The Tin Shingle Blog

Tin Shingle HQ is New York-based, even though we can operate it from anywhere in the world, and often do. New York is our heart and soul,  her vibe and spirit running through our veins every day energizes us as we hustle with every other small business owner out there. We are heartbroken by the devastation Hurricane Sandy has caused to our great city (and all her boroughs) along with the cities and beaches around us in the tri-state area, especially New Jersey, Long Island, Staten Island, Brooklyn, and other severely impacted areas. We want to help everyone, including our small business friends in any way we can.  After all, honoring the importance and value of community in all ways is one of our founding principles.

From now until, well, whenever things look better are under control, we are making both a lump sum donation to the Red Cross, and will be  donating a portion of our future membership sales to the Red Cross.

To keep up with how small businesses are faring, please tune into what small businesses are saying in our Small Business Diary section on this website.

We wish all of you the best, and thank everyone who has lent their apartments and businesses to others for power and other amenities.

If you are doing something special to help those in need, please mention it in the comments below.

Love,
Us

They say a picture speaks a thousand words, but these days video is becoming more and more prominently used by businesses of all kinds and sizes when they want to get their message across. 

With the advent of modern mobile devices it's even easier to share and view essential branded content like videos, yet many of us (including this gal) are still hesitant to take the plunge. 

Call your avoidance what you want, I'm going to bet that for many of you it's due to a combination of fear, a supposed lack of time and a bit of "analysis paralysis".  That said, as we always tell you at Tin Shingle, "content is the perfume that leads people to your site" and I truly believe video content can make that perfume even more potent!  After all, it's one thing to read about someone's expertise, products, or service, but when you get to see them share scoop about their business?  Well that just takes it up to an entirely new level!

With that in mind, we're here to help you dip your toe into the ocean of video creation for your brand.  We've been lucky enough to have Dawn Del Russo, nationally recognized stylist, fashion expert and a leader in the blending of fashion, technology and social media weigh in with some solid tips to get you started.  Dawn does video nearly every day for her brand, and can help you work out the kinds and get you well on your way to recording your first video! 

Before we even get into the “how to” and tips portion of this interview, why do you think it’s so essential that a business learn and create short videos, Vlog posts, etc.?

It think video is becoming the more essential medium for businesses  because, it gets your message across clearly, reaches audiences in a more personal way and, people love to watch more than read and comprehend paragraph after paragraph.

What types of video posts do you do and why do you find them rewarding and ROI friendly?

I generally do fashion, lifestyle and beauty videos. I treat it like a conversation, as if someone said “oh I love those shoes, where did you find them” and with a quick click on my iPhone I can answer or I can create a Tout video in seconds.  The ROI is incredible, a simple video showing a new ring or skirt has brought in actual orders the moment it goes live. How many other platforms can do that?

Do you think it’s necessary to have high tech equipment and a studio (even one at your home office) to start?  If not, what are the only “musts” in terms of tools you think a small biz or entrepreneur needs before starting?

I started out on youtube and  made the investment in a Canon T3i, tripod, and lighting fixtures, Yet, as much as I love how professional the video can turn out, with new apps it is getting easier and easier to record from an iPhone. I don’t think you need to get caught up in the technical side of videos, I have spent hours editing, only to get a handful of views. I say just get started, make sure you have a clean background, good lighting ( natural is best), and a quality HD camera or iphone. Using an app like social cam allows videos to upload directly to youtube.

How often do you shoot video for your brand and post it? 
Where do you post it?

I shoot everyday on tout and viddy giving quick fashion tips, taking viewers inside NYFW or a simple OOTD ( outfit of the day). I post to to tout, viddy, and social cam, and upload from social cam to Youtube.

How do you prepare for your video posts and how do you encourage other business owners to prepare?

The content is key, viewers dont want to watch a long video, so try to keep the information concise and to the point with a bit of your own personality mixed in.  Try to post early in the day when lighting is the best  and for me my hair and makeup are fresh and my outfit is wrinkle free. I don’t plan OOTD videos but I do plan tip videos since it usually is an answer to a viewer question.

What are some do’s and don’ts that should be followed when making a video post?

• Be authentic with your audience: Being yourself is key because that is who and what they want to see.
   
• Don't make it all about you: Ask questions, what does your audience like, have they tried a product, what do they want to see more of?
   
• Keep it Short: At most 2-3 minutes people dont want to watch a 30 minute video about what your wore or how to make it in business, they want the tips in 2 quick minutes.
   
• Jump In: Don't be afraid of the camera, if you are yourself people will like it and you can later replay your first videos to see what needs tweeking.
   
• Re-Brand It: After creating the videos, you now have great content to use on other social media platforms, send out to editors and media who might be interested, and shows your inner expertise.
   
• Think about the background and lighting: If you have clutter in the back you will lose their attention, if the lighting is bad they won't be able to see you.

We feel like many business owners reach a point of “Analysis Paralysis” with their video posts and freeze up before ever starting.  What would you say to them and how would you encourage they combat this fear?

Just hit record.. you can always delete it and start again.  I find the best videos I do are when I pick up the camera and just start talking.  When you begin to over think it can becoming daunting and never make you happy. Think of talking to your best friend through the lens.

What has surprised you (good or bad) about your journey into using video for your brand?

I am captivated by how much I enjoy creating video content, there is such a freedom in having your own voice and creating an audience that come to view your videos, not because media or popularity said so, but because they truly enjoy it. The down side is wanting perfection, I have to tell myself “you are not a videographer or professional editor, the time may come for that but for now enjoy the process and building relationships with viewers.”

What apps, tools or website would you encourage readers to look into and get to know as they venture into the world of video creation?

Try mobile platforms like Tout, Viddy, Social Cam, and Keek, some are quick 15 second spots to get your information out, others allow more time and uploading to Youtube and engage in other social media channels.

What last thoughts on video creation would you like to share with small business owners and entrepreneurs?

I honestly believe mobile video media is the next move from twitter to tout and youtube to youtube mobile. Even stores like net-a-porter.com are incorporating video into theirs sales pages.  It is interactive, personal, and makes the brand to consumer connection almost instantly. 

We find the must-know news so you don’t have to. 

• Does your store or brand have a voice?  Does everyone on your team know it?  Whether we’re talking brick and mortar or ecommerce shops (heck, even in press and on social media) it is essential that everyone on your team, the environment of your store and website, everything you work for as an entrepreneur has a voice.  Do you know what yours is? Does everyone on your team? Check out what Retail Minded has to say about it!
   
• A little trademark humor and a good lesson on the importance of trademarking your business’s name.  After all it’s like your baby as well!  Sorry Jay Z and Beyonce!
   
• Oh and while we’re talking about protecting your business and brand (legally speaking) how about this idea from Carol Roth over at the New York Times:  STOP trying to protect your business ideas!  I have to say, I think I agree with nearly everything Carol says, do you? 
   
• FREE LEGAL ADVICE! Yup, I said it!  While speaking at the Brooklyn Public Library last week I had the great pleasure in meeting Jeff Trexler of the Fashion Law Institute who told me about their FREE (I can’t help but get excited about free legal advice) series of Fashion Law Pop-Up Clinics that match individual designers with a volunteer attorney who has both fashion experience and expertise related to the question at hand, along with an advanced student studying fashion law for extra assistance.  Enough said.
   
• Speaking of speaking at the Brooklyn Public Library : )  even as a speaker I learned a lot at the event, and you can score some of the tips the panel shared by reading about it thanks to this write up on The Emerging Designer’s website.

When we heard the New York Daily News was pulling fashion and beauty products for their annual Breast Cancer Awareness Month Shopping Guide, we immediately put out a call to our Tin Shingles and within minutes Emily Kolins of Emily Elizabeth Jewelry had answered it.

Did this make a difference in her successfully landing the placement (both in print and online) in the end? I'd be willing to put money on the answer to that being a yes!

Of course the power team at the Daily News features department wouldn't ever put a product on their pages if it wasn't thoroughly vetted and top notch, but Emily's preparation (she had her pitch created long before the lead came out) definitely had something to do with it.  That said, you don't have to take my word for it!  Check out her Snagged Story below and use it as inspiration for your own PR outreach!

HOW EMILY ELIZABETH JEWELRY LANDED A BCA FEATURE

How often have you been working on your DIY (do-it-yourself) PR?
I try to do even the smallest "little something" as I call it everyday.

How long did the entire process take (days, weeks?)
I received the lead, responded immediately. was asked for samples the next day, sent the samples the following day and received a credit check a few days later!

Can you walk us through the process, from pitch to placement?
I put my BCA pitch together about a month ago. Unfortunately I was too late to pitch to the long leads but had perfect timing for the short leads. When i came across the Tin Shingle lead I had everything set and ready to go and emailed my pitch which included the charity, donation and pictures within minutes. I've realized that prep is VERY important because not only does it allow you to have something to show people, it also allows you to send it out promptly and as they say "The early bird catches the worm!".

Did you learn anything through this process that you can share with other small business owners?
Be prepared! Nothing is more annoying that receiving an opportunity and not being ready for it!