Michelle Lange

M Lange Media - Video Brand Strategist, Producer & On-Camera Coach
Los Angeles, & NYC

    From Video Fizzle to Video Sizzle: 10 Top Mistakes to Avoid in Business Videos

    February 19, 2014

    Video has caught on in a big way because it generates interest and buzz, builds the know, like, and trust factor, and even converts sales while you’re off running your business. And this is essential if you want to quickly get the decision maker’s attention and stand out from the crowd. 

    Whether you are a solopreneur, entrepreneur, start-up, or thriving company, videos have become an integral part of marketing platforms as their impact can be far greater than text and images. 

    Whether you are hiring a team to shoot your professional videos or creating do-it-yourself videos, knowing how to create videos that engage and have impact is essential if you want to achieve your desired results. This is the first article to kick off a 10-Part Series: From Video Fizzle to Video Sizzle: 10 Top Mistakes to Avoid in Business Videos.

    Let’s start with…

    Video Mistake #1: Content that Lacks a Compelling Story Structure

    There is a clear indicator of the strength of your content: Do people watch beyond the first minute or do they click away? This can easily be tracked with Google analytics.

    Marketing research performed by Visible Measures showed that 20% of your audience will click away within the first 10 seconds of playback, 33% will click away within the first 30 seconds, and 44% will click away within the first minute. You have 10-60 seconds to hook your audience or you will lose them! Here is the essential story structure you’ll need to ensure that people keep watching your business “about” video:

    The Set Up: A video that has impact will have a strong beginning or “set up” that draws us in within the first 10-30 seconds. For the business “about” videos I create with clients, we always open the video with what inspired them to create their current business. This is the “why” behind their business – the greater vision, purpose and values that compel them to do what they do. We do this because the why behind one’s business is often the most interesting part of the video as it reveals the subject’s personal story, which immediately engages an audience. 

    Introducing the Problem: After opening with a compelling set-up, a well-crafted business “about” video will present the problem that the business owner has set out to solve for his or her clients. 

    The Solution: In the middle section of the video, the subject addresses HOW the subject solves this problem – the tools, methods, techniques, and offerings he/she uses. Along the way we may also hear from clients who experienced the problem and worked with the business owner and experienced the solution.

    The Resolution: Last, the audience discovers the resolution to the question or problem. For a business video, this resolution is often the amazing transformation that happened for the subject’s clients. They solved the problem, got to the other side, and are now thriving.

    Here is an example of this story structure in action in a business movie trailer we created for the launch of Sybil Henry’s Model Your Message program.

    Let’s look at this story structure in action:

    The Set-Up: At :00–:26, Sybil shares the “why” behind her business.

    The Problem: At :30–:55, Sybil defines the problem business owners face.

    The Solution: At :56, Sybil shares her “Model Your Message” package.

    The Resolution - At 3:40, we hear about the big transformation that this work brings Sybil’s clients.

    Every audience wants to go on a transformational journey – that’s why we go to movies – we want to walk out feeling different than when we entered the theater. If you take your audience on a transformational journey, they will want to keep watching. This story structure will help you do that.

    Stay tuned for my next blog article where I’ll share Mistake #2: Videos that are Not Visually Compelling. 

    Do you have questions or comments? Please post them below.

    I’d love to hear what content elements make YOU want to keep watching a video!

    Read Michelle's other blog entries >

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