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RAZ Imports And what about those 500 Christmas trees they planted more than a decade ago? “They’re probably around 10 to 12 feet tall now,” says Jeannie. She and her husband never sold a single tree, and recently sold the property so they could build their retirement home. They did, however, once take the grandkids out to chop down a tree, just as Jeannie had dreamed they’d do. It was a cold and rainy day, and it proved to be much more work than anticipated—another case of things not turning out as expected. But unlike that ill- fated expedition, the little website that started by happenstance continues to thrive into a successful business. ■ For More Information: The Trendy Tree Pontotoc, MS www.trendytree.com Become a YouTube PERSONALITY! Want to start a YouTube video series for your own store? Use this advice, courtesy of Jeannie Pence and Carrie Martin of The Trendy Tree. 1. 2. 3. 4. 5. Have a plan. Know exactly what you’re going to do before you sit down and start your project. If you’re using supplies from your store, customers will need the SKU number of exactly what you’re using – they’ll want the exact same thing they see in the video. Prepare some banter. “You don’t want to just sit there and work without saying something,” cautions Jeannie. “It’s hard to keep the chatter going, but it’s important.” Cross-promote everything. Make sure that you direct YouTube viewers to your website, direct social media followers to your YouTube videos, and provide links on your website to your social media and YouTube outlets. If you have a brick-and- mortar store, add signage encouraging shoppers to follow your brand online. Every aspect of your presence, both online and onsite, should reference the other aspects. The “stage fright” will fade. Initially you might feel awkward in front of the camera. Don’t give up— confidence and comfort will grow with every video you make. Pay attention to SEO. SEO, or Search Engine Optimization, can make or break a website. “You really need to pay attention to keywords and the use of titles,” says Carrie, so the videos and your website will fare well in online searches. There are dozens of free online resources that can help you get started. AmericasMart.com | 269