SAY GOODBYE TO DIY TALKING
HEADS AND TESTIMONIALS
| 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
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
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
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
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
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.
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.
help reduce nervousness and rambling but the script must still flow
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.
| When all is said
and done, it's still a self-interested view that viewers will be sceptical
about. So what are better options?
Stepping up a notch, another option could be to
conduct professionally prepared
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
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
Check your analytics
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
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
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 *
Call or email
for an informal chat.