The good news is your next video does
not have to be boring. There are ways
to actually make your corporate videos STICK with your audience. I KNOW it’s a lot easier said than done, I
get it!
What I am about to do is give you
a crash course in what it takes to create a successful video. Before I tackle any project either as a
former news reporter or now a video marketer I try to follow three simple rules.
First find the story!
Stories are how we remember our
lives and how we are remembered. So why
should how we remember a company or product be any different? In my opinion the best teachers, politicians
and yes sales people have one thing in common, their GREAT story tellers!
Your company has a story it’s
there you just have to find it and make it relatable to your audience, which
brings me to my next point.
Create a “WOW” moment!
This is where I like to use the
late great Billy Mays as an example because when it comes to creating that
“WOW” moment, there was no one better. “Hi!
Billy Mays here!” That’s right the
infomercial guy! Love him or hate him
Billy was the master at creating “WOW” moments.
Sure, most corporate videos won’t
have a “WOW” moment like Billy created with the “Super Powered Epoxy” known as
Mighty Putty that had the power to pull an 80 thousand pound truck!
But your business is in business
for a reason! What is it that YOU
provide your customers that has them coming back? What can you give your customers to make
their businesses more successful? What
makes you different than your competition?
The answer to these questions is one of many areas where you can find
your “WOW” moment!
Keep it short!
Great! You identified your “WOW”
and now you’re ready to tell a great story, the hard parts over! Or is it?
I hate to be the bearer of bad
news, this next part requires a skill set most just don’t possess. How do we take this great story with an
incredible “WOW” moment and present it in 1:45 or less?
The best advice I can give you is
keep it simple! Don’t explain every fact
and keep your interview answers short. The goal of video is to create a powerful
emotional/connection with your audience.
Two videos of one and a half minutes will make a greater impact than one
three minute video. A vast majority of
online video watchers don’t even click on anything over two minutes or if they
do most do not watch till the end.
Video marketing is not easy. If it was everyone would be doing it. However, if done right video can become your
greatest sales tool.
This
is only a small part of what it takes to make a great video, but it should be
enough to get you started.
John LaBerge
Principal, Press Media
Communications
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