Your Brand on Camera

There were three old pros in the room and about a dozen relatively new to the world of professional speaking.

Our workshop leader heads the company that will be doing a three camera shoot in a first class theater setting in a couple of weeks. Each of the speakers will do about 15 minutes of material from their current stock in trade.

What you can learn from the Pros:

· Great videos have a narrative. For sales and websites they do what I call 30 Second Marketing. First they answer the question, “What do you do?” in a way the generates curiosity and memorability. They cite the problem that is most often encountered by the viewer and how you solve it. Last, but not least they substantiate what you are professing. Here’s an example.

· You need a narrative. Even the greatest videography in the world is worthless if it doesn’t hang together. Story is the oldest form of providing the emotional glue that makes what you have to say memorable. It is in our genes, strengthened by campfires and story-hour and three-book naptime plus countless books, TV shows and Movies.

· Stick to the formula. These are things that every story includes:

A Character, someone the listener or viewer can relate to even if the character is not the nicest. If you are trying to convince or persuade the character should be just like your best customer.

A Problem, not your problem, theirs. I’ve found that about 80% of your ideal customers have the same problem and respond by listening intently if you mention it. The rest are split between the next most important problems, about 15% for the second and 5% for the third.

A guide. That would be you, the storyteller. The listener/viewer needs to be assured that you know what you are talking about. You can easily display your expertise by speaking the language of the kind of business or organization your audience belongs to and citing what is going on as you see it from your background.

A plan. This is where you tell them how to approach their dilemma. Since humans don’t have great memories you have to keep it simple, usually no more than three points. Your plan must be something they can wrap their minds around quickly and easily.

An action. Tell them how to put your plan to work as soon as possible. Give them the steps to take immediately.

A Result. Be specific. Tell them what happened when you took action. Bring up the outcomes others have enjoyed. Impress on them that the results can be theirs if they take action.

Jerry Fletcher

· A Coached Rehearsal Leads to success. Very few of us can monitor our words, movements and overall performance in a way that will strengthen the presentation. As a good coach I’ll tell you to make your opening remarks about “You” not “I.” I’ll push you to be able to say what you do in under a sentence. You will learn how to engender Trust.

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com

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