The 6-Step Process

Step 1: Narration
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Narration

Welcome to Step 1. Planning your narrative can take as little as 5 minutes if you simply copy the list of interview questions or script below. Modify as needed. We recommend using a script for most types of small business marketing videos after warming up the speaker with interview questions.

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.

 

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Hair Salons, Barber Shops, Nail Salons, Spas, Tanning Salons

Hair Salon Survey Results: 51% of customers want owner narration in the video; 28% are indifferent; 19% do not want narration in the video.
Hair Salon Video Length Limit Average: 70 seconds (1:10)

Interview Questions

  • When and why did the business open?
  • Swanson’s Hair Salon opened in 2004 to bring a fashion-focused salon of the big city to our little town.
  • What services do you specialize in?
  • We are full service. We provide cut and style, coloring, texturing, treatments, massage, nail service, cosmetics, hair removal, facials with mastery in coloring. We specialize in all hair types as well. Most of our clients are women, but we absolutely provide men’s cuts as well.
  • Is there a particularly interesting service you would recommend people try?
  • If you had a stressful day at work, one of the most effective massage types we provide is the cranial therapy. I really recommend trying it.
  • Has your business received any positive press worth mentioning?
  • Swanson’s was named the people’s choice favorite beauty salon in the Aspen Times.
  • What kind of experience or education does your staff have?
  • All of our staff has graduated from beauty school, and have at least 2 years of experience. Some of our most experienced stylists have over 15 years of experience. All stylists are required to continue their education, and we bring in artists that train and share their techniques.
  • How is your service different from others?
  • We’re different from other salons in that we are focused more on artistry than practicality. We are all passionate fashion lovers here.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • We believe that caring for our employees, our guests and our community is key to becoming a winning business. To care, we must share our expertise, our passion, and our success.
  • What types of products do you sell, and why those lines?
  • We sell a full line of hair products as well as makeup. We carry more of the top of the line fashion-oriented products that you won’t often find at the store, rather than your every day makeup you might wear to work.
  • Share some helpful advice.
  • If you’re in the mood for a hair style change, review some of our favorite styles online before setting an appointment.
  • What is the buying process? Do you take walk-ins, or is it appointment only?
  • We do take walk-ins for haircuts, but you’ll want to schedule something for most other services. Sometimes we can get you in right away.
  • Invite customers to do business with you.
  • Set up an appointment today, let us do your hair!

Optional Questions

  • Do you use any special equipment that is not commonly used?
  • Does your service have any relevant certifications, experience or education that should be mentioned?
  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • What do you love about your job?
  • What do you try to achieve for your customers?
  • How does the service process work for new customers?
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?


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.

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: 51% of customers want owner narration in the video; 28% are indifferent; 19% do not want.
Suggested Maximum Length: 70 seconds (1:10)
See full survey results for What Consumers Want in a Hair Salon Video.


Script 1 (Owner Narration Approach)

[Elevator/Nutshell]
Since opening in 2011, Swanson Hair Salon has grown to a team of 5 employees and has provided over 2,000 hair cuts or manicures to the people of Aspen. We’re full service, providing cut and style, coloring, texturing, treatments, massage, nail service, cosmetics, hair removal, facials with mastery in coloring. We specialize in all hair types. Most of our clients are women, but we provide men’s cuts as well.

[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 provide continual training.

[What Makes You Different]
We try to make it more than just a service. It’s a great experience. We try to add special extras to haircuts like offering teas, coffee and water, makeup consulting, hot towels and shoulder rub.

[Closing]
We want you to love the way you look and feel. Call us and set up an appointment today!



Script 2 (Owner/Testimonial Hybrid Approach)

Real Estate Agent: In my profession, we are judged by how we present ourselves. We need to look well-groomed and professional. After trying several different salons over the years, I have found no better service than Swanson Hair Salon. When I have to get in front of the camera for work, I have Swanson provide the full range of services to help me look my best.

Hair Salon Owner: Swanson Hair Salon has been serving the needs of Aspen since 2011. We specialize in hair cuts, styling, coloring, texturing, treatments, massage, nail service, cosmetics, hair removal and facials with mastery in coloring. We specialize in all hair types. Most of our clients are women, but we provide men’s cuts as well. We believe the key to providing great service is our ambitious and knowledgeable staff. We are always working to find new ways to provide you with best service possible.

Real Estate Agent: I rely on Swanson Hair Salon and I 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

Step 1: Narration
Beauty

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