There are many ways of presenting your ideas and getting your message across to people.
- Mainstream advertising using TV, Radio, and Newspapers.
- Social networking sites like Facebook, MySpace, and Twitter.
- The Internet with platforms like You Tube.
- Below-the-line advertising like billboards, fliers, and mailers.
However, you have been asked to do something that is outside of the four ways presented here. You have been tasked to do create a demo video and you are absolutely stumped and stupefied!
If it’s your first time to do it, get the A to Z how to do it on this page. If you’ve done this before and you are wondering why it has not merited even a phone call from your client, reevaluate your creative process and execution.
Whatever it is, here’s a helpful guide:
- It’s not a 24-hour job. It takes planning to make a demo video.
- Take note of the format and make multiple copies. Will you be producing your demo video in DVD, a movie converter, in shareable format (e.g. SWF/FLV, Windows Media Streaming, QuickTime Movie, GIF Animation file), or on open reel? Whatever the format, you have to make sure it is easily accessible by your target market or client.
- Consider your target market and write the demo with this demographic in mind. For example, if you’re doing a demo about painkillers, you do not write your demo with children in mind. You can write this demo for doctors or athletes focusing on its benefits as a pain medication that takes away the pain in 15 minutes flat, for example.
- Prepare an outline also called a creative brief of your demo video. A creative brief is a summary of your demo video which contains a storyline, a shortlist of suggested images, the theme of your demo music, demo downloads or demo material supplied by your client, and your shooting schedule among other things.
- Write concisely keeping your script under six minutes.
- Use talents and actors that have the power to cajole and convince. You may also use animation if you think your demo video will be more effective than using talents and actors.
- Talk benefits not features. Imagine your client asking you “What is in it for me?” Do not focus on yourself and what you do for a living. Your demo video must present how your client will benefit from your demo video.
- Present your demo in a logical sequence. Keep your shots focused and clear. Avoid haphazard editing and bad camera angles. Remember, you want to produce your best work.
- Use testimonials from other people who gave praise to your work. Word-of-mouth is a great PR method of spreading good news about your work.
- Your demo video must convince people to make a call-to- action. This means they’re so hyped up from watching your demo video that they cannot wait to get on the phone or get out there to buy NOW. Call-to-action come-ons like “Limited time only” “Free downloads” “Get discounts” and some value-added benefits effectively engage your client to act right away.
- Make your demo video stand out.
- Begin with the end in mind. You’re making a demo video to get your target market to see it so get it out to the people you intend for it to see.
Making a demo video is an effective marketing and selling tool when done right, so make sure all the elements are in place for you to bring home the bacon as your ultimate goal!