I was sitting in my office the other day, editing a children’s animation, when I heard the familiar ping of an incoming email. Normally when I’m in the flow of editing I ignore the emails, but I glanced across to check the subject line How to cut your insurance costs by 30% and was just about to hit delete when I noticed there was a video embedded in the text, so I paused…
Ok, video is my thing so of course I’m going to check it out, but…
In my experience I get considerably more opens from my
video emails (35-40% open rate) compared to my text emails (1-2%)
So I thought, if this guy knows about video, maybe he knows something about saving me money on my insurance too. I opened the email and clicked to play the video
Well done Mr Insurance Salesman, you succeeded in
getting me to open your email and engage with you
Sadly, that was as good as it got
Now I’m not going to say who the insurance salesman was, that wouldn't be fair, so lets call him Mr Jones. Inserting a video in the email was the only good thing Mr Jones did, and to be honest, he would have been better sending a text only email as the video was so bad it really put me off him and his business.
I see people making this mistake all the time. Mr Jones did it and I wouldn’t be surprised if you’ve done it yourself recently. When people shoot themselves this way it is a real turn off to serious clients. Change this one thing and your videos will be so much better than the majority of videos you see on YouTube.
Unless you happen to have a top end iPhone or Android, the video you shoot with the back camera will be far better than what you get with the front camera.
Sadly Mr Jones didn’t have a very good phone and he shot his video with the front camera, which meant his video looked grainy and soft, not High Definition quality, as it would have been if he’d used the back camera.
I can picture it now… Mr Jones, sitting in his office, holding his phone, shooting himself as if he was taking a selfie. Of course the video is going to be a bit shaky, wobbly video is a real distraction and shows a lack of professionalism.
Mr Jones didn’t use a microphone, he didn’t tell his kids to be quiet in the room next door and he forgot to turn his radio off. With all that background noise combined with the lack of a decent microphone meant I could hardly hear a word Mr Jones was saying.
People are more likely to click away from a video if the sound is poor than if the picture is dodgy so…
Running at a cool twelve and a half minutes, Mr Jones’s video was far too long. Worse than that, Mr Jones started his video talking about himself, his contacts, all the different companies he had worked for; he was having an ego trip. Thing was, I wanted to know how I could save 30% on my insurance, not about Mr Jones, so got bored long before he got to the point of his video.
I made it to about 45 seconds because, like I said before, video is my thing and I’m interested in how people use it. Most people would have given up a lot sooner. Sadly, I never found out how I could save money.
Videos are meant to be engaging, to help build rapport and make it easy for the audience to decide if they want to work with you or not.
For support in the production of videos check out Business Video Services.
If you want to learn how to make your own videos using your smartphones or tablet check out the Easy-Pro Video Online courses
You can also attend one of Neil’s video workshops
Or Neil can support you in making Engaging and Inspiring training videos