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Whatever your own business might be, you'll no doubt be convinced by the value of your professional service. Hopefully, you'd be right to do so. You know all the mistakes to avoid, the perils of what can go wrong and the consequences of those poor decisions.

Conscientious organisations recognise the services that they buy in are equally important to delivering good results and will have an impact upon how their potential clients perceive their own professionalism.

Video production is just one of those services that can create or destroy a first impression. It can deliver valid and relevant reasons "why" or it can deliver unconvincing "what's" that simply don't engage or inspire. In another article we explain that the difference is because a good Video Production Company follows a three-stage production process, but here and now we're going to look at two typically low cost options that are very tempting but are mostly ineffective and potentially damaging.

Talking Heads
There's nothing inspiring about somebody gazing into a camera lens saying how good they are and what they can do for their clients. They usually look uncomfortable and the script is often written inappropriately in text form that is better read than spoken. The video will almost certainly have a very poor viewer retention rate because it will be considered boring and amateurish.

Testimonials or Endorsements
Whilst testimonials should in principle be a good way for a third party to recommend a service, our view is that they don't carry as much weight as many might like to think. It's obvious that only those with good experiences or have close personal/business relationships will be invited to offer their comments. Those that might not have enjoyed the same quality experience will not be invited to comment, so it's not offering balanced opinions. It's wishful thinking if anyone believes intelligent viewers don't realise that.

You should also be very aware that the content and how testimonials are obtained must be compliant with The Advertising Standards Authority. The ASA has an excellent record of investigating and acting upon complaints.

The basic minimum
There are things that can be done to raise the quality level such as B-roll footage or diagrams to break up the boredom and substantiate the commentary.

A teleprompter will help reduce nervousness and rambling but the script must still flow well.

A well-staged and attractive set, good quality camera with 3CCD lens, various camera and multi-cam techniques, professional quality sound recording, lighting, attention to unwanted noises and editing adjustments all improve the production quality.
Interactive Business Interviews
When all is said and done, it's still a self-interested view that viewers will be sceptical about. So what are better options?

Interactive Business Interviews
Stepping up a notch, another option could be to conduct professionally prepared interactive business interviews, where the interviewer can lead the interview through the process behind a user's experience. Done properly, this delivers more credibility and is therefore more believable.

Story-lined and scripted promo/advert
Without doubt this delivers the best results. A good Corporate Film Production company will be able to steer you through an effective promo or advert, creating a relevant story-line that appeals to your prospective clients far more than talking heads or testimonials ever will. It will bring the polish of a professional production to reflect the quality and image of your company. It will cost more than a DIY talking head or testimonial but the results will be significantly better.

Check your analytics
YouTube algorithm factors "viewer retention" and "minutes watched" to determine your viewers' behaviours so if your website currently has a Talking Head or Testimonial video, and it has somehow cranked up sufficient views you should be able to see just how effective or ineffective it really is.

If your budget really won't stretch to a story-lined and scripted promo or even professionally conducted interactive interviews then at least engage the professionals to bring their skills and resources to raise the standard of your pieces to camera.


If you would like help creating better quality professionally researched and conducted interactive business interviews or a company promotion about your business why not give
CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
Call or email for an informal chat.

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