Be Sure They Get the Message
I’ve made videos for 30 years, and I love what I do. I know a lot can go right, or wrong, at the shoot based on how the client prepared. People have walked in the door for a video production and said, “I’m just here to answer questions, right?” No, you’re here to get your message out. You’re the spokesperson.
I’ve found there are six things, that if you keep them in mind, you’ll bring your best to the project and get the most out of it as a result.
The camera is not your friend. People look into that lens and get scared, thinking, “Do I look OK? Do I sound OK? Did I do my hair right?” And that takes attention away from their audience. If you’re told to look off-camera and answer the person asking the questions, then look into their eyes; they’ll give you the human factor. Or if you’re told to look into the camera, for a Zoom or camera interview, ask somebody to stand behind the lens with their eyes right above it.
Communication is your friend. When you’re in a video, four people’s opinions matter, and only you four should be present at the shoot. You, being the talent; your compliance person, who is usually on the phone; your director; and the producer. The producer has the overview of the video’s look, length and where it will go. The director will make sure that that hair in your nose disappears at some point. A good director takes care of you.
When you’re in a video, four people’s opinions matter, and only you four should be present at the shoot.
Be clear, concise and sticky. People judge you in 15 seconds, so tell your audience in the first 10 what the video’s about. For instance: “Sponsors need to tailor their communication with participants so that every generation is educated about the benefits of retirement savings.” That’s a whole video in one sentence. Then expand on that.
Be the best guest at the party. My mother gave great dinner parties, partly because she kept a list of whom to invite back. She said, “I spend time, money and effort on making a nice evening for people. I feel they have a responsibility to me and the other guests.” You have a responsibility: to come prepared, to have a message your audience will appreciate, to be the go-to person on your subject.
If you have to ask the question, you probably already know the answer. “Do I need to get a haircut?” Probably. “Does this suit fit?” Nope. Those are things to ask a week before the interview, not as you’re getting dressed.
Avoid solid black, white, red or small prints, which gyrate on video. And find out the color of the background, so you won’t blend in or clash. Leave clanky jewelry and cologne at home. And don’t wear new shoes: The pain in your feet can distract you from your message.
A week before, get a couple of different outfits, sit before the mirror, or do whatever will happen on camera that day. Somebody can look good on their feet, but when they sit down and I’m shooting, and they’ve got their belly button sticking out because that shirt’s very tight, I’ve lost the shot. Wear the presenter fashion for your industry. And bring an extra outfit in case something spills. A collared shirt shows a bit more respect.
Media lasts forever. Make it count. Here are some tips to help you tune up the quality. For a five-minute video, bring along some sound bites—those little 15-word gems. And know whether somebody else will be in the video—will you be a contrasting opinion or will you build each other up?
As to the director and producer, did they care enough to learn something about your industry? If not, they won’t get those little nuances that really make a difference.
Ask in advance how you’ll be shot, how much of you will be seen, whether that belly button will be exposed. Many documentaries now combine big, wide shots and little cutaway shots where you’re seen head to toe.
At the shoot, ask to see the monitor. It’s on top of the camera; you’ll want to be able to turn it around and like what you see. If you don’t like it, ask the crew to make changes. Good lighting is magic and makes us all look decent on video. Finally know that if you walk in like a really nice person, and you’re not a diva and not demanding and you don’t smell like too much cologne, people will want to take care of you. This is important because that video will be out there for the rest of eternity.
Jodi Daley is founder of West End Productions, a full-service multimedia production company, and of Daley Shift, a specialized C-suite executive training company. Her goal: to give an audience the clearest, most enticing message possible.