how-to: create a business promo video - like a boss!

HOW-TO: Create a Business Promo Video

+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

An Introduction to Explainer Videos

OUR JOURNEY

● Write a script● Record the voiceover● Create the visuals● Edit for effectiveness● Add music and sfx● Publish it

We’ll jump right inFeel free to ask about my background after session

METHODOLOGY BASED ON...

“How to Create Your Own Promo Video”blog.kissmetrics.com/create-your-promo-video

WHY VIDEOIt Works

THE 24/7 ELEVATOR PITCH

● Leverage!● Anti-bounce● videobrewery.com/blog/18-video-marketing-statistics

WHAT IS AN EXPLAINER VIDEO?

● Overview what your product or service does● Not a sales pitch● Audio/visual of how you solve their problem● Typically first video of yours they see

Goal: answer all of your prospectsmajor questions and concerns

MARKETING IS A SERIES OF STEPS

Typical explainer video

TRY A TAG TEAM (STEPS EXAMPLE)

Home Page Product Page

Explainer Video

Anti-Objection/ Testimonials

Video

PROFESSIONAL EXAMPLES

Contractor Portfolios● ydraw.com● demoduck.com● seanduran.com● epipheo.com● adtoons.com

● explendidvideo.com● videojeeves.com● videobrewery.com

Live Sites● line25.com/articles/20-creative-examples-of-intro-videos-in-web-design

STEP 1: SCRIPT Create a Story

DO YOUR HOMEWORK

● Keyword research (adwords.google.com/ko/KeywordPlanner/Home)

● Keywords will help define your content● Find an existing video to model● Survey your audience

TIPS (SCRIPT)

● Script is most important part ● Shoot for 60 secs (2 mins max)● 120-150 words (per min)● Don't outsource writing script (you know

your business & customer pains best)● Use short, jargon-free sentences● Speak directly to viewer (you, your, etc.)● Get an outsider to review (multiple times)● Focus on essentials, skip the rest● Use a storyboard format

STRUCTURE

● Start with a “pattern interrupt” (NLP)● Explain the problem● Explain your solution● Explain how it works● Explain what the viewer should do next

Mix in a touch of humor to get them smiling

STEP 2: VOICEOVER Tell the Story

TIPS (VOICEOVER)

● Use a decent microphone● Should be able to hear tonal inflections● Record in a quiet, echo-free space● No (distracting) background noise● Speaking energy level at or above viewer’s

DIY TOOLS

Software● audacity.sourceforge.net (free)● techsmith.com/camtasia.html (30-day trial)● apple.com/mac/garageband (mac)

Hardware● bluemic.com/yeti ($100)● plantronics.com (AUDIO 655, $40)

OUTSOURCE

● mikeobrianvoiceovers.wordpress.com● voices.com● voicebunny.com● fiverr.com (spokesmodels)● craigslist.org● Family / friends

STEP 3: VISUALS Boost Visual Engagement

PICK A VISUAL FORMAT

● Animation (live not feasible, simplify)● Live (physical products, more personal)● Screen capture (demonstration)● demoduck.com/2013/03/live-action-vs-animation-explainer-video

TIPS (VISUALS)

● Create visual impact for the script● Keep it simple, essential elements only

STOCK MEDIA

● videohive.net● istockphoto.com● shutterstock.com● pond5.com● gettyimages.com● t3licensing.com● footage.net

DIY TOOLS

● Your smartphone or flip cam● goanimate.com● powtoon.com● google.com/apps (slide presentation)● prezi.com (slide presentation)

STEP 4: EDIT Remove All Distractions

TIPS (EDITING)

● Use smooth transitions● Nothing fancy● Don’t distract from the script● Slow playback speed if speaking is too fast● Clean up speech (no “ums”, pauses, etc.)● Remove any reasons to tune out

DIY TOOLS

● techsmith.com/camtasia.html● adobe.com/products/aftereffects.html● sonycreativesoftware.com/vegassoftware

STEP 5: MUSIC & EFFECTS Boost Emotional Impact

TIPS (MUSIC & EFFECTS)

● Create audible impact for the script● Don’t distract from the script● Smooth out harsh audio levels

STOCK AUDIO

● audiojungle.net● audiomicro.com● tunefruit.com● premiumbeat.com● audiosparx.com● royaltyfreemusiclibrary.com● pond5.com● beatsuite.com● stockmusic.com

STEP 6: PUBLISH Share it With Your Audience

TIPS (PUBLISHING)

● MP4 format● High Definition (1280×720 or higher)● Use keywords: title, description, tags● Title must match content● “Bounce” is bad● Always be Testing (ABT): track, tweak, test,

repeat

HD is a must for “live” videos

GET THEM TO WATCH IT

● Avoid autoplay (with exceptions)● Give them reason to watch (conversion-

rate-experts.com)

HOSTING SERVICES

● youtube.com● wistia.com● vimeo.com

RESOURCES

OTHER OPTIONS

● animoto.com (music-only)

LIKE A BOSS

Take it to the next level…● andyjenkinsblog.com

SUM IT UP

● Its way easier than you think● There are tons of resources available● Give yourself a starting point (to model)● It’s not the video quality ...its the script● Solve your viewers problem● Keep it under 2 mins● Don’t forget the call-to-action

Questions?Feedback?chris@mohritz.co