The 6-Step Process

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Step 1: Narration
Home-office-services

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.

Home & Office Services

Contractors, Cleaning Services, Tech Installations, Landscapers, Exterminators

Home Services Survey Results: 60% of customers want owner narration in the video; 28% are indifferent; 12% do not want narration in the video.
Home Service Video Length Limit Average: 78 seconds (1:18)

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?


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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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

Home Services Survey Results: 60% of customers want owner narration in the video; 28% are indifferent; 12% do not want narration in the video.
Home Service Video Length Limit Average: 78 seconds (1:18)


(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.


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

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Step 1: Narration
Home-office-services

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