Harness the Viral Power of Video

Thanks to Kimberly Chase of Little Spark Media, for her guest post about how to create more dynamic author videos. See her video interviews for clients Jill Escher and Agatha Hoff.

For the author seeking to publicize his or her work, the social web is a treasure trove of opportunity where people are increasingly looking to visual media to tell stories in a personal way. While this may seem to conflict with the printed page, it’s best to see all the different forms of storytelling we have at our fingertips as working hand-in-hand as we communicate our ideas.

If you’re looking to create a video presence on the web, there are plenty of options in both production and publication. For this entry, we’ll focus on strategy, because that’s where you’ll need to start.

Here are the elements you’ll need to consider:

Who is your target audience? Are they potential readers of your book, or perhaps people who would want to read your material online instead, connecting with you through a blog or social media? Are they young or old, trendy or conservative, gardeners or engineers? This will help you to decide on the approach you take to your video strategy in terms of location, content and publication.

Where do they hang out on the Web? Are they on Facebook? If so, are they your friends? Are they YouTube trawlers or mainstream media patrons? Do they visit your website, and if so how often? While your video should be available on as many platforms as possible, the answers to the above questions will help you decide where to focus. Your primary platform can serve as a base for your content that you can link back to, or if you have time you can post different copies of your video on different sites.

      What is the production value that is appropriate for your content? Are you trying to reach a well-heeled market that will be expecting studio lighting and impeccable sound? Are you in a niche market that will connect with you more if you are at home on a webcam? Or could you connect more effectively by doing videos in a location more relevant to your subject material, like at a horse show for a book on horses, or in a café for a book on coffee?

Spend a few moments on each of these items and stay tuned for our later entries covering both how to produce a video or series on your own and how to choose a producer if you decide you need some help.  

Screenwriting Tips Part Deux

My last post about translating screenwriting skills to business writing focused on engaging readers right away and clearly stating how your products benefit them. This post hones in on two specific ways to make your writing lean, efficient and emotionally satisfying.

Use an active voice
I’ll never forget one of my first lessons in humility during a screenwriting workshop. I had written, “She began to walk down the street.” When my instructor read it he asked, “How does someone begin to walk down the street?” I stammered trying to picture it, before he waved his hand and said, “She walked down the street.”

Even those of us who use the keyboard every day to pay the rent have to continually scour our work for flabby language in need of tightening. Here’s an example going from weak to strong:

“We can help you prepare your manuscript for possible submission,” versus, “We prepare your manuscript for submission.”

Don’t write wishy-washy sentences that imply, “We can probably help you.” Use strong language to inspire confidence without needing to revert to hyperbole.

Every word counts
My sons have had to write numerous essays over the years and invariably ask me what else they can add to reach a certain page limit. It’s unfortunate so many of our early writing lessons focus on length instead of content. When words don’t flow effortlessly to fill the requirement, it becomes a chore about word count instead of a way to express what we want to say.

Conversely, people who write volumes assume it’s great simply because it’s long. It’s not. In fact, in today’s business environment, writing without getting to the point is a sure way to lose readers and potential customers.

Figure out what you want to say and who you want to say it to. Write as though you’re talking to your best customer. Then go back and get rid of the words and sentences that don’t need to be there. A screenwriter looks at every sentence and scene with the question, “Does this move the story forward?” Business writers must edit with the goal of keeping the reader engaged with valuable content. If not, no matter how interesting or clever, hit delete. It’s painful but gets easier when you admire your writing’s new lean shape and clear focus.

Screenwriting Tips That Strengthen Your Business Writing

I started writing screenplays several years ago and am continually challenged by, and drawn to, the delicate mix of telling a story in a highly visual yet lean and structured format. The average feature-length script is 90 to 120 pages, and within those pages, certain storytelling “beats” must be hit to keep an audience engaged. On page one, there better be a good indication of what the story is about and why we care, or there’s little chance the script will be read and the movie made.

This style of writing feeds both sides of my brain and has made me a better writer on all fronts. When I translate screenwriting skills to business writing, certain parallels emerge. It’s not enough to simply state “what this story is about” (your products and features). You have to get to the “why we care” part of the equation, which is how your products benefit customers.

On a website, this means a home page that gets to the point and clearly states, not only what you do, but how it will make my life better. Here’s a basic example for a landscape architecture firm:

“We create beautiful, custom residential landscapes.”

When I read this, the words, “blah, blah, blah” come to mind, and I’m certainly not tempted to keep reading. It’s a statement of what you do, but it doesn’t create a positive emotional response in me.

Contrast this with, “Transform your yard into a personal retreat, where you relax with family and entertain friends.”

This sentence paints a picture of a stress-free oasis and more quality time with the people I love. Suddenly I see myself pouring wine and laughing with friends under fragrant magnolia trees. You’ve started telling a story that I want to be part of.

Most customers don’t care all that much about what you do or how you do it. They care about what it means to the quality of their lives, and if it’s worth the money. This emotional resonance is what makes one movie more successful than another with the same basic plot. It’s also why some websites are more effective converting browsers to buyers.

Lots of factors contribute to business success, but you’ll stack the odds in your favor with copy that paints an emotionally satisfying picture and outlines customer benefits. When writing about your business and its products, complete the thought prospects will be asking… “why do I care?”