Creating a Vital Online Video Presence

"What we've got here is a failure to communicate."

- from Cool Hand Luke

Last month we discussed the two crucial steps necessary for organizing and preparing you to work with a videographer-- to create a compelling video that will draw potential clients and visitors on the web.

You need a well-designed three-to-five-minute personal video that introduces your services, expertise, credibility and the "intangibles" that you believe separate you from your competition--downloaded not only on your own site, but on Google video, YouTube, Yahoo, and AOL Video.

We've also discussed the importance of organizing and rehearsing your material before the final shoot, so it all sounds spontaneous, natural and idiosyncratic. It should sound just the way you talk! That way, you'll grab those visitors in that first "Blink" and, in just seven seconds, make them want more.

"Fasten your seat belts; it's going to be a bumpy night."

- from All About Eve

Before taping, you must:

• Review your notes and practice speaking in a conversational, energetic and clear manner.
• Select professional, comfortable outfits in camera friendly colors like blue, red, pink, yellow and slate-gray. Black and white are tough on the eye of the camera. And skip the dangling earrings, diamonds, stripes and patterns that do little else but upstage you. Ditto the pieces you never wear and don't feel at home in.
• Relax with light stretching and deep abdominal breathing. Stretch your jaw, sing, get your voice going and your face de-tensed. Flutter your lips to relax them.

"All right, Mr. De Mille, I'm ready for my close-up."

- from Sunset Blvd.

The Taping

• Let the videographer direct you. But, as this is a collaboration, start rehearsing as she adjusts the microphone. Get comfortable in the new space.
• Look directly into the lens. Imagine the person you are talking to-a close friend, maybe, or a client you're happy with. Once you're cued, smile, introduce yourself and begin.
• Have a strong opening that you've prepared and feel comfortable with.
• Yes, the script is prepared, but as much as you can, let it sound as if the ideas just came to you-that they aren't from a script at all. It's helpful to take it slowly, as if you were speaking with a close friend.
• Remember to say your three key points, and to itemize the information and the benefits you're offering the viewer.
• Because you are enthusiastic about your presentation, sit on the edge of your chair and lean forward, as if you can't wait to share the good news. Engage in a dialogue with your listener.
• Pause when you can, and breathe between ideas-- and use your gestures to drive home a point (but stay within the frame!).
• End with a strong closing point, in words that you would use in real life, and in a way that invites interaction.
• Have your cue cards positioned under the camera, in case you choke.
  
• Ask your videographer to show you all the takes. If you're unhappy, ask for a retake. (One rarely gets a great take first time out, so relax and redo until you are comfortable with the results.)

Your final video, once downloaded, will increase online activity as your visitors become your clients.

Having your video handy when you travel is always smart: It can help cement new media opportunities, introduce you to unforeseen speaking venues, and create a fresh presence on various social media platforms

I'm here cheering you on! Let me know how it goes!

...And, as they say, Break a leg!