Use Marketing 101 Before You Create A Video
By Charlie Seymour Jr
You like that people are 174% more likely to purchase if a video accompanies an online product, don’t you? So you’ve dusted off the trusted camcorder and you’re ready to start recording, right?
Heck no! Cool yer heels, sport. There are a few things you have to decide on BEFORE you start the cameras rolling. What are you trying to tell folks in your video? How are you going to tell it? Where is the story going and where is it going to end up?
Don’t know, do ya? Well, lucky for you I’m here to help make these “life and death” decisions.
Let’s go back to some basic marketing guidelines (dang: I knew that MBA would come in handy one of these days!). Remember Marketing 101? These guidelines also serve as really good video marketing tips and will be invaluable when it comes to planning your video.
1. Who is your TARGET AUDIENCE? Who is this video for? Remember that you will always speak to ONE PERSON. You’re not addressing a huge audience online. It’s always one guy or gal (think about it – only one person views a screen at a time… well, usually). Probably sitting in front of the computer in his underwear with a bag of pork rinds and a can of Pepsi. Talk to him or her like they’re your best friend.
2. HOW DOES YOUR STORY END? Is your message a call to action? An infomercial? Are you letting the viewer know you will speak at a marketing conference in Peoria? Once you know how the video will end, think of fun, creative ways to deliver the message you want it to get across. Deciding on your destination before the camera starts rolling makes the journey one heck of a lot easier.
3. What emotion do you want to wring out of your audience? Do you want them to feel empowerment? Hope? Emotion motivates people and gets them to take action. Find a way to tap into your audience’s HEARTSTRINGS and you’ll get them every time.
4. What is your CORE MESSAGE? What information about you and your business do you want the viewer to come away with after viewing your video? Video branding is powerful stuff. Never miss an opportunity to deliver your company’s message when you’re making a video.
5. What story are you going to tell to get your message across? Your story will be stronger if it has a beginning, a middle, and an end. STORIES ENGAGE your audience. They have since the beginning of time. No one is going to remember you if all you have to offer is a PowerPoint presentation chock full of statistics and a wooden delivery.
6. What STYLE are you going to use to get your point across? Are you going to use live action? Voiceover? Will you use slides? All can work under the right circumstances. Just pick a style, go forth, and create!
Just make sure you’ve organized your thinking BEFORE you step in front of the camera. If you know what you’re going to record and to whom you will be addressing your video, things will go MUCH more smoothly. You might even find yourself ENJOYING the process of video production. Heck, you might even want to make another one after you see how GREAT the first one turned out!
jvAlert Live is held around the country with marketing superstars sharing their best information. Ken McArthur, the best-selling author of IMPACT created this presentation series. Click the link above to go see ALL of that information, including the video of the full presentation.
Discover how YOU can 1) Get Found, 2) Engage, and 3) Build Profitable, Automated Systems To Follow Up: THAT’s what Charlie does (for himself and his clients). And watch this all the way to the end for a very special offer!
Who is Charlie Seymour Jr?
Little did he know at the age of six, while sitting on the stage in his first theatrical production, that his business life would lead him to help professionals and executives profit from story telling through video marketing while creating their own legends online. Charlie brings his unique background, experience, and skill together to deliver exceptional marketing exposure for his clients.
Charlie knows in his heart how powerful video is. Not long after losing his father, he started a website, LessonsFromMyGrandson.com, so that his grandson would never grow up not knowing who Charlie is. When people run from a burning apartment or flooded home, they grab their photo albums to keep their memories alive, and that’s probably because their videos are now protected online. He’s one of FIVE generations in his family to direct at the same local theater and his passion outside of his career has been directing “rip your heart out” big musicals like Sweeney Todd, Evita, Cabaret, West Side Story, Follies, A Chorus Line, Hunchback of Notre Dame (which he wrote), and more.
He’s also an Award-Winning Video Producer and Still Photographer; Theater Director, Producer, Actor, Coach; Award-Winning Salesman; #1 Best-Selling Author; Long-time Glazer-Kennedy Student and Marketer; Speaker, Storyteller, Featured Guest in Webinars and Meetups; and oh, yes: he has an MBA from Wharton.
Charlie is not so easily defined. But the thread running through all his varied interests and activities can be summed up as this: Charlie uses online marketing with his passion for storytelling that calls people to action.
Even at an early age, Charlie created stories for people that others wanted to watch. He received his first camera (Brownie: remember them?) at age four and went on to become a professional photographer. He began his video career at age 11 at the side of Robert J. Kerr, the Dupont scientist (and community-theater director) who was a leading specialist in the creation of video tape at a time when a “home machine” weighed 37 pounds and you had to wind the tape from reel to reel. Charlie started directing 3-camera video recordings at age 11 and now regularly has up to five cameras running at the same time. He knows that videos are entertainment plus great information: THAT’S how to get people to watch!
Charlie knows how to get the most from you when creating videos. He appeared in his first main-stage production at age six and directed his first three-act play in 7th grade. He performed in at least one play or musical a year through his college years, founding the student-musical-theater group, Torn Ticket, at Tufts University in 1971, for which he received an Alumni Service Citation. And he wrote and directed The Hunchback of Notre Dame as a major musical with New York composer, Neil Radisch. Charlie then started his own Video and Still-Photography Business in 2000, creating several award-winning, feature-length videos in addition to the Bar Mitzvah, Bat Mitzvah, Wedding, Family Portrait, and Theater photography he became so well known for.
Charlie specializes in documentary-style video stories: they range from 90-minute stories about a Habitat for Humanity house-building project, high school senior class, state championship football team, or a local band to 5-minute shorts that paint a profile of a local business person. His creative storytelling on video has flipped him upside down to show that he “sees the world in a different way,” put a dream sequence into an iPad-case-demonstration video for PLUSMotif, put his audience into the fire and molten-lead crystal for world-famous crystal designer Peter Yenawine. Clearly he can bring a different viewpoint to YOUR story too.
And he’s known for his many on-location interviews where he is able to draw out clients’ expertise, warmth, and personality, elevating their status for the viewing public. You don’t get “the same look that everyone else gets” when Charlie does an interview with you – you get a unique, well-crafted story that tells people why they should work with you. And if you need a short Welcome Video for your website, he knows how to create that as well.
But Charlie brings more than his creativity and shiny-headed good looks to the table. In real estate, he generated $247,368,657.97 in personal sales and more than $1 billion through his marketing leadership skills, being named the Top Salesman in all of Philadelphia; he ran professional theaters in Princeton, NJ and St. Louis, MO; he operated his own photography/video production company; and he continues to consult about (and use) Web 2.0 technology (especially video production, YouTube, LinkedIn, Traffic Geyser, blogging, podcasting, Facebook, WordPress, and Twitter); he directed musical theater (in his “spare” time).
A Boomer himself, Charlie recently spent time studying the buying habits of his generation leading to the insight that, “We’ve gone from Success To Significance in what drives us. We have the things and now want to be sure to leave our mark ON the world (and on at least one other person IN this world). We need to get our stories out, to profit others and ourselves.” He embodies that for himself as well as his clients.
Charlie has two beautiful, talented, and grown daughters (Stacie and Liz), a son-in-law (Chris), a grandson (Beckett), and new granddaughter (Isabel) who enrich his life in everything they do. He lives outside of Philadelphia in Wallingford, PA USA with his wife, Pam, a cat, a dog, 7 computers, and 8 cameras!
The easiest thing to do is drop me a short email, let me know you’ve been throughout this website and then suggest a few times when you’ll be available to chat by phone. No pressure, no obligation: just chat. Let’s see if what I do is a good fit for you and your business, too.
Click the button here to send me a short email. Tell me what you’re trying to do and how you feel I can help.
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