Produce Video Like a Pro

Produce Like A Pro
W I T H
H OW T O C R E AT E C O M P E L L I N G V I D E O S &
H A N D L E A N Y O N - C A M E R A I N T E R V I E W
PAULA RIZZO
Copyright © 2019 Paula Rizzo - All rights reserved.

You want to get great buzz for your projects, etc.
You want to speak conﬁdently on camera in any
situation
You want to know how to produce compelling videos
Why You’re Here

1. Why video is so important
2. Opportunities for getting exposure
3. Techniques for being your best on camera
What We’ll Cover

Why Me?

Media consultant, TV & video producer 
& best-selling author

M E D I A S T R AT E G Y
On-Camera Media Training
Media Pitch & Story Development
Video Series Development Consulting

Companies
I’ve worked with…
Chef Todd RichardsCopyright © 2019 Paula Rizzo - All rights reserved.

“Paula Rizzo has transformed my writer
clients from unsure to conﬁdent in just
a few sessions. She is the key to giving
clients the tools they need to succeed,
whether it be in a media interview or a
public speaking event.
My clients have come to me post-media
appearance to tell me that 'Paula Rizzo
works magic.'"
Laura Gianino, Publicity Manager, Harpercollins

Some of the
personalities I’ve
worked with…
JJ Virgin
Todd Richards
Ramit Sethi
Mo
Gawdat
Melissa
Coleman
Deepak Chopra
Chef Todd RichardsCopyright © 2018 Paula Rizzo - All rights reserved.

“I worked with Paula and somehow
she's made a 180° change out of
me! After a recent segment, someone
said, "You're a natural up there."
Little did they know, that it was the
result of a lot work with Paula.
It's impossible not to improve
under her care.”
Melissa Coleman - The Minimalist Kitchen (Time Inc)

WHY VIDEO MATTERS
01

In 2019, global consumer
Internet video traffic will
account for 80% of all
consumer Internet traffic
Source: SmallBiz Trends

Facebook generates 8
billion video views on
average
PER DAY
Source: Social Media Today

Social video generates
1200% MORE shares than
text & images COMBINED
Source: SmallBiz Trends

Source: Social Media Today
People spend THREE times
longer watching a live social
video than a prerecorded one

Including a video on a
landing page can increase
conversion rates by 80%
Source: Hubspot

T O P T Y P E S O F V I D E O C O N T E N T
Customer Testimonials (51%)
Tutorial Videos (50%)
Demonstration Videos (49%)
SOURCE: CURATA

02
HOW TO PRODUCE
COMPELLING VIDEO

PA U L A ’ S S C R I P T M E T H O D ™
S - Strategy
C - Calendar
R - Rehearsal
I - Intro to Video Production
P - Post Production
T - Tools to Take Your Videos to Market

S
Your video is only as good
as your plan for execution
Strategy

S T R AT E G Y
Identify Your Niche
Pick Your Video Type
What Do You Want the Audience to
Do?

A SPECIALIZED SEGMENT OF
THE MARKET FOR A
PARTICULAR KIND OF
PRODUCT OR SERVICE.
Niche

LET’S SAY YOU’RE A 
NUTRITIONIST
For Instance

Here’s just some of what you know

Lead with
One Thing
“I help new moms lose
weight using my three-
step approach.”

One-pronged approach:
“I LOVE LISTS.”

Your niche is not narrowing
your options; it’s sharpening
your edge.
Remember

Offer a solution
Do
This!
Think about one piece of advice
you’re always giving
Pick one problem you love to solve
Focus on one person you want to help

T H I N K B E YO N D P R O M O T I O N
Bigger than your business/product
What are you trying to change or
improve?
What mission are you on?
How is this helpful to others?

Pick Your Video Type

K N OW YO U R A U D I E N C E
Where are they?
What do they watch?
What do they want?

WORDS
Wise
“Be of Service!”

T Y P E S O F V I D E O S
Demonstration or tutorial
Short Tips to Camera
Interview with another person
Spontaneous advice & insights

T I P S F O R V I D E O
Think visually!
Teach/show just one thing
Always think about your audience

You have a very short window
to catch a someone’s attention
and keep it!
Remember

Produce like a pro
Do
This!
Be clear, concise, compelling
Speak in normal, accessible
language
Make it easy on the eyes

Inform
Entertain
Change someone’s mind
Build trust
Sell
Reach a larger audience
Why Are You Doing This Video?

W H AT D O YO U WA N T T H E A U D I E N C E T O D O ?
Give you their email?
Buy your product?
Sign up for your webinar/
event/workshop?
Set up a strategy call?
Make a list of ideas
Use your tip tomorrow
Forward your video to a friend
Tune in tomorrow when you
reveal more information

S E A M L E S S V I D E O I D E A S
FB Live: Best game day dishes
Interview: Talk to a chef about the most
popular date night dishes
Tutorial: How to make picnic foods
Instagram Story: Spotlight of the craziest food
trends

OPPORTUNITIES
FOR GETTING OUT THERE

W H E R E T O P U B L I S H ?
YouTube
Facebook Live
Periscope (Twitter)
Instagram Stories
LinkedIn Video
Email

Bari Baumgardner
Event Planner
Video in email = 200-300%
increased click through
(Source: Hubspot)

Chef & Author, “Meat on the Side”
Weekly Instagram Show -
“Food Trend Friday”
Increases authority & exposure
Nikki Dinki

“As someone with no media
experience, Paula gave me
practical tips that were
easy to implement and
that I continue to use in
all my public speaking.”
Alyssa Rower, Partner, Rower Llc

Mark Kohler
CPA, Attorney & Author
Engages community
Thought leadership &
credibility
Uses a mix of FB Live
tutorials and quick tips

BEST PRACTICES
ON CAMERA

T H I S WO R K S F O R A L L M E D I A
Your own videos
Live TV
Pre-Taped Interview
Online Video Interview
Phone Interview

Be on time/courteous
Go with the ﬂow
Relax
Realize you’re a guest
Leave your ego at home
Be of service!
Your Mindset

Where Do I Look?
On set
Skype/Zoom/Laptop
Videos
iPhone Videos

How Do I Sit?
Edge of your seat
Don’t be too casual
Put hands in your lap
Be mindful of gestures

How To Keep Energy Up?
Project your voice
Smile with your eyes
Breathe

What Do I Wear?
Be comfortable
Look neat and professional
Choose bold colors
Bring a backup
No patterns or logos
No black, no white
Nothing sheer or ﬂimsy
No chunky jewelry or hat
D O D O N ’ T

What About Hair & Makeup?
Always wear some even if
they will provide
Don’t over do it
Test the looks on camera
Use a professional

What Do I Say?

Soundbite:
A portion of an interview that is
particularly powerful and catchy

Speak In Soundbites
Know your talking points
Have the end in mind
Always give value but be
brief
Practice! (even if you’ve
done media before!)

“Hiring Paula was one of the best
decisions I ever made. I’ve done a lot of
TV before but she helped me prepare at
a higher level.
She helped me nail down my key points
and how I can communicate better not
only when I pitch but also when I perform
on camera. I’m able to communicate
better with my clients too.”
Maru Davila, Chef & Author, “The Mexican Food Diet”

Understand the Audience

U N D E R S TA N D T H E A U D I E N C E
Ask!
Watch the show/read the magazine/listen
to the podcast
Why do they care?
Tailor your answers for that audience

Speak in Plain Terms

S P E A K I N P L A I N T E R M S
Avoid industry jargon
Could you explain this to a 4th grader?
This is not “dumbing down” - it’s making your
message accessible
Don’t forget why you’re doing this - be of service!

“Paula is a complete gem! The amount
of knowledge she has to help you learn
how to build conﬁdence in front of the
camera and efficiently is incredible. She
really opened my eyes with several ways
I could build my presence. I’ve loved
learning from her different ways to
strategize how to use video in helping
to promote my cookbook as well.”
Brandi Doming- The Vegan 8 (Time, Inc)

Tell Stories

T E L L S T O R I E S
People connect with stories
People remember stories
Tell that story like it’s the ﬁrst time you’re
ever telling it

Mo Gawdat - Author, Solve For Happy
“Two days after Paula’s coaching, my
interview with Channel 4 News in the
UK went viral on social media with
more than 100 million views.
Within just 20 minutes, Paula’s
media training opened my eyes to
ways I could be even more effective in
spreading my message of happiness.”

Give Relatable Examples

G I V E R E L ATA B L E E X A M P L E S
You want people to see themselves in what
you’re talking about
Give them reference points that they care
about
This will change depending on the audience

Use Stats

U S E S TAT S
Media LOVES stats
Have a few stats ready to support your talking
points
Don’t get too detailed

Think in Headlines

T H I N K I N H E A D L I N E S
Every answer you give you should have a
headline point
Stake your claim - be decisive
Use the “Accordion Method”

“Why did you write a
book about lists?”
“ AC C O R D I O N M E T H O D ” I N AC T I O N
Question

“Lists changed my life.”
Short

“Lists changed my life. I went from being
overwhelmed and disorganized to
successful and less stressed.”
Medium

“Lists changed my life. I went from being
overwhelmed and disorganized to successful and
less stressed. Every night before I leave my desk for
the evening, I make a to-do list for the following
day. I run through everything I need to do the next
day so I can hit the ground running when I get in.”
Long

Lessons Learned
Why video is so important
Opportunities for getting exposure
Techniques for being your best on camera

FREE EBOOK

J J Virgin - Author & Nutritionist
“Paula Rizzo knows how to make a
segment sing. She creates
compelling new ways to tell stories
and change how people think.
If you want someone who can craft
the perfect segment idea and get
your message across, she’s your
match.”

Linda Ugelow - Performance Coach
“Paula is an outstanding video
producer.
Paula brought my marketing to a
whole new level of professionalism.
She has a talent for creating just the
right powerful message and I
appreciated her ability to direct my
vocals and gestures to bring out the
best performance.”

Produce Video Like a Pro

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