10 Ways to Produce a Promotional or Informational Video More Effectively
Once you plan to create a promotional or informational video, what’s the best way to produce it, whether you are doing it yourself or using a professional videographer? Assuming you will be featured in the video, you want to come across as being very knowledgeable and confident, yet warm, friendly, and accessible. You also want to dress to fit your topic and choose clothing that photographs well. Here are some tips on how to look and sound your best.
As you read each tip, write down your thoughts about what to do to. Perhaps make a spreadsheet to keep track of what you do and the results. This will help you decide what methods work best.
1) Determine in advance what you want to talk about and stay focused on that topic, so each video features one idea. Prepare a script or bullet points to guide you, and rehearse at least a few times, so you have a polished presentation.
If it fits your topic, include stories, since those can illustrate the points you are making, and people really like and remember them. But keep your stories short, just a few sentences to feature the highlights of what happened. You don’t want to go into long details, just enough to tell your story in 15 to 30 seconds.
If you are being interviewed by an interviewer, prepare a list of questions and answers in advance as a guide for the interviewer and yourself. Consider the interview like a conversation, so keep your responses short and to the point. Don’t keep talking in response to a question like you are giving a speech. Rather, think of the conversation like a tennis match, where you keep sending the ball back and forth, as the interviewer sends you a ball to hit back.
2) Set up the camera with a horizontal screen, unless you only plan to post your video on Instagram, which features square images.
Also, set up the camera so it is eye level, so you can look directly at the camera and not up and down. Unless you are using the camera on your computer, use a tripod, so you don’t have a moving camera that is distracting. Generally, selfie-sticks are not a good idea for promotional videos, since they jiggle around, though they are fine if you are traveling somewhere and want to invite to viewer to a more personal visit with you.
3) Look into the eye of the camera, not at your image on the screen, so you appear to be talking directly to the viewer. This helps them feel more of a connection with you.
If you are talking to an interviewer or an audience, focus on the interviewer or one person in the audience and look them in one eye. This way you stay focused on that one spot, which will help you concentrate on your topic rather than worrying about where to look.
4) Speak up to project your voice. Even though you might be alone with the camera, imagine that you are talking to a full audience and they are eagerly listening as you talk.
5) Remember to smile and be warm and friendly. If you tend to have a serious look, remind yourself to keep smiling, and even set up a trigger as a reminder, such as putting a small string on your finger or wearing bracelet or band on your wrist.
6) When making a series of points on a subject, use a breath between statements to pause for a second or two. This pause can give more emphasis to each point you are making.
7) Wear something that fits the topic you are talking about. If it’s a serious business topic, wear a suit. If it’s on how-to techniques to fix up your house or car, dress as you would to make the repairs. If it’s a self-help topic, dress comfortably and casually, as if you are consulting with a client. The idea is to dress as a professional based on whatever work you do.
Also, pick a color scheme which photographs well on camera. Choose bold or plain colors. Avoid plaids, stripes, and patterns, since they look busy and detract from you. Select something with a strong enough fabric to hold a microphone if you will be wearing a clip-on mic.
Additionally, avoid anything that might jangle as you speak, such as heavy jewelry or necklaces, pins, or bracelets with dangling pieces. And don’t wear a hat, because it can obscure part of your face — and it can look weird if you are doing an indoor shoot, unless this is your usual style.
8) Think about something that might be a soundbite, which media people and others might use to describe your video. This is a short phrase or statement that is especially catchy or impactful. You can sprinkle these soundbites through your talk or interview, and it will help your video stand out and get others to talk about it. An example might be a summary point you make after describing the benefits of your book, product, or service, such as “It’s a mysterious family saga where people keep disappearing,” or “You might call this a quick energy charger, because it will charge you up for anything you want to do.”
9) Include a call to action in the end, and plan out what it will be and how you will state this. For example, a call to action might be something like: “Click the link below this video to find out more,” and you point downward in the video so the viewer’s eye will go down. Or say something like: “Go to my website to sign up now and get the big bonus for the first 25 to sign up.” Then, your website link with the bonus offer flashes on the screen below you as you talk or immediately afterwards.
10) Practice several times before you record the video, and if possible, do it in one take, so you don’t have to do any editing.
If you use a script, you can put it on a teleprompter or create and remember some bullet points to guide you in what to say. You can buy a teleprompter to attach to your camera, smartphone, or iPad for as little as $30, though most cost $200 to $400. Just put “teleprompter” and “near me” in Google Search to see a number of teleprompters for sale.
If you find creating these videos difficult, try signing up for media training. Look for a class on this to keep costs down, though you can work individually with a media coach. Preferably, look for a media training program in your area, though some media coaches can do these trainings online, such as on a Zoom platform where everyone can see everyone. In these trainings, you record yourself; then you, the media coach, and any classmates view it and comment on what was good and how you can improve.
So now start producing your own videos. And you may have other ideas on what to do.
ABOUT THE AUTHOR
GINI GRAHAM SCOTT, Ph.D., J.D., is a nationally known writer, consultant, speaker, and seminar leader, specializing in business and work relationships, professional and personal development, social trends, and popular culture. She has published 50 books with major publishers. She has worked with dozens of clients on memoirs, self-help, popular business books, and film scripts. Writing samples are at www.changemakerspublishingandwriting.com.
She is the founder of Changemakers Publishing, featuring books on work, business, psychology, social trends, and self-help. The company has published over 150 print, e-books, and audiobooks. She has licensed several dozen books for foreign sales, including the UK, Russia, Korea, Spain, and Japan.
She has received national media exposure for her books, including appearances on Good Morning America, Oprah, and CNN. She has been the producer and host of a talk show series, Changemakers, featuring interviews on social trends.
Scott is active in a number of community and business groups, including the Lafayette, Pleasant Hill, and Walnut Creek Chambers of Commerce. She is a graduate of the prestigious Leadership Contra Costa program. She does workshops and seminars on the topics of her books.
She is also the writer and executive producer of 10 films in distribution, release, or production. Her most recent films that have been released include Driver, The New Age of Aging, and Infidelity.
She received her Ph.D. from the University of California, Berkeley, and her J.D. from the University of San Francisco Law School. She has received five MAs at Cal State University, East Bay, most recently in Communication.
ABOUT THE AUTHOR
GINI GRAHAM SCOTT, Ph.D., J.D., is a nationally known writer, consultant, speaker, and seminar leader, specializing in business and work relationships, professional and personal development, social trends, and popular culture. She has published 50 books with major publishers. She has worked with dozens of clients on memoirs, self-help, popular business books, and film scripts. Writing samples are at www.changemakerspublishingandwriting.com.
She is the founder of Changemakers Publishing, featuring books on work, business, psychology, social trends, and self-help. The company has published over 150 print, e-books, and audiobooks. She has licensed several dozen books for foreign sales, including the UK, Russia, Korea, Spain, and Japan.
She has received national media exposure for her books, including appearances on Good Morning America, Oprah, and CNN. She has been the producer and host of a talk show series, Changemakers, featuring interviews on social trends.
Scott is active in a number of community and business groups, including the Lafayette, Pleasant Hill, and Walnut Creek Chambers of Commerce. She is a graduate of the prestigious Leadership Contra Costa program. She does workshops and seminars on the topics of her books.
She is also the writer and executive producer of 10 films in distribution, release, or production. Her most recent films that have been released include Driver, The New Age of Aging, and Infidelity.
She received her Ph.D. from the University of California, Berkeley, and her J.D. from the University of San Francisco Law School. She has received five MAs at Cal State University, East Bay, most recently in Communication.