You’re ready to make your next—or first—video and a meeting with the production company has been set. What can you do to make the most of this get-together? The better prepared you are when you come to us, the more we can do for your business. We’ll make suggestions when it comes to the best way to deliver your message using video, but we need your input. Here are some of the things you can do to prepare for your video.
Feedback
Take stock of what your audience is saying. Are there any problems or issues you want to address in the video? Also, consider the good feedback you’ve received. Play up the positive aspects of your business and let potential customers know why your product or service is worth trying.
Get Back to Your Roots
Video preparation is a good time to think back to when you started your business. Do you still have the same core values? Do you want to reinforce those values as part of your brand? Take the time to really define your business so we can help showcase it through video.
How to Prepare for Video: Creative Brief /Client Questionnaire
A creative brief is a document that establishes the defining aspects of a creative piece of work, like a video. These are hugely helpful for us, but not every business provides a creative brief. In the absence of such a guide, we like to give clients a questionnaire that serves the same purpose. The answers should be easy for you, the business owner, to answer. If any of these questions cause you to stop and think, that’s probably a good thing. The answer to each question should be clear. If not, it may be time for you to readjust focus as part of video preparation.
WHO IS YOUR TARGET MARKET?
The kind of video you create is largely dictated by your audience. Define the viewer and we can help you figure out the best way to reach them.
WHAT IS THE GOAL OF THIS VIDEO?
Why are you making this video? What do you want people to learn by watching or how do you want them to react to the information they’ve seen? A video is used for many reasons and a clearly-stated goal will help us hit the mark.
WHAT MESSAGE ARE YOU TRYING TO CONVEY WITH THIS VIDEO?
Is this a training video? Is this a branding video? Are you promoting a new product? Answer this question and then think about how you will support your message.
WHAT ARE THE MOST IMPORTANT FEATURES AND BENEFITS OF THIS INITIATIVE OR PRODUCT? WHAT DIFFERENTIATES THE PRODUCT OR YOUR COMPANY FROM YOUR COMPETITORS?
This is a two-parter. Features and benefits are obviously important to highlight in a video. Equally important when it comes to wooing customers is telling people what makes you the best choice in your industry. What sets your company apart from similar companies?
WHAT PROBLEMS ARE BEING SOLVED BY THIS INITIATIVE OR PRODUCT?
A lot of videos start with a question or raise a pain point. Don’t you hate it when your coffee gets cold before you finish the cup? Are you always searching for coins in the bottom of your purse? Relate to your customers and their issues, then solve their problem!
WHY SHOULD THE AUDIENCE BELIEVE WHAT YOU’RE SAYING?
There are a lot of ways to support claims made in a video. Customer testimonials are popular, trustworthy, and emotional. Provide stats on satisfied customers or talk about your money back guarantee. Social Proof also includes endorsements, case studies, and reviews.
WHAT TONE AND OVERALL FEELING SHOULD BE USED IN THIS VIDEO?
This may be where you consider your brand. Are you a fun-loving doggy daycare? Or a serious financial investment firm? The tone is also dictated by your message.
WHAT IS YOUR CALL TO ACTION?
A CTA generally comes at the end of a video. Tell the viewer what to do next: Call this number or visit this website for more info; go here for a 10% off coupon.
WHAT’S YOUR BUDGET?
Do you have a budget in mind? If not, you may want to do some preliminary research to get an idea of how much a video can cost. Most people are pleasantly surprised to find out how affordable video is, especially considering ROI.
Now You’re Ready!
A video isn’t just a translation of your online or print marketing. Take advantage of the ways in which video is unique. Show something cool, like your product in action. Capitalize on emotion, convey a lot of info in a short amount of time, or show your personality. Have a look at your competitor’s videos and ask what do they do well? What can you do better? Take note of the videos that appeal to you—we love examples that help point us in the right direction and give us a feel for what you’re after. If you haven’t talked to Key West Video already, call today for a free quote. Together, we can make a great video that gets results.
