The 6-Step Process

Step 1: Narration
Bus-charters-tours

3 Approaches to Creating a Business Video:

  1. Create It Yourself: To begin creating it yourself, visit Before You Begin to see what you'll need, then follow the 6 steps from there.
  2. Shoot Your Own Footage, Hire an Editor: To begin shooting it yourself, and hiring an editor, visit Before You Begin, follow steps 1 to 4, then before starting step 5, visit Find a Business Video Editor.
  3. Hire a Pro to Do It All: To begin comparing pros, visit Find a Business Video Producer.
  4. Collaborate with a Pro (Recommended): To begin planning, review 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Narration

Welcome to Step 1. Planning your narrative can take as little as 5 minutes if you simply copy the list of interview questions below. Or if you prefer the certainty of a script (which we do), modify the script template below which might take from 30 minutes to 2 hours. So First: Choose between the interview approach, and modified script approach described below. The interview approach is fast, requires no-preparation and delivers compelling natural footage. The scripted approach enables more control over the content, but requires more preparation including learning to recite each sentence naturally.

Interview Approach

What to Do: Choose about 10 questions that best suit your 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.

 

Charter Bus Companies

Charters, Tours, Shuttle Services, Single Passenger Ticket Services

Below are our best suggested interview questions followed by example answers.

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)?
  • Oakley Charters & Tours has been providing local and long distance charters since 2005, and has grown into a 5-bus operations. [Or] As an owner-operator, Oakley Charters has lower overhead and can offer lower rates, as well as maintain tighter control over the quality of service you receive.
  • What types of trips or tours do you offer or specialize in servicing? What is your niche? How are you different? (low cost versus high end service)?
  • We have lower cost 47 passenger buses for utility-like trips such as airport transfers. Why pay for a high end luxury coach when you are just looking move your group as a necessity?
  • What year was you business established, and how has it grown?
  • Oakley Charters was established in 2004 with one MCI bus after having worked as a driver for Greyhound for 8 years. As of 2016, we have 3 buses that specialize in low cost group ground transportation.
  • What features and amenities do your coaches have?
  • Our coaches are equipped with a restroom, PA system, satellite radio, satellite TV, DVD player, Wifi, AC Outlets, extra legroom galley and luggage rack.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • Our philosophy to providing a great service is to stay focused on keeping things simplified, low-cost, and reliable.
  • What features do you have in place to help ensure a smooth trip?
  • We have 24/7 dispatch, a full time mechanic that maintains engine reliability, GPS to ensure the quickest route, and are part of a national network in case of breakdowns.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • We are focused on making sure there is clear communication of you needs and expectations. We focus on being on time, and always being available for your call or email.
  • How does the service process work for new customers?
  • You’ll want to try and book at least 3 weeks in advance to insure availability. Payment in full at the time of order is required. Cancellations are allowed with a 15% cancellation fee.
  • In what ways do you get involved in the industry?
  • We are members of the National Association of Motorcoach Operators.
  • Do you have any advice for groups needing to charter a bus?
  • One thing I would recommend before hiring any charter bus company is to look up their USDOT number on the FMCSA’s website and check their safety rating, inspection record and see if they own as many buses as they claim as many companies will broker your trip out to someone else. Make sure the company you hire agrees in an email to not subcontract your trip out.
  • Give customers your name and invite customers to do business with you.
  • My name is Bill James, and I hope you’ll leave the driving to us on your next group trip or airport transfer.

Optional Questions

  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?
  • What kind of relevant experience or education do you have in your field?
  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • Talk about your staff.
  • What do you love about your job?
  • What do you try to achieve for your customers?
Things the Videographer Says to the Narrator Before the Shoot

An important key is to get the owner comfortable in front of the camera.

  1. This should only take 10 to 15 minutes.
  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. We're only going to use your best 1 to 2 minutes.
  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 questions off the top of your head, don’t try to recite something memorized (even when reciting something memorized).
  6. Your first take is usually 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."
Step 1: Narration
Bus-charters-tours

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

[Attention Grabber]
[Open with an attention grabber, slogan, or catch phrase - if you have one.] "Motorcoach travel is more than 6 time safer than driving a car, and is equivalent to 330 miles per gallon per passenger." Or "Why drive when you can sit back in style?".

[Features]
Jones Charters began providing group charter service from Baton Rouge, New Orleans, and Lafayette and surrounding areas in 2004. We feature a $400,000, 2010, 54 passenger MCI motorcoach equipped with [Satellite TV, Radio, PA, wifi, restroom, AC Outlets, and Galley]. We perform about 50 trips per year, have a good safety record, and are in good standing with the USDOT.

We employ 3 drivers that are also tested and regulated by the USDOT. Each driver is uniformed and trained to provide courteous service as well and is equipped with GPS and 24/7 dispatch to ensure the most expedient route. We are part of a national rescue network in case of a breakdown.

[Your Niche]
We perform a fair amount of school trips, airport transfers, cruise drop offs, and event shuttling and are focused on providing reliable service at an affordable cost.

[Ways You Go the Extra Mile (if you provide high end service)]

  • We roll out the red carpet for passengers when you board
  • We provide free drinks on the trip
  • We are licensed to show movies during your trip
[Experience] Before starting Jones Charters, I worked as a driver for public transportation for 8 years over which time I also learned and performed mechanical work. [A key philosophy] The key to success in this business is providing excellent customer service. By maintaining a small operation, I have tighter control over the service level customers receive.

[Talk About the Service Process] Most groups book several months in advance, but we can typically, 3 weeks is the minimum advance notice you’ll want to book with. Payment is made in full prior to travel, and is refundable with a 10% cancellation fee.

[Share Some Expert Advice] You can typically save 25% when you book directly with a local bus-owning company as opposed to a national broker. You can verify ownership by running a search on the FMCSA’s site.

May name is [First Lastname], I am the owner of Jones Charters, and I hope you book your next group travel with us!

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.
Step 1: Narration
Bus-charters-tours

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