The 6-Step Process

Step 1: Narration
Home-office-services

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.

 

Home & Office Services

Contractors, Cleaning Services, Tech Installations, Landscapers, Exterminators

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)?
  • Jones Roofing Company is an authorized GAF dealer specializing in asphalt shingles and metal roofing for residential homes in the Charlotte area.
  • (Or if you are a solo contractor:) What is your name and position?
  • My name is [Bill Jones] and I have been providing [handyman services] for the last [10] years.
  • What services do you provide?
  • We handle complete tear-off, plywood replacement, use ice and water shield and thicker underlayment, hip ridge, flashing, ridge vent, roofing installation and haul away of old shingles. We also provide gutter installation and repair, as well as vinyl siding installation.
  • What are some of the achievements and experiences of your company?
  • Jones Roofing has been serving Charlotte for the past 8 years. We are the trusted roofer of Schultz Home Builders. We have grown into a crew of 12 and roof on average about 45 homes per season.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to a great roof installation is to install with great accuracy creating snug corners, and chalkline guides. We are always learning how other companies are improving this process and learning from them as well.
  • What skills or certifications do you have?
  • We are a certified GAF dealer, and have completed their full library of training certificates the provide.
  • What do you try to achieve for your customers?
  • We want our customers to feel very confident in choosing us, and really wowed by the quality of the job and timeliness in which we completed it.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • We focus on being as knowledgeable about our subject as possible and guarantee satisfaction.
  • What are some of the ways you go the extra mile in your service?
  • We add additional ice shield beyond code, use the highest quality felt underlayment. We make sure you have enough soffit venting and ridge vents to prevent ice damn leaking. We install a hip ridge by the chimney, proper chimney flashing without being asked which virtually no one does.
  • Tell me about your crew, staff or subcontractors.
  • We bring a crew of 3 to the job site that begin your tear off, and as they complete one section, a second crew arrives to begin prepping the for the shingles. Its an efficient process that results in completion in about 2 days.
  • How does the service process work for new customers?
  • We collect 50% down upon agreement, by law you have 3 days to cancel. An install date is usually scheduled within 4 weeks. We arrive around 8am with a crew of 5 and can usually complete the install by 5pm the next day.
  • Share some expert advice.
  • Roofing installation starts around early May and ends in late October. Spring is a very busy and backed up time. Just plan on there being a long wait time if you’re looking into a Spring installation.
    (top question that sells)
  • Invite customers to do business with you.
  • Call us for a free estimate, and let us handle your roofing needs!

Optional Questions

  • How do you receive most of your customers?
  • What is one of your proudest achievements of your business?
  • How did the business find its beginnings?
  • What do you love about your job?
  • How is your service different from others?
  • Do you have any special equipment that is not commonly used?
  • What is the most interesting thing you’ve learned while providing your service that helps you better service 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
Home-office-services

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

(If you are a solo contractor, open with something like “My name is [Bill Jones], and I have been providing [handyman services] for the past [10] years.

[Who You Are/Your Expertise]
[Jones Roofing Company] is an [authorized GAF dealer] providing in [asphalt shingles and metal roofing installation] for [residential homes] in the [Charlotte] area. We handle [complete tear-off, plywood replacement, use ice and water shield and thicker underlayment, hip ridge, flashing, ridge vent, roofing installation and haul away of old shingles]. We also provide [gutter installation and repair, as well as vinyl siding installation]. We are the trusted roofer of Schultz Home Builders. We have grown into a crew of 12 and roof on average about 45 homes per season.[a key philosophy you live by:] The key to delivering a great service is to take your time where it matters most - in the planning and foundation of your project. For the past [three years] I have been learning:

  • What are the best new products on the market that are practical
  • What are the new cutting edge ways people are improving the design option for roofing
  • What are the most cost-effective ways to install roofing so I can be more competitive
[Talk About Benefits:]
The houses that we roof today will last 30 to 50 years compared to the 20 years that are typically being replaced. Roofing today comes with new code that requires 4 feet of ice and water shield to prevent ice damn leaks. We are a registered dealer of GAF shingles and their broad line of products at every level.

[Your Technique]
We install ridge vents on your garage and hip ridges for your chimney without being asked. Flashing around chimneys and vent replacement are what really separate us from the competition.

[Service Process] We arrive early morning with a crew of 3-5. We can complete a tear off on a typical 1500 square foot roof by about 2pm to begin replacing rotted plywood and prepping the roof for shingles and prevent any water damage from overnight rain. We begin installing shingles the next day and can typically finish around 5pm. All trash is hauled away. 

[Share Some Expert Advice] The type of shingle you install depends on your house. A designer architectural shingle really belongs with a designer house. Metal roofing, while durable, can look commercial if it doesn't fit your home. And your standard shingle is going to best fit with rental homes. We guide you on what makes the most sense for which homes.

Call us for a free estimate, and let us handle your roofing needs!

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
Home-office-services

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