6 Presentation Tips to Elevate Your Online Video Marketing ...

From this week?s blog at Target Marketing Magazine:

(My co-author, Perry Alexander, wrote this week?s issue):

6 presentation tips to elevate your online video marketing

The video you create is but one component of your online direct marketing campaign. Yes, the video is what viewers are driven to?it?s the vehicle that delivers your story. However, without lists, email and landing page copywriting and design, blog comments and posts,
social media entries, pay-per-click ads, YouTube advertising, etc., your video stands
little chance to be viewed.

Think of the parallel: we know that without the intentional series of steps to get our direct mail package into the readers? hands, opened, and scanned long enough for them to catch the lead, there?s slim chance it?ll make any impact.

And, just as the direct mail letter headline and lead must drive the reader to stick with it, so must the first few seconds of your video. Your video must create and instantly set the visual and auditory tone that will draw the viewer through those precious first few seconds, and into your story.

My co-author and business colleague, Gary Hennerberg is the master copywriter of our team and, as he says, I ?make stuff look good.? I make sure the story isn?t overshadowed by
lousy presentation or distractions, which can repel, or at least divert the reader. Let?s go through some of the ways to make your video command attention?during the first few seconds and beyond.

1. Bad audio will douse viewers? interest long before bad video will. Don?t rely on your on-camera mike or, worse, your computer mike. You?ve heard these videos?they sound like they were recorded in a barrel or a cave. Viewer?s interpretation: your presentation was slapped together; therefore your product or service is, too, so why should I bother listening?

The Deep Dive: If your camera has a mike input, use a lav mike (Gary and I each
use a $25 Audio-Technica). If there?s no external mike input on your camera,
use a digital voice recorder to record quality sound, either through its built-in
mikes or plug the lav mike into it (we both use the same $100 Sony recorder).
Then, in editing, sync the audio from both the camera and voice recorder, then mute
the camera audio. The mechanics of this are tricky at first, but once you?ve
done it a couple of times, it becomes routine, and your sound is crisp and
clear.

2. Bad video won?t help matters. A webcam video looks like, well, you used a webcam?even an HD webcam. Not only is the image soft, but exposure is usually off, color isn?t great, and what about all that stuff in the background behind you? The
message struggles to get out. Again, it screams that your story doesn?t deserve
the viewer?s consideration. It?s just a throwaway webcam production about a
throwaway idea. What does your viewer do? Click away to something else after
just a few seconds.

The Deep Dive: You wouldn?t dream of tossing a half-baked direct mail piece
out into the market, expecting it to convince your audience of the value
whatever you?re offering them, would you? Anything that distracts from the
message must be stripped away, so only the message is noticed. Same with video.
Get a $100 Flip or Sony camera and a tripod, or even the latest iPhone. Better:
spend $400 for an HD video camera for long-form videos. For your shots are under
5?10 minutes each, use your DSLR (We use a $100 flip-type camera on Gary?s
videos).

3. On-camera jitters? Maybe the prospect of speaking into a camera lens is frightening
or at least off-putting. Really, though, after several miserable attempts, you will
improve. Evenutally, you get to where you imagine you?re just talking with
another person in the room, and your fear melts away.

The Deep Dive: Your job is to tell the story. How? Reveal your personality
and mastery. Build trust. The call-to-action will produce nothing for you until
after that?s all been established. Consider being in front of the camera just
long enough to introduce your premise, then moving into slides, charts, photos,
graphics, or other images that tell your story. That way, you don?t have to
memorize a long script. You can refer to notes as you narrate what?s on screen.
On-camera script reading is usually deadly, anyway. If you?re on screen for a
quick 20?30 seconds, know your stuff. Roll through several takes until you?ve looked
that monster in the eye (lens), and said your piece naturally, completely, and with
relaxed authority. Now you have their attention and trust!

4. Stock photos, stock footage, stock music, stock sound effects? You?ve seen the
websites with stiff and trite stock photos. Somebody, please explain what that
might ever accomplish, because we?ve all seen that picture a thousand times.
Filler doesn?t move the story along. But, relevant graphics that work can
emphasize a point quickly and vividly. And an occasional ?foley? sound effect
can emphasize a point. Just don?t overuse transition swooshes, or they?ll become
distracting gimmicks.

The Deep Dive: Map out your storyline. What images will support
or clarify what you?re saying? Use images that are specific to your product,
service, technique, timeliness, etc. Short of that, invest time finding stock
images, footage, music, or sounds. It?s all online, and for not much money.
YouTube and Vimeo even offer stock music beds you can use at no cost. But be
careful in your choices. Be brutal in editing. Anything that distracts or
detracts from your story and message, leading to your call-to-action, must be
cut.

5. Go short or go long? Conventional wisdom, born out by YouTube analytics, is that
video viewer falloff is precipitous after the first 30 seconds or less. So,
does that mean we must never consider creating a 3-minute or, horrors, a
15-minute video? Perhaps. Remember, everything must serve to support the story.
Do that right, and they?ll stay with you.

The Deep Dive: Conventional wisdom has always warned us not to
use long-form copy in letters. However, seasoned, successful copywriters know
that a well-told story will hold interest across 2, 4, even 16 pages. Same with
video. Don?t rush to push features, advantages, benefits. Find the relevant
hook, then reveal, build and educate about the issue. Lead them to want?then
crave?the answer to the quandary or dilemma you?re setting up. Now, the sales
copy tastes like good soup.

6. Editing is half the storytelling. Putting up an unedited video is like mailing the
first draft of your letter. It?s probably loose, meandering, dulling to the
senses. Resist, revise, and remove whatever doesn?t move your story along!

The Deep Dive: Video editing brings clarity and precision to
your story. The pace and direction are honed, so the viewer is drawn in and
held through the call-to-action. It?s an interwoven dance of timing, splicing,
movement, color, design, sound, mood, and the ruthless removal of what?s not
contributing. But, you need two things: A) the knack to know when it?s right
and when it?s not and, B) mastery of a video editing program, so you can accomplish
your vision.

There?s so much more to cover, but perhaps you?re getting a
sense of how online video marketing requires many skills and decisions so
familiar to the direct mail pro. Different tools ? different vehicles
??similar foundational concepts. As always, we invite your comments,
criticism, or questions.

Drop me an email, and we?ll get you the list of resources,
brand names, part numbers, and such of what we?ve found works in our
ever-evolving video marketing tool chest.

perry@acm-initiatives.com

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