Content is more than words on a screen. In a recent collaboration with MicroShare Intl., an Internet marketing firm, a copy writing project quickly transformed into a new video product describing the company’s offerings. The client’s initial page was text heavy. We replaced the text blocks with graphic links so the reader could select the text by topic. The newly formatted text is concise and client-focused.

The company president, Barry Schimmel, made a simple video series using the text as a script. In this way he personalized the message and delivered it directly to his potential clients. Such is the power of video. When three video testimonials were added to the bottom of the page, a new video sales letter product was born. They are using it as an entry product for their more extensive services. Here are some video tips Barry shared.

• Don’t make it all about you.
• Try to teach something related to your product or service.
• Stay personal and project your passion for problem solving.
• Talk directly to your potential clients. Be authentic.
• Keep it simple. Try to keep the length of the video between one and three minutes.
• Tell a story.

People love stories. Think of the fairy tales you liked as a kid. In the beginning something happens to a character, creating a need or desire. In the middle, while the character is pursuing his need he faces an obstacle which causes a struggle to ensue. In the end, the character is transformed. A resolution occurs.

Today, the best businesses engage and educate by integrating all sorts of content including text, video, graphics, photos, and sound. Don’t limit your choices. Use them wisely and selectively.

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