Business
video
communication
3 secrets to it being successful
If you’ve considered using video for your
business, such as a commercial, promotional
video, or web content, do not underestimate
the importance of video content versus technical
production. Often times it’s very easy for video
techs and producers to get caught up and focused
on the creative elements, forgetting that content
is still king. Regardless of the budget, video
camera quality, or years of experience of the
production team, you must insist on the three
“C’s” of successful video content.
CAPTURE Attention: Depending on the delivery
method of the video, you only have as high as
one minute to as low as three seconds to get
the attention of the viewer. Without capturing
their attention, the rest of the video is wasted
regardless of how awesome and informative it
may be. Make it intriguing, humorous, or out of
the ordinary. Leave them wanting more. You are
naturally excited and passionate about your new
video, but the viewers initially will not be. So test
the script by making it generic and impartial.
Switch out references to your product or service
for some other generic one (or a competitor),
then imagine yourself watching the video and
gauge your enthusiasm. Keep the pacing of the
scenes tight and to the point. Maybe introduce
some variety with the camera angles, lighting, etc.
Certain videos may not need as much attentiongetting
elements as others (ie, training videos),
but the idea is to be intentional about going
beyond the mundane and formulaic.
COMMUNICATE Benefits: Once you have their
attention, you must communicate the benefits
of your product or service, or simply deliver
the message and bulk of the content you wish
to convey. If you’re doing a promotional video
for your organization, you must prove and
demonstrate what you do, how you’re different,
and why the viewer should agree with your
propositions. Make every effort to PROVE your
points versus talking about them. Video is one
medium that enables you to actually demonstrate
your message, so take advantage of that as much
as possible.
CALL to Action: If you’ve kept the viewer’s
attention and conveyed the benefits of your
message, you must close with a strong and clear
call to action. What do you want the viewer
to do with the information you just gave to
them? Do you want them to call your toll-free
number, browse your website, or simply agree
with your vision and values? Nothing is more
fruitless and frustrating than watching a video
and at the end, it leaves you asking “What was
that about? What as the point of that?” (think:
most superbowl commercials). You’ve created a
video for a purpose and with a goal in mind (ie,
increase sales, branding, fundraising, entertain,
etc.), so you must summarize what action you
want them to take. People are lazy by nature, and
simply communicating facts about your product
or service is not going to produce an outcome.
This is why infomercials are so effective at selling
stuff you don’t really need and hadn’t planned
on buying. There is a continual push to “call the
toll-free number and try the product for 30 days…
this offer is available for the next ten minutes
only!” Of course, it’s not always appropriate to
have a pushy salesman approach for your video,
but it does prove that if you want results , you
have to ask for it.
Article by Paul Lyke
46 WomanToWomanMagazine.com
/WomanToWomanMagazine.com
