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Video Buyology

Video Buyology

A Client Reproduction System

Peter Lisney

April 03, 2019
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Transcript

  1. Topics • Why video • Video in the sales process

    • When to use a smartphone • Equipment required • Planning the video • Telling the story • Capturing the Sounds • Painting the Pictures • Lighting for smartphone video • Editing options • Distribution • Optimisation
  2. Why video • Moving images rather than still images •

    Sound of someone’s voice versus words on a page • Body language • Credibility • Be found on YouTube • Engagement • Don’t forget words and pictures on pages
  3. Video in the Sales Process • Viral • Corporate •

    Explainer • Case study • News
  4. When to use a smartphone • When you need to

    quickly capture the moment • When doing Facebook Live • When physical access is limited • Providing additional footage for conventional video
  5. When not to use a smartphone • When your video

    will have a long shelf life • When resources are available and time is not a problem • When production quality will improve audience engagement – Training videos – Brand building videos – Rushes for broadcasters
  6. Equipment required • Smartphone • Tripod or monopod with smartphone

    holder • Wind shield https://www.facebook.com/royalairforce/vide os/10155620390339885/ • Microphone (plus adapter if iPhone) • Shotgun mic • Battery pack
  7. Planning the video • Who do you want to influence?

    • What do you want them to do? • What will you say or show them to get them to do this? • Who is the best person to say or show this? • What questions should you ask to get them to say this? • What pictures would back up what is being said? • Where will your story be seen? • How will you measure effectiveness?
  8. Capturing the sounds • What is better, good picture with

    bad sound or good sound with bad picture? • Don’t annoy the 20% who have the volume turned up • Built-in mic, shotgun mic, hand-held mic and lapel mic • Location of interviews • Dealing with wind noise • Test record then check the quality with headphones • Music backing track
  9. Painting the pictures • Interview setting • Interview framing the

    shot • Shooting cutaways/B-roll – 10 second clips compensate for camera wobbles at start and finish – Framing - Wide, close-up, hands – Avoid pan and zoom but look for movement – Scribble down a shot list – Shoot 30 different cutaway clips per minute of edited film (5 mins footage per 1 min film)
  10. Lighting for smartphone video • Handheld battery operated LED light

    • Another smartphone or torch • Three point lighting – Window – Reflecting surface – Other light source
  11. Editing options • Use iMovie or smartphone app • Airdrop

    to editing Mac with Final Cut • Dropbox to another editor
  12. Editing • How long should a video be? – Consider

    shorter video to reduce editing burden • First 3 seconds are critical • Don’t start with shot of interviewee • Cutaway 2 to 5 clips each time before returning to interviewee • No front plate • Captions
  13. Distribution • Embed on website – Vimeo • Email link

    to prospects • Facebook (interruption marketing) = no limit on length • Twitter (news biased) = max 2 mins 20 seconds • Instagram (arty) = square, sub 30 seconds works best • YouTube (people seeking answers) = no limits
  14. Optimisation • Headline is everything • Use same words your

    target audience would use to search for video • #hashtags get you found • Include http in links off page but platforms don’t like this
  15. Conclusion • Video supports the sales process • DIY and

    outsourced options • Make a plan • Get it seen at the right time by the right people
  16. The Offer • Client story video shot at your location

    • Pay monthly, not £1K-£2K up front • £100 pre-production fee • Then, £100 per month from publication for as long as you see value and keep the video • Option to buy copyright anytime • Call Peter on 07974 565414 • Or email [email protected] Client stories on film