What would you rather do? Read another long bio or watch a video? Me too.
With just a few seconds to make an impression, video enables us to connect and communicate our message much more quickly and effectively. We give our potential clients the opportunity to get to know us and decide whether we might be a good fit for them (yes, it really does happen that quickly!) When I launched Pitch Perfect, I decided to create my first ever brand video. Even though the lighting and sound weren’t great (something I later learned is a big deal in video), people really responded to the content and medium. Four years, and many clients, later I was ready to refine my message and up-level the quality. Today, I’d like to share my brand-spanking new video with you as well as a few key things that I learned along the way.
1) Set an intention for your video
Ask yourself why you’re creating the video. What do you want your viewer to take away from it? What do you want them to do once they’ve watched it? Not sure? Here are a few kinds of video you might make, along with reasons why:
About Us Build the ‘know, like and trust’ factor
Free offer/newsletter Build your list
Product or event launch Promote your product/workshop/event
How to’ videos Showcase expertise. Build ‘know, like and trust’ factor
Video newsletters Build the ‘know, like and trust’ factor
Client testimonials Establish credibility
2) Create high-quality content
You’re asking people to give you a few minutes of their valuable time, don’t make them regret it. Creating high-quality content is key. Be honest – is what you’re sharing informative and valuable? Do people understand what you’re offering and what you’d like them to do next? Get your thoughts down on paper and run it by your trusted circle. If they’re confused by anything at all, go back to the drawing board.
A good video producer will also give you advice on your content, as well as ways to shoot it. Which brings me to my next point….
3) Hire the best videographer or video producer you can afford
You might have the best content in the world, but if the sound and lighting aren’t great, the impression you make is seriously diminished. Good video doesn’t come cheap, so you might have to get creative to get what you want within your price range. When I met Gerrit Vooren, a video producer with extensive experience in the arts, I knew I wanted to work with him. Even though I’m a much smaller client than the non-profit, healthcare and educational clients that he typically works with, we were able to strike a deal. I coach him for the rest of his natural born days and he did my marketing video. Done!
4) Choose your environment carefully
The environment should feel very consistent with the image you want to create. Even if you work out of your spare bedroom, you don’t want people to know that. Finding a great space doesn’t necessarily mean spending a lot of money, but you might have to get creative. Do you (like me) have a friend who has a great loft or office space that they’d let you use for half a day? Check out my friend, Anja’s amazing pad!
5) Maximize your shoot
You’ve hired a video producer, his crew and all the equipment, so think of ways you can make the most of the shoot and increase the impact you can make with video. For example: Say you’re shooting an ‘about’ video, you might also choose to shoot some client testimonials or a services video for your site. In my case, I decided to shoot a six-part video series titled ‘How to get more dream clients’. It will be up soon, so watch this space!
6) Get in the right mindset
When I go for a run in the morning I feel sharper, more energetic and generally happier, so I made sure I went for a run the morning of my shoot. Do whatever you need to do to feel relaxed and creative.
7) Get your make-up done by a pro
This comes from the woman who did her own wedding make up (if it’s good enough for Kate Middleton, it’s good enough for me)! But I knew that if I was going to be shot up-close, I was going to need all the help I could get. Makeup artist, Saray Barbosa got me camera-ready, which boosted my confidence and helped me feel prepared.
What are your thoughts on video? Do you use it in your business? Please share links to your video on my Facebook page, I know we’d all love to take a look!
