Business Video Workshop
Hi. This is about business use of video messaging and production. In business, results count and you will get the best results doing things right the first time. Preparation pays. National economies have changed with this simple principle in action.
There are always changes but the best product is worth it. With that belief, I have laid out instructions, guidelines and suggestions to help you create and market your brand message with video.
There are always changes but the best product is worth it. With that belief, I have laid out instructions, guidelines and suggestions to help you create and market your brand message with video.
Stef Tovar gives you the real deal in how to perform and put on a production. Not only is he an award winning actor, he founded and ran a theatre company. He is a professional and knows all facets of acting and theatre, which is what you are starting now. This is for people in every situation off and on camera for business. Master this skill and every day in the future will be better and you will pay yourself very well.
I wish you success.
Video is the best and most effective tool in marketing today. This course focuses on the most important aspect of video, you being effective on camera.
Your ability to effectively communicate your message and story is the most valuable skill you have in video as well as every other area of your marketing.
The most successful and effective videos today in many business categories are not high production value necessarily. Delivering the best message is the key. The core of this is authentic and professional messages from a real person. Once you master this skill, you can produce the best content at will, and deliver it effectively. It is the source of your best assets. The best strategy is a blend of types of video and content.
With the iPhone and most smart phones, many if not all of us already own a camera that is good enough to use in this regard. I go into the few items you need addtionally to create your videos.
Few of us know how to act and use video as our own character on camera. I have worked with so many accomplished professionals and have had years of video experience and this is still the truth today. Most people are not used to or have not learned how to be on camera. We all watch actors and dont have any clue on how hard they work to produce what seems easy.
I have identified the major reasons that people use to avoid video and the stumbling blocks most of us encounter. In the lessons we discuss the series of steps, some small but very important, that when addressed build a foundation for the long run.. Developing the skill of presenting on and off camera is the golden egg to your future success. And make no mistake it is a skill. Mastering the skills outlined will create a marketing foundation second to none.
I guarantee you that if you follow this step by step, you will be rewarded every day by using this knowledge with better skills and marketing. You will get "lucky" and convert more opportunities. The product of your skills creating business and revenue. Let me know what you think and if you need help along the way, contact me at joe@quartana.com
Joe
START WITH THE END IN MIND
Visualize. How many times have you met someone, somewhere and a moment was created? An unforeseen opportunity! How did it go? Did you think, "I should have said that", or some variation of that regret. After this course, you will have less and less regrets and more business. You will see and enjoy more opportunities and constant improvement.
Start with the end in mind. Stef does a simple elevator speech for his story. This is one of "those" moments. Elevator speech, ugh. But you know there are moments you need to capture attention in a short period of time. There is much more to his story, but in the elevator pitch you want to create interest and position. Not anxiety and overwhelm as you oversell.
Watch how and what Stef includes in this pitch. It seems both simple and fluid. And very authentic. That is the key. Is he acting?
Who will you be pitching to and where? This question leads you to produce a pitch for that specific time, prepare now. It is the time to build the message for many tomorrows.
CREATING YOUR MESSAGE TO YOUR PROSPECTS
Listening to your customers is key. Remember WIIFM, What's in it for me? That is what your audience is always asking. Crafting a message that is interesting to your customers and represents who you are, in an authentic voice, builds the best foundation for several reasons. Try out various pieces of your messages in as many places as you can and watch the reaction. Sometimes effective changes are small and subtle, try to adapt gradually.
Who, what, when, where and why are the questions you need to map out now. This will create the framework for the different pitches of your story. It is not just about the length of the message, it is the context and the position you create. You need to persuasively convey authority each opportunity. Build value in your solutions.
TELLING YOUR AUTHENTIC STORY
Stef talks about all of the little things he does in developing a character. How many little quirky things do you do in your real life? What are your irrational fears? How about the crazy relatives?. What are the accents and style you can add to your story that get you to connect with someone on a human level.
Often when we make choices there is more than one competent or good choice. It can be a little thing that makes you feel better about one choice. Go through your timeline and search for people and places that have affected you in some way.
Production Plan: Teams, Roles, Jobs and People
You may have a team environment or other people to work with or support you, but even if you do it all; Identify the jobs or roles it takes for the production and assign it. Write down the name and task of the person responsible. Even if it is you! This will help you manage as you build each piece. Remember, there are cadres of professionals, equipment and studios that build the presentations you see on tv. Many people behind the camera and scenes. They do specific tasks or functions that are necessary.
Here are the fundamental items to address.. What is your scene for your video? I suggest that you pick one or two places to do your videos. Maybe one at home and one at work. Depending on your need, choose the environment that best refects your message. The more control you can have over that area the better. Being video bombed is not funny, nor is the barking of dogs, crying of babies, honking of horns... Then consider the lighting? How is the lighting at different times of day?
You need a stage. Use a "backdrop". I recommend a backdrop that is easy to setup. An example of that is a shoji screen. It folds and can be put up and away easy. A clean wall, a bookcase, lots of things can create the business scene. Think first in terms of not distracting your audience and go from there into better productions.
HONING YOUR MESSAGE
What are you really trying to say in your story. Are you making your points in a clear and understandable way. Preparation is the key to success and more time preparing pays off later in much better results.
Many performing professionals you see seem to be almost effortless. Dont kid yourself, it was threw a lot of practice and effort to get to that destination. Before you commit to the final story and your script, wear it for a few days and use it on people. How does it feel and what type of reaction are you getting? Remember that it is not just the actual words, but pace, intonation and how you deliver.
Walk through all the places and ways you will use your story. Are you comfortable? Are you uncomfortable? Either one can be good depending on you. Growth is often uncomfortable.
Owning your story means it is always with you. You are always prepared. As you continue using it you keep tailoring it to fit your exact needs. It fits you. Not someone like you. Don't act in a general way, be you and stand out. Courage!!
SERVING THE STORY, GROUP or TEAM PITCH
Group pitches can be dynamic or clusters. This approach gives you the framework to work better together in any setting with more than one presenter. Serving the story is keeping the focus on the main story line for the pitch. Actors do this on a regular basis as it is central to the best audience experience.
I worked with a former marine and he would actually have a walk through for his sales appointments when customers and prospects would come into the facilty. From the receptionist greeting, to taking their coats and every person and every step going forward. Who are those people in your business? Taking the time to put everyone on the same page creates a better voice and in their partcipation, people are more likely to act in a better fashion or perform better. It is amazing how this does not cost anything but yields a much better result.
I worked with a former marine and he would actually have a walk through for his sales appointments when customers and prospects would come into the facilty. From the receptionist greeting, to taking their coats and every person and every step going forward. Who are those people in your business? Taking the time to put everyone on the same page creates a better voice and in their partcipation, people are more likely to act in a better fashion or perform better. It is amazing how this does not cost anything but yields a much better result.
Producing the Messages
From your story you need to build specific messages for specific uses and users. The best way to identify the messages is to walk through the user experience. How does someone go about finding and choosing your goods or services? What are their concerns and needs? What are the pain points they are feeling? The better you address the WIIFM in the context of the UX in the experience (i.e accumulating general info or asking specific questions with in depth concerns).
The second video gives you an overview on Googles micro moments. These are the times that Google has found that consumers are most impacted by their user experience. It is in these moments you have the greatest opportunity for success as a marketer. In this video you also get statistics and information on the how and why good messaging is so important.
Time and Timing
This is the area I think experience has shown me to be eternally true. You cannot manufacture either, you must be able to recognize and address then and there, it is called opportunity. That result most often comes down to preparation.
Being prepared when your prospect has any ot the high impact needs will create more engagment than a thousand generic letters.
PITCHING IN THE REAL WORLD
Doing anything the first few times is often awkward. Acting your story will feel the same way. There is no shortcut for just doing it. After becoming aware of each aspect of "performing" you start to get a feel for what you want to show and how to best convey it.
Your story is full of events, people and vibrancy. Let that show in your presentation of your story. Have you tapped into all of the emotions? Mining the nuggets is extremely important, as that is the gold in your messaging. Go to the creating your story pdf again now and try to add new events or perspectives that you may have missed before. Are you overlooking something as unimportant, awkward or embarrassing. Have you been vulnerable and human, or boastful and shallow. Do you need another perspective or assistance?
Have you gotten on camera and taken a good look and shared with others for different perspectives? This is a good time to revisit your story.
BEING PREPARED LETS YOU RELAX
Have you ever been in a performance and froze or choked a little. Most professionals have in every area. I have, more than once. What saved me each time was that I had done lots of work to get there. I was able to stop, breathe, relax and let the work show up in my performance.
Do you have a routine? Many top professionals have a set routine for their performance. Some of it is psychological, some physical and some emotional. What matters is you have found something that works for you. Take some time to consider the basics. Breathing, hydration, maybe meditation or visualization. Build a routine that is reasonable, not one that is stressful to follow.
My best routines start with gratitude and love. Those thoughts get me in the state of mind to share my best, and attract the people looking for that type of person.
THE ENVIRONMENT, CONTEXT AND AUDIENCE
Juggling the many elements of the situation is a part of every presentation. There are endless possibilities. Stef talks about the major considerations in judging the situation.
PROJECTING AND READING YOUR AUDIENCE
There are several variables you encounter in any place or situation. Acoustics, lighting, equipment and on and on. To get a sense of how any sittuation is working, Stef talks about looking at the audience to pick up cues. Are they receiving the message well as you are sending it or is there a disconnect? Keeping eye contact and monitoring their body language are important ways to get good feedback.
It is the same with your videos. Show them in a presentation and watch your audience carefully. Are you holding their interest? Do they understand the points you are making in your message? Are you getting the desired outcome or action?
PERFORMING WITH CONFIDENCE
To be great, you need to feel great. Here are a couple of things to think about.
"Fake it til you make it", from Zig Ziglar.
Act without the outcome in mind. When you are anxious about getting a specific outcome you may not see the window of opportunity that opened. Releasing yourself from the pressure of high expectations often lets you be relaxed and the best you.
Integrity is the doing of, the fulfillment of your promise to you. Remember that in just doing what you trained yourself to do you are exhibiting high integrity. That is very valuable in any business relationship. You have value!
SETTING UP THE SHOT
In film and video, there is much more time setting up the shot and all of the elements than the actual time filming. Taking the time and steps to create and be comfortable with each aspect is important to the quality of the end product. Take your time and set up the best shot.
Here are the fundamental items to address. What is your scene for your video? I suggest that you pick one or two places to do your videos. Maybe one at home and one at work. Depending on your need, choose the environment that best refects your message. The more control you can have over that area the better. Being video bombed is not funny, nor is the barking of dogs, crying of babies, honking of horns... Then consider the lighting? How is the lighting at different times of day? Do you needs lighting assistance or equipment?
You need a stage. A scene of some kind. Use a "backdrop". Having "different stuff" in the frame does not help with your image I recommend a backdrop that is easy to setup. An example of that is a shoji screen. It folds and can be put up and away easy. A clean wall, a bookcase, lots of things can create the business scene. Think first in terms of not distracting your audience and go from there into better productions.
There is no ceiling when it comes to how much money one can spend or tech one can use. I always go to the ROI to ask if it is necessary first. Usually, people use effects when the problem is something else. Usually a bad or weak message.
BE THE BEST YOU
One of the greatest killers is trying to be someone else. It never works as well as being the best you. Enjoying yourself and giving yourself credit for improving your skills is a great foundation to lean on for confidence in the moment.
Most people are at their best when they they are enjoying themselves. You have done all of the work to get here, have fun with your new skill. Use it and keep making it a little better every day. You will be shocked at how good you will become. The results will change your life.
Quartana
Joe@Quartana.com
www.Quartana.com
205 N Michigan
Chicago, Il 60601
+1.773.283.5959
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