Success with your digital or print materials comes down to knowing beforehand what you want your audience to do.

Most businesses have a plethora of marketing and communications materials out there.  Chances are that your business has a website, a couple social media channels, printed promo packs, trade show handouts, trade show displays/booths, some video content, business cards, brochures and an office of some sort.  It’s a lot of words and images all rolled up into individual assets that you hope will lead someone down the path from not knowing about you to becoming a client. But here’s the thing. A lot of these materials will not be effective for 2 reasons:

1.  They were all created in isolation from each other with no deliberate complimentary components from one piece to another.

2.  They were not created in context (where will it be, who will see it) and therefore do not lead the viewer to a deliberate and clear next step.

Let’s take a closer look at each of these.  All of your communications components fit into an inter-related web with varying degrees of overlap and interconnectivity.  Your website, brochures, print ads and business cards will all relate to and be seen with the other at some point. So you have to factor this in as you design your materials.  The questions to ask are:

• Where will someone pick up this material?
• Will they pick it up alone or will there be other things to take as well?
• Will they be taking these materials without the parallel experience of personal contact or with it?
• Will they be getting these materials in the mail, at an event or direct from my staff?
• How does the online component complement or enhance each piece of hardcopy?

The answers to these questions won’t matter if you design your materials in isolation from one another but if you’re taking into account all these factors and all the materials you have then it will make a big difference in your success rate.  To convert a bystander to a client normally takes multiple exposures, multiple approaches and a clear next step.  The more you can do to make your materials complement each other the better success you will have.  Now let’s walk through the “next step” component.

What Do You Want Me To Do?

Every potential client you have is asking this question in their minds as they’re reading your material, “What do you want me to do?”  For every piece of printed or digital communication you have you should know exactly what you want the viewer to do after viewing it.  For example, a potential client picks up one of your brochures at a networking event.  What do you want them to do after reading it?  Seriously, do you know?  It’s amazing how much business communication is not done with the end in mind but is created because, darn it, that’s just what businesses do.  Know what you want your materials to do.  And no cheating.  This is not a good next step for all your materials; “I want everyone who reads this to become my client.”  That’s too broad and it doesn’t make any sense. Get specific.  Here are some good examples of next steps for printed and digital assets:

• I want the viewer to go to my website and download the free resource pack immediately
• I want the viewer to watch my promo video on youtube immediately after getting the newsletter
• I want the viewer to fill out the free report form on my website as soon as they read my letter.
• I want the viewer to type in their email address immediately after seeing my invitation.

These are good examples of next steps because they’re completely measurable, specific and very easy to do.  They’re low on risk/commitment and high on benefit/yield for the customer.  You have to get in the habit of knowing where your materials are going to connect with a potential customer and what the action step is going to be. You’ve got to know it. And you’ve got to know it before you type 1 word or download 1 piece of clipart for your postcard or brochure.

Start with the end in mind and you’ll find that you need less overall materials and will gain a higher level of success with the ones that you do use.  The way to fail in this area is to spend thousands of dollars on printed materials but not be clear about how they’ll find a customer and what that customer is supposed to do after engaging it.  Get wise, think ahead and everybody wins.

© 2011 The Munich Group

Production by Munich Group and Strange Red Films, Soundtrack by Chris Iwaskiw.

Eliminate background noise.

The hardest part of any video shoot is quieting the background noise. If you’re in an office, school or public place you’ll never be able to fully cut out all the sounds but chances are there are at least 5 things you can do to cut back on that noise.  Close doors and ask folks nearby to be as quiet as possible while you’re filming.  Turn off computers, radios and phones.  Turn of the air conditioner or other machine-hum in the area.  If you stop, close your eyes and listen you will hear a lot of noise sources, most of which you can eliminate or at least dampen.

Turn on the lights or get near a window

One of the biggest weaknesses in consumer grade cameras is their inability to really perform well in low lighting situations.  Help your camera get all the light it can possibly get. The ideal situation is to shoot your subject a few feet away from a window with natural daylight coming through (but not direct sunlight).  If you can’t get window access then turn on every light in the room and have your subject sit near a lamp.  Also remember that not all light sources are created equal.  Kill overhead fluorescents whenever possible and try to use tungsten lightbulbs or halogen instead.

Get close… then get closer!

You’ll think you want to get all that background and a full body shot but you really don’t.  The most important part of your shot is the subject’s eyes followed by the face.  Get up close to their face especially since most people who will view your video will never even see it at full screen.

Speak up big mouth!

Most people speak on video in the same tone and volume as a conversation with someone.  This is fine if you’re James Earl Joes but for the rest of us the regular volume of our voices is not enough.  Coach, encourage and remind (constantly) your subject to speak louder than they normally do.  If they get weird about it tell them to use their “lecture” voice or “teacher tone.”  It won’t sound unnatural on film and you’ll be pleased with the final result. There’s nothing worse than a great video online and you can barely hear what the person is saying. Don’t be that guy.

Get steady

If you’re using a Flip camera or other small/lightweight camera you’re going to have trouble keeping it steady if you’re holding it out with 1 arm. You’ll feel like it’s steady but after viewing your footage it will look like you were walking around drunk on a ship in a storm.  To get steady use a mini tripod on top of a desk. Rest against a wall.  Lean against something.  Do whatever you have to do to keep that camera in 1 spot.

Keep it short, keep it sweet

Keep the pace moving and make sure if you cross the 3 minute mark that you’re taping something amazing.  If you’re doing a talking-heads video then anything longer than 3 minutes is a waste of time.

Start with the end in mind

Know exactly why you’re making this video.  Know where it’s going to go when it’s done. Know who you expect to see it and how you want them to respond.  Remind the person you’re filming of the final product as well and encourage them to stick to 2 or 3 main points. Don’t let them ramble and definitely do not start filming without having coached them about what you want them to say. Most people shut down if given no instructions for being in your video. They will appreciate and respond to you taking the lead and instructing them in just about everything you want them to do and say.

Coach your subjects

Once you’ve killed the background sound, turned on the lights, pulled out your tripod and have combed your subject’s messy hair then you’re ready to start. But before you hit record make sure your subject knows exactly what this project is.  You would be surprised how much disconnect there is between what the videographer sees in his or her mind and what the expectations are of the person being filmed.  Don’t be afraid to stop filming and make deliberate and specific instructions to your subject.  It’s ok to tell them to stop fidgeting, talk louder, look at the camera more, stop saying “umm,” and sit up straighter. Be nice but be specific.

Specify your brand use

Know how you want your brand portrayed and talking about in your video content.  If you’re filming other people (like in a video testimony or case study) make sure you coach them on how you want them to discuss your brand.  For example avoid having your subjects talk about  “you” and instead tell them to your full company name whenever they talk about you.  If there is a tagline or slogan that goes along with your brand then make sure you coach your subjects on how to say it.  You must step in and be in control of how your brand is mentioned.

1.  “Get To Know Us”

Research shows that a website with home page video has a far higher engagement rating and longer page view than a website page with just text and images.  Make sure your company has a home page video, usually a 2-minute or less overview video that helps someone get to know your company cold turkey.  Out of all the ideas in this article this may the one to hire out for and spend the big bucks on.  Shoot for high quality footage and a fast, punchy style.

2.  Client Testimonials

Do you have happy clients?  Don’t just post their 1-sentence endorsements, go film a 1-minute video testimonial!  Your website users will be far more impacted by a face and instantly make an emotional connection with your company if they can see the happy talking faces of your clients instead of just read their words.  These videos don’t need to be fancy just keep them short, precise and make sure the satisfied customer tells exactly how you helped them.

3.  CEO Welcome

In 2 minutes or less have your CEO introduce him/herself and share a little about the vision and uniqueness of your company.  Get rid of that boring bio on your website and create a video bio/intro for your CEO or for your entire executive management team.  No need to hire George Lucas just sit down and talk about your passion for what you do.  Let it flow and communicate your excitement.

4.  Our Office, Our Location, How to Find Us

Does your “Contact Us” page consist of an address, phone number and contact form?  Take the contact feature to the next level and shoot a simple video that shows where on the map you’re located, what your building looks like, what to expect when they walk in the front door and a friendly greeting from the receptionist.  The more inviting you can make the location and the easier it is for someone to find it the better the impact you’ll have with your potential clients.

5.  Employee Training

The more employees you have the harder it is to account for their actions and day-to-day dealings.  If people work for you it’s a given that they need to know your company vision inside and out and be representing your brand to the public the way that you want them to.  Make sure you’re training your employees in how to represent your company to the public and the manner in which you want them to deal with clients.  Video goes a long way and if you have younger employees on your staff you’ll be speaking in their dialect. Everyone will appreciate that you sent them a video and not another boring PDF.

6.  Shareholder/Board Updates

Keep your shareholders and board members happy by providing simple, specific and friendly updates at regular times throughout the year.  Perhaps a quarterly video where you can give progress reports, earnings and financial information, upcoming event details or committee reports.  For this format keep it short, sweet and just give the facts.  Save your entertainment skills for your employees, keep the board member videos crisp, detailed and simple.

7.  New Year, New Vision

At regular intervals throughout the year (or once a year) you’ll need to remind the company’s clients, employees and partners about your vision, goals and priorities for the future.  If you are shifting gears, business models or making significant in-house changes make sure you communicate them clearly and succinctly in a video.  If it’s a new year it might be worth investing a little more money into a more produced video where you cast the vision for the coming year and generate excitement and a sense of adventure about where the company is going.  Just make sure the champagne has worn off before you get in front of the camera.

8.  Client Specific: The Big Pitch

If there is a large client you’re attempting to land or major project you’re trying to pitch it might be worth investing some of your marketing money into a well-produced pitch video directly for that client or person. Use their name, logo and really sell your offer or project.  Video will go a lot farther than a packet. Make it unique, memorable and have a clear next step for them when the video is over.  A video will get watched and it allows for an additional personal touch and emotional connection that a phone call or printout just can’t accomplish.

9.  Case Studies

If you have some successful case studies make sure they’re on your website and make sure they’re in video format.  Get rid of those lame PDF downloads on your website and scrap the miles of boring text where you talk about what you did for Client X.  In 90 seconds you should be able to tell what the client’s problem was, how you fixed it and what the resulting benefits were. Take advantage of this opportunity to highlight your familiarity with the latest tools, technologies and jargon.

10.  Office Fun

Happy employees are productive employees.  Don’t underestimate the motivational and morale-boosting quality of office fun.  Your employees are like a family and every family moves through a rhythm of work, play, rest and crisis.  Make sure you help balance the office rhythm by providing fun and creative experiences.  Use video for an in-house talent show, “impersonate the CEO contest,” great ideas compilation, employee spotlight video, Holiday-specific video, party highlights or whatever your employees come up with. Ask them what they want to do.  Even better: Put one of your employees in charge of a video project.

11.  Legal and Policy Issues

If there is a major legal change, policy issue or lawsuit make sure you address it head-on and take advantage of the short window of time when all your employees are fully focused on the issue.  This might be time to create a longer video where you carefully explain what happened or what the change is and the exact implications it will have for your company.  Be clear, be serious but make sure you don’t skirt the issues.  Make a video for in-house use where you can state important details in a more memorable medium than a simple memo or email. Video gets watched and video gets remembered.

12.  Why Work Here? Recruiting

If you’re looking for the best talent and want to hire quality candidates who know just what they’re getting into then why not create a short video targeted at potential employees and job-seekers?  Show off your offices, introduce yourself and make sure you communicate the type of company you are and what the work environment is like.  There’s a lot of unspoken data about the “vibe” of your workplace that you just can’t communicate in a want-ad or job listing.  Use video to show what your company is like, how people work, what the offices are like and some of the perks.  This will go a long way in both enticing the best people to apply and sorting out candidates that you don’t want on your team.

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Let’s take a quick look at one of the biggest shifts in how businesses and organizations relate to their clients and customers.  First is the old way, the chart on the left.  The old way consisted of top-down information flow, transmission.  Imagine a radio antennae shooting out waves into the air.  It didn’t matter if anyone was tuned in or not, the tower was broadcasting and it was up to you to catch the signal.  In old-school communication this is how it was, a one-way medium.

Now let’s look a the chart on the right… The New Way.  Communication in the new model consists of parallel streams of communication going back and forth between the customer and the business.  There’s no longer just a broadcasting tower, there’s now multiple broadcasting towers, each equipped with a receiver.  So everyone is now broadcasting and receiving and businesses are now not just transmitting but receiving as well.  This is CO-mmunication, dialogue and interchanging of information.  It’s a 2-way street where traffic is going both directions.

Both models have strengths and weaknesses.  In the old model it’s easier to know what to do.  You gather your content and shoot it out and hope people have their ears open to it.  But the drawback is that there is no cultural ownership in what your business is doing, nor do you have a good sense as to how people are responding to your product, what they like and don’t like about it or what else they’d like to see from your company.

The new model contains extraordinary power for capturing more data than ever in terms of customer’s interests, beliefs, values and opinions surrounding your product and brand.  The conversations are clear and honest and one has only to open the channel to peer into the customer’s world.  The possibilities for precise targeting of customer interests and for overall product success (for business owners and customers) is unparalleled.  But the drawback is that it takes time and patience to get there.  You have to be willing to listen. A business owner has to be ready to hear the negative, be shocked at some horror stories and cultivate the time necessary to sort through it all.  The payoff however is far greater than the work it takes to get there.

Now let’s get honest.  A lot of organizational leaders do not come to the New Model naturally.  It’s just not something that sounds exciting or easy.  The idea of collaborating on product development with a swath of unprofessional and capricious customers does not sound like a great way to invest precious leadership capital.  You can sense it in the air; a scraping resistance to new models and methods because of an over-arching fear that it opens the door to unconstructive blabber.

So what do we do?  The key for modern business leaders is to realize that this paradigm shift is happening with or without them.  This isn’t a prediction about where things are headed, this is a real-time portrait about how things are right now.  Companies that don’t shift will suffer.  The question is how to jump in wisely yet with boldness.  It’s a mindset change but it is something you can ease into.  Take it one step at a time.  Gather your resources, ask people that know, check out some case studies.  Remember, your business is the best when it’s doing what it’s supposed to do the best.  That never changes.  But your methods and models are temporary, there’s nothing sacred about them.  Be flexible and open the door a little wider.  It’s time.

You analyze all your friends and what they’re up to online.  You’re constantly checking your page to see if anyone has written you or posted anything new.  You are excited each time you find another old face popping up online- it’s a honeymoon and you are head-over-heels.  But after a few months the excitement dies down and you begin to shift into maintenance mode.  The constant checking switches into an “email mode” where it’s more routine than exciting.  Also you notice that the amount of new friends you’re adding has died down to an occasional addition. After a while you’re pretty much done adding new friends and get into a Facebook funk.  That’s ok.  It’s natural.

But what about as the months go on and random people who you once knew or who you weren’t really friends with at all back in the day start getting in touch?  What about the box on your profile that says “You have 237 friends.”  What does that mean?  Are they really all your friends? Should you stop friending people because you are only acquaintances and not really “friend-friends” with them?

A lot of us have desired to go on long de-friending binges on Facebook; slashing and cutting our friend lists back to a thinned out core collection of our “real” friends.  But what about for your business or organization- should you just add whomever to your friends list or try to keep your Facebook list to just the real people in your life who you are actually friends with?

Try to think of it like this:  Obviously everyone who is your “friend” on Facebook is not your truest and dearest friend.  Most research suggests that it’s actually impossible to have more than a few close friends and that most people in the world only have a few; less than 5.  That’s ok.  That’s what friends are- a small, select inner circle.  Now switch to Facebook’s perspective.  Facebook succeeds by keeping people online and by extending the conversations and discussion that are happening.  ”Friends” is just a word they picked.  That’s ok too. Better then calling Facebook users “units.”

So as you’re Facebooking remember that your inner circle of friends will be your friends no matter what.  You don’t have to sell your product or service to them online.  But also remember that everyone on Facebook either needs your service or knows someone that does. It’s not “unfriendly” to let them to know you’re out there and keep the lines of communication open.

Bottom line:  A social network is a commodity-driven product.  People are the commodity.  ”Friends” are commodities.  Your true friends will be your true friends even if Facebook disappears tomorrow.  For everyone else you’re friends with, go ahead and call them your friend, it doesn’t mean you’ll ever see them in real life but it’s the nature of the beast in the online world.