Let’s just shoot it and see what we come up with.
Those words cut across the back of my neck like nails on a chalkboard. Yes, we see it every day on social. The phone is in the air at a 45% angle with this face talking at you delivering the most profound clear message.
What they don’t show is the 150 un-postable videos it took to learn lighting and composition on the fly. The hours of writing to create topics, headlines, and copy. The 12 takes it took to deliver the message, and the 4 hours of editing to put it all together. With just a little planning you can shorten that journey and create good video for your business.
What do you want to say and who do you want to say it to?
This simple question will get you thinking and clarifying your message. Then knowing who will receive your message will give you the platforms you need to focus on. Knowing the platforms will give you the format. Landscape 16:9, Square 1:1, Social ads 4:5, and/or vertical 16:9.
Where to start?
When doing video for business there is a timing and delivery format that works.
State the problem.
State it again going deeper into the pain points.
Offer the solution. Show your expertise.
Demonstrate how the results will change their lives
Call to action.
Write out a script.
This can be word for word or just bullet points depending on your style. Be aware if you are winging it in any way you need to nail it. Your editing budget and the finished quality can take a big hit here. After 20 years of editing I have been known for my fair share of miracles (hard work, knowledge, and expertise) but what I really remember are the few videos that could have been so much better if the script was followed.
Keep it as short as possible.
We no longer have 29 or 59 second time limits on ad videos, but, respecting your future clients' time and energy is a game-changer.
Think clear, concise wording.
Don’t be shy about the buy now button. Let people know what you want them to do. Don Miller - Story Brand on the Buy Now Button
Do you really want a client who is talked or tricked into submission? Think they’ll come back for more? Today's successful marketing is all about connecting to the people who want and need your services.
Make it flow
This is where a good copywriter shines. It takes a certain skill to communicate well. To lead people seamlessly through the purchasing process. Any speed bump and people will drop off quickly. Step by step, clear communication wins here.
I personally struggle every week with these newsletters. I know am not a great communicator and to offset this I work closely with a few choice copywriters that I hold in high esteem. They are golden in my world. My superpower is my visual brain which wanders widely in mysterious ways. This is an asset in the creative world but has taken years of couscous effort in the business realm to rein in. Lucky for me the video ad production world is rigid in structure, the creativity is in how the visuals dance, enlighten, and support the structured message. Without a clear message and good copy, you get a lot of flash and loud random talk. It’s the mark of lazy, ineffective marketing. Boring!
On the other end of the spectrum think of Mathew McConaughey and Lincoln Continentals. Need I say more?
Your copy, your message is the road map to your door.
And even though we have more than our share of extreme adventurers in Tahoe, everyone loves a well-maintained, properly marked trail that leaves you to simply enjoy the ride.
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