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Tips, testimonials and inspiration from real life launchers.
August 11th, 2010

Stop the Video Talking Heads!

Laptop cameras, Flip video cams, and cheap editing services like Pixability are fueling Youtube-itis and a rash of bad videos.  Often, the propagators of these unwatchable videos are  well-intentioned executives who think an unedited 10-minute sales speech, or an in-office interview somehow supports marketing. Included below are a few tips and examples direct from my entertainment [...]Read More »
July 9th, 2010

I’ve Fallen Under Too Much Social Media and I Can’t Get Up

Lately there’s been a lot of flat-lined social media coming across the transom. I don’t think I’m alone in saying there’s just too much, and not enough interesting, information. Everyone knows they should be in communication, as witnessed by the 10 or more Constant Contact newsletters I receive each day from organizations saving schools, the bay, or my hair color.Read More »
June 22nd, 2010

The top 3 reasons to get onto the brand-therapist couch

Lately I’m conducting a lot of brand-therapy sessions.  That’s where people call for brand help after realizing the website copy isn’t reflecting the strengths of  their business or organization.  Or worse, when they decide to jump into the social media fray more fully and that not only is the website out of whack, but their bad messaging is about to go [...]Read More »
February 10th, 2010

3 Steps to A 5-Star Recommendation

Why does one restaurant have a waiting list yet empty seats litter the next?  Is it the food?  Sometimes.  But more often, before the server slides a plate on the table, you’ve decided whether to tell your friends to show up or steer clear.  The same holds true for potential employers and customers.  Here are 3 critical tips to [...]Read More »
December 21st, 2009

Where’s the WIIFM?

[ December 21, 2009; 12:00 pm; 12:00 pm; ] What small business owners can learn from DIRECTTV marketing miss and how the marketing golden rule of WIIFM always applies. Social media marketers are extremely attuned to giving people something for something. Small players, who have to work harder, frequently offer a free download of insider tips. (This one is played out in my opinion.) Big players like Apple know that getting people to buy apps means letting them sample first. Whether you’re asking someone to read, or sending out a monkey survey, you need to give to get. Read More »
December 9th, 2009

How Small Businesses are Beating a Slow Economy

The economic slowdown lament is like an earworm –a horrible snippet of song that won’t leave your head.  It’s generated a “why bother” attitude among many business people I know.  I don’t mean to rant, and I really do possess a sympathetic ear, BUT there are businesses not only surviving, but thriving.  They offer lessons [...]Read More »
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Stop the Video Talking Heads!

Talking-Head imageLaptop cameras, Flip video cams, and cheap editing services like Pixability are fueling Youtube-itis and a rash of bad videos.  Often, the propagators of these unwatchable videos are  well-intentioned executives who think an unedited 10-minute sales speech, or an in-office interview somehow supports marketing.
Included below are a few tips and examples direct from my entertainment industry colleagues, who cover directing, network marketing and production.

Go for Surprise
When it comes to television, predictability is deadly.   At this year’s Reelscreen conference, reality network producers sang the same theme song – Give us something we haven’t seen before.  Companies and organizations can follow this advice (and some already are) by:

Showing  us behind the scenes (think of the show How It’s Made),

Focusing on a moment we wouldn’t see without the camera http://www.cincinnatizoo.org/,

Offering a twist on an old format, like this video of an intern interviews Deloitte’s CEO http://www.facebook.com/video/video.php?v=143271566506 , or

Sharing an emotional or humorous moment http://www.youtube.com/watch?v=InWWHKsG8bg&feature=related.  This last one from Cisco is a well-written crack-up.

Streamline
According to Lori Chee, EVP of several mobile marketing start-ups and previous MTV executive, “People try to pack too much into a video.  A minute can seem like forever. Pick your most important message and limit the number of concepts or themes you want to get across and the piece will be much stronger.”

Keep It Short
Before the video boom, companies could get away with a five minute video.  However, a minute is the new five according to Director Brian Scott (also one of the talented actors in the Cisco video).  He recommends no more than 1 ½ minutes in today’s competitive viewer environment.  Unless you’re showing a demo, an amazing speaker (a la Ted Conference level), or offering education to a captive audience, anything longer is too long. 

There’s more about aligning video with branding, social media strategies and calls-to-action, but in the spirit of short is better, we’ll stick with the showbiz advice, of leaving the audience begging for more.