This document discusses the power of using video to connect with audiences and provides tips for creating effective videos. It notes that video traffic on the internet is growing significantly and will account for 90% of traffic by 2013. It then provides seven tips for creating effective videos, such as telling a good story, showing rather than just telling, choosing words carefully, building in interaction and conversion goals, choosing the right format and style, considering the audience perspective, and defining objectives and outcomes. The document concludes by offering advice on production methods, editing, and promoting videos online.

1. VLOGGING AND
HEADSHOTS
The power of visually connecting with your audience

2. NOELLE’S RAP SHEET
 Bachelor’s in Broadcast Journalism from BYU (allskiersgotoheaven)
 Interned TODAY Show in NYC
 Morning Show Producer CBS in Salt Lake City
 Noon Show Producer NBC in Las Vegas
 Director Media Relations for Papa Bello, Inc.
 Director of Media and Public Relations for The Organized Cook

3. BAD TV MOMENT 

6. DON’T GET LEFT BEHIND!
 2010 Report by Cisco found that 30% of internet traffic is
currently video
 And by 2013, 90% of internet traffic is projected to be video!

7. EFFECTIVE VIDEOS
1. TELL A GOOD STORY
Stories have a beginning, middle and end. They make us think. They
make us feel. If told right, they inspire us.
At the heart of any good story is emotional appeal. It may be subtle
or dramatic, but without that emotional connection, the story is
quickly forgotten. Baby Mine

8. EFFECTIVE VIDEOS
- Good stories don’t appeal to everyone.
- Good stories resonate.
- Good stories are credible.
- Good stories are usually simple.

9. EFFECTIVE VIDEOS
2. SHOW THEM, DON’T TELL THEM.
Educators and trainers have long known the true benefit of video is
that it generates much higher retention rates because it engages more
than one of the senses at the same time. Retention rates can TRIPLE
when what you hear is being reinforced by what you see.
Video is unsurpassed as a vehicle to engage and persuade your
audience.

10. EFFECTIVE VIDEOS
 More Compelling Testimonials
 More Compelling Case Studies
 More Compelling Product Demos

11. EFFECTIVE VIDEOS
3. CHOOSE YOUR WORDS VERY CAREFULLY
The script is the “what” in the video development process. Everything
else is the “how”.
Script or on-screen talking points outline:
- What are the top three messages you have to communicate?
- Are you clearly outlining the benefits that will resonate with your
target audience?
- Are you speaking your follower’s language?

12. EFFECTIVE VIDEOS
Unscripted doesn’t mean unstructured
- Spontaneous, unscripted videos are becoming more commonplace
on the internet for their natural tone and authenticity resonates
with viewers.
- Never start a video project without knowing Exactly what you
want the video to communicate.

13. EFFECTIVE VIDEOS
4. BUILD IN INTERACTION (AND ULTIMATELY
CONVERSION)
Interest, engagement and interaction should be the goal of web-
based video. Organized Cook Welcome Video
What do you want the viewer to do when they have finished watching
your video?

14. EFFECTIVE VIDEOS
 “Click here to find out more about this service”
 “Click here to watch a related presentation”
 “Fill out a quick survey..”
 “Sign up now for our weekly newsletter”
****CONVERSION IS THE GOAL****

15. EFFECTIVE VIDEOS
5. CHOOSE THE RIGHT FORMAT, STRUCTURE AND
STYLE OF VIDEO
“If the only tool you have is a hammer, every problem looks like a
nail”
Use the style of video that fits you, your product/blog, or the
problem/issue at hand

16. EFFECTIVE VIDEOS
 Testimonials
 Success Stories
 Case Studies
 Man-on-the-street
 Product Demos
 Vlog to viewers

17. CEO WELCOME VIDEOS
 Short CEO Welcome Video- Scott Bosch
 CEO Welcome with layers - Casa Colina
 CEO Welcome Short and Poor Quality
 Organized Cook Welcome Video

18. EFFECTIVE VIDEOS
6. CONSIDER THE ONLY PERSPECTIVE THAT
MATTERS: YOUR READER/SUBSCRIBERS.
What does your reader/subscriber want/need from your niche?
How do I communicate my understanding of the niche I’m in?

19. EFFECTIVE VIDEOS
7. DEFINE OBJECTIVES AND OUTCOMES FIRST.
- Web-based video is a means to an end
- Bad video is even harder to ignore than bad print material
- Define who is your audience (answer should not be everyone)
- What are the measurable outcomes? How do you measure
success?
(click-thru’s, subscriptions, facebook like, twitter follow, purchase)

20. EFFECTIVE VIDEO GUIDE
 “7 Habits of Highly Effective Video (Vlogging)”
By Jimm Fox
One Market Media
http://onemarketmedia.com/blog/2010/08/7-habits-of-highly-
effective-video-marketing/

21. JUST SHOOT IT!
COMMON METHODS FOR GETTING YOUR VIDEOS UP:
- Web Cam
- Shoot-and-Share Mini Camcorder (Bloggie Touch SONY)
- DSLR Cameras with Video Capability (Canon Rebel t2i, Canon
5D Mark II)

22. RULES OF PHOTOGRAPHY
 Rules of composition: Rule of thirds, foreground, backlighting, etc
 Leave headroom
 Leave nose room
 Watch wasted space
 Cross-camera interviews

23. SOUND & LIGHT
 IF possible, shoot with a mic (wireless mic)
 Always shoot in a QUIET environment (turn off cell phones,
landlines, others footsteps and voices will carry)
 Watch for echos (Lay down rugs)
 Lighting Kits are GREAT!
 Daylight/natural light indoors, dawn/dusk outside

24. TO EDIT OR NOT TO EDIT
Editing takes time, but can add up to a big difference in quality!
- Free Video Editing Software Programs
(Microsoft Movie Maker, Apple iMovie, Avid FreeDV)
- Software to Purchase
(Final Cut Pro, VideoPad, Pinnacle Avid Studio)

25. PROMOTE PROMOTE!
 Beginning/End Slab with your website/blog url, Twitter Handle,
Facebook Page, Youtube Channel, etc.

26. VIDEO ON THE WEB
 If you don’t already have one, set up a youtube channel
 Video on your website/blog (linked to youtube) *help ratings
 Video on Facebook (linked to youtube)
 Video on Pinterest (linked to youtube)
 Video distribution services: trafficgeyser, tubemogul, etc

27. Feel free to email me with questions!
Noelle@tonispilsbury.com