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Marketing Videos Thinking Outside The Office

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For some businesses it’s a question with an obvious answer. Where do we shoot our marketing videos? The office, the factory, the places we do our work. But what if you’re a small business owner without a fancy facility? Well, in many cases the answer remains the same.

This week I’m blogging about some of our most recent videos, and passing along valuable lessons illustrated by each. Today, it’s RS Design Studio.

Marketing videos case study

Randy Shingledecker is the man behind the company. He’s an interior designer, and one of his big questions as we got started on the video… where should we shoot it?

I asked him where he does his work and he mentioned his office. Okay, check. He also mentioned all the stores he visits looking at products. Now we’re getting somewhere.

I asked a little more about that and he likes to take clients with him on some of those missions. See how this is taking shape? We were producing one of our Elevator Pitch Videos for him (typically about 60-seconds), so a couple of locations was plenty. I also loved the idea of getting out of the office.

Shoot your marketing videos wherever you work.

Shoot your marketing videos wherever you work, and that doesn’t have to be your office.

You don’t need a fancy office

A lot of small business owners are worried about looking that way… small. I can’t tell you how many times I’ve been told, “We don’t have an impressive office or anything.”

My response is always the same. “So what.” In the hands of a good professional storyteller, they’ll make something work. It doesn’t have to be deceiving viewers into thinking someone’s bigger than they are. It’s about putting them in the right environment to tell their story.

Having a big factory or a highrise office is great, but they’re not essential components to creating a compelling marketing video.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Recruiting Video Differs From Marketing Video

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The economy is still slow, times remain tough, but believe it or not businesses still have a hard time recruiting good workers. One of the things they’ll occasionally do to help their effort is create a recruiting video.

This week I’m blogging about some of our recent projects and highlighting valuable lessons. Today’s video features a Chicago networking group… LeTip of Lakeview. Okay, I’m a member, so I kind of had the inside track on this project. It was an easy one in the sense that the group’s leadership basically turned me loose and said, “Do your thing.” That doesn’t mean it wasn’t without challenges and that’s what I’ll focus on here.

Recruiting video vs. About Us video

First, a recruiting video is similar to an About Us video, but there are some subtle differences. Chief among them… what you’re selling. A business creating a About Us video should be focusing on what prospects and clients want to know about the company. A recruiting video highlights things important to prospective employees.

The LeTip of Lakeview video is a great example. The video is intended to help recruit new members, so it focuses on things we feel sets the group apart from other networking groups… great energy, providing warm leads and putting dollars in your pocket.

What the video doesn’t go into is the parent organization, LeTip International, or how the meetings are structured. If we would have been producing a more general video on the group, those things would have been touched on.

LeTip of Lakeview uses a recruiting video to attract new members.

LeTip of Lakeview uses a recruiting video to attract new members.

Takes a professional’s eye

Second, take a look at the video from a visual standpoint. Anything stand out? It’s basically a bunch of people sitting around a table. The challenge was trying to make that look interesting and convey one of our big points… great energy.

An amateur video producer would have probably never even considered this point. Good thing the group has an expert at the table (cough, cough). High energy music, lots of camera movement and quick cuts go a long way to spicing things up.

Recruiting videos can be a tricky project, but with the right focus they can help make your business or organization more appealing.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Giving Website Video A Genuine Message

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We just recently wrapped-up a few new projects, so I thought I’d take the week to highlight them and some of the lessons they can provide anyone creating a website video.

Today’s selection is an example of one of our Elevator Pitch Videos. It’s the least expensive and least involved of the types of videos we do, but it’s a great way for small business owners to get a quality “About Us” video for their websites.

CGO Wealth Management is in the process of creating a new website and thought it was important to incorporate a video. When I spoke with owner Claude Ohanesian for the first time, there was something that struck me about his message for prospects. He really wanted them to understand that he genuinely cares about his company’s clients.

I knew right away that video was going to be a good fit because that’s what video can do better than every other marketing platform. It helps convey feelings.

Adding authenticity to your website video

CGO Wealth Management delivers a genuine message during their website video.

CGO Wealth Management delivers a genuine message during their website video.

“What we want to do more than anything else is give our people the comfort that someone cares about them.”

That’s what Claude said during our interview. As words on paper or on a screen, it looks nice enough. Do you get any emotion from it though? Probably not.

Now, try watching the video. It’s a totally different story. He sounds and looks sincere.

That’s the power of video. Reading the words don’t do them justice, but when you hear them coming from him they carry greater weight. It lends a whole other level of authenticity to his marketing.

Adding a genuine message to your website video creates a great first impression for anyone visiting a company’s website.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Top 3 Tips For Amateur Video Marketing

Video CameraVideo marketing is huge these days and more and more businesses are giving it a go on their own, so I thought I’d write about some of the mistakes amateurs tend to make.

First, I’m on the record here. If you’re with an established company and value your reputation, please find a pro to help you. The likelihood of you pulling off an amateur video that lives up to your good reputation is slim. Okay, that’s my disclaimer.

Now, for those of you with young companies or small businesses with zero marketing budget, here are some things to keep in mind.

  • it’s not about the camera, it’s about the person behind the camera

Look… everyone has an HD camera in their pockets. Whatever you use as a camera is probably going to deliver a good-looking image. The key is picking the right person to operate the camera. Who’s a good still photographer? Who has a creative eye? Do they understand even a little something about composition and lighting? These are the people you need to think about.

  • good pictures aren’t enough

Video includes both sight and sound, and nothing screams “amateur” like a video with beautiful images and crappy sound. Invest in a good microphone. If you’re having someone talk on-camera, think about the environment where you’re doing it. Is there competing sound somewhere in the area? Remove it, or remove yourself from the area. Your sound needs to be crisp with little or no background noise seeping through.

  • know when you’re in over your head

 Producing quality video isn’t easy. If your experience isn’t going like you would have hoped, stop. Please stop. Whether you give-up completely or turn to a pro, that’s up to you. A bad video is just a bad idea. It makes you look like amateurs, and the last thing you want people thinking about your company is that you’re a bunch of amateurs.

So… that’s about it. I’m not a fan of most amateur videos, but if you have to do it… be smart about it.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Great Video Storytelling Without Saying A Word

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One of these days… one of these days I’ll convince a client we don’t need any spoken words to tell their story. It has to be the right project, but video storytelling is more than words. In some cases, it can survive on its own without anything being said.

I’ve blogged about it in the past. American Airlines did one of my favorite videos in this way. Well, I have another one.

Adobe’s creative video storytelling

I LOVE a recent video produced by Adobe entitled, Photoshop Live – Street Retouch Prank. From the concept to the execution… A+.

Adobe wanted to promote one of its upcoming events, Adobe Creative Days, so they brought some creativity to a local bus stop and captured it all on video. I’m not going to say anything more than that because I really want you to watch.

They setup the scenario, show us how it’s done and share the end results… all without any sound bites or narration. Could they have used some? Sure. Did they need to? No.

I don’t necessarily know if it ever came up at a pre-video meeting, but I’d argue not using any spoken words actually works well with what they’re promoting. It’s a “creative” way of highlighting Adobe Creative Days.

Will viewers “get” the message?

Not sure this sort of thing would connect with an audience? Well, the Adobe video currently has over 16-million views. 16-million!

Look, I know it’s Adobe so they have a big audience to begin with, but that audience clearly watched and shared it with others. They’re not going to do that with something that stinks or they don’t understand. That’s why video is such a terrific tool. Good videos are highly shareable… whether there are spoken words or not.

Anyway, it takes some corporate guts to go with this style, so it might be easier for companies like Adobe that produce a lot of videos. I have to say though… it’s soooo good.

Consider this an open call to all of our clients and future prospects… we’re ready to give it a try when you are. If you don’t like it, we can always do some interviews and go back down the traditional route.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

About Us Video Made Easy

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My wife reads a bunch of interior design blogs, and one of the bloggers recently wrote about how difficult it was for her to create an About Us video. That doesn’t surprise me.

I’m not going to mention the blogger. I watched her video and while it wasn’t an awful amateur attempt, it was an amateur attempt. Unless I’m pointing out specifics to use as teaching moments, I don’t like to point a figure at sub-par videos. Without purpose, it’s just mean.

Anyway… the point I wanted to touch on is simply involves the About Us video in general. The blogger was right. It is hard to produce, especially when you’re doing it on yourself. Trust me, I’m a veteran video storyteller, and one of the most difficult About Us videos I’ve produced was on T60.

One of the reasons is simply perspective. You know everything there is to know about you or your company. Cutting that down to fit a 1-2 minute video is tough. You want to tell everyone everything, but that just doesn’t work.

How do you do it?

It takes an incredible focus on what your customer wants. Remember, this video might be ABOUT you, but it’s not FOR you. The video is for your audience. Every step of the way you need to be asking yourself, what’s the information they need? What are the issues relevant to them? Questions like those will guide you down the right path.

Don’t produce an About Us video at all

Of course, probably the best way to produce an About Us video is what our clients do. They don’t produce one at all. They have us do it for them.

Self-serving, yes, but it’s true. Bringing in an professional storyteller with a fresh and unbiased perspective usually results in a better video. Not to mention they should be a better and more efficient videographer and editor.

An About Us video is something every business/organization should have, and while it can be a tough task… it doesn’t have to be.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Smart Start To Getting Video Production Costs

moneyThe decision has been made… let’s do a video! Everyone’s excited, it’s a great marketing tool, it sounds like a lot of fun… then it happens. Someone asks, “How much do you think it’s going to cost?” Blank stares… because video production costs aren’t something many people are familiar with.

I mean, why should they be? Start surfing around to production company websites and you’ll have a tough time getting any sort of a rough idea (present company excluded).

I get it. It’s hard to gauge. When someone calls us for a quote, there’s a bunch of factors…

  • how many shoots will be needed?
  • how many cameras?
  • how many interviews?
  • how time is needed to create a script?
  • how many days to edit?

These are all questions we’re asking ourselves as we listen to what the client needs. Once we have all the answers, then we can give an accurate quote.

You know what though… we’re happy to give ballpark estimates. As a matter of fact, clients who have been with us a while call for them all the time, and here’s why that’s a good thing.

Video production costs and an accurate budget

The problem a lot of people run into while producing a video is they usually fail to create a realistic budget. That budget gets set, then they scramble to find someone to create the video they want for that budgeted amount. This means a lot of times they have to settle for a producer they might not like, but it’s the one they can afford based on the budget.

What many of our clients do is call us before the budget is set so they have a better idea of what to ask for from the beginning. We give them a ballpark estimate, then they take that to the decision maker.

It creates a situation where there aren’t any surprises. It’s one thing for the manager or CEO to know in advance the project will cost about $5,000. It’s another thing when the budget is set for $2,000 and the team comes back later and says, oops, it’s actually going to cost $3,000 more.

Getting a ballpark quote is a great way to start a video project before it even gets rolling.

–Tony Gnau

 Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Happy Independence Day Weekend

Jefferson Memorial Washington, DC

Jefferson Memorial
Washington, DC

I love Independence Day. We’ll celebrate this weekend with pool parties, barbeques and fireworks, but the reason we get to celebrate is because 56 men signed a piece of paper that started a revolution.

They defied one of the most power monarchs in the world knowing if the revolution failed, it would cost them their lives.

In thanks to them, read the words that changed the world forever. Happy 4th of July!

IN CONGRESS, July 4, 1776.

The unanimous Declaration of the thirteen united States of America,

When in the Course of human events, it becomes necessary for one people to dissolve the political bands which have connected them with another, and to assume among the powers of the earth, the separate and equal station to which the Laws of Nature and of Nature’s God entitle them, a decent respect to the opinions of mankind requires that they should declare the causes which impel them to the separation.

We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.–That to secure these rights, Governments are instituted among Men, deriving their just powers from the consent of the governed, –That whenever any Form of Government becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new Government, laying its foundation on such principles and organizing its powers in such form, as to them shall seem most likely to effect their Safety and Happiness. Prudence, indeed, will dictate that Governments long established should not be changed for light and transient causes; and accordingly all experience hath shewn, that mankind are more disposed to suffer, while evils are sufferable, than to right themselves by abolishing the forms to which they are accustomed. But when a long train of abuses and usurpations, pursuing invariably the same Object evinces a design to reduce them under absolute Despotism, it is their right, it is their duty, to throw off such Government, and to provide new Guards for their future security.–Such has been the patient sufferance of these Colonies; and such is now the necessity which constrains them to alter their former Systems of Government. The history of the present King of Great Britain is a history of repeated injuries and usurpations, all having in direct object the establishment of an absolute Tyranny over these States. To prove this, let Facts be submitted to a candid world.

He has refused his Assent to Laws, the most wholesome and necessary for the public good.
He has forbidden his Governors to pass Laws of immediate and pressing importance, unless suspended in their operation till his Assent should be obtained; and when so suspended, he has utterly neglected to attend to them.
He has refused to pass other Laws for the accommodation of large districts of people, unless those people would relinquish the right of Representation in the Legislature, a right inestimable to them and formidable to tyrants only.
He has called together legislative bodies at places unusual, uncomfortable, and distant from the depository of their public Records, for the sole purpose of fatiguing them into compliance with his measures.
He has dissolved Representative Houses repeatedly, for opposing with manly firmness his invasions on the rights of the people.
He has refused for a long time, after such dissolutions, to cause others to be elected; whereby the Legislative powers, incapable of Annihilation, have returned to the People at large for their exercise; the State remaining in the mean time exposed to all the dangers of invasion from without, and convulsions within.
He has endeavoured to prevent the population of these States; for that purpose obstructing the Laws for Naturalization of Foreigners; refusing to pass others to encourage their migrations hither, and raising the conditions of new Appropriations of Lands.
He has obstructed the Administration of Justice, by refusing his Assent to Laws for establishing Judiciary powers.
He has made Judges dependent on his Will alone, for the tenure of their offices, and the amount and payment of their salaries.
He has erected a multitude of New Offices, and sent hither swarms of Officers to harrass our people, and eat out their substance.
He has kept among us, in times of peace, Standing Armies without the Consent of our legislatures.
He has affected to render the Military independent of and superior to the Civil power.
He has combined with others to subject us to a jurisdiction foreign to our constitution, and unacknowledged by our laws; giving his Assent to their Acts of pretended Legislation:
For Quartering large bodies of armed troops among us:
For protecting them, by a mock Trial, from punishment for any Murders which they should commit on the Inhabitants of these States:
For cutting off our Trade with all parts of the world:
For imposing Taxes on us without our Consent:
For depriving us in many cases, of the benefits of Trial by Jury:
For transporting us beyond Seas to be tried for pretended offences
For abolishing the free System of English Laws in a neighbouring Province, establishing therein an Arbitrary government, and enlarging its Boundaries so as to render it at once an example and fit instrument for introducing the same absolute rule into these Colonies:
For taking away our Charters, abolishing our most valuable Laws, and altering fundamentally the Forms of our Governments:
For suspending our own Legislatures, and declaring themselves invested with power to legislate for us in all cases whatsoever.
He has abdicated Government here, by declaring us out of his Protection and waging War against us.
He has plundered our seas, ravaged our Coasts, burnt our towns, and destroyed the lives of our people.
He is at this time transporting large Armies of foreign Mercenaries to compleat the works of death, desolation and tyranny, already begun with circumstances of Cruelty & perfidy scarcely paralleled in the most barbarous ages, and totally unworthy the Head of a civilized nation.
He has constrained our fellow Citizens taken Captive on the high Seas to bear Arms against their Country, to become the executioners of their friends and Brethren, or to fall themselves by their Hands.
He has excited domestic insurrections amongst us, and has endeavoured to bring on the inhabitants of our frontiers, the merciless Indian Savages, whose known rule of warfare, is an undistinguished destruction of all ages, sexes and conditions.

National Archives Washington, DC

National Archives
Washington, DC

In every stage of these Oppressions We have Petitioned for Redress in the most humble terms: Our repeated Petitions have been answered only by repeated injury. A Prince whose character is thus marked by every act which may define a Tyrant, is unfit to be the ruler of a free people.

Nor have We been wanting in attentions to our Brittish brethren. We have warned them from time to time of attempts by their legislature to extend an unwarrantable jurisdiction over us. We have reminded them of the circumstances of our emigration and settlement here. We have appealed to their native justice and magnanimity, and we have conjured them by the ties of our common kindred to disavow these usurpations, which, would inevitably interrupt our connections and correspondence. They too have been deaf to the voice of justice and of consanguinity. We must, therefore, acquiesce in the necessity, which denounces our Separation, and hold them, as we hold the rest of mankind, Enemies in War, in Peace Friends.

We, therefore, the Representatives of the united States of America, in General Congress, Assembled, appealing to the Supreme Judge of the world for the rectitude of our intentions, do, in the Name, and by Authority of the good People of these Colonies, solemnly publish and declare, That these United Colonies are, and of Right ought to be Free and Independent States; that they are Absolved from all Allegiance to the British Crown, and that all political connection between them and the State of Great Britain, is and ought to be totally dissolved; and that as Free and Independent States, they have full Power to levy War, conclude Peace, contract Alliances, establish Commerce, and to do all other Acts and Things which Independent States may of right do. And for the support of this Declaration, with a firm reliance on the protection of divine Providence, we mutually pledge to each other our Lives, our Fortunes and our sacred Honor.

Video Content That’s Selling Without Selling

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You don’t have to sell yourself to sell yourself. That sounds weird to some people, but in the video content world it can be a really smart marketing strategy.

The key is to sit down and really think about stories that will serve your customers, and I happened to find a really good example the other day.

Realtor’s Video content open house

I came across a YouTube channel for New Jersey realtor Sue Adler. It contains some testimonials and videos featuring properties for sale. No surprise there, but what I loved was a series of videos she produced on the various communities she serves.

Interested in moving to Millburn, NJ… there’s a video. How about Summit, NJ… there’s another video. There are five well-produced videos on different communities.

Think about what a great tool this is for home buyers considering different towns. They get a sense of the look and feel for each of them.

And you want to know what happens when you focus on producing professional content that’s relevant to viewers? People watch.

Her testimonials have some decent numbers… 600 views… 900 views. The community videos… 4800… 7200…10,400… 11,500… 12,700 views!

None of the community videos are “selling” Sue Adler, but they are all selling Sue Adler. You know what I mean?

important takeaway

It’s a great lesson for business leaders. Instead of thinking about how do we sell ourselves, try asking how can we serve viewers? What knowledge do we have surrounding our industry that people would find helpful?

It’s also something the entire team can work on. Get people to bat around ideas, especially those who are dealing with customers. They have first-hand knowledge of what customers are interested in.

When you start thinking in those terms, stories for your video content will start to surface.

–Tony Gnau

 

 Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.

Don’t Let Haters Do Your Storytelling

EntreLeadership newsletter pic

A bad review is bound to hit your business from time to time, which is why it’s so important to do your own storytelling.

If you’re a regular reader here you know I’m a HUGE Dave Ramsey fan. Not only to I appreciate his advice on personal finances, I also love his input on business. You can imagine how excited I was to get his EntreLeadership newsletter with the headline, 3 Ways to Tell a Great Story and Why You Need to Do It. A Dave newsletter promoting storytelling… I’m in!

The newsletter gives some basics on why and how business leaders can tell their stories, and it’s good advice. A good reason for telling your story that isn’t talked about much was actually hidden at the end and came from one of Dave’s EntreLeadership coaches.

John Felkins wrote a little about companies that suffer some sort of hurt… a snub, insult or betrayal.

“The power of being the author of your own story is that you don’t have to live out a plot you didn’t choose.”

That’s a terrific statement. 

How many businesses out there have suffered a bad review of some kind… deserved or otherwise? Pretty much all of them. Which is why it’s so important for you to tell the story of your business and not let someone else do it.

How video helps your storytelling

It’s also why video is such a great tool to use when telling your story. Video is the best way short of a face-to-face meeting to talk directly to customers and prospects. It allows you to show your passion for what you do.

We get a lot of clients who are surprised when I tell them we don’t script our videos in advance of shooting. The reason we don’t is simple. Scripted messages sound… well… scripted. I much prefer putting someone on-camera and letting them tell their story from the heart. We can always massage it in post-production to give it a professional polish.

Viewers almost always walk away feeling good after a well-told, authentic story compared to a canned message someone is trying to “perform.”

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.