How to Produce a Great Web Video – Tips You Need to Know
Keep it short. To the point. Customer/client focused. Look, it’s just like an e-mail. If you don’t get your message across in the first few seconds, you’ve lost them. Forget set-ups. Forget metaphors. And, unless you’ve hired Morgan Freeman or Jessica Chastain, forget actors. Sorry, I love actors, but the paid spokesperson just doesn’t work.
Example. You’ve got a new product. Introduce it right at the top.
Here’s the wrong way to do it. ANNCR: Back in the days when cars ran on leaded gasoline, we accepted terrible air as a price we’d have to pay…blah, blah, blah…but today we have lead-free, high octane, exceptionally clean gas from XXXXX Oil Company.
Here’s the right way to do it. ANNCR: We’ve developed the cleanest burning, most efficient gasoline you can buy and here’s how it works! Etcetera.
Still don’t believe me. Here’s another example, this time from the BtoB professional world.
The wrong way. “We’ve studied the problem with most accounting relationships and have discovered that lack of listening is a key issue. With that in mind, we’ve developed our new…etcetera.”
The right way. “Our new listening program, developed by Dr. So-and-So of the Listening Institute has improved client interactions in 90% of our engagements. Here’s how it works…”
Tiptoeing into the point just doesn’t work on line. Boring, old language doesn’t work. And white guys in bad suits and ties with authoritative voices don’t work. Again, just think of your on-line video as an email. Make sure it’s technically flawless (the equivalent of spell check), absolutely clear, engaging and useful. Most of all, useful.
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