Tone Def and Picture Literate by Kevin Cline - WistiaFest 2017
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Kevin Cline - WistiaFest 2017
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Tone Def and Picture Literate by Kevin Cline - WistiaFest 2017
- 2. In which we discuss: The art of making business videos and the search for “good taste.”
- 3. START
- 4. Kevin Cline Video Creative Director Zendesk @ the kevin cline
- 9. Two ingredients Technique Strategy Gear Software Best Practices Marketing Distribution ROI
- 14. Where do you get good taste from?
- 15. –FERRIS BEULLER “The distinction between good and just good enough is defined by artistry.” – ME
- 16. Be an artist PRO TIP
- 17. Labels pave the way for behavior
- 18. Story Time
- 19. Tone Deaf
- 24. Be an artist
- 26. Tactics
- 27. 1. Find your own voice 2. Cut out the fat 3. Don’t overdo it 4. Spend some money 5. Steal
- 29. Listen to yourself STEP ONE
- 30. Study your own work STEP ONE
- 32. I AM NOT making fun of this kid.
- 35. Write your own song STEP TWO
- 36. Cut out the fat
- 37. –SHAKESMAN “Brevity is the soul of wit.”
- 38. –GOLDMAN “Get in late, leave early.”
- 39. Don’t overdo it
- 40. Just tap it in
- 42. A little goes a long way
- 43. Spend some money
- 51. Steal
- 52. Steal Don’t Copy
- 53. In conclusion
- 54. Done!
- 55. Zendesk Work
- 60. Subject: Maybe you lost your laptop
- 62. Subject: Maybe your hands were full
Editor's Notes
- I thought of a better subtitle.
- When you’re speaking on behalf of a company, it’s easy to come across a bit lame.
- My patented 3Cs
- And taste is subjective, isn’t it?
- I’m not talking about arrogant superiority – or that you need to have been born with an artistic temperament. Rather an acceptance of the kind of dedication that you need to do good work. And you know it takes a lot of work. Anyone who has made a video understands that it’s not as easy as it looks. So you need to be married to the craft in a way that only an artist can be. The reason I think it’s worth pointing out is because, in my experience, it took me some time to get comfortable with that label. And labels can pave the way for behavior.
- The first step is accepting the mantle.
- In your face, Mrs. Oneil
- We occupy the space that is defined by our labels. Or our lack of labels. We don’t intentionally step out of our comfort zones without some concerted effort.
- Bob was really good at affirming your potential. If you believe that this canvas is your domain and the world you are creating is yours, before you know it, beautiful images will appear. The first step is accepting the mantle. Labels pave the way for behavior. So - grab that label. Let it expand the way you think about your video work.
- Motivational Speaker section is now over.
- You are a key part of the brand voice. Don’t underestimate it.
- I had an example by another youtuber, also woodworker but a professional guy, who has this elaborate, long intro to his videos. Not necessary. In the interest of brevity, it is also not necessary to show you. In your scrutinizing of your own work - look for that excess that isn’t supporting your message or your story. Even if you think it’s adding personality or humor - take a hard look at it and don’t be afraid to kill some of your darlings in the interest of brevity. Your audience will probably appreciate it… not that they’ll know what you left out.
- Remember the KC’s 3C’s
- Business video is a little like an arid desert. The bar is low. And also - this isn’t Chapelle show. We aren’t making an action movie. Be influenced by those things you like, but incorporate those elements proportionally.
- If you are comfortable with the idea that you might spend a little money to make something happen - you’re going to find yourself in going in new directions and trying new things. Cool things. And, frankly things that might end up being cheaper and closer in reach than you thought. And the cycle builds - you are investing in the company. Like a benefactor. Trace the line from investing in a camera to renting a condor for a flyswatter.
- Look - it's hard to make things that are good. It's much easier to make things that are good enough. I’m just one random guy - am I the next Tony Robbins? Probably not, am I the next Freddie Mercury? It’s possible, we don’t know yet. But what we do know is that I’m banging on up here encouraging you to take the extra step to make some artful out of this material - even if it’s just business marketing. Your audience will respond.
- Knowing your audience’s specific situation can give you constraints to work within that bear creative fruit.
- Some people choose to go with a competitor Others may have just forgotten.
- Add a little charm. Invite them back in, or part ways the closest of friends. Lots of reasons they might have left. We tried to imagine some of those scenarios. From the analytics, we can see that some people poke around for a few days and then they’re just gone. What if something drastic happened, right?
- So you’d get an email…
- Maybe you were totally convinced - intending to sign up for a plan but, you know, your hands were full at the time.