll talk to a doctor of integrative medicine about this.

WHAT YOU’LL LEARN FROM DR. GARY HUBER OF HUBER PERSONALIZED MEDICINE.

WHAT IS INTEGRATIVE MEDICINE?  (1:19 in)

In Dr. Huber’s words – What that implies is we are going to take a broader at your health….a look at your nutrition, your sleep patterns, your stress, your exercise and your lifestyle.

Insight – The goal of this form of medicine is to try to reverse or prevent disease when the patient is willing and able to change their lifestyle.

IS PERSONALIZED MEDICINE ANOTHER WAY TO DESCRIBE INTEGRATIVE MEDICINE? (3:44 in)

In Dr. Huber’s words – We’re going to look at your genetics because your genetics let us know what you’re predisposed for.

Insight – According to Dr. Huber, genetics are responsible for only 15-20% of our health result. But by looking at those genetics ahead of time, it’s possible to take measures to avoid diseases you may be more susceptible to get.

WHAT DOES A TYPICAL HEALTH WELLNESS PROGRAM INVOLVE? (6:04 in)

In Dr. Huber’s words – Preventive care programs. If we can identify issues and put them on drug therapy, that will avoid costs.   

Insight – Having lunch and learns or providing financial incentives to participate are having only marginal impact. One of the biggest challenges continues to be getting people to engage in a program.

IS THERE A BETTER APPROACH TO HEALTH WELLNESS? (9:43 in)

In Dr. Huber’s words – If we took Joe and Joe lost 50 pounds and he started eating different and he looked different and his energy was better, guess what his co-workers said, what are you doing? Show me how to do that.

Insight – Select the riskiest group of employees, those that potentially could cost the business the most in healthcare cost. Work on getting them healthier. If material changes occur in them, others in the employee pool will want to follow their lead.

IS YOUR HEALTH WELLNESS PROGRAM TYPICALLY SIX MONTHS? (12:20 in)

In Dr. Huber’s words – It takes someone six months to truly change their mindset. What we’re really working on is what’s between the ears.

Insight – Results come quicker, but to maintain better habits for the long term requires an initial program of several months followed by periodic follow ups. People who have been in the program for a while can be mentors for others thinking about participating.

CAN AN INTEGRATIVE MEDICINE PROGRAM BE AFFORDABLE FOR A BUSINESS WITH LESS THAN 50 EMPLOYEES? (15:10 in)

In Dr. Huber’s words – Yes. In the very first group we ran through we had a 49% reduction in medication costs. Savings in drug costs more than paid for the program.

Insights– In evaluating ROI consider the cost benefit of less absences and more importantly, employees working at their job instead of languishing because they don’t feel well.

DO YOU HAVE ANY CONTACT WITH THE PRIMARY CARE PHYSICIANS OF THE EMPLOYEES? (19:09 in)

In Dr. Huber’s words – We can and sometimes do. I’m not going in there to be their primary care physician.

Insights – Patients are encouraged to share recommended lifestyle changes with their doctor. Sometimes implementing a lifestyle change program becomes a collaborative effort between the primary care physician and the integrative medicine provider.