How to Create Powerful Videos

According to comScore Inc., the number of online videos viewed from January 2010 to April 2010 grew 81% compared with the same time period in 2009. In this quickly growing arena, are your videos clear, concise, accurate and powerful?

Video is a dynamic medium when it combines powerful visuals and audio. Capturing your message in motion necessitates a simple, strong script communicated the right way. Here are five ways to create powerful videos.

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1. Share Successes

Have your customers explain why your solution matters. When a fellow colleague suggests a solution, you’re likely to find the opinion more credible than a sales pitch. When customers share their stories, like-minded prospects take note. Often times, your customers can communicate your solution better than you can; by explaining benefits in their own language, your customers’ words will resonate with similar target audiences.

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Example: When a global hardware manufacturer needed to explain a complex solution, this video case study fulfilled the need. With a to-the-point, entertaining approach, this case study communicates a warehouse’s real-world, measurable benefits that arrived from a technology solution. I interviewed, filmed, designed and edited this spot. WATCH »

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2. Intrigue & Entertain

Create a concept that captivates. If determining your message is only half the battle, identifying a concept to convey that message is the other half. When the facts alone won’t hold an audience’s attention, a good script and narrative voice-over can do wonders. Stories told with passion will breathe life into even the driest details. Remember – it’s not just what you say; it’s how you say it.

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Example: When a marketing team needed to share it’s history of innovation, this commercial web video took the spotlight on the company’s front page. Translated for use in four languages across five continents, the Intermec Future of Field Work video intrigues its audience with a bold voice, a building crescendo and a unique look. I wrote, directed and edited this spot and received praise from key stakeholders for its appeal. WATCH »

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3. Communicate Truth

Show what’s happening in the real world with your products and services. Break away from the marketing jargon and hard selling, and try to show your solution in action rather than simply talking about it. When you demonstrate how your solution is actually being used, prospective customers really begin to understand how your product or service is right for them.

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Example: When a supply chain company needed to share powerful quotes directly from a key customer, this case study brought the success story to life. Now seen as a critical sales tool, the spot accurately showcases how a warehouse uses technology to improve its operations. I interviewed, filmed, designed and edited this spot. WATCH »

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4. Embrace Community

Explore the value of your extended network. Do you have partners or colleagues that understand and appreciate your value? When others share their experience with your solution, the result is a more credible message than what you can often deliver on your own. Besides, featuring partners and colleagues through video also gives them a forum to share the benefit of your combined power.

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Example: At an annual partner summit, a global company had the opportunity to engage it’s partners and get them to share their success stories about partnership. We did just that. I filmed, designed and edited this partner testimonial video, which uses three separate interviews to communicate solution benefits and collaborative strength. WATCH »

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5. Show Understanding

Connect with niche markets by talking the talk. Sometimes engaging specific audiences means focusing on their biggest pain points. Showing how you help solve a specific set of problems will allow you to make waves with a unique group of people. It also helps differentiate yourself from more generally focused solutions.

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Example: To engage a specific target audience, a global hardware manufacturer decided it needed to speak their language. With a light-hearted, over-the-top tone, this spot explores the wonders of work for the future of merchandising. I wrote, directed, filmed and edited this spot, which was translated in four languages and used across five continents. WATCH »

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