Scripting is the hardest part of the video marketing journey to get right and unfortunately the part you need to nail for the rest to fall into place. The rest being: Shooting, editing, distribution, and the desired outcome, like customer awareness, engagement, or conversion.
I’ve written a lot about storytelling in general and what to look out for when crafting your message, but today I want to focus on Storytelling for video.
I asked my friend, playwright, and corporate scriptwriter Joni Fritz about what she focuses on when writing for corporate video over rather than writing for print, a speech, or (her passion) a play:
“Print and video are definitely two different animals. I find when I’m writing narration for video, my sentences are shorter and more dramatic. I get to the point faster. I read everything aloud to make sure it flows off my tongue easily. Print can be easier and free-flowing. Longer sentences with more description. With video, I’m always trying to make things sharp and concise.”
I find the hardest part of writing for video to be finding the balance between telling a compelling story and keeping it moving. I like to embellish and when I’m talking to someone in person I can lengthen or shorten a story as needed, taking cues from my listener’s body language.
With video, you’re hoping for that captive audience hanging off your every word, but you have no feedback loop.
I tend to err on the side of super short, then again, I also edit my own pieces and after the umpteenth time looking at and hearing the same thing I just want to cut it all…
Over the past year, I’ve looked a hundreds and hundreds of videos produced by fellow small business owners and “internet sensations” and what the good videos have in common isn’t that they are perfectly produced, but rather a sense of authenticity. That is, they display energy, personality, sincerity, and a value proposition that resonates.
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When you go for personality there will be those who are attracted by your (video) personality, and those who will not.
But those in your audience who like you will really connect with you and your story and that’s what creates awareness, engagement, and ultimately converts them to customers.
The worst choice is, to play it safe and consequently be bland and then no-one really cares. At that point, why bother with video?
I hear, that when Gary Vee speaks, some people just roll their eyes and others soak up every word he utters.
He has a distinct style. Take it or leave it, but he is himself and he gives valuable information with each piece of communication he puts out. He has a huge following. Why? He puts out great value with each piece of communication AND he’s got a personality to boot.
Then there’s the incomparable Casey Neistat, filmmaker and YouTube sensation. Casey’s Vlog often exposes injustices, his videos are, fun, messy, and – although casual on the surface – very well produced. He’s real, authentic, energetic, and mesmerizing to watch.
But, not everybody has a bubbly personality. Some quieter voices, like Roberto Blake will appeal to a different set of viewers and maybe at a different scale, but they are still out there and getting traction. I like that Roberto offers reliable, and solid advice on all things digital creation. He has a consistent, quiet but engaging way of roping you into his world. And his channel is growing by the day.
Bottom line: Find YOUR voice, be friendly, and don’t forget to smile!
So, since we’re at it – keep these 5 points in mind when planning and writing your video copy:
Create VALUE with each communication you put out there
Even if your video isn’t “teaching” something, make sure your video has depth and resonance. Give your viewers a chance to connect with you and what you stand for (or sell)
Be clear who your audience is: Storytelling should lead to a single goal; which is yours?
Are you introducing yourself and your motivation for what you do?
Are you offering a special and talking about why the time to act is now?
Are you explaining a new feature or product and why it is superior?
Plan to your strengths – I have a writer friend Michael Katz, who insists on doing screen-recordings and voice-over. That’s his thing. I think he would look great on-camera, but he’s chosen that style because it plays to his strengths and admittedly, he does have a great voice.
For me, I’m a talker and I don’t mind being in front of the camera: And I produce my own footage without help, so I stick to talking-head videos and simple graphics (for now).
This Moz blog post is one of the best I’ve read so far on storytelling – no matter if the author focuses on web copy: It applies to video too: | Storytelling 301: Site Content as Story https://moz.com/blog/storytelling-site-content
Bill Gates famously quoted “Content is King” in 1996. Since, the quote has been altered so many times it’s hard to keep up: “Content is King and Context is God”, or “Content is King, and Context is Queen”, etc. The world has changed. In what relationship are content and context today?
Maybe it’s the Swiss in me (we love consensus so much so we have seven ministers run the country), but I think there is no need for a “one over the other” in terms of importance. Neither content nor context survives without the other. Content and context are equally as important.
Think of video marketing as a strategic board game where context drives content, and content excels within proper context.
The most amazing content goes “poof” within the wrong context, and all the context in the world can’t save bad content. Period.
Herewith our three top choices (and we’d love to hear from you with more examples!):
Combs & Company, Insurance Broker:
Susan Combs, CEO of Combs & Company, has an extensive video library; from CEO interviews, to white board explainers, and meeting coverage.
What’s interesting is, that she has all her video series bulk-produced. This not only saves time and money, it also gives the videos a look-, tone-, and content continuity that speaks to the commitment she has made to being a likable expert in her field.
It’s sets her apart from her competition, opens doors far beyond pulling in additional leads. Have a look at her different video series and you’ll get the picture.
JacksonFuller Real Estate:
Matt Fuller of JacksonFuller Real Estate and his residential real-estate team of five started blogging in 2006 and video was always on their radar but never used consistently until last fall. But then they went all out. Check out their Vimeo channel.
They produce the videos themselves and they quickly found out that “keep it simple” is the key ingredient. I’m amazed they figured out the green screen over editing!
They have a good mix of funny, light, and seriously informative content, and it’s consistent!
Boutique Accounting Services:
Richard Greco, founder and owner of Boutique Accounting Service does a great job with his videos. I love the clean, white background and the simple but elegant graphics. I’m still not a fan of side-angle shooting for a second camera, but it makes it easier to edit content.
I just wish I could a) embed his videos here and b) he had not announced (scroll all the way down on the link given below) all these other videos to come in 2016… It’s 2017, dude. I hope he continues.
Who do YOU KNOW who does video marketing well? We are looking to interview (for a quick 15 minutes) companies that are engaging in video marketing regularly to help us develop and fine-tune our video marketing services for small businesses. Any help is much appreciated.
Green Screen (can also be blue) is a backdrop that allows fora change in background in editing. Herewith the wiki definition:
Chroma key compositing, or chroma keying, is a visual effects / post-production technique for compositing (layering) two images or video streams together based on color hues (chroma range). The technique has been used heavily in many fields to remove a background from the subject of a photo or video – particularly the newscasting, motion picture and videogame industries. A color range in the foreground footage is made transparent, allowing separately filmed background footage or a static image to be inserted into the scene. The chroma keying technique is commonly used in video production and post-production.
How convenient: All you need is “Three Cs”, you get videos that attract, engage, and convert like crazy, you make money, retire, sit at the beach sipping Pina Coladas (and you’ll be bored out of your mind after about a week).
Seriously, for video marketing to work – in my opinion – you need three things:
Consistent Content, and
Hold your thought: I will make a clear distinction between “consistent” and “continuous” content. They are two very different things.
It sounds scary, I know. Commitment is scary, period. And, when you pair continuation with commitment, and consistency it gets REALLY scary. But actually the opposite happens: It gets easier. Let’s have a closer look: Continue reading →
Transcript:Hi, so rather than talking about trends of 2017, as its January I want to continue talking about best practices because I think that just makes much more sense and is more useful. So, here five things that I want you to keep in mind. Number one, keep it short and keep it snackable. Number two, best to schedule continuous and regular content because it’s a much better bang for your buck and return on investment. And on that point: Number three, don’t waste your time, don’t waste your money, get the help where you need it. And number four, make sure that you put captioning into your video and transcription below your video. And number four [should be five] make sure you have access to your analytics and actually use them otherwise the whole exercise is for naught. So, the five things again – Keep it short, keep it snackable. Keep it continuously coming. Don’t waste your time. Use captioning and transcriptions. And number five… Oh, make sure you use your analytics and actually look at them, and learn from them, and use them to schedule your future content. See you in February, bye-bye.