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Aflevering #3

Perfecte content bestaat niet: gewoon beginnen

Perfecte content bestaat niet. Ondernemers die wachten op het perfecte moment, verliezen zichtbaarheid aan concurrenten die gewoon publiceren.

10 min

Video en audio in het Engels

Belangrijkste inzichten

  • Publiceer vaker in plaats van langer wachten op perfectie: één perfecte video per maand bouwt nooit de twee tot zeven uur aan content op die een klant nodig heeft om jou te vertrouwen.
  • Kies authenticiteit boven een gescript verhaal: mensen herkennen nep, en een echt verhaal bouwt sneller vertrouwen op dan een gepolijste productie.
  • Gebruik de één-minuut-regel: begin met praten en stop niet zodra je een minuut verder bent. Geen herstarts, geen script.
  • Zie je eerste honderd stukken content als oefening: je honderdste is altijd beter dan je eerste, maar je eerste moet er wel zijn.
  • Laat je publiek meekijken in je groei: de reis van beginnen tot bedreven zijn is zelf ook inspirerende content.

Tijdstempels

00:00Intro: de perfecte foto bestaat niet
01:05Hoelang denkt iemand aan jou na één video?
02:10Het probleem van te veel voorbereiding
03:42Twee tot zeven uur in het hoofd van je klant
04:39Content hoeft niet perfect te zijn, alleen aanwezig
06:10Geen template: de kracht van ongefiltreerde content
07:51Volume maakt je beter: van stuk één naar stuk duizend
08:36De één-minuut-regel van Paul Veth

Ontdek in 2 minuten hoe zichtbaar jij bent voor AI zoals ChatGPT, Claude en Gemini.

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Waarom perfecte content je onzichtbaar maakt voor klanten

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Kernboodschap

Perfecte content bestaat niet. Ondernemers die maanden wachten op het perfecte moment, zijn onzichtbaar terwijl concurrenten die gewoon publiceren de aandacht van klanten winnen. In deze aflevering legt Paul Veth uit waarom volume en authenticiteit de sleutel zijn tot zichtbaarheid in het AI-tijdperk.

Besproken onderwerpen

  • Waarom een perfecte video maar anderhalve minuut aandacht genereert
  • Het probleem van te veel voorbereiding: je klinkt gescript en verliezen je authenticiteit
  • Hoe keynote sprekers zichtbaar worden: niet door te oefenen in de spiegel, maar door op te treden
  • De wetenschappelijk onderbouwde regel: een klant heeft twee tot zeven uur aan content nodig om jou top-of-mind te maken
  • Waarom je honderdste stuk content altijd beter is dan je eerste, en hoe je daar komt

Belangrijkste inzichten

Twee tot zeven uur in het hoofd van je klant

Wetenschappelijk bewezen: een klant die overweegt bij jou te kopen, heeft minimaal twee uur aan content van jou nodig voordat je top-of-mind bent. Tot zeven uur voor echt vertrouwen. Één perfecte video per maand haalt dat nooit. Volume wint van perfectie, elke keer.

Gescript klinkt nep

Wanneer je te lang nadenkt over content, verlies je authenticiteit. Mensen herkennen een gescript verhaal. Ze willen de echte persoon zien, niet de gepolijste versie. Authenticiteit bouwt vertrouwen sneller op dan een perfecte productie.

De regel van Paul: één minuut en doorgaan

Paul Veth hanteert één regel voor zijn eigen opnames: zodra hij een minuut aan het praten is, stopt hij niet meer. Geen herstart, geen perfectie. Het resultaat is authentieke content die mensen zien groeien over de tijd. Die groeicurve is zelf ook content.

Identity-First Methodology

Zichtbaarheid begint niet bij de perfecte productie, maar bij wie je bent. De Identity-First Methodology stelt identiteit als fundament en gebruikt technologie als hefboom om vanuit die identiteit consistent en authentiek aanwezig te zijn op elk kanaal.

Onderwerpen

content maken als ondernemerauthentieke contentzichtbaarheid ondernemerstop-of-mind marketingcontent strategiepersoonlijk merk opbouwenIdentity First Mediameer content publicerenondernemerszichtbaarheid

Volledig transcript

Bekijk volledig transcript
0:00
0Your audience is not waiting for the perfect shot. No, they don't wait till you have the right pose or something. It's no photoshoot. I did photoshoots. I was a DJ and the first photoshoot I did, they took like 500 pictures and I have to sort out from maybe they did more, but they they removed a lot of them already.
0:24
0And I had to see like 200 pictures and I have to select the right ones and four came out and those were perfect. Still not perfect because I was no like photo model or something, but perfect for who I was at the moment. But to be honest, your audience is not waiting for that perfect shot, because when they want to see that perfect shot, that one video that hits hard, yes, it gives them a little more to think about you. So, for example, when you have a perfect short video from one minute, they think about it maybe one and a half or two minutes after that. That's it.
1:05
0They don't think about you anymore. Maybe later on the day or a week later or even a month later, one time they think about it, about you, but just a short moment. And it's proven that it's not important for people to have the right perfect shot to know you and to understand what you can bring to them. Because I know there are a lot of experts, entrepreneurs who are really good for good in something, they are working really hard for the right content. They think about the right content for months and weeks and and also sometimes maybe for hours.
1:47
0And then after half of a day of thinking about it, there's that perfect short video. And after one week, there's that perfect blog article. And after one month of thinking, there's that perfect podcast show studied from the head. But there's one problem. When you do a lot of background, there are two problems.
2:10
0When you do a lot of background work, you are not really authentic anymore. You feel scripted when you are talking. And sometimes it feels good to have like the scripted voiceover or the scripted pitch. Yes, that can be amazing. Like in the theater or the keynote speakers, they practice it over and over and the timing is perfect.
2:36
0Yes, that's great and that's amazing. But you reach that by practice and by showing up. Like keynote speakers, they don't practice in front of a camera or solo at the table like this. They practice in front of public, in front of audience. So they show up and they are already visible for people.
3:00
0And the second problem is when you do it in the background, people don't see you at that moment. And there are a lot of people making content all the time and it's not perfect, but it's a lot. And a lot of people enjoy it because it's authentic, because people see the real person, not the scripted one, not with the mask, like I'm the great entrepreneur and I know everything to say in the right moment and I have to I don't have to think about what I have to say. It's not like I just did. I'm stumbling over my own words, but that's because I'm still translating from Dutch into English.
3:42
0If you didn't know from my accent, I'm from Holland, you can say it, or from The Netherlands. But the other problem is like, okay, people don't see a lot of you. They just see moments of you. And we know that science has proven it that when a customer wants to buy from you, when you want to be on top of mind in their head, you have to rent time in their head for at least two hours, at least, and that content needs to be good and very hard hitting, yes, But it's between two seven hours you have to live in their head and then suddenly you will be on top of mind and they trust you and they buy from you. But to have two hours or seven hours of content, you have to put out a lot of content and not just a few things.
4:39
0I don't say that your content have to be shitty. No. I just say that your content, it doesn't need to be perfect because to be honest, when I look at my own content, my writing, my video, now I use my own tool, of course, to bring out content a lot easier because it changes form, but even when I look at that, I think it's great, yes, not always, but it's not perfect. It's never perfect. When I was a producer, I was a DJ and a producer and I make my own music and sometimes I sat there and I was tweaking the number and I was changing the song and the beat and I was changing things you don't even hear when I change it.
5:31
0And sometimes maybe yes, but there must be a cut. Okay, now it's finished. It's finished enough. I can keep tweaking. I can keep making it perfect.
5:42
0But if the audience doesn't hear it, they cannot dance on it and they cannot enjoy it on the radio. So that's a big problem. And it's the same with content. So therefore, please, if you're an entrepreneur, bring out the content and just do it unfiltered. My English podcast for my personal brand is called No Template.
6:10
0I like it to have no template, not scripted, to be like a real human being because there is no human being who is filtered, who is masked. When you're authentic, it's with a lot less filters. Of course I have my own filters because I don't want to call out names when I'm recording a video. And when I'm with my son, I also don't call out names. When I don't want to shout, yeah, from excitement, but not when I'm mad.
6:45
0So I have like control, but I want you to see and feel like the authentic me. And I want you as an entrepreneur to don't think that you have to create the perfect content. You need to put it out there, a lot of content, because people it's not only because of people to see you, not for your own good, but I know you have to bring a lot of value and a lot of people value when you when they say see the authentic you, about your passion, talking about where your heart is, talking about the things you are inspired by, because that's inspiring for other people as well. And then we create like this this movement. It's really like a movement from people who build, people who lead, people who generate solutions, like every entrepreneur generates solutions.
7:51
0But I want to put it in your mind, it doesn't have to be perfect, it just has to be out there. And when you do it, when you put it out there and you do it a lot, a lot of more producing, you will become better. So your first content will be much worse than your one hundredth part of content. And the one hundredths, number one hundredths will be much, much worse than number 1,000. But to become to come to the one thousandth piece of pieces of content, have to start with one and you don't have to be stuck on one.
8:36
0So don't don't script it, don't do it like 20 times over. I have one rule: I start talking and when I'm already talking for at least one minute, I just keep recording. That's a really good thing, because in this podcast, in this video, I stumbled a lot. Yeah. So it's really like who I am right now, because I don't talk English a lot of times.
9:04
0And when I do this a lot of times more, my English will become better, my pronunciation will be my mouth movements will be better, And of course, I know the English language. I know it well. So when I talk in English, it will be better as well. But also the things that I talk about will be better because I do it a lot. So it's just practice and to let people be part of that roadmap, that adventure, it's like that, it's an adventure.
9:39
0That's amazing because then they can see, okay, he started there and now he's here. Maybe I get even worse, okay, so be it. You will see it in like 10 videos or 100 videos that I'm becoming worse in talking English. So that's also an adventure. It's okay.
9:58
0It's okay. Just put your content out there. You can inspire people. People are waiting for you. And you have to be in their mind for at least two hours, but maybe up to seven for them to think of you, that you will be on top of mind and they want to buy your solution, whether it's a product or service, it doesn't matter.

Veelgestelde vragen

Hoe vaak moet ik content publiceren als ondernemer?

Zo vaak mogelijk, en in elk geval veel vaker dan je nu doet. Een klant heeft minimaal twee tot zeven uur aan jouw content nodig om je te vertrouwen. Dat haal je niet met één perfecte video per maand. Consistentie en volume zijn belangrijker dan perfectie.

Mijn content is niet perfect. Moet ik het toch publiceren?

Ja. Perfecte content bestaat niet, en wachten op perfectie betekent onzichtbaar blijven. Je honderdste stuk content is altijd beter dan je eerste. Maar je eerste moet er wel zijn. Begin, publiceer, leer.

Wat is de één-minuut-regel van Paul Veth?

De regel is simpel: begin met praten en zodra je een minuut verder bent, stop je niet meer met opnemen. Geen herstarts, geen script. Het resultaat is authentieke, ongefiltreerde content die mensen herkennen als echt.

Waarom werkt gescript content minder goed?

Mensen herkennen een gescript verhaal. Het klinkt nep en creëert afstand. Authenticiteit, inclusief haperen en nadenken, laat de echte persoon zien. Dat bouwt sneller vertrouwen op dan een gepolijste productie.

Hoe lang duurt het voordat klanten mij vertrouwen via content?

Wetenschappelijk bewezen: een klant heeft minimaal twee uur aan jouw content nodig om je top-of-mind te maken, en tot zeven uur voor echt vertrouwen. Die uren bouw je op met regelmatige, authentieke content, niet met sporadische perfectie.

Clips uit deze aflevering

Your 1st Piece of Content Will Be Terrible. Do It Anyway.1 min 12s

Your 1st Piece of Content Will Be Terrible. Do It Anyway.

want to put it in your mind, it doesn't have to be perfect, it just has to be out there. And when yo

Why Unfiltered Content Beats Perfect Content Every Time1 min 31s

Why Unfiltered Content Beats Perfect Content Every Time

I don't say that your content have to be shitty. No. I just say that your content, it doesn't need t

Stop Perfecting. Start Publishing.1 min 6s

Stop Perfecting. Start Publishing.

Your audience is not waiting for the perfect shot. No, they don't wait till you have the right pose

You Need 2-7 Hours in Their Head to Get the Sale1 min 3s

You Need 2-7 Hours in Their Head to Get the Sale

think about you anymore. Maybe later on the day or a week later or even a month later, one time they

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