The 6-Step Process

Step 1: Narration
Professional-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.

Even if you are creating it yourself, also take a look at these: 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.

 

Professional Services

Accounting and Tax Services, Lawyers, Insurance Agents, Web Developers, Consultants, Financial Planners, Writers

Below are Biveo.com's best suggested interview questions.

Interview Questions

  • What is your name, occupation and specialty?
  • My name is Jane Doe and I am a graphic designer that primarily provides web development work to local businesses and non-profits.
  • What kind of relevant education or experience do you have in your field?
  • I have a bachelors in design from Western Michigan and have been providing full time graphic design since July of 2000.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • The key to great design is to visualize the experience of your customer.
  • What skills or certifications do you have, and what services do you offer?
  • I am skilled in adobe illustrator, Wordpress and photo shop, and offer graphic design, web development and photography services.
  • What do you try to achieve for your customers?
  • I really try and create a design and suggest text that excites the customer.
  • Are you active in your community?
  • I’m very active in my community and my son’s education, and am always thinking of ways to make the world a better place.
  • What are some of the most interesting things you’ve learned while providing your service that helps you better assist your customers?
  • I’ve spent the last two years learning more about marketing and how it connects with the user experience in an effort to help my customers increase their customers.
  • How does the service process work for new customers?
  • When a new client contacts us, we gather some information over the phone and set up a meeting where we present 3 ideas typically. Most websites are completed within 1 to 2 months.
  • Share some expert advice.
  • Over the years I’ve seen what aspects of a website generate the most sales for businesses, and the top two things I can recommend for your website are real photos and video of the business. Stay away from stock photos.
  • Give customers your name and invite customers to do business with you.
  • My name is Bill James, and I look forward to working with you!

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 software or tech that is not commonly used?
Things the Videographer Says to the Narrator Before the Shoot

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

  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 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.

Step 1: Narration
Professional-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

Script by Biveo.com

[Who You Are/Your Expertise]
My name is [First Lastname] and I am a [graphic designer] that is currently doing a lot of [web development work for local businesses and non-profits]. I spent [X years] working for a [design house] before that and have about [4000 hours] of experience in [graphic designing]. [a key philosophy you live by:] The key to building a great project is to visualize the project from the customer perspective. For the past [x years] I have been learning:

 
  • What are the best ways of designing for ease of use for your visitor
  • What are the best ways to deliver fast, reliable load times
  • What is the most cost-effective way of achieving what the customer needs

[Talk About Benefits]
Every business should have a website. A website is often your first impression on your potential customers so it’s important to invest the time to make it great.

[Your Technique]
I develop Wordpress sites which are ideal for small businesses that need to change their content frequently. They are inexpensive because of the wide range of pre-made templates and framework.

[Talk About the Service Process] We start off development with a meeting where I ask the client as much as I can about the business and what they hope to present to the customer. I then present a few template suggestions and from there I can have a basic website built in about a couple weeks after several rounds of revisions. Larger sites take much longer. 

[Share Some Expert Advice] The most important thing your website can include for your your visitors is pictures of your staff, equipment, vehicles and office or showroom. Even better than photos are video so your customer can get a feel for the culture of the business.

May name is [First Lastname] and I look forward to working with you on your next project!

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
Professional-services

Suggestions?