If shooting great video was as easy as pulling out your phone and jabbering away, everyone would do it. While some make it appear that easy, a video that’s done well typically has extensive behind-the-scenes preparation.
A lot of work goes into shooting good video, but it doesn’t have to be overly complicated. We thought we’d share the four-part framework we utilize in our Oechsli Mobile program. It’s super simple, yet powerful. In fact, you’ll probably notice we use this framework often within our own internal videos.
1. Teaser: Start your video by telling your audience exactly what you’ll be delivering. There’s no need to introduce yourself and talk about your firm—just jump in!
Your “teaser” should be no more than 10 seconds in length and your objective is to encourage your audience to keep watching. You literally have a few seconds to grab their attention. Fail to do so, and they are scrolling on.
For example: “In the next two minutes I’m going to share the top three myths around Social Security, that you probably don’t know—but should.”
2. Issue: Before moving into your solution, you’ll want to discuss the issues people experience surrounding your topic. This is making the case for the importance of your solution. Also, exacerbate it! Let the audience know that this is a major problem and the consequences of failing to address it. The audience should be thinking to themselves, “Yes, that’s exactly how I feel.” This is a great time to share a story of someone who handled this topic poorly and the impact it had on them.
3. Solution: Now it’s time to demonstrate your expertise by offering your solution. Keep in mind, you don’t always have to give the precise answer. Sometimes you can provide a framework to arrive at the answer. Whenever you can, break up your solution into digestible bites so the viewer can easily grasp your advice.
For example: “Here are the three ways we tackle this problem at our firm. First, ...”
4. Call to Action: Always end your videos with a single call to action. Tell your audience what you’d like them to do next. This might be to visit a landing page, download a guide, subscribe to your channel or even contact you directly. Regardless of the action you’d like your viewer to take, choose only one.
With your script in hand, you’re ready to hit the record button. But before you do, practice aloud a few times. Sometimes what we put on paper doesn’t sound as natural when we read it aloud. Get into the rhythm and then let it rip.
Stephen Boswell and Kevin Nichols are partners with The Oechsli Institute, a firm that specializes in research, training and digital marketing services for the financial services industry. @StephenBoswell @KevinANichols www.oechsli.com
