The 6-Step Process

Step 1: Narration
Service-stores

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.

 

Service Stores

Dry Cleaners, Tech Repair Shops, Memorial Services, Car Washes

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 and what area you serve)?
  • Smith’s Dry Cleaning opened in 2008 to provide a convenient dry cleaning services to the residents of Apple Village.
  • What services do you provide?
  • Aside from dry-cleaning, Smith’s Dry Cleaning provides hemming, tailoring, zipper repair, laundry washing by the pound.
  • Is your service different from other similar services?
  • Smith’s is different in that we are more reliable than average, closer by proximity and lower in cost versus the national average.
  • What is the most interesting thing you’ve learned while providing your service that helps you better service your customers?
  • One of the most important things we’ve learned while providing our service is to stay organized We have a fail-safe system that makes it impossible for things to get lost.
  • What experience does your staff bring for customers?
  • Our staff features a professional taylor, seamstress and customer service reps with at least 5 years of experience.
  • How would you describe your customer service? (Knowledgeable, responsive, flexible, accommodating)
  • We will pay for any item that gets lost, no questions asked. If you aren’t happy with the result, you do not have to pay.
  • How does the service process work for new customers?
  • We can usually have your garments ready by the third business day after drop off.
  • What is a philosophy or key to success you live by related to your area of expertise?
  • Technique is obviously important, but the most common complaint of dry cleaners is the misplacement of items. We use a fool proof system for making sure garments do not get lost.
  • Share some helpful advice.
  • If you happen to stain a garment, bring it in as soon as possible, point it out to the clerk, and we will complete that item first. Time is of the essence with stains.
  • Invite customers to do business with you.
  • Come see us and let us handle your dry cleaning needs!

Optional Questions

  • How do you receive most of your customers?
  • How busy does your location get?
  • How did the business find its beginnings?
  • What is one of your proudest achievements of your business?
  • What do you love about your job?
  • Do you have any special tech or equipment that is not commonly used?
  • What kind of relevant experience or training do you have in your field?
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."

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

[Who You Are/Your Expertise]
[Smith’s Dry Cleaning] opened in [2008] to provide a convenient [dry cleaning service] to the residents of [Apple Village]. Aside from [dry-cleaning], [Smith’s Dry Cleaning] provides [hemming, tailoring, zipper repair, laundry washing by the pound]. [Smith’s] is different in that we are more reliable than average, closer by proximity and lower in cost versus the national average. [a key philosophy you live by:] The key to delivering a great service is to have a fool-proof system for staying organized while implementing the latest techniques. For the past [three years] we have been learning:

  • What are the best new ways to dry clean for cleanliness, texture and scent
  • What are the best management techniques for reducing turnaround time
  • What are some of the great new products for repairing clothing from buttons to zippers
[Talk About Benefits:]
Dry-cleaning as opposed to washing will extend the life of your clothing by 50%. There is very little wear and tear on clothing throughout the dry cleaning process, so sometimes it is a good idea to dry clean things that don’t require it.

[Your Technique]
A lot of dry cleaners will give you back your clothes smelling slightly musty. This is due to overuse of the machinery. We keep our equipment new and your clothes smelling fresh.

[Service Process] At the end of the day, clothes are picked up from our locations and taken to our work center. All items submitted are cleaned that next day, and then delivered back to the location that evening Each garment goes through 3 phases and maintains a tag to keep it accountable, and prevents it from being misplaced. 

[Share Some Expert Advice] Bring stained items in as soon as possible. Try not to crumple your dirty clothes, lay them flat as this will extend their life.

May name is [First Lastname] and I hope you choose us for your dry cleaning 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
Service-stores

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