You must start with a strong attention getter, or you risk losing the viewer early on.
Ask an intriguing question; Describe the beginning of a compelling story; Use a quote and relate it to your industry; Make a challenging statement
You want the audience to be forced to WANT to see more.
After you have their attention, audibly introduce yourself by first name and your company name. No one cares about your title but you and your mom. (if you use a lower third you can place your full name and title there)
Say what you are going to say (i.e. the topic of your video).
Overall, the infamous three-step method works well where you break up one main point into three different chunks that all support each other. This way, your concept sticks in the head of the viewer.
Present your first point, generally not your strongest one since people will likely remember your last point. Support what you are saying. Either with a visual, credited, quote on the screen, compelling data that goes with your words, or interesting video/still images that show what you are talking about.
Present your second point (Still visually support your information).
Now convey your third point with gusto as though, “this is why you are watching.” Typically, your final point is your strongest and has the greatest likelihood of being remembered. As always, support your information, visually.
Your last main section of the video is your conclusion. This needs to be short and to the point. This is your final opportunity to present your message. As you end the video:
- Restate the main point
- Make it easy to grasp
- Repeat some of what you said, but don’t be too repetitive
- Remind people of what you said
End the video with a strong, final statement; it’s your chance to glue your topic in the minds of your audience.
Then present the ever-loved “Call to Action.” This is where you have the viewer do something that allows you to know who they are and populates your database for future needs. Make sure you are clear and specific about what they should do.
Being clear in your video is vitally important. If you come off all jumbled, they will turn you off. The most important parts of your video are the attention grabber and your conclusion. The attention grabber at the beginning gets them to watch. Your conclusion is what will stick in their heads and cause them to respond.
You must present yourself as knowledgeable and confident. If you get flustered, stop and start at the last natural breaking point. A good editor can make it as though you presented the whole bit in one take. You might even put a title card between each of the sections in the video to give yourself a break so you don’t have to record as long at one time.
Here’s the structure, again:
- Attention Grabber
- Say Who You Are
- Say What You Are Going to Say
- Present Your Point in 3 sections
- Conclusion, including a Call to Action
With a professionally produced graphics package and some great thematic music, you will be a master in no time.
By Dan Nuckolls