So your client needs a video to promote a new product or service
Do you just put a camera in front of the CEO and say, “Tell me about it!”
Does the client send you their latest widget and say, “Put this on video!”
Do you jump on the computer and just pound out a script?
Well, no. You need to figure out what your client is asking for, what the product does, and whom they are trying to reach. You need a process. When diving into a new project for my clients, I always fall back to a process that my high school English teacher pounded in to my head, repeatedly. As a report for the high school newspaper, eventually becoming editor of that paper, I always started each article by learning the 5 W’s plus 1: Who, what, when, where, why, and how.
Talk to your client on the phone, or in person, and ask these questions. This process will allow you to efficiently tackle the project and it will prepare your client for an on-camera interview, if necessary. It will also lay the groundwork for your script, even if you are not doing on-camera interviews for the video.
WHO:
Who are you or who is your organization?
Who are you trying to reach?
Who is your ‘perfect” customer?
WHAT:
What service are you selling?
What product are you launching?
What makes your organization different from your competition?
WHEN:
When are you launching this program?
When can the customer expect delivery?
When can the customer expect a return on their investment in your product?
WHERE:
Where are the customers you hope to attract?
Where can your product be purchased?
Where is your web site?
WHY:
Why did you develop this product?
Why does your target audience need this item?
Why did you get into this line of work?
HOW:
How did you come up with this idea?
How do I use this product?
How can the end user contact you?
These are just a few questions for each of the 5 W’s + 1. They are intended to get your brain moving in the right direction, or left direction if need be. Once you start considering this approach for your next project then you will obviously come up with product specific questions to ask your client.t’s a tried and true method that I have used over the last 20+ years in the video industry. I hope that this process brings you much success!
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