ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

See More

Brand Thinking
Bleeding edge thinking on branding and marketing

blog

Video Stars Are Made in Preparation, Not Born in Inspiration

By Greenfield/Belser
March 9, 2015
Video Stars Are Made in Preparation, Not Born in Inspiration

Congratulations, you've been chosen to appear in—or star in—your firm's video! Excited? Some of us folks can't wait to get in front of a camera. YouTube has proven that, clearly. But for those of us who are not so keen, the experience can be paralyzing, threatening, embarrassing and rattle your confidence. Who anticipated it could be so terrifying? A starring role can be fun, but not if you don't prepare. What's the old saying? Success is 10% inspiration and 90% perspiration. Substitute "preparation" for "perspiration" and you'll find that success. Too many of our "stars" show up having failed to prepare at all. And then they are surprised when they collapse onscreen. How naive. And how rude to the firm, videographers and marketers.

Lest you think I'm just a Grinch, I'd like to urge stars to think about a few things:

  • A tremendous amount of time, energy and money is being invested in your firm's video project—easily tens of thousands of dollars.
  •  If you agree to be in the video, then you have a personal responsibility to come prepared; otherwise, why did you agree? "I was forced into it," is simply an excuse and you know that very well. Beg off if you're not up to it.
  • Your glamorous mug is going to appear online for all of your clients, prospective clients and members to see. Isn't that worth a little preparation?
  • Read the creative brief. You are your firm's ambassador for recruiting, for the media and for existing clients. The more you understand your audience, your goals and your role, the more likely you'll perform well.
  • People do forget and show up in jeans. Understood. But if you remember, follow the rules given by your videographers. Unless you're a pig farmer talking about hog futures, we suggest your attire be crisp and clean. (I can't believe I even have to say this.)
  • You actually cannot practice enough, particularly in front of a mirror so you can see your expression(s), "see" your intonation and see your body language. That annoying tic? You've got one whether you know it or not. Find it and squeeze it out of your repertoire.
  • You'll be on the web…foreverrrrrrr!

For most of us, it's not enough to just show up. Arriving on a set cold sets the entire production back. Yes, we're all busy and this video may not be at the top of your list, but we suggest you bump it up. With thoughtful preparation, the process will be considerably less painful, considerably more efficient and most of all, considerably more successful. Your investment off screen will match the results onscreen. Everybody looks good. You just won.