Marketing video made easy with these 5 steps
Putting together a marketing video is not much different to preparing for any other type of presentation. Or is it ?
I’ve been a professional trainer for almost 20 years and I’ve written and delivered thousands of hours of training during that time. So video should be easy shouldn’t it ? You might think so but I didn’t find it easy.
Standing in front of a room full of people is very different to standing in front of a video camera, or so my head told me. And that, my friend, is the key. It’s all down to what your head is telling you. Your mind will play all sorts of tricks: I don’t look good on camera; I don’t sound good on camera; what if they don’t like me. All these negative thoughts will play with your head and you’ll put off making that marketing video again and again. How do I know ? Because that’s exactly what happened to me and I’ve got plenty of experience of talking to groups of people at all levels. I love presenting to groups of people but I don’t feel comfortable in front of a video camera.
So what can we do to make our marketing video the best it can be ? Here are 5 tips to help you do that:
Prepare well !
There are two key things a presenter should never do:
- Never present anything unless you have planned what you are going to say first
- Never talk about something you don’t know anything about
Research your topic as well as you possibly can. If you’re talking about software, road test the software beforehand. If you’re promoting an affiliate product, know as much as you can about that product. Make notes so you don’t forget the important things.
Two people whose videos I have watched a lot lately are those produced by Sameer Joshi and Peter Beckenham. Sameer has been experimenting with making videos conform to the time restrictions placed on them by the different social media platforms. Different platforms restrict video length so putting one video out to all channels can be challenging. Sameer and Peter have very different styles but are both very effective. One trick I’ve learned as a trainer, where time is always an issue, is to group the points I want make into 3 lists: must know; should know; and nice to know.
The must knows are essential knowledge – have to be delivered. Should knows are very useful but you could skip them if time is tight and nice to knows are, in all honesty, rarely delivered because there isn’t enough time. Use these lists to plan out your presentation and stick to it.
What does relax mean ? It means different things to different people but when you are in front of a video camera the way you look and act can have a positive or negative effect on your audience. Try to stand when making the video because it gives the impression of energy. Good sales people on the telephone rarely make important calls sitting down. I have some difficulty looking relaxed because I always look serious but it’s something you have to work on.
Be natural !
Whatever you do, when you are making your marketing video be as natural as you can. Your audience will see straight through it if you try to be something you’re not. Use your own language but be careful when using technical language others might not understand. To many people, windows are still something you look through, not an operating system on a computer. Never lie to your audience. There is always someone out there who knows more than you do and will take great delight in exposing you if you lie.
Look at the camera !
I have received some very valuable training and follow up training from several of my mentors in the last few months. This includes extremely good feedback in respect of some early video work I have done.
Just as an aside for a moment, having good mentors is the fastest way I know of getting much of the knowledge you need in any topic. If you want to know more about that read my blog on the subject and check out this link for one of the best coaching and mentoring programs for internet marketing that I’ve ever seen.
Back to topic ! One of my biggest faults is that I tend to look all over the place when talking – especially if I’m thinking at the same time. One of the best pieces of feedback I received was to look at the camera. Very important ! You must make your audience believe that you are talking to each one of them individually. Look at the camera as much as you can. For many people that is one of the toughest things to achieve but one of my mentors, Glenn Shepard, gave me a great tip. Put a picture of someone as close to the camera as possible and talk to the picture. I tried this and it does help.
Give value !!
I’ve saved the most important point until last because it is so important. If all you do is talk to a video camera for 4 or 5 minutes with no particular purpose, you are wasting your time and the time of the people watching. Make sure you always give great value during your marketing video. It could be relevant information. Maybe links to other information. Educate your audience. Tell them something they don’t know or have forgotten perhaps. VALUE IS THE KEY TO GETTING SUBSCRIBERS WHO WILL FOLLOW YOU !
Making a marketing video is not difficult once you train your mind to believe you can do it. Follow the steps I have given you above and just make videos. The more you make the better you will become at making them. Go for it !
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“Never let the fear of striking out keep you from playing the game” – Anonymous