4. Pick the Right Atmosphere
Keep the image of your client in mind when creating the atmosphere of your video. Express in one sentence the purpose of the video: why you are creating this video and what you want the viewer to do after watching it. This will determine the atmosphere of your video. And you can decide on the form: an interview with an employee in the office or a brief presentation, or maybe a bold outdoor documentary or a light-hearted colorful animated review.
Atmosphere determines the choice of scene, narrator or participants in the plot, the pace of events, the rhythm and type of dialogue.
5. Tell a story
Most sales video scenarios are not very diverse: they show the problem (the person is tired), they present the solution (the person drinks an energy drink without sugar, without calories, etc.), they explain how it works (our energy drink is all natural, blah blah blah) and invite viewers to take a specific action (buy our energy drink at a nearby store).
Dry facts, statistics and definitions are the norm for classrooms. But your video isn’t meant for students locked in a classroom, is it?
So avoid lifeless content at all costs. Instead, show real people your company has helped. Show the benefit that people have received as a result of using your services. The better you tell your story, the more likely viewers will understand how your company can help them.
6. Use humor wisely
Humor is a great tool for storytelling. Of course, if it is organic for your message. Make sure the humor really fits into the story. Keep in mind that inappropriate humor can not only distract the viewer from the essence of the plot, but even alienate potential customers.
7. Pick the Right Speech Rate
The speech speed should be between 100 and 120 words per minute.
Even if you can speak 200 words per minute, you should not do it. Keep in mind that viewers need to be given time to digest what you have said (this is especially true if the information is voluminous or technical in nature).
The speed of speech, reminiscent of machine gun fire, quickly tires viewers, reduces comprehension, and makes them want to stop watching.
In general, do not mess with the script. Take the time and effort and do it right. Ask friends and colleagues for feedback and make sure the script is interesting and easy to understand.