Its that time of year when not much happens for many of us. With some clear air (business wise). it's a great time to get your creative juices flowing and
Normally before filming a video I have worked out scene-by-scene how a video is going to look by writing a script. It's a plan you can liaise with the client over, so you both know what to expect. In this case study, we didn't have a script. We winged it. This article reviews how that went.
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.
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).
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.