A man named Johann Gutenberg lived most of his life during the fifteenth century. He’s now been dead for 550 years. That’s a long time. And yet, Time Magazine named him as the most influential person of his entire millennium.

In case you don’t know, Gutenberg invented the printing press. It radically changed communication. There was a seismic shift that occurred as a result of Gutenberg’s invention. It altered our communication forever.

Yet, Gutenberg—and the people of his day—never saw the fullness of that change. They didn’t recognize that they were living in an era that would change all eras after them. They could not comprehend the magnitude of what had happened.

Now you might be thinking, Nice history lesson, but what’s your point? Well, I’m glad you asked.

There has been a similar shift in more recent times. And the fact is that, like the people of Gutenberg’s day, most of us didn’t even recognize the change. It’s been right in front of us every day, and we haven’t noticed the shift. Yet it has occurred nevertheless.

This radical change is video.

Think about it. Where do you not see video today? It’s on billboards. In grocery stores. In restaurants. In airports and doctors’ offices and shopping malls. In fact, a recent survey indicates that a growing number of people are watching video in the bathroom on their phones. Video is literally everywhere today.

Many of us—me included—grew up in a culture that was fundamentally different from the one we live in today. My first experience with video was a small black & white television with a “rabbit ears” antenna. Who in my generation could have foreseen the impact that video would make on our society? And yet it has.

It has become the language of our culture. It is the communication method of choice today. And, in the final analysis, the businesses that use it well are going to be the ones that flourish.

YouTube has become the number two search engine in the world. In essence, what that means is that people today are more apt to watch than they are to read. You and I both know that’s true. We see it all around us.

A recent article in Entrepreneur Magazine said that this is the year of the video. Any business or organization that isn’t using video is missing out.

Just a few stats to drive home the point:

  • Did you know that video is now six times as effective as print advertisement?
  • Did you know that 60% of website visitors will watch a video before reading content on the same page?
  • Did you know that the response from an email marketing campaign is 3 times higher if a video is included?
  • Did you know that people remember 20% of what they hear, 30% of what they see, and 70% of what they hear and see?

If a single picture is worth a thousand words, then think of the volumes you can communicate with 30 pictures per second. That’s the power of video.

Scientists tell us that our brains process visuals 60,000 times faster than text. So think about that for a moment. If you can process visuals 60,000 times faster than text, then video is not just one of many equal possible methods of communication. It’s the one that will connect the fastest.

If you are in business today, you need to be using video.

At Lighthouse Growth Resources, we can help you with that. But regardless of how you create videos, you can’t afford to wait. You’re missing out every day that you delay.

                                                                    Tom Kraeuter for Bill Bayer