Business Video Preparation, The Questions You MUST Answer

Some clients of mine are availing of a Yelp Enhanced Business Listing, which includes a video, a call to action, and slideshow (in addition to blocking competitor's ads from appearing on their listing.) There are other benefits too such as Review Badges, and Print Coupons.

But I wanted to discuss the video today, specifically. That's a significant benefit for you, getting a live action video, shot and produced for you using your logo and company graphics. The real world cost of just the video would generally be equal to about 4 months worth of your enhanced yelp listing, depending on the level you purchase.

A-Train can also film and produce quality videos via our partner SoMedia, the difference being that when you do a video with A-Train, it'll be yours to use wherever you want… website, DVD, Facebook, Twitter, in presentations, and on Yelp too. It's yours. The video Yelp provides is yours to use only on that directory, although they may provide options to buy it for an extra fee.

But the questions that arise in preparing for the Yelp video shoot are questions you should ask yourself in general. Should you do a video and what type? About what? How long? For whom, and for what purpose?​

Should you even do a video?

In most cases a video helps, but there are plenty of ways to spend your marketing dollars. Video is not the cheapest. Maybe your company has a good video or two already, or you are a start-up and want to direct that spending towards office space, or a new website, or ppc advertising.

Plus doing a video requires some time. You'd want to plan it (1 or 2 hours minimum, 1 to 2 weeks is better), and set aside an hour, hour and a half for the videographer to do his or her thing.

But consider this: depending on the purpose of your video, it could be something with long lasting benefits. You film it once, but it can be played repeatedly, and even shared virally, for a year or more.

And video is more persuasive than text according to psychologist Susan Weinschenk. Psyche! Emotions are contagious. I was watching experiments on the TV show Brain Games in which an animated robot controlled by the face of a real human actor, produced different opinions and results based on the emotions of the actor. Same words; different facial expressions.

And the human voice communicates key emotions too. An article such as the one you're reading is just text. As great as this article is so far, imagine if it was set to video and I was tap dancing around a street lamp.

The Who, What and Why

Okay, so you're committed. You're doing a video. Let's plan it!

The Yelp video is generally speaking a business profile, shot in one location on one day, speaking with one employee, or perhaps two, lasting from 45 to 75 seconds. A-Train offers much the same, but we offer mainly 3 types of videos: Profile, Testimonial, or News.

A Testimonial video can be powerful in that someone else is singing your praises. Of course you the owner/employee are going to say favorable things, but people are trained to disregard such self-aggrandizement. See? Even that word alone (if it is a real word) causes the defensive force fields to go up. If I do say so myself. And I just did.

A Testimonial video places your customer center stage. Let's say you remodel houses, and you film your video on location at the customer's newly finished place. If you have a testimony like that, and the person's willing, and comfortable in front of a camera, that video can be very powerful. A potential customer can identify with that.

Perhaps you sell air conditioning, and you can sit in cool comfort hearing from a satisfied owner. Yes! That's where a good prospect hopes to be soon. If you can budget it, film that right away.

A News Feature video is also powerful, because people trust journalism more than advertising. If you're fortunate enough to get a local TV station to interview you about a topic on which you're considered an expert, go for it. That's PR 101. You build credibility, plus similar to a testimonial, it's someone else treating you as the expert.

But a News Feature video by A-Train has a similar feel, plus you own and control all 90 seconds of that content. Like a press release feels more trusted than ad copy, so your news piece gets natural acceptance.

So why do a profile video? (A profile covers your uniqueness and history in overview fashion.) Because that could be the question on a prospect's mind in research mode. Who is this company, and why should I consider doing business with them?

Take Yelp. It's largely a site of citations about local businesses. That's what people want to know before they pick up the phone. It's what they expect from Yelp, and on a company's website.

Business Video Preparation, The Questions You MUST Answer

Some clients of mine are availing of a Yelp Enhanced Business Listing, which includes a video, a call to action, and slideshow (in addition to blocking competitor’s ads from appearing on their listing.) There are other benefits too such as Review Badges, and Print Coupons.

But I wanted to discuss the video today, specifically. That’s a significant benefit for you, getting a live action video, shot and produced for you using your logo and company graphics. The real world cost of just the video would generally be equal to about 4 months worth of your enhanced yelp listing, depending on the level you purchase.

A-Train can also film and produce quality videos, the difference being that when you do a video with A-Train, it’ll be yours to use wherever you want… website, DVD, Facebook, Twitter, in presentations, and on Yelp too. It’s yours. The video Yelp provides is yours to use only on that directory, although they may provide options to buy it for an extra fee.

But the questions that arise in preparing for the Yelp video shoot are questions you should ask yourself in general. Should you do a video and what type? About what? How long? For whom, and for what purpose?​

Should you even do a video?

In most cases a video helps, but there are plenty of ways to spend your marketing dollars. Video is not the cheapest. Maybe your company has a good video or two already, or you are a start-up and want to direct that spending towards office space, or a new website, or ppc advertising.

Plus doing a video requires some time. You’d want to plan it (1 or 2 hours minimum, 1 to 2 weeks is better), and set aside an hour, hour and a half for the videographer to do his or her thing.

But consider this: depending on the purpose of your video, it could be something with long lasting benefits. You film it once, but it can be played repeatedly, and even shared virally, for a year or more.

And video is more persuasive than text according to psychologist Susan Weinschenk. Psyche! Emotions are contagious. I was watching experiments on the TV show Brain Games in which an animated robot controlled by the face of a real human actor, produced different opinions and results based on the emotions of the actor. Same words; different facial expressions.

And the human voice communicates key emotions too. An article such as the one you’re reading is just text. As great as this article is so far, imagine if it was set to video and I was tap dancing around a street lamp.

The Who, What and Why

Okay, so you’re committed. You’re doing a video. Let’s plan it!

The Yelp video is generally speaking a business profile, shot in one location on one day, speaking with one employee, or perhaps two, lasting from 45 to 75 seconds. A-Train recommends much the same,  generally 3 types of videos: Profile, Testimonial, or News.

A Testimonial video can be powerful in that someone else is singing your praises. Of course you the owner/employee are going to say favorable things, but people are trained to disregard such self-aggrandizement. See? Even that word alone (if it is a real word) causes the defensive force fields to go up. If I do say so myself. And I just did.

A Testimonial video places your customer center stage. Let’s say you remodel houses, and you film your video on location at the customer’s newly finished place. If you have a testimony like that, and the person’s willing, and comfortable in front of a camera, that video can be very powerful. A potential customer can identify with that.

Perhaps you sell air conditioning, and you can sit in cool comfort hearing from a satisfied owner. Yes! That’s where a good prospect hopes to be soon. If you can budget it, film that right away.

A News Feature video is also powerful, because people trust journalism more than advertising. If you’re fortunate enough to get a local TV station to interview you about a topic on which you’re considered an expert, go for it. That’s PR 101. You build credibility, plus similar to a testimonial, it’s someone else treating you as the expert.

So why do a profile video? (A profile covers your uniqueness and history in overview fashion.) Because that could be the question on a prospect’s mind in research mode. Who is this company, and why should I consider doing business with them?

Take Yelp. It’s largely a site of citations about local businesses. That’s what people want to know before they pick up the phone. It’s what they expect from Yelp, and on a company’s website. A profile video is a welcome, glad to meet you, available 24/7 to potential customers. Here’s who we are, and let’s meet.

One Response to “Business Video Preparation, The Questions You MUST Answer”

  1. cindy landham October 11, 2014 at 3:31 pm #

    This is all good stuff, Blaine. I have read through quite a few of your posts this morning. Watched some videos. I have A LOT to learn but your knowledge and easy-going communication style make me think i might just be able to pull this off. Thank you for your thorough and excellent information!

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