Video can be a very effective way to market your products and services as images can be very powerful in influencing purchasing decisions; like any marketing method, there are some general rules of thumb to stick to that will help you create an effective piece of copy that will drive sales and increase brand awareness. Here are some tips you should consider when making your next promotional video.
Establish Tone and Voice
The tone and voice of your video are a key element in its success. Depending on what you are promoting, the tone and voice may be able to be taken in many different directions. What you might consider doing is looking at some videos made by other people and companies about similar products and ideas to see what sort of approaches seem effective or that vibe with you. They can provide some inspiration and direction.
Prepare a Script but Don’t Sound Like You’re Reading from One
When shooting a promotional video, it is a good idea to plot out what you are going to talk about so you can make sure to include all the important points you want to discuss and give some cohesion to what you are saying. You want to prepare a script of some sort, but you do not want to sound like you are reading from one, obviously. You want to maintain a conversational tone with your audience and provide them with information of value. Plot out what you want to talk about ,but when actually speaking, do not focus on saying exactly what you wrote down; unless of course, you came up with some perfectly worded way of expressing something and you want to make sure it is included.
Consider Adding Music
Think about when you are watching a television show or a movie—there is often music playing in many scenes that add more depth to what is happening on screen. It may not be something we are consciously aware of since we are so used to seeing this done, but when you think about it, it really adds something to the story. Same goes for a promotional video. Many experts recommend that you choose music first before you begin shooting as they believe it will be easier to edit the video this way.
Don’t Ignore Production Value
No matter how great your product or service, your script, testimonials and other elements may be, a poorly produced video will cancel all this out very quickly. Make sure you do plenty of test shots to check lighting; you may need to add some additional light or block out the sun to avoid looking washed out. Get a quality recorder. If you do not have any experience editing, the expense of hiring someone to do it for you is well worth it.