This is a huge subject, but let's cover a few important highlights for video production.
CONTENT is king:
We feel that Videos, websites, and other campaign promo pieces should be well-written, informative, inviting and truly answer buyer-requested inquiries with the expected results. The facts should be present, and arguments should be compelling and convincing. Buyers are very savvy these days, and they want to be accurately informed, fully advised of features/benefits and important differences, well informed of public Reviews, and inspired to take action with confidence. Hopefully also entertained in the process! Wouldn't you agree?
Hype and empty claims have no place in contemporary marketing. Further, one need not SHOCK buyers into buying. Marketing that attempts to frighten buyers into buying under duress, doesn’t make for repeat buyers and loyal consumers. Any success is short-lived.
So we endeavor to leave out the baloney, and get the real-deal facts, and captivate viewers with good info as well as good writing and truly nice graphics. This can include research, client interviews, presenting graphic visual aids such as chart, graphs and diagrams, and real-people giving real testimonials if at all possible.
Video vs the Written Word - "Your next Video could be worth 1000 Sales!"
Our intro video opens with this line:
Your next video could be worth 1000 Sales!
Why? Because people prefer video over text information (the written word). That's just a fact in today's marketing.
And no statement was more true when we first wrote it as it is today, and will be in the future, here on out.
And better sales/marketing/info videos are indeed the very best promotional method. Products, services, company, branding (ie. logo animation), people, testimonials, how-to instructions, commentary, news, etc., etc., etc.
Wouldn't you prefer to sit back and watch a video, rather than pages of dry text?
The Script Is the Foundation:
All videos in their final form, are preceded by a Script which is the foundation and first essential building block. Without it, the video production inevitably becomes double and triple work, and may indeed fall way short of the intended marketing message or fail to appeal to its targeted audience.
What's your ideas? We’ll flesh out the Script and verbiage.
Format is Essential:
We believe the Script, Narration and all surrounding Content materials that go into a better quality video should not only give good information about your products and services, but should follow a logical Format.
For “Explainer Videos” or most marketing/sales videos, it's important to write it in a correct sequence of enlightenment to your buyers that explains things in a logical way, step-by-step, and doesn't jump right to the price before all else (depending on the project of course). Give the overview, give the details, give the price, give the contact info. AND give them in a fun and entertaining way.
Specific Format examples include:
- Introduce and explain product/service benefits
- Report case studies of real-people applications and successes
- Interview format
- Question/Answer format
- Instructional/how-to format (and cover exact procedure steps for anything)
- Testimonials format
Which one or more of these (or many more formats) would be appropriate for your project?
The Script & Storyboard - Online:
As for the Script itself and the Storyboard, its layout is somewhat standardized. Not so old-school, we use a more modern online shared document in spreadsheet format that contains columns for Scene, Shot, Cue, Dialogue/Narration, Visuals, Sound/Music, and other Notes. Shared docs are a great way to go these days. In this way any and all parties to the project can share and view the document and contribute as applicable. Ever try to collaborate with even the guy in the next cubicle over without conveniently shared materials?
From the Script:
Once the Script itself is fleshed out, other tasks branch off such as a Shot List for the videographer, recorded Reading for the Narration, Graphics and visuals can be worked up, and Music can be chosen and will be edited according to the Scenes/Shots. And the project flows that way.
Content Gathering Always Takes The Most Time:
What's holding up the project???
Please note well, that the process of any promo piece, a website, and especially a video is not often a fast, overnight project, and that the preps---namely the gathering of raw Content Materials (text and images), writing of the Script, arranging for Narration Reading, etc.---are the things that are slow and take the most time (by far) of any project. Especially a video project, as we need FINAL CONTENT, not to be changed later. And we need these Content materials from YOU, the client and ultimately the best Content provider.
So please know this going in, help us get what we need, have patience, and allow for these prep tasks to take their course.