So you’ve been asked to speak on video and post it online . . . now what?
Sometimes knowing where to start is the most difficult part. Not only is there the swelling angst of camera anxiety, the rapidly approaching deadline that shouts “we needed it yesterday,” the overwhelming feeling of where to begin, the technical know-how gap, and of course–if we’re being really honest–a delicate ego and image to preserve after all.
Over the next several weeks, we’ll tackle these obstacles to help you conquer the camera, and create online videos that are both professional and effective.
As a place to begin, some of the best video presentations emerge from a need or a core problem in your current business or situation. Make sure you identify this need so your online video can hit its target. This is why I challenge you to begin by identifying your target audience. Is your target audience internal colleagues? Staff? External customers? Students? Constituents? Clients? For example, if you are a professor teaching an online course, your target audience is the students enrolled in your course. So what is it they need from you?
This next step then determines what your target audience needs. Video is best at leveraging movement, presence, and storytelling. Which of these elements would help you address their needs? Using the online course example, students need to get to know you as their online instructor, to develop a rapport with you–albeit virtually–and to recognize your credibility and content expertise. Therefore, creating an online video to introduce students to you, your background, and course expectations is an example of using video to address a specific need for a specific, target audience.
After determining your audience and their need, your next step is to identify your Central Goal. The Central Goal is the ultimate impact you wish to achieve with your online video, condensed into one sentence. To help you identify it, consider the following questions: What impact do you want to achieve? Do you want customers to buy more “XX more gidgets” after watching the video? Do you want to increase your Twitter following? Do you want to attract more patients? Do you want to increase your clientele by XX%? Boil down the impact in one concise statement.
Concision is of the most difficult parts to writing a Central Idea. Imagine pitching your sales product to someone in an elevator. As you know, you have only a few seconds before that elevator door opens, so your pitch must be concise. The Central Goal needs to be just as concise. It is in the process of paring it down, that you get at the core of why you’re creating an online video and what you really hope to achieve with it as a result. Concision leads to clarity.
After all, if you don’t know why you’re presenting on video or what you hope to achieve with it at the deepest level . . . you’ll miss everytime.
Tune in next week for more tips . . .
What are your biggest concerns about speaking on video?