There are two types of videos that exist in the business marketing world: those that are scripted, and those that are not. Let’s have a look at the pros and cons of each.
Sales Script
Pretty straight forward, you write a script of exactly what you want to say to camera. You either memorise parts of the script or read from a teleprompter whilst delivering to camera. Usually scripted videos are delivered looking straight down the barrel of the camera – much like the nightly news.
Pros
+ You can say exactly what you want.
+ Can use a teleprompter to aid delivery.
+ It’s safe in terms of saying exactly the right thing.
Cons
– If you’re not a confident presenter, it more often, than not, comes across as unnatural, therefore hurting authenticity.
– Can be time consuming going over certain sections of the script multiple times to get it right.
– Can be a bit salesy.
– Teleprompter can make it seem like you’re reading. (Well, you are).
Sales Documentary
So let’s start by scrapping the script and focusing on the key points you want to make in your video, if it’s going to be a 2-3 minute video, let’s write down 3-4 dot points of the most important things you need to communicate. Now, we look at developing questions around those points.
The interviewee, needs to be well versed on the subject matter at hand – most business owners are. When it comes time to film, we ask you the questions that have been prepared, and you answer the questions as if you’re having a discussion with us about the topic. Usually this style of filming has the interviewee looking slightly off to the side of camera engaging in a conversation with the “invisible interviewer”. When the video is edited, the interviewer’s questions are cut out, and we construct the story by what you’ve said.
Pros
+ About as natural as it gets. Relaxed. Confident. Professional.
+ Delivers information in a friendly format – not has confronting as looking down the barrel of the camera.
+ Tends to generate more coherent answers as the focus is on sentences, not words.
+ Time effective way of shooting.
Cons
– Takes a bit of practice if not a natural.
– Need to be knowledgeable on the subject. (Not really a con because you should be!)
So which one is for me?
Well I can’t tell you without meeting you! I can usually tell within half an hour of meeting someone which is going to be easier, but if you wanted me to push you a certain way now, we’re always going to recommend the Sales Documentary route because it generates better results for those who haven’t been media trained before.
Like with scripting, you can practice the sales documentary style – develop a few questions for your video, and have a colleague ask you the questions and give your response – it’s great to do this exercise with a colleague because it allows you have immediate feedback and get used to saying it with another person in the room.