Post on 13-Jan-2017
transcript
HOW TO CREATE SALES VIDEOS FOR YOUR BUSINESS
What Is Screen Capture Recording?
A screen shot (sometimes called a screen capture) is an image of
a computer desktop that can be saved as a graphics file. Various
programs are available for creating screen shots, but it is easy to do
without any special program.
Source: http://whatis.techtarget.com/
This can be done with still images and/or video, live or
recorded, with voice/music/effects or without.
What It Looks Like
What It Looks Like
What It Looks Like
What It Looks Like
Why & When To Use Screen
Capture Recording
• For training videos
• For sales videos
• For ‘how to’ guides
• For staff induction
• For systemising business processes
• For software/product demos
• For live/recorded webinars
• For helpdesk/support services
• Any more to add?
Green Screen/Personal Video
• Recorded against a green screen
• Background is added in editing
• Use of autocue
• The barriers to entry are higher
• The cost is higher
• We hired a TV studio to make our first set of videos
• Tip: Record a batch lot, bring in lots of changes of clothes
• You don’t need a green screen, but make sure that your
shot is framed nicely
• Use radio microphones, don’t be ‘off-mic’
• You can just record directly into your webcam
• Use front lighting to avoid ‘bags under the eyes’ syndrome
http://www.easyprompter.com/ http://www.cueprompter.com/
Auto Cue
Sales Video Scripts
Sales Page Essentials
1. A powerful and captivating headline [think newspaper A-boards!]
2. Testimonials [social proof/trust/credibility/authority]
3. Money back guarantee [trust/remove all the risk]
4. Bonuses [people want more for their money, they need to feel like they’re getting a bargain]
5. Call to action [tell people what to do next … then remind them!]
6. Postscript (P.S) [very effective internet marketing technique – studies show it’s the most read parts of
a sales page after the headline]
Sales Video Scripts
Key principles
• Reciprocity
• Commitment
• Liking
• Social Proof
• Authority
• Scarcity
• List features +
benefits
Internet Marketing Tricks
• WIFM – What’s in it for me?
• Fear of loss [one time
offer/limited time offer/price
increase/limited number/special
bonus]
• Pain and solution … define the
pain being experienced, show how
you offer the solution
Sizing Matters!
Use Widescreen (16:9) format slides
• OpenOffice.org
• Means you don’t have to pay for PowerPoint if you don’t
have it already ... works exactly like PowerPoint
• Also try: Google Drive
Creating Slides
• Slideshare & Authorstream
Allow you to share the slides from your webinar
presentation and make them available to your webinar
attendees straight afterwards
Creating Slides
http://www.slideshare.net/
http://www.authorstream.com/
Both of these services drive amazing free traffic
for you and help to build your expert status
Note: Slideshare now links directly to LinkedIn
Creating Slides
Note: Slideshare now links directly to LinkedIn
Creating Slides
Use screenshots to make your presentation
clearer!
Creating Slides
Creating Slides
Offers a free trial at
http://discover.techsmith.com/try-snagit/
My Favourite!
• Snagit is my preferred tool
• I use the paid version virtually every day
… that’s how much use it gets!
• It’s how I get those torn edges on my
slide images
• I use it a lot with my social media shares
• Try the full version for free at
https://www.techsmith.com/download/s
nagit/
• I have created a video tutorial and web
guide at http://paulteague.com/Screen
Creating Slides
http://paulteague.com/CES http://paulteague.com/AWE
Creating Slides
Creating Slides
I use this technique all the
time in my presentations,
on my blog and in my social
media posts.
Copyright Cleared Images
• I use – and prefer – fotolia.com
• Don’t just help yourself to online images …
remember copyright!
• Beware of Getty images – they take action
against people who use their images without
paying
• Other sites I have used are
http://www.istockphoto.com/ and
http://www.dreamstime.com/
• Many other sites are available
• Avoid using free images – they’re usually
horrible!
• http://canva.com is free
• You may pay $1 if you use their images or
premium fonts
• It’s ‘drag and drop’ simple
• Use it to create ready-sized social media
headers, Facebook ads, Kindle covers and
many more options
• This is an amazing tool!
• I have created a video tutorial and web
guide at http://paulteague.com/CNV
Canva.com
I have created a video tutorial and
web guide at
http://paulteague.com/CNV
Canva.com
Record/Edit Audio
• Audacity is free
• It’s very widely used by people
who work online
• It’s not my favourite, I prefer to
record and edit into Camtasia
FREE: Jing
What It Looks LikeFor images and short videos
Free & Paid: Animoto
Animoto
• That video is 6 years old now!
• https://animoto.com/play/nUdN
WmOi3ondhjW0TfeC2A
• Animoto is nice for a pain-free,
quick, animated video
FREE: CamStudio
Beware!
It’s free, but they’ll try to sneak
in horrible browser hijackers
and other evil things
Uncheck the box and click the
Decline button!
• Records an AVI file
• You still need to edit it!
• A bit dodgy to use, but it works!
What It Looks Like
FREE: Screencast-o-MaticYou can make up to 15 min recordings with the free version
What It Looks Like
FREE- £62: Movavi
What It Looks Like
FREE & Paid: TinyTake
You can make up to 5 min recordings with the free version
What It Looks Like
£210: CamtasiaMy favourite and the best (in my opinion!)
What It Looks Like
What It Looks Like
Captions
YouTube Camtasia
Overlay text explanations to make your video clearer/accessibility
Zooms
YouTube Camtasia
Zoom in on details or specific areas of the video
Annotations
YouTube Camtasia
Add speech bubbles, arrows, labels, notes etc. to your video
Transitions
YouTube Camtasia
Add movement effects to your videos
Top & Tail
YouTube Camtasia
Trimming the beginning and end of your video
Split Track
YouTube Camtasia
Advanced: Allows you to extend frames and cover up mistakes/timing issues
Levels
YouTube Camtasia
Adjust the volume if you’re too loud or too quiet/add music tracks without drowning speech
Fade To Black
YouTube Camtasia
Tip: Don’t use them on sales videos, use a CTA (Call To Action) instead i.e. Check out my blog at http://myblog.com
Colour fade only
Video Format
• I record in mp4 format
• However you process your videos, they
should be responsive i.e. re-size
automatically on mobile devices and
tablets
• I don’t use AVI or WMA
Sizing Matters!
240p: 426x240 (16:9)
360p: 640x360 (16:9)
480p: 854x480 (16:9)
720p: 1280x720 (16:9)
1080p: 1920x1080 (16:9)
1440p (2k): 2560x1440 (16:9)
2160p (4k): 3840 x 2160 (16:9)
Intro and Outro PanelsTip: Use Canva to create panels exactly the same size as your video
Intro and Outro PanelsCanva will make your intro and outro panels look really professional
I really don’t recommend
using built-in microphones for
webinar presentations, even
though they will work fine.
At the very least, spend £5 on
an external analogue
microphone from Logitech.
Microphones
Built in microphones
and headsets are very
practical for live
presentations.
They can be a bit
noisy though, so use
with care.
Microphones
This is the Blue Microphones
Snowball Omnidirectional
Cardioid USB Microphone,
which costs £60 on Amazon.
It’s a good mid-range option to
use if the price of the Pro
models makes you shudder!
Microphones
This is the microphone that I have used
for 5 years.
It’s the Audio-Technica 20 Series
AT2050 microphone, and costs £165
on Amazon.
Although I love this microphone, I
probably wouldn’t buy it nowadays.
Microphones
This is the Blue Microphones
Yeti USB Microphone, which
costs £95 on Amazon.
This is one of the most
popular webinar/podcast
microphones used by internet
marketers.
Microphones
This is the RØDE Podcaster
Dynamic Large-Diaphragm
Microphone with USB
Connection for Mac and PC.
It costs £135 on Amazon, and
is the latest Pro microphone
of choice for podcasters and
webinar hosts.
Microphones
Hosting Videos
Whatever you do, don’t place video on your
own hosting account!
You’ll burn up your available bandwidth in
no time at all and you’ll probably end up in
breach of your hosting T&Cs.
It might also end up costing you a lot of
money
Sales videos need to load fast – you make
me snooze, you lose
Hosting VideosRecommended for beginners
Hosting VideosMore professional than YouTube
Hosting VideosThis is where I host my videos, but it’s
advanced – seek advice first!
Advanced Strategies
Easy Video Suite incorporates every single video
marketing tool that you would ever need:
http://paulteague.com/evs
A/B Split Testing
A/B testing is a term for a randomized experiment with two variants, A and B, which are the control
and variation in the controlled experiment.
https://en.wikipedia.org/wiki/A/B_testing
A/B testing is a fantastic method for figuring out the best online promotional and marketing strategies for
your business. It can be used to test everything from website copy to sales emails to search ads. And the
advantages A/B testing provide are enough to offset the additional time it takes.
Well-planned A/B testing can make a huge difference in the effectiveness of your marketing efforts.
https://blog.kissmetrics.com/ab-testing-introduction/
A/B Split Testing
• Optimizely is the best established A/B
split testing service, but it’s expensive
• Sitegainer is much more affordable
for small businesses and a great place
to start
• You can split test in Google Analytics
… but to be honest, it’s a bit over-
complicated:
https://blog.crazyegg.com/2015/06/02/
ab-testing-google-analytics/
• I prefer Easy Video Suite …
Creating Sales PagesMarket leader, very expensive http://www.leadpages.net/
Creating Sales PagesVery popular, cheaper version https://instapage.com/landing-pages
Creating Sales PagesVery popular, for Wordpress users only https://thrivethemes.com/landingpages/v2/
A/B Split Testing
• This is why I buy marketing tools like Easy
Video Suite, it has A/B split testing built in
as standard
• No ongoing expense
• Detailed analytics
• Simple split test console
• As many split test as I like, any videos I like
• If you use video marketing, I really would
recommend Easy Video Suite, it takes care
of everything
• http://paulteague.com/evs
For the presentation slides and more
information and resources about
sales videos:
http://paulteague.com/video-2
Next Steps …