The 6-Step Process

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Step 1: Narration
Photo-video-producers

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.

Photo & Video Producers

Photographers, Videographers, Video Editors, Video Animators

Videographer Video Survey Results: 58% of small business owners want owner narration in the video; 34% are indifferent; 8% do not want narration in the video.
Videographer Video Length Limit Average: 102 seconds (1:42)

Interview Questions

  • What is your name, occupation and what are you specializing in or developing right now?
  • My name is Mark Greer and I am a videographer specializing in small business marketing videos.
  • What kind of education, work history and experience do you have?
  • I have a degree in marketing and about 17 years of sales experience.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to sales success is honest, genuine value creation that puts the customer first, not profit.
  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?
  • For the last two years I have been learning what the most important things to customers are, how to make a business look its best, and how to produce a video cost effectively.
  • How would you reassure customers that their decision to produce a video is a good one.
  • While running online advertising campaigns in the past, I learned that video really caused a company’s interest to spike. Video has the potential to be your most effective form of marketing. So I focus on learning what content is important for customers.
  • What does it take to produce a great video?
  • To produce a great video at low cost, I make sure to include the substance that matters: the building in relation to other landmarks… equipment, vehicles, staff, owner narration.
  • What things do you do to make sure the business looks its best?
  • I make sure the business looks its best by making sure to shoot when the sun is hitting the front of the building, that the business looks busy while implying it needs more business, that the narrator sounds likable.
  • What do you try to achieve for your customers?
  • I try to produce the most effective marketing content quickly and efficiently.
  • How does the service process work for new customers?
  • There is no need to write and memorize a script. I can walk in, spend 15 minutes asking the owner the right questions from which I pull the best 1-2 minutes of natural, unrehearsed conversation, 20 minutes shooting the building or job site, and have it edited 5 hours later, enabling a low cost production.
  • Share some expert advice.
  • Most businesses aren’t going to benefit from a high end, broadcast quality video. And most businesses aren’t going to benefit from shots that build ambiance, not unless your business sells ambiance like restaurants. Most businesses should be presented like an informative documentary, not a commercial.
  • Give customers your name and invite customers to do business with you.
  • My name is Mark Greer, and I look forward to working with you!

Optional Questions

  • Talk about the equipment you use and its implications.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • How did the business find its beginnings?
  • What do you love about your job?
  • How is your service different from others?
  • What skills or certifications do you have, and what services do you offer?
  • What are some unique features of your service and their benefits?
  • How do you receive most of 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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Step 1: Narration
Photo-video-producers

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

Videographer Video Survey Results: 58% of small business owners want owner narration in the video; 34% are indifferent; 8% do not want narration in the video.
Videographer Video Length Limit Average: 102 seconds (1:42)


[Who You Are/Your Expertise]
My name is [First Lastname] and I am a [videographer] that is currently doing a lot of [video production for small businesses]. I spent [X years] working in [marketing] before this, and have about [4000 hours] of experience in [sales]. [a key philosophy you live by:] The key to sales success is honest, genuine value creation that puts the customer first, not profit. For the past [x years] I have been learning:

  • What are the ideal things a video should include that helps customers buy
  • What are the ideal ways video can help a business look its best
  • What is the most cost-effective method for producing video

[Talk About Benefits]
Businesses that have an overview video receive more attract more visitors, and convert a higher percentage of those visitors if produced properly.

[Your Technique]
To produce a great video at low cost, I make sure to include the substance that matters: the building in relation to other landmarks, equipment, vehicles, staff, owner narration. Using close ups only for businesses that sell ambiance. I make sure the business looks its best: the sun hitting the front of the building, that either the business looks busy, or there is emphasis on being new and needs business, that the narrator sounds likable.

[Talk About the Service Process] And produce it quickly and efficiently. There is not need to write and memorize a script. I can walk in, spend 15 minutes asking the owner the right questions from which I pull the best 1-2 minutes of natural conversation, 20 minutes shooting the building and/or job site, and have it edited 5 hours later enabling a low-cost production.

  [Share Some Expert Advice] Most businesses aren’t going to benefit from shots that build ambiance. Restaurants sell ambiance, but most businesses, such as electricians, do not. Most businesses should be informational or documentary.

May name is [First Lastname] and I look forward to producing your video.

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
Photo-video-producers

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