BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
MASTERCLASS | PLANNING | BEATING THE 1ST COST MISTAKE: FINDING YOUR MOST EFFECTIVE VIDEO MESSAGE
Part 1 - Planning an effective marketing video
Beating the 1st cost mistake: Finding your most effective video message
Here’s a big mistake that happens a lot. I notice it as I speak to business video buyers all the time.
I hear marketing managers and business owners say
“I want my video to look like this. I want it to look like that. Here’s the image I want to project.”
This is unbelievably common. And it sounds normal.
But what I actually hear inside my head is
“I’m only interested in the pictures.
I have a big vision in my mind.
And I’m taking the message for granted.”
Now I love the visual side of video as much as anyone, maybe more as I’ve devoted my life to it for 30 years.
But without a message, the visuals mean little.
Smart marketing managers know this too.
They ask questions like:
> what are my customer’s main pain points?
> what is the single most unbeatable proposition we have?
> what is my customer’s biggest fear? Biggest irritation?
> what are their main objections & objectives?
YOUR GOAL: TO WIN MORE LEADS FROM YOUR NEXT VIDEO.
Learn how.
And then they focus on resolving these issues, through the medium of The Script.
A script message can be driven by:
- a series of simple iconic graphics
- a professional voiceover
- a series of VIP talking heads
- or a cast of actors in a drama
- or a series of captions in a Facebook video
- or cartoon presenter talking to us
- and any combination of the above.
It doesn’t matter because it’s the message of the script that counts.
Put simply: The script is the engine of your video.
Get the script right and the rest will be obvious.
And surprisingly, effective scripts do grow on trees. They’re not hard to do.
But they require some special thinking, and a close partnership with your video producer or scriptwriter, as well as your colleagues where you work.
I’ll talk about the exact how-to of scriptwriting in more detail later.
For now the key message is that if you get your script, your message right, free from mistakes, then you’re over halfway to having the perfect video.
And script plays an important part in the price which is why we’re discussing it now.
