When Marketing and Video Don’t Mix

 

IMG_2440

I thought that title might get some attention. Doesn’t seem to make sense, does it?

Well don’t worry. It doesn’t apply to all. This may have been written in a moment of frustration, but there’s still a lesson to be learned.

But some marketing people just write marketing hype. That’s what they do. They write stuff they think you and I want to read or hear. They don’t write or talk like real people yet somehow think these perfectly phrased key words will get you to buy something. I hate to tell you, but those days are pretty much over and have been for some time. No one believes it any more and they can see it coming a mile away. If they manage to sneak up on you, you can hear it in the first few milliseconds. It rings false. It’s like listening to a merchandising politician.

What happens when these type of marketing people are around when you’re trying to do a video to effectively MARKET their product or service is that they drill the people you’re going to interview into what they are SUPPOSED TO SAY. They fill up their heads with bullet points, slogans, marketing speak and other drivel. You suddenly find the person in front of you is not really communicating with you. Instead they are frantically trying to remember what to say and desperately searching for their notes where these gems were written down. They talk fast and nervously. They interrupt themselves when they realise they haven’t said it right. They say, ‘oh I can’t say that’ and other nonsense. In short, they come off like robots and would be better off just sending off their promo to people who won’t read it anyway.

Just to be clear, there are professional marketing companies that can do both. They write good copy showcasing the quality of the product or service in real terms and are also able to talk to people on a level that connects with reality. In fact, I work for one. And that MD is the one who conducts the interviews for many of the videos I have produced. And there are also marketing departments that come up with very clever and effective video campaigns, but they are usually based on humour or unexpected and entertaining approaches to selling. But that’s what they specialise in. 

Just don’t ever let someone dictate what they think the interviewee should say or talk about. If the person you’re interviewing knows his or her job (and they should if they’ve been selected to be interviewed and so represent the company), you can get it out of them just by talking to them. And when you do, you’ll get natural real responses. If you detect that they’re slipping into the ‘company speak’, just follow up with, ‘Well what do you think about that and carry on in a line of friendly conversation that gets them to tell you what they think, not what the ‘company’ thinks. You’ll very often get surprising gems that are perfect for–you guessed it–marketing the product or service (because it’s sincere).

These days videos give you a golden opportunity to give a face to an otherwise faceless business. They give you an opportunity to meet the actual people of the business, warts and all.

When you shop on line for a product, what’s the one thing you almost always do before buying? You read the customer reviews. You get the feedback from real people. “Yeah, sounds great, but let me see if your customers really think so”. The hype might get your attention, but you know well enough to not believe it without questioning and will go to great lengths to verify if it has any real merit.

When I do marketing videos, my approach has always been to interview the key people involved. I don’t even really need to go in very prepared. If I’ve got the MD sitting down in front of me, I’m pretty sure he can tell me just about anything about the the products or services he offers–along with the history of the business, why he gets up in the morning, why he’s passionate about it, and so forth. I don’t care if that’s 60 minutes of material to trim down into a 3 minute video.

It’s MY job to edit it in such a way as to effectively sell his product or service. In other words, it is MY job to market them with video. But before that, my job is to get them to talk to me like they would talk to any friend. I think I went to great length discussing this process in the book Run ‘n Gun Videography–The Lone Shooter’s Survival Guide.

Like I said, I haven’t had to go through this often thankfully, but recently was faced with 5 interviews of people who were prepped by marketing people (despite my advance warning to not do so). Interestingly, after the local marketing person was finished running the first interviewee through all the questions (meaning trying to prompt the answers she wanted to hear), she asked if I wanted to ask about anything else. So I asked the girl something like, “You seem to really like your job here. What makes you get up in the morning?” The answer was pretty good, but the most remarkable thing was that her former almost frantic delivery was gone. She slowed right down and started speaking naturally. And it was sincere and believable. And that’s what you, the consumer, look for these days, isn’t it?

 

 

 

 

 

 

Free Book Offer: Run ‘n Gun Videography–The Lone Shooter’s Survival Guide

Run 'n Gun Videography

I’ve decided to enrol in KDP Select which gives me some promotional options including making the book available for FREE for 5 days.

So that’s what I’m going to do.

I’m doing it for two reasons.

  1. I’m locked into KDP select for 90 days during which period the book can only be available on Kindle. So that gives me a sort of deadline for making the book available in soft cover and putting it on other platforms. I can’t promise it, but it’s a good target for me because I’m going to be pretty busy before then anyway. Plan is to update it and make it available in hardcover next fall.
  2. Though the book has sold a few hundreds copies, it’s only gotten about a little over 30 reviews between the UK and US markets. They’re all good reviews, but I’d like to see a lot more reviews.

The Free Download Offer is NOW LIVE on Amazon and runs through Sunday.

I hope that most of my subscribers here who don’t have it yet will take the opportunity to download it.

In exchange I have a humble request: Please review it on the Amazon page once you’ve read it.

US Amazon Link

UK Amazon Link

Available world wide.

Using Photographs in Video

(From the Run and Gun Videography blog, for those of you who don’t follow that one). Thought I’d repost it here as I haven’t posted anything in a while (super busy!)

Belvoir Castle's Capability Brown Landscape thumbnail

Nothing revolutionary here, but I haven’t posted in a long while.

This could be titled ‘Making a Silk Purse Out of a Sow’s Ear’.

It’s Spring here in England, but with cold weather lingering, Spring has been struggling to arrive.

The gardens at Belvoir Castle are open now and the Duchess of Rutland wanted to promote them in a timely fashion–that is, promote them to potential visitors.  There’s another good reason to promote these particular gardens. This is the 300th anniversary of the birth of England’s most famous landscape architect–Lancelot ‘Capability’ Brown (who designed the landscapes of over 170 of England’s mosts famous estates) and Belvoir Castle was his last project. It was never realised while he was alive and never completed.

A few years ago his plans were found in the Castle archives and the Duchess of Rutland set out to complete them. It was the subject of a 3 hour television show here in England last Autumn, and now that it’s Spring and the gardens are open, it’s the perfect time to promote them as such.

But Spring has been stubborn in it’s arrival, so there would be no live footage of the beautiful gardens and landscape.

What to do?

I suggested to the Duchess that we use the photographs from her book on this very subject and update the video later with live footage that I can take over the next few months.

Now that it’s done I don’t think I’m going to do it, because I like this video the way it is. So I’ll probably just do another video using some of this interview material and other bits I didn’t use.

Very often I make a video that exceeds my own expectations, given the production circumstances. This was one of them.

There’s not really much to say about how to use photographs in a video. Many go for the ‘Ken Burns’ effect. I just manually animated them very simply. The real trick is choosing the right photo that helps forward the narrative.

There are two other things that make it a good video in my opinion. All these techniques and approaches are covered in detail in the Run ‘n Gun Videography E Book (centering around message, of course), but in this case–since it was really only an interview and still photos, the strengths were lighting to make her look good in an appropriate environment (her home at Belvior Castle) and music.

The lighting is what it is. 3 lights used judiciously in a large space. But in this case it was the music that really did it’s job. In the book I covered the subject of using ‘stock music’. The trick is to make it appear to have been specifically scored for this specific video. Music has the role of forwarding the messages as much as any other technical subject does. Too many people just tack on music for no reason and to no advantage. I won’t go over my procedure in detail here (that’s covered in detail in the book), but I would like you to note how the subtle shifts of music sync up to the narrative and pictures being shown. That’s the real magic as far as I’m concerned. Because that composer had no idea that his music would be used for this video. Yet I think anyone would be hard pressed to think that it was not. How this is done, I’m afraid you’ll just have to read the book.

Sorry for the shameless promotion, but this blog is meant to be a supplement to the book anyway.

For anyone interested in the Capability Brown story, several months ago I did another video. This time it featured your truly, the Video Whisperer.

It’s a fund-raising video and I really thought it should be done by an English person–but that got too complicated, so in my brash American approach to getting things done, I said, “well fine, I’ll do it myself”…

By the way, the sculptor Laury Dizengremel, is my wife. The statue has, since this video, has been cast in bronze on our dime. So if you’d like to contribute ANY amount–whether you’re an Engishman or just a follower of the Video Whisperer, any donations will be appreciated. Just go to to the link at the end of the video to donate a tuppence or two.

Making a Murderer–A Compelling Netflix Documentary

Making a Murderer

Making a Murder is a Netflix documentary that was filmed over 10 years following the case of a wrongly accused man who spent 18 years in prison, and who shortly after his release (when DNA tests exonerated him), was arrested for murder–apparently framed by the police.

This is the most compelling documentary I have ever seen. I watched most of series 1 in one sitting because I simply couldn’t stop watching it (but finally had to stop because I could no longer stay awake).

Way better than ‘reality tv’. Way better than professionally produced crime dramas. The twists and turns never stop–and yet this is real life, real people, real court proceedings.

It chronicles a corrupt justice system and police department in addition to the influence of media. At least that’s how it rolls off so far. I don’t now how many times my jaw dropped watching this. It appears to be a frame job, but despite all evidence submitted in that regard up to the point I’ve watched it, I’m guessing he’ll be convicted again regardless.

Now what’s all this to do with this blog?

In the book Run and Gun Videography–The Lone Shooter’s Survival Guide, I talked a lot about message being the overriding fundamental in any artistic production, film and video included. I also talked about the subject of technical perfection being junior in importance to getting the message across. So much so that in deciding as an editor if a flawed shot should be used or not, the answer to the question is whether or not it will detract from the message and throw the audience out of the story.

Early on in this series I noticed how rocky some of the hand-held camerawork was. This was not any kind of deliberate ‘technique’. It’s just that these cameramen were shooting everything hand-held with big Sony Betacam cameras, even from inside cars bouncing around on dirt roads. There was some pretty rough stuff.  BUT, the story was so compelling that it didn’t matter one bit. Furthermore, it was so well put together in terms of editing and the message was so loud and clear (and compelling), that there wasn’t any technical flaw that was going to throw me out of that story.

Some of the close-ups of people were simply jaw-dropping in terms of raw emotion. These weren’t actors. These were real people caught up in a horrible situation–guilty and not guilty alike.

Highly recommended as a study of run and gun camerawork–because that’s exactly what it was.

 

Run ‘n Gun Music Video?

Abi Moore

 

(from the Run and Gun Videography Blog)

Well, normally one wouldn’t promote this sort of thing. After all, it takes quite some time and planning to do a music video…

But, as Abi Moore remarked, ‘if you want something done fast, ask a busy person”.

I’m not always this busy, but in the week before a trip planned to the US, I found myself with 3 scheduled shoots and one edit that absolutely had to be done before I left.

Then Abi messaged me urgently.

She needed a music video by the end of the month (when I would be gone).

She had sent me the song. A very nice song, though a sad Christmas song as it were.

I asked for the lyrics, got them, glanced it over and said, ” Come on over tomorrow. We’ll shoot you singing the whole song whilst driving a few times and then some more at our neighbor’s Steinway piano, a few additional shots in town, throw something together and see if we need anything else to polish it off.

So we did just that one evening.

For the night scenes I used the Sony HXR NX30. All hand-held, of course, though I utilised a bean bag on the car’s dash for most of the car shots.

For the piano scenes I used the NX30 and the X70; X70 on a tripod and the NX30 handheld.

And, for the first time ever, I found it necessary to add stars to a shot using an FCPX generator and FCPX color controls and shape masks to take down the white sky to a darker gray.

Also, for the first time ever, I added snow to a shot, using the Pixelfilmstudios plug-in. Two layers of snow–the foreground layer to which I added yellow as if lit by the foreground yellow light from the doorway. That was surprisingly easy.

Who says you can’t produce a music video in a couple of days cheap as chips?

You’ll be the first to see it as I’m only publishing it here.

(Best to watch in full HD, as it’s a rather sad–and therefore somewhat dark Christmas story.)

Lie Back and Think of England

23:38 12 Nov. £2150 pledged in the first 24 hours. That’s a start!

The campaign to create a life-size statue commemorating the 300th anniversary of Lancelot ‘Capability’ Brown’s 300th birthday is now officially live!  Capability Brown Statue Crowd Funding Page

Capability Brown Statue Campaign

This is my first crowd funding video.

Its purpose is to raise the funds necessary to create a life-size bronze statue of Lancelot ‘Capability’ Brown, England’s most famous landscape architect. It has been said that English landscape architecture is one of England’s greatest contributions to world culture and it is, indeed, Capability Brown who is behind the meaning of that sentiment. Yet, unlike his French counterpart Andre Le Notre who has statues, busts, paintings and engravings all over France, Capability Brown is without similar recognition in the UK. No busts. No statues. Only two paintings, one of which is in a private collection.

The video tells the story, but since this is the Video Whisperer blog, I thought I’d fill you in on some details behind the making of this video.

My wife Laury Dizengremel is a sculptor and is also the artist-in-residence at Belvoir Castle. Two years ago the last known plans of Capability Brown were discovered in the Castle archives which were supposed to have been his crowning achievement. They were started, but never completed due to the financial problems of the 4th Duke of Rutland. So the current (11th) Duchess of Rutland decided to have a go at completing those plans as part of her legacy.

She called in Alan Titchmarsh, England’s pre-eminent gardening expert, TV personality and author to help her and both embarked on a two-year program to execute the first phase of planning resulting in a 3 part national TV program which recently aired in the UK.

Laury found herself immersed in all of this and asked the foremost expert on Capability Brown, historian John Phibbs  (who was also part of the process) if there were any statues of Capability Brown. “No”, was the answer.

Some weeks after the dust settled from all the filming activities and airing of the program –and after we ourselves found a break in our own activities, Laury decided that she was going to take it into her own hands and get the funds raised to finance a life-size bronze statue of Capability Brown to gift to the nation.

For that she wanted a crowd funding video. And she wanted it that afternoon.

I said, ‘whoa Nelly–I’m pretty good, but not THAT good”.

And I explained the sorts of things that are necessary to pull off such a thing. Such as “who are we going to get to be the presenter for it THIS AFTERNOON?” and other small details like that.

I only knew of one person–one of her daughters, who sounds as English as they come, but she wasn’t available. And I wasn’t willing to find and hire a presenter. So I thought about it for a couple of hours during which I came up with a rough draft of how I might want it to go.

The more I got into it, the more I thought, “well, hell, I’ll just do it.”

So the next morning I got up early, walked off into the English fog and shot the whole video.

I had the job of explaining who Capability Brown was, why he deserved a statue in this, the 300th year of his birth, why an American was giving the pitch, and why a French sculptor with an American accent was going to create the statue for the people of England. That’s a tall order, isn’t it?

Here’s the crowd funding page with the video.

http://www.crowdfunder.co.uk/capability-brown-sculpture?tk=6bcf1b28fded861304ae3c52399f092b038cc06c

For £100 your name will be added to the plaque at the base of the statue–which will be the first ever statue of England’s of the man who came to define the natural landscaping that has been one of England’s greatest contributions to world culture. Pledges from £25 upward to £15,000 are available, each with a perk listed on the website.

I hope some of my faithful Video Whisperer Blog subscribers will help us make this possible with a pledge of £25 or more.

Please donate.

Thank you,

The Video Whisperer

The Video Whisperer

The campaign to create a life-size statue commemorating the 300th anniversary of Lancelot ‘Capability’ Brown’s 300th birthday is now officially live!Capability Brown Statue Campaign

This is my first crowd funding video.

Its purpose is to raise the funds necessary to create a life-size bronze statue of Lancelot ‘Capability’ Brown, England’s most famous landscape architect. It has been said that English landscape architecture is one of England’s greatest contributions to world culture and it is, indeed, Capability Brown who is behind the meaning of that sentiment. Yet, unlike his French counterpart Andre Le Notre who has statues, busts, paintings and engravings all over France, Capability Brown is without similar recognition in the UK. No busts. No statues. Only two paintings, one of which is in a private collection.

The video tells the story, but since this is the Video Whisperer blog, I thought I’d fill you in on some details behind the making of this…

View original post 528 more words

Lie Back and Think of England

 

The campaign to create a life-size statue commemorating the 300th anniversary of Lancelot ‘Capability’ Brown’s 300th birthday is now officially live!  Capability Brown Statue Crowd Funding PageCapability Brown Statue Campaign

This is my first crowd funding video.

Its purpose is to raise the funds necessary to create a life-size bronze statue of Lancelot ‘Capability’ Brown, England’s most famous landscape architect. It has been said that English landscape architecture is one of England’s greatest contributions to world culture and it is, indeed, Capability Brown who is behind the meaning of that sentiment. Yet, unlike his French counterpart Andre Le Notre who has statues, busts, paintings and engravings all over France, Capability Brown is without similar recognition in the UK. No busts. No statues. Only two paintings, one of which is in a private collection.

The video tells the story, but since this is the Video Whisperer blog, I thought I’d fill you in on some details behind the making of this video.

My wife Laury Dizengremel is a sculptor and is also the artist-in-residence at Belvoir Castle. Two years ago the last known plans of Capability Brown were discovered in the Castle archives which were supposed to have been his crowning achievement. They were started, but never completed due to the financial problems of the 4th Duke of Rutland. So the current (11th) Duchess of Rutland decided to have a go at completing those plans as part of her legacy.

She called in Alan Titchmarsh, England’s pre-eminent gardening expert, TV personality and author to help her and both embarked on a two-year program to execute the first phase of planning resulting in a 3 part national TV program which recently aired in the UK.

Laury found herself immersed in all of this and asked the foremost expert on Capability Brown, historian John Phibbs  (who was also part of the process) if there were any statues of Capability Brown. “No”, was the answer.

Some weeks after the dust settled from all the filming activities and airing of the program –and after we ourselves found a break in our own activities, Laury decided that she was going to take it into her own hands and get the funds raised to finance a life-size bronze statue of Capability Brown to gift to the nation.

For that she wanted a crowd funding video. And she wanted it that afternoon.

I said, ‘whoa Nelly–I’m pretty good, but not THAT good”.

And I explained the sorts of things that are necessary to pull off such a thing. Such as “who are we going to get to be the presenter for it THIS AFTERNOON?” and other small details like that.

I only knew of one person–one of her daughters, who sounds as English as they come, but she wasn’t available. And I wasn’t willing to find and hire a presenter. So I thought about it for a couple of hours during which I came up with a rough draft of how I might want it to go.

The more I got into it, the more I thought, “well, hell, I’ll just do it.”

So the next morning I got up early, walked off into the English fog and shot the whole video.

I had the job of explaining who Capability Brown was, why he deserved a statue in this, the 300th year of his birth, why an American was giving the pitch, and why a French sculptor with an American accent was going to create the statue for the people of England. That’s a tall order, isn’t it?

Here’s the crowd funding page with the video.

http://www.crowdfunder.co.uk/capability-brown-sculpture?tk=6bcf1b28fded861304ae3c52399f092b038cc06c

For £100 your name will be added to the plaque at the base of the statue–which will be the first ever statue of England’s of the man who came to define the natural landscaping that has been one of England’s greatest contributions to world culture. Pledges from £25 upward to £15,000 are available, each with a perk listed on the website.

I hope some of my faithful Video Whisperer Blog subscribers will help us make this possible with a pledge of £25 or more.

Please donate.

Thank you,

The Video Whisperer

%d bloggers like this: