Vlog: Head Producer Kevin Rossiter unlocks the secrets of better training video production (runtime 3.07)
View the series so far, here:
Hello, my name’s Kevin Rossiter. I’m the head producer at Studio Rossiter and over the years I’ve been responsible for producing, scripting and directing many hundreds of training videos, some of which have been lucky enough to win awards.
The reason I’m here today is to introduce to you the Manager’s 8 Point Guide to Producing Better Training Video.
What I’ve learned is that training videos are dull, and that when you get them made for your company you’re going to pay a lot more than you’re going to pay for an off-the-shelf training video.
So how do we make a training video better? We’re going to look at eight points – eight sets of ideas that can give any training video a lift.
The first point is motivate and instruct
Now this might seem very obvious but for a training video to really work you have to get inside the mindset of your audience.
Now when I think of audiences I think of them a little bit like a politician does.
If we look at this image, I’ve divided the audience into three segments:
The first area are the people who are willing to do exactly as you tell them.
Let’s put a tick by these people.
These are your friends; they barely even need to see a video. If you tell them, they will do as you instruct.
They will follow you to the letter – or if you want an attitude from them they’ll try and adopt the attitude.
Now this section here, these are the no’s.
These are the naysayers. These are the people in the audience who aren’t interested really in what you have to tell them and they will probably privately disparage, and my advice is to you in terms of video, ignore them, you’re not going to change them.
You’re going to lose them through natural wastage. You’re probably aware of some of them.
So let’s park them for now and look at the most interesting section – which is this with the question mark, the floating voter.
Bridging the gap between the naysayers and the yesses are the people in your company who may or may not want to comply or adopt an attitude that you’re trying to convince them of or instruct them in.
It’s fickle, it’s like politics.
The job of the video is to make them become yesses and not no’s.
They are floating voters and they can go either way and if you win the yeses and you win the floating voters then your video will win. It will change your workforce for you.
So to win people over and to get into their mindset we have to pitch their self interest. You have to widen the point of view of their self interest but you have to do it interestingly.
For instance you could use drama, you could use Vox Pops.
There are various tools which we’ll look at in the next points ahead but for now we’ll just leave it that if you understand their mindset and know where they’re coming from, you know how to motivate them.
And when they’re motivated it’s very easy to instruct.
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