t’s not a secret. Online videos may be the fastest way to build the know-like-and-trust factor that builds a client-base and a business. It’s like having a one-on-one conversation with your ideal client, but on a one-to-many scale. It gives you a voice, positions your message and lets your ideal client know you’re out there.
These three tips will help you put your best foot forward, for what may be your prospect’s first impression…
3 Must-Do’s for Your Online Video (Hint: They’re not Technical)
1 – Know your purpose.
Before you start, get clear:
What do you intend to accomplish with this video?
What do you want your audience to be, do or have as a result of watching it?
Do you want your audience to be inspired, learn a new skill, opt-in to your email list or register for an upcoming event?
This step is for YOU. Your statement of intention isn’t necessarily part of your video, but is the clarity point around which it’s organized.
Clearly defining your intentions naturally guides what to include or exclude, how to plan for your video, and what your final call to action is. It’s like a container for your video’s content.
As you create your video, you then have a guideline to decide: Does this fit into, or belong in the container? Is it in alignment with my video’s purpose?
And keep it simple… ONE purpose or call to action. A confused audience doesn’t act… If you try to do too many things with your video, your target audience, faced with too many options, may do… nothing.
2 – Make an outline.
Create a plan – a structure or format that your video will follow.
I typically open with an intro segment. This is often a story – from my past, or my clients’ histories. Or I’ll briefly explain WHY I’m covering the topic.
Then I move into the teaching or “content” portion.
When you’re getting started, I recommend limiting your content to three points. Limiting yourself makes it easier on you, prevents you from delivering too much content, and – weird, but true – our brains like three’s. It’s why so many speakers teach 3 steps!
After that, plan how you’ll wrap it up…
Confession: This is the part that trips me up the most.
Sometimes I’ll get to the end of a video shoot and my camera guy will say, “Uh, you didn’t take the horn out of your mouth.”
He’s paraphrasing Miles Davis, who – when John Coltrane complained that he didn’t know how to put an end to his long saxophone solos – simply said: “Take the f*%king horn out of your mouth.”
So, um, yeah – plan how you’re gonna take the horn out of your mouth.
Knowing ahead of time how you plan to wrap up the video nixes the tempting ramble. It’s a great advantage.
3 – Be real.
There is so much technical advice out there on how to slick-up your production value. If you were to follow all the advice out there, you’d be modulating the pitch of your voice here, gesticulating wildly there, and just generally not being yourself.
Chill. What carries across the screen more than any other aspect of your video is you showing up authentically and wholly as YOU.
Trust. The people who are your tribe, that will vibe to you, will do so because of who you ARE and how you serve, NOT what you’re wearing or what’s in the background of your video. Or how often you wave your hands around.
Be natural. Talk as if you’re having a conversation with one, dear friend, someone for whom you care deeply – because you do. You wouldn’t do what you do, jump through all the hoops an entrepreneur must, if you weren’t absolutely passionate about the people you serve.
Bonus tip: Even with preparation, it can be challenging to muster the energy and presence to get in front of the camera. Some of my clients have had great success buddying up with a friend or supporter. Joining forces with another entrepreneur with similar needs – or even a sincere friend who can point and shoot – is sometimes all the nudge you need to go from thinking about making a video, to getting it done!
So now I want to hear from you – what’s your favorite tip for making on-line video? What have YOU learned from the trenches?