PROSPECTS AREN'T INTERESTED IN
WHAT YOU DO
|It's very rare that I watch
videos produced by competitors. "Strange," you might say, "Why's
Well, quite frankly, having spent over 14 years honing our
production standards and being a bit of a perfectionist, it frustrates me when
I see and hear all the things that are wrong in so many of them; poor
production skills, inferior equipment or badly composed and uninspiring
content. Sometimes a mixture of them all just makes me cringe. The sad thing is
that the producer probably thinks it has done a good job.
I clicked to watch a company promo video shared by a LinkedIn contact. I should
have known better. I wish I hadn't. Nothing bores me more than someone from the
business plonking his/herself in front of and talking directly to camera or
adopting an overused news-styled interview to go on about what it does. It's
unimaginative, lacks creativity and therefore doesn't differentiate from
others. Clearly the producer knew how boring it was too, since in fairness, it
did attempt to incorporate a few cutaway shots to add variety and interest,
though the shots bore little or no relevance to what was being said.
case in question however had a catastrophic error. Whilst it revealed heaps of
information about what the company does, it didn't explain to the viewer (a
potential sales prospect) what benefit the supplier's service would deliver. It
therefore failed to provide any
for the viewer to become a prospect with genuine interest in buying the
One can sometimes forgive this of the person talking;
however a good producer should be able to analyse its clients brief, advise on
such matters and offer a skilled scriptwriting resource. Providing this
pre-production enhancement nearly always improves the final outcome. It also
serves as a good outsider's perspective as to whether the film's primary
objective is being achieved, as this classic oversight was compounded further
since the person on camera was actually the Director of Sales, who should have
known that prospects don't buy features.
About the writer: Terry
Anderson is the founder and Technical Director of CorpFilms [UK]
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