10 Tips that Will Move Your Viewers to Take Action
Most of the time I’m behind the camera coaching my clients, but a few weeks ago, I went in front of it to shoot a new promo video. In this article I’m going to share 10 strategies I used, based on what I teach clients, as well as some new things I learned from my latest experience.
1) Think of video producers as your creative partners. Whether you are new to making a video or are experienced at it, my best advice is to choose a production company that will take the time to learn your story and guide you in getting the best results.
2) Step up to the challenge of writing a great script. Your story will be built around your answers to questions such as who you are, who your customers/clients are, and how you help them. The more thoughtful and interesting your answers are, the more unique your video will be.
3) If possible, choose an interview style for your video. An interview steers your script toward a conversation instead of a pitch. It is also easier to write a script for an interested listener – played by the video producer – than it is for an impersonal camera lens.
4) Work with your video producer to develop and agree upon the questions you will answer. Start writing a few weeks before the shoot to allow time for input from the video producer and back and forth editing.
5) Write out loud. In other words, write a sentence and then say it out loud. If it doesn’t sound like something you would say to someone, rewrite it until it does.
6) Edit out buzzwords or hyped-up promises. Instead talk about your passion, the problems you solve, and the value you bring. Also, because of the short length of the video,I recommend you whittle your script down to the fewest and most effective words possible.
7) Stories are the fastest way to involve your viewers’ emotions and influence their actions. But you will need to write short, crisp stories that you can tell quickly. In my video I tell a 6-sentence story. I describe four speakers, using one sentence for each. Then the fifth and sixth sentences are, “My speakers have a lot on the line and I respect that. That’s why I want to help them succeed.” Make your stories for your video the best and shortest stories you have ever written.
8) A week before your video shoot, practice your answers aloud until you can say them in a natural, conversational tone. Then find one or two people whose input you value who will level with you. (This isn’t the time to seek out friends who will be kind or flattering). Practice for them and ask for feedback. Then test out their suggestions and see if they make a difference.
9) Your enthusiasm and persuasiveness won’t come through unless you say words and phrases with the right vocal intonation, use pauses effectively, and add facial expressions and gestures that work on camera. You will get input from the producer during the shoot, but it will be to fine tune rather than teach you how to deliver your lines. I recommend video taping yourself and/or working with a coach to improve your vocal and visual dynamics.
10) Be yourself but on a really good day. This is what I tell speakers and the same thing applies when you are on camera. You must convince viewers that you are excited about what you do without over-selling it. When you dial down the selling and ramp up the storytelling and conversation, viewers will feel invited in and will want to learn more.
Watch my 2-minute video on the home page of my website to see if I followed my own advice! Just scroll to the bottom of the home page. http://www.standoutpresentations.com