Our secret steps to writing an awesome video brief

February 11, 2014
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Effective videos aren’t successful solely because of beautiful imagery, an attractive beat, or a nifty way of selling a product. Behind every campaign that turns visitors into sales, there’s always a creative video brief that drives the project forward and pushes it the right direction.

Not having a brief that’s clear and easy to understand can have disastrous consequences. Choppy editing, confusing sales message, and music tracks that don’t match the scenes can be just a few of the consequences.

To help you avoid this, we’re going to share our secret steps to writing an awesome creative video brief that will guarantee your project is a roaring success. But ssshhh… don’t tell anyone.

The Why

The first thing you have to do is delve into the job background – why are you deciding to produce the video? Have a clear idea of what the driving force of your project is and what you’re looking to achieve. Videos shouldn’t be created simply to make something that looks good. They should also have a distinct purpose and goal.

What do you really sell?

Don’t just think about the barebones of your product or service. Instead, think about the results. What is it that you really sell? Whether you save customers time or you increase their conversions, highlight the clear benefits you offer.

Why clients should buy from you – the rational

People buy products for logical reasons. If your video’s sales pitch makes sense and clearly illustrates why your product or service is worth buying into, then the rational crowd will not hesitate to pull out their credit cards.

Why clients should buy from you – the emotional

But it’s more than just logic. You also need to strike the emotional chord with your customer. The video needs to create a connection; something that won’t just drive your customer to make a decision based on what makes sense, but also on what feels right.

Who is your target audience?

Videos that sell to busy parents and those looking to entice retired pensioners shouldn’t look exactly the same. You need to know your target audience and cater accordingly.

What do they fear? How do you solve their problems?

People have many fears and if you can convince them that you can provide a solution to their problems then you’re in business. Make it so that buying into your product is an absolute no-brainer. After all, we’re all looking to make life just that little bit easier.

What are their objections? AKA excuses not to buy

Many people can be enticed by a video, but that doesn’t mean they’re willing to whip out their chequebooks. Often, consumers have a ready-made list of objections that stop them from spending. Your video needs to eradicate these during the sales pitch.

Call to action

Once your customer is convinced, they’re yours for the taking. Your video needs to have a very clear call to action. Whether it’s a phone number to call, a website to visit, or a link to click, it needs to be obvious and extremely easy. Don’t set any barriers that could prevent the sale from happening.

Specify your needs

Once you’ve managed to get your head around the over-arching idea behind your video, it’s time to get down to the nuts and bolts of the operation. To make sure your video does exactly what you’re looking for don’t forget to specify the following:

  • Your Budget
  • Your Tone – Do you want your personality to be funny, professional, or sexy?
  • Distribution Channels – There are countless resources you can use to share your video, including YouTube, Twitter, Facebook, Email signature, USB and DVD.
  • Video Style – Sketch video, stop motion, interview, testimonial, and cartoon animation. These are just a few of the styles available to you. Choose carefully.
  • Style-Guides – It’s a good idea to do your research before shooting your video. Look for inspiration from various places and combine them to create your own masterpiece.

Using this step-by-step formula, you can make each and every one of your video projects’ a guaranteed success. Remember, diligence and meticulous planning really does pay off. Creativity within a structure will produce results that will not only lead to that ‘wow’ factor, but also to new customers and increased sales.

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Creativa provides complete video production and animation services for clients direct or for agencies nationwide, specialising in creating content that engages Aussie audiences. Working with local crews dotted around the country to capture live-action video footage, we manage all the coordination for you. Whatever type of video you need, we’ve got you covered.