Is there an easy way to create a great video that attracts attention?
Turns out, there is!
So, because I’m not a director, filmmaker or videographer, I’ve got my own ideas about creating videos for business.
And they are a little weird. But, they are also easy.
I’ve titled this video, “how to say it and shoot it” because I don’t know what else to call it. I actually think what I’m about to tell you covers 4 or 5 different film-making topics. Which, as you will learn later, is not what I would suggest you do in a video.
But I’ve got a cheat code, a short-cut for you that makes it all easy – or easier than it would normally be, by mashing it all together into one topic.
In this video we are going to discuss formats for what to say and formats for how to shoot it.
Now that seems like two different topics to me. But in actuality, your vision for a video depends upon what you want to say and your options for shooting it and saying it.
So here are the cheat codes to producing videos for your business.
First, let’s all agree that your video needs to deliver information or entertainment to the viewer – preferably both.
So commit to creating videos that inform and/or entertain.
I need your signature in triplicate… here, here and here. And initial here, and here and sign here that you agree to hold us not responsible for you taking 12 hours to edit your first video.
Right! Now… The cheat codes to creating great business videos are found in the styles of videos you can make, the topic choices you make, how you edit the video and if you use b-roll or not.
Let’s get into it!
There are obvious styles of videos you could make:
- Direct to camera in one shot
- Direct to camera in multiple shots
- Interview style
- Cinematic / Story
For business videos, you want to stick to Direct to camera in one shot, Direct to camera in multiple shots and Interview style videos.
Infomercial, Documentary and Cinematic styles require advanced knowledge of videography, lighting, sound, directing, editing and more. You can pull it off. But the investment in time, energy, money and other resources is going to be big.
If you want to do these styles, you should hire a videographer.
For the style of videos you want to create, your topic choices could be organized as:
- One topic – one point
- One topic – multiple points
- Multiple topic – one points
- Interviewing a guest
All of these topics choices are doable, but One topic – one point, One topic – multiple points, and
Interviewing a guest are the ones you should stick with.
When you get into multiple topics, each with multiple points, you have to do something extraordinary to keep the viewers attention and interest.
For example, look at this video. It’s an example of doing it wrong because I have multiple topics and multiple points.
The only way I can keep your attention through this is by mashing all of it together and calling it one thing – how to say it and shoot it.
And I’m also using bad humor and editing tricks like tiling and B-roll to keep your attention.
This is titling. BIG BOLD HEADLINE
Titling breaks up the video visually into chunks so your brain can compartmentalize the information. Titling is a part of your editing software. So if you want to add titles, you need to choose an editor that can do it.
B-roll in a business video takes your conscious mind off actively learning information, and makes it easier for you to just absorb the information.
B-Roll is also the majority of the footage in News stories, Infomercial and Documentary styles of videos and is used a lot in Cinematic / Story style videos as establishing shots and sewing pieces of video footage together. Anytime you don’t see a character of the story in the shot, it’s B-roll.
Whew! There it is, a complete cheat sheet on How to say it and shoot it, but now… let’s mash some of these styles and topics together and talk about them.
Your best choices for business videos are:
- One topic / one point / one shot
- One topic / multiple point / one shot
- One topic / multiple points / multiple shots
One Topic / One Point / One Shot
The first type of video is the one topic / one point / one shot – which essentially means you have one topic to talk about and you make only one point about that topic and you do it all in one shot.
You could have many points to make about a specific topic, but you can create more content by splitting the points up into different videos. Kinda like I’ve done with this video marketing for MSPs series because it’s such a large topic.
A one topic / one point / one shot video is going to be much shorter than every other style of video, so it’s easier to make and works well on social media. You could just stick to this type of video, but if you want to build a large audience of interested followers on YouTube and LinkedIn, you will want to use other types every now and again.
Here’s an example:
“Hi it’s Mike with important news. Hackers are getting aggressive now that the world is on lockdown and they have a lot of free time on their hands. They are actively trying to find holes and exploit your systems. Don’t be a victim! Make sure you are protected with a robust cyber-security monitoring solution from my MSP. Call me at my phone number, or email me at my email and I’ll conduct a 7 point check of your network that will uncover any issues you need to address.”
One Topic / Multiple Points / One Shot
The one topic / multiple points / one shot video is a great type of video that is still easy to create because it’s only one shot.
The place people go wrong with it is having one topic and 20 points. It should be, ideally, just 3 points.
That way it’s easy to write, remember and shoot.
The best way to write this video is to use legendary business consultant Alan Weiss’s 3 reasons format.
Here’s an example:
“I don’t think you should have a backup policy and here’s three reasons why:
First, we don’t want a policy to protect our data, we need to ensure our data is safe. That requires a culture. Sure we can schedule backups, but employees have a role in this and need to understand how to ensure your network stays safe so a bad actor can’t get access to the data in the first place.
Second, it requires education on good housekeeping of data and information. Everyone seems to organize data in a different way and it creates a mess of files and folders all over the place. Many times, data loss and missing files occur because of employees deleting files.
And Third, I think policy is the wrong term. It’s too generic. It doesn’t relate the importance of backing up and protecting your data. I like the term strategy better. It relates everything that has to go into it. It suggests that there is redundancy and failsafe processes in place in the event of data being accessed, deleted or compromised in some way.
Look there’s too much at stake in your business to lose your data. So call me for a data and security audit today and let’s make sure you are protected!”
You’ll notice in this example it takes a contrarian view even though in essence everything is correct. This is classic Alan Weiss. You don’t have to take the contrarian view, but if you do, people’s ears naturally perk up and pay attention. You can use that to your advantage.
One Topic / Multiple Points / Multiple Shots
The only difference between this type of video and the one topic / multiple points / one shot video we just talked about is multiple shots.
This is what the majority of my videos are and it’s really only done to make the video more interesting.
This is done either by using multiple cameras, or by moving the camera to different spots over the run of the video.
We’ve learned that if you mark the spot on the floor, you can return to the same spot again and again and get some continuity from video to video.
But to do this, we have to split the script up into nears, mids and fars. Which are the distance of the shot.
You can add titling and b-roll over top of the video to increase the interest even more, but it’s not necessary with this style of video if it’s short enough. But if you go over 5 minutes, you have to add interest to the video to keep the viewers attention like I’ve done in this video.
Yes, this video is actually a one topic/ multiple points / multiple shot video – Kinda. It’s a hybrid. The reason I say that is because this shot of me talking to you forms the audio track for the entire video, except there are cutaways segments that had to be shot separately – and we had to move the camera to do it.
There are many ways to do interview videos. The best are computer based – like a webinar or a zoom meeting style where the speakers are both looking directly into the camera and it’s all done in one shot.
These videos can have multiple topics or just one, but they are super simple to do once you have your technical set-up nailed down.
There are too many different software programs, camera options and ways to record the video to cover here, so you’ll have to do some experimenting on your own.
On the other hand, if you are shooting an interview live with both speakers present. You run into issues depending upon the number of cameras you are using. Typically in interviews, there is a main camera which gives an establishing shot and each speaker has their own camera as well. When they speak, the video changes to their face and as they speak every now and again, you go back to the main establishing shot.
This is easy if you have the cameras, the only mistakes you can make are having bad sound, bad lighting and getting video of a speaker from the wrong direction which looks weird.
Well there you have it. An insider’s video production cheat sheet on what to say and how to shoot it. I’ve included this information and a simple script worksheet for each type of video in a .pdf you can download. The link is in the description. It not only gives you the video style and topic choices you can make, it also gives you the script formats.
10 months ago I paid to get a third of this information and I’m giving it to you and more for free, all you have to do is download it and put it to use.
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