The 6-Step Process

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Step 1: Narration
Auto-repair

Narration

Step 1. The content of your business video can be greatly improved when it is based on marketing research. Biveo has conduced marketing research surveys for each industry. Your industry's survey results link can be found under the industry headline below. Also below is a list of interview questions and script template. Modify as needed. Scripts are more concise. Interviews are more natural and require less preparation.

Interview Approach

What to Do: Choose the questions that best suit your small business.

How it Works: The videographer asks the narrator the questions as if in an interview. The spoken questions, as well as "um"s and pauses are edited out later.

Auto Services

Mechanics, Body Repair, Oil Change Services

Auto Repair Shop Survey Results: 64% of customers want owner narration in the video; 29% are indifferent; 7% do not want narration in the video.
Auto Repair Video Length Limit Average: 72 seconds (1:12)

Interview Questions

  • How would you describe your service in one sentence (maybe include when it was established, how it has grown, or what area you serve)?
  • Johnson Auto Body opened in 2008 with one mechanic that has grown into a 15-employee operation that services over 12 cars per week.
  • What services do you offer?
  • We provide body work, restoration, engine and drive train, brakes, suspension, exhaust, transmissions, air conditioning and heating, tires, ignition, troubleshooting, diagnosing, and servicing electrical and mechanical systems, oil changes and lubrications, working with electronic diagnostic equipment and systems, optimizing engine performance, and correcting vehicle wheel alignment.
  • Are there any special services you provide?
  • We also provide loaner cars, car rental, car sales (dealer license), shuttle service, after hours drop-off, detail/cleaning, gas station, towing, and remote service calls (off-site service).
  • What types of vehicles do you specialize in?
  • We specialize in servicing domestic vehicles, foreign vehicles, semi-trailer trucks, heavy machinery, and alternative fuel vehicles, such as 100% electric, hybrid electric, natural gas, and hydrogen fuel cell.
  • How is your service different from others?
  • We are different from most auto body shops in that we will accommodate projects of any size and scope. We will provide mechanical service, painting of any metal machinery, and even do custom metal work of any type.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to our success is that we put people first. No policy or price structure will prevent us from helping the needs of our customer.
  • How do you receive most of your customers?
  • We receive most of our customers from word of mouth. We have built our business from this form of advertising.
  • How does the service process work for new customers?
  • Typically, you will drop your car off on a Monday or Tuesday, and we have them complete by Thursday or Friday depending on the scope of the damage. Some projects can be completed within a few hours.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • Providing great customer service is our top priority. We strive to do everything we can to make your buying experience with us a good one.
  • Share some helpful advice.
  • Some of the best ways to reduce repair costs is to be preemptive with maintenance. Waiting too long to repair something can incur more damage. We’ll diagnose other issues as we repair another.
  • Tell me about your staff.
  • Our staff is uniquely diverse and experienced in various fields allowing us to accommodate any request.
  • Invite customers to do business with you.
  • We look forward to servicing your car, and getting you back on the road!

Optional Questions

  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?
  • Are there any skills, certifications and associations we should mention?
  • What do you try to achieve for your customers?
  • Do you have any special tech or equipment that is not commonly used?
  • What is one of your proudest achievements of your business?
  • How did the business find its beginnings?
  • What do you love about your job?


Copyright 2018. Permission to repost with crediting link to Biveo.com.

Things the Videographer Says to the Narrator Before the Shoot

Getting your business owner comfortable in front of the camera is one of the most important aspects of your video. Studies show that how you say it is more important than what you say. You want your subject to come across as relaxed, happy, confident, approachable, enthusiastic and eloquent. Move the camera back. Try to make the process fun for them. Shots of the subject smiling and laughing will be among your best shots. Show interest in what they are doing. Stay positive with yout feedback. Have them do an over the top take to help boost their enthusiasm if needed. Reference 10 Techniques for Getting Your Subject Comfortable in Front of the Camera.

  1. Speaking on camera is easy. If you have experience speaking face to face at work, it will a breeze to look good on camera. And for any reason you don’t like the way you look, we can just use the audio.
  2. There is no reason to be nervous. Most of what we are shooting will only be used for the audio as shots of your business will be shown while you speak in the background.
  3. This should only take about 20 minutes, but there's no hurry. We can redo it until we get you looking your best.
  4. Look at the camera person, not the camera lens. Imagine you’re having a conversation. Or if your marketing calls for a script that is geared toward speaking directly to your customer, and warrants looking directly into the camera, look past the lens. Visualize your audience.
  5. Answer interview questions off the top of your head. (If you are reciting a prewritten answer, or using the modified script approach, try to recite the lines to sound as if you are answering the questions off the top of your head.)
  6. Your first take is often your best take because it is the most natural. So if you make a mistake, or "um" or pause, just keep going as these can be edited out.
  7. While answering, if you think of a side point, talk about it even though it wasn't asked. It is good to go off on a tangent.
  8. Include the question in the answer. For example, if asked, "How long have you been in business?", instead of answering "6 years”, answer "Smith Roofing has been in business for 6 years."

After the interview is complete, watch parts of it back, and show the client how they are coming across. This will help them do it again with more confidence and enthusiasm.

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Step 1: Narration
Auto-repair

Modified Script Approach

For tighter control, and more thorough analysis of your business's strengths while still sounding conversational, use this modified script approach.

What to do: Use the following script as a starting point to develop a custom Insert your company's information and philosophy into the following script template. Keep what works, remove what doesn't. There is about 2 minutes of script below, most videos only need to be about 1:15.

How it works: The narrator recites the script one sentence at a time as if speaking to an interviewer, repeating each sentence until it sounds natural.

Script Template

Narration: 64% of customers want owner narration in the video; 29% are indifferent; 7% do not want.
Suggested Maximum Length: 72 seconds (1:12)
See full survey results for What Consumers Want in an Auto Repair Shop Video.


Script 1 (Owner Narration Approach)

[Elevator/Nutshell]
Since opening in 1995, Smith Auto Body has grown to a team of 10 and has repaired over 4,000 vehicles for the people of Little Rock. We specialize in auto body repairs and powder coating for semis, heavy machinery, trucks and cars. We also provide mechanical work, towing, loaner cars and a fast turnaround to make your repair experience as quick and easy as possible.

[Philosophy]
We believe the key to providing great service is investing in our staff. Our employees have been with us for years because we compensate them well and provide full benefits. They are always learning something new as we stay current on certifications for new technologies.

[Service Features]
We do pick-ups and drop-offs, Feature a comfortable waiting room and never over book to provide quick turnaround at affordable prices. We can accommodate smaller projects as well such as lawn mowers and powder coating refrigerators.

[Closing]
Call us today for a rough estimate over the phone and let us provide you with fast, affordable service!



Script 2 (Owner/Testimonial Hybrid Approach)

Fire Chief: When our department was putting out the River North high-rise fire on Main St. in 2017, tumbling bricks had damaged our flagship truck. We turned to Smith Auto Body to handle the repairs. Smith provided an affordable estimate on the spot and began work that day. Within three days, we had the truck back looking good as new. Their service was so prompt and professional, we’ve had them handle all our mechanical needs since then.

Body Shop Owner: Smith Auto Body has been serving the needs of Little Rock since 1995. We specialize in auto body repairs and powder coating for semis, heavy machinery, trucks and cars. We also provide mechanical and maintenance work as well. We provide towing, loaner cars and fast turnaround to make your experience a great one. We believe the key to providing great service is our ambitious and knowledgeable staff. We stay up to date on new technologies and certifications to provide you with quick and affordable service.

Fire Chief: We rely on Smith Auto Body and think you'll be glad you do to.

Top 6 Script Content Tips

  1. Focus on the honest facts. Instead of saying "We are the best", try to give specifics such as, "We were recognized for providing great customer service by...", or "We performed serviced over 400 customers in 2015", or "Our staff is trained and certified by...".
  2. Good customer service is the most important thing to most customers. Demonstrate your level of customer service in your video. (Responsive, Accommodating, Knowledgeable, Flexible)
  3. Focus on the facts that show how you are different from other services. What is your niche?
  4. Demonstrate Candor. Do not try to portray your company any differently than how it truly is, and don't hide what your company truly offers. Use negatives to your advantage. For example, older equipment has the advantage of showing lower overhead and lower cost to the customer. What you think may be a negative can actually be a positive. Just be honest.
  5. Understand your niche and target your market accordingly. A portion of customers shop for the lowest price, a portion shop for the highest quality service. Charge fairly for the level of service you offer. Do not try to charge large corporation rates if you are a small local business. Do not drop your price to bargain hunters. Accept that you cannot win every customer that contacts you.
  6. If you are set on presenting your business by telling a story, be careful not to be self-congratulatory. Instead, focus on how your story benefits the customer.


Copyright 2018. Permission to repost with crediting link to Biveo.com

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Step 1: Narration
Auto-repair

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