I have had several clients come to me for requests for video and webinar scripts. They always want some helpful tips for how to best consider their content, so that they can do some brainstorming and topic research on their own before giving me some direction. I’m happy to do this, because the best content and most authentic voice always comes from the clients themselves. If you are considering taking the expensive but very important marketing plunge of creating a video or a webinar series, consider the following:
Make it relevant: Your video should always be relevant to what’s going on right now in your industry or with regard to your client’s pain points. This is a tricky balance because, as we all know, things change. You are going to be pouring a lot of money, time, and effort into creating this video, so it needs to be relevant while still being “timeless” enough to be worth that investment. This is easier in some industries than others. For example, I just helped an architect complete research on a video about passive housing and sustainable living for a presentation she is giving at a conference later year. We had to be careful with what we included to make sure it would still apply months down the line.
Make it relatable: Stats are a great way to accomplish this because numbers make sense to people. They are a clear reflection of something measurable and tangible to provide a basis of comparison, especially if the information being conveyed is somewhat esoteric or outside of the general population’s day-to-day knowledge. A case study or story is also great because it provides some context in the same way that statistics would.
Use stats but don't rely on them: Your statistics should always be a reflection of what you are talking about, but they shouldn’t be the meat of your presentation. There needs to be a deeper message to what you are saying that connects to 1) Who you are as a business 2) The value you provide to clients, and 3) Your unique differentiator within your industry.
Make it yours: Your webinar should always reflect your authentic voice, both for authenticity's sake and to create a consistency between your potential client's experience with you on screen and in person. It should obviously also reflect your mission, vision or unique view of your industry. But be more creative here too: Whether this means incorporating visual effects that reflect your aesthetic inclinations, or by including references to other videos or media that show your personality, you shouldn’t be afraid to push the limits to do something memorable.
Make it funny: Of course, this is entirely dependent on the topic, but humor is another way to relate to your audience. It’s better if this humor is shared early on so it immediately engages the audience at a different level and helps them relax. They will be more likely to absorb the information and connect your points if they’re relaxed and enjoying themselves rather than trying to stay awake.
Include the element of surprise: For a really great video or presentation, include the element of surprise. Elon Musk does an incredible job of this during his reveal of the new Tesla battery. He actually does this twice: Once in the middle of the presentation and once at the end. I won’t give it away, watch it for yourself here. This will ensure that your video stays fresh in the mind of the viewer long after it’s over. It also means that they are more likely to pass it on to their friends or coworkers.
Finally, don’t read from your visuals, they should support what you have to say, not be all you have to say.
Q for You: What’s a really memorable video you’ve watched recently that you can draw from in creating your own video marketing material?