In this article I'll review some ideas from the book "The Art of Explanation" by Lee Lefever, using some personal examples. Explaining things to people is something we take for granted every day. When we're with our work colleagues, our tech-talk is fine, but sometimes you have that brain-jarring moment when, for example, a child or simply someone outside your industry asks a question, and you're stumped for words.
Location Marketing Web Video Case StudyHow does a rural shire attract residents to its towns? With the same suite of marketing activities that anyone else would use, especially web videos,since they're so effective. Clips-That-Sell recently made these, with support from Smack Creative.
Last week I learnt the number one thing people want from a sales person, is not being likeable, trustworthy, knowledgeable or reliable. It is apparently enthusiasm. (Tip courtesy of Paul McCarthy, The Rockstar Marketer).
Putting promotional or explainer videos together involves thinking through the most interesting format in which to present information. Sometimes a promotional video needs to be all voice over, but usually I think it adds interest to put people in the picture. Having someone make their case, even if only for a few seconds, adds a human dimension. I wrote in the last blog post about the benefit of business owners and staff themselves presenting on camera, as they're the ones needing to build rapport with the viewer. We all like to put a face to a name. But how best to do it?
Working out what to show and say in a video clip, even just the key message(s) isn't always easy. Like any task, break it into components. Marketing 101 tells us to start with a communications objective. For example, 'to improve the attitude of brand switchers by 10% over the next six months'. Small businesses aren't measuring 'attitude', but writing a purpose of some sort does define why you are making a video.
I bragged recently to a past client that I'd bought new camera gear and completed extra training and could make an even better video next time. So he put it to me - what would I do? What does make a great video clip?