CLIVE significantly enhances your website visitors experience - adding life and personality to any website.
BUT, Clive is not about technology it is about communication and building a relationship with your visitor and customers, so here a five tips and steps on writing effective video scripts for CLIVE.
Tip 1. It's not just about you - communication is a two way streetInternet Marketing guru Seth Godin wrote recently about what makes a great presenter
1. Respect (from the audience)
2. Love (to the audience)
In your customers shoes
Australian 2008 Businesswoman of the Year, Naomi Simson from Red Balloon Days in her blog writes about...
Years ago when I ran marketing workshops as part of my previous business I came across the old 1950's print advertisement with the grumpy old man sitting in a chair who says...
"I don't know who you are.
I don't know your company.
I don't know your company's product.
I don't know what your company stands for.
I don't know your company's customers.
I don't know your company's record.
I don't know your company's reputation.
Now - what was it you wanted to sell me?"
Tip 2. Within your Big Picture - Creating the Brief
CLIVE video can bring any website to life but you need to think about your overall communication objectives
What is your web site brief?
Tip 3. The 5 CLIVE Video Script Steps
Start with the end in mind. 30 seconds maximum (approximately 70 words) for Home page Introduction.
The first 12 seconds are the most important!
The aim of your video is to meet, greet and establish a level of customer trust as efficiently as possible with strong call to action.
AIDA - Attention - Interest - Decision/ Desire - Action
With that in mind, let's translate the video intent into words and actions.
We going to work from a broad perspective and eventually narrow it down.First off take a step back -
Step 1. Get lateral and think visual - the 6w's - taken from "On the Back of a Napkin"
The - Who/What; How Much; Where; When; How and Why?. (You should have most of this from the web brief above).
- Who is the targeted audience?
- What is their profile?
- Who are you [Introduction]
- What is your Product/Service being sold?
- What problems do you solve?
- What is in it for them (the viewer/ customer)? [WIIFM Key Communication]
- Why you? (build trust and competitive advantage) [Sustainable Competitive Advantage]
- What questions will they ask?
- What do you want them to do? [Call to Action]
Step 2. Revise - Is it Customer Focused?
Step 3. How long - less is more - Script Calculator
Step 4. Media Space and Style considerations
The CLIVE/ Internet rich media space is unique - unlike television or video in a box you're within the viewers "personal space" - ie usually less than a meter. Use it to build your relationship with the viewer.
- Conversational, warm and friendly - meet, greet, engage and direct.
- The video screen is a stage, work with it, not limited to a box, think creative.
- Get quickly to the point - ie WIIFM (What's In It For Me)
- Create a memorable first impression
- Be creative, entertain and inspire your audience
- Have fun.
- Rehearse aloud
- Put it down and let it breath for a day. Revise
Tip 4. Most Important - Deliver Expectations
Deliver on the promise you make - you can have the slickest presentation BUT if your product and service doesn't deliver then your customers will hold you to account as quickly as it takes to click and post a comment.
Tip 5. Listen to your customers
Create feedback loops, Google alerts, Twitter scans and respond quickly.
Hope that helps