Yes, it is powerful when used properly.
Yes, it can put an emotional stamp on what you’re selling.
Yes, it will deepen your product or service identification.
Video only works to brand when it is consistent.
Keep your visuals, verbals and vision as much the same as you can regardless of where in the sales funnel the video will be used. Your initial video should obviously be the same message as the landing page and the one on the website. Yes they can have variations but since we know we are dealing with limited attention spans, consistency and repetition are essential to build your brand.
The eyes have it.
The secret to powerful testimonials and any presentation on video, no matter what level of equipment you are recording with is being able to see the eyes of the presenter. They should be looking directly at you. My way of getting that to happen is to speak to the person on video from just next to the camera. In looking past the camera at me they give the impression they are looking directly at the viewer.
A tip of the hat to a video of Michael Caine teaching a master’s acting class for that tidbit.
Be careful to avoid shadowy eyes. Seating the subject in the light from a window will give them a healthy and flattering glow.
Seeing the eyes builds trust. It is that simple. Ever notice that meetings that use jumbotron projectors with operators that concentrate on capturing the presenter’s upper body and face provide a deeper confidence in the speaker and the message?
You also see with your ears.
We’ve grown up on audio that just keeps getting better and better. Our expectations are for a full rich sound on a video. You can’t get that recording in a sound swamp. Nor can you get great sound without putting a microphone in close proximity to the presenter.
You can get an adapter for your smart phone or DSL camera that will increase the capability immensely. Or, you can take a note from my playbook and get yourself a video camera that is ported for a microphone. My sound set up uses a lavaliere microphone remoted to a unit that pipes the sound straight into the recorder.
The key here is that you can improve your video quality significantly for less than a hundred bucks!
Steady as she goes.
One last simple but impressive hack.
Use a tripod.
There is nothing worse than trying to understand a video shot hand-held. Yes, the Blair Witch Project was shot hand held. It helped give it that quirky look. Thing is, when you’re pitching yourself, your product or your service you don’t want quirky. You want steady, sure, comfortable.
Jerry Fletcher is a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com
His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.