Communication Works Miracles, Not Video
Once we realize that nobody goes to a website to be impressed, or be entertained, the notion of using video takes a different path. As business owners, we become so obsessed with our own story that we forget the cardinal rules of advertising; what’s in it for me (WIIFM). If we can discipline our message or video script to answer the question “So What?”, then we might stand a chance that people will watch the video all the way through.
What’s the secret?
Keep thinking about that question, SO WHAT? You want to say “we’ve been in business for 20 years”. I say SO WHAT? It doesn’t mean that you can’t make that statement it means that you need to tell them how this directly benefits them as customers.
“We’ve been in business for 20 years, and that means we are good at making you more money.”
1st Measure – Video Production Value
Your video needs to be good enough to appear professional, but forget about trying to impress with fancy graphics, animations, and such. Stick with communication because people don’t go to websites like yours to be entertained. they want information.
2nd Measure – Script
The simple advice “keep it short” is correct but massively inadequate. It is not understated to say that the MOST critical part of your video is the script.But seriously keep it short.
3rd Measure – Talent
Let’s say you have a perfect script. If you don’t have great talent int he video, it is unforgivable to the viewer. You should hire the very best talent you can afford, whether it is as an actor or voice-over talent. Nothing screams unprofessional more than a person obviously reading a bad script.
Creating Your Video
Step 1 – Story Board. You can use powerpoint or word to match mock images to parts of the script.
Step 2 – Write the final script and then re-write it 25% shorter.
Step 3 – Hire a professional company to create the final product, unless your business creates professional corporate video regularly. If you DIY this project, you have wasted your time and money on something that will not convince or sell anybody.