Did you know we remember 90% of the video messages we watch, but only remember about 10% of the ones we read? Clearly video is an effective tool and should be an integral part of your marketing strategy. Plusāit can be fun.
From Part 1 of my series, we learned about purpose and branding.
Now letās talk about creating the presentation itself.
The 5 Parts of a Successful Presentation
Keeping your presentation organized and well-structured will make it easier for you to deliver and your audience to absorb. Hereās a way to do that successfully.
- Start with a catchy opening. āIf you focus on results, you will never change. If you focus on change, you will get results.ā This for example, is a quote by Twitter cofounder and CEO Jack Dorsey. Itās catchy, empowering and thought provoking. It grabs the audienceās attention and makes then want to watch more. Try to come up with an opening line, story, joke or piece of advice that will capture the audienceās attention from the get-go.
- Tell them what youāre going to tell them. Look at this like your headline. Tell the audience what youāll be talking about. This salient point should be the number one message you want the audience to remember when they finish watching. So, make it clear and conciseāthink of it like a tweet and keep it tight.
- Provide relevant context. Explain the landscape in which you or your product or service is operating. This might include trends that bring rise to a need, changes in lifestyle that create new demand or world events that affect habits or behaviors. Basically, set the stage so listeners understand where your product or service fits into the big picture and why you are the much-needed solution.
- Offer supporting data. Now you need to prove your headline. It can be done effectively using stories, analogies or data. But donāt use too many numbers. The human brain canāt absorb lots of figures at once, especially if it is not physically seeing them written.
- Close with a call to action. Donāt close your video with just a web address or a simple goodbye. By doing that, you miss a huge opportunity. Instead, close with a call to actionāto buy, sell, persuade, or even simply engage. Donāt blow it when youāve come this far.
Tips For Creating Engaging Content
Think of it this wayāthe purpose of video content is to provoke, evoke and poke. You want the video to engage with its viewers. Here are a few ways to do that:
Pretend the camera is your best friend. Treat your camera like itās an audience member and talk with it, not at it. Pretending itās a familiar face enables you to be more conversational. And that makes you relatable and trustworthy.
Be a storyteller. While data may be retained, stories are retold. And thatās free marketing! So perfect your ability to tell a storyāthe more surprising and unexpected the better. Stories capture the imagination of your audience and grab their attention by adding emotion and energy to what could otherwise be a plain vanilla presentation. Stories also humanize the storyteller, creating connection and trust between you and your audience.
Ā Add emotion. Content that has an emotional appeal is memorable and impacts the audience in a more profound way. It creates engagement which leads to loyalty.
Create viral content. When appropriate, include humor, happiness, excitement and intrigue to increase the likelihood that your video will be shared and potentially go viral, which makes you a video sensation.
This is Part 2 of my 4-part āLights…Camera…TAKE ACTIONā series on how to effectively use video to grow your business. Stay tuned for my next article on How To Use Your Voice and Hands To Rock Your Presentation.