The Power of the Visual

Editing the CrossFit Regeneration Moms Class video.

A picture is worth a thousand words, and I’d like to argue that a video is worth a million, depending on how long it is.

However, both have something in common: they appeal to the sense of sight.

Recently, I posted a video found by my editor-in-chief on Box Pro’s Facebook page: Signs of a Strong Community. It’s about six minutes long and tells the story of one Box’s success in reaching the deaf community. In just six minutes, it paints a picture that is touching, inspiring and full of originality. In just six minutes, a million unspoken words are said.

I come across a lot of photos and videos pertaining to Boxes and CrossFit, ones that show WODs being performed, or CrossFitters having a good ‘ole time. I’ve shot and edited video for Box Pro, most notably about Battle of the Bluegrass and CrossFit Regeneration’s Moms Class. Our magazine is designed to be visually appealing and is done so through the use of photos and color.

Last week, I talked about the visual look of your Box. This week, it’s the same theme, but with a virtual twist. Have you wondered how photos and video can play a role in your business?

Maybe it’s showcasing your Box in a three-minute segment about what CrossFit is in your gym. Maybe it’s a 30-second promo that highlights what makes you different, or just shows some awesome angles of your athletes killing a WOD. Maybe it’s a Coach giving points about how to finally complete a muscle-up. Maybe it’s photos of your Box’s awesome design or logo on the wall.

Whatever it is, these visual tools are something that should be used more. And I’m not just saying that because I write for a magazine and work in the media industry. I’m saying that because it’s true. When I pop onto a Box’s website, I’m immediately drawn in by the photos or video posted on the front page. Quality photos and video help in my decision to stay on the site or continue looking.

However, photography and videography can be expensive – we’re talking hundreds to thousands of dollars depending on the quality and the length of the shoot. It’s money most Box owners don’t have lying around. But with the rise of technology and the ability that more people have to shoot professionally, you’d be surprised what opportunities might lie within your Box.

So, maybe find a member that wants to boost his or her resume in video. See if you know someone with skills (usually, he or she will have an online portfolio that you can check out). Work out a deal where you can both benefit. Yes, it’s probably not at the forefront of your mind — keeping members happy, paying for equipment and increasing your Box’s size might come first. However, in the visual world that we live, your Box can’t be left behind.

Heather is the editor for Box Pro Magazine. Contact her at heather@peakemedia.com.