Eric Solomon, Milestone Video co-founder and Sundance Festival Film maker, offers advice to would-be corporate customers who want the YouTube generation to tune in to their Web videos.
Huntington, NY (PRWeb) February 28, 2007 -- Recent corporate videos on the Web provide a direct-to-consumer, YouTube experience, but they often miss the mark because, "People know when they're being sold," says Eric Solomon, co-founder of Milestone Video (www.milestonevideo.tv), a video production boutique.
Solomon, who recently premiered some of his work at the Sundance Film Festival (http://www.milestonevideo.tv/autism-every-day.php), tells would-be corporate customers to "Get real," if they want the YouTube generation to tune in to their Web videos.
"Especially on the Web, people can't click fast enough to skip over something they feel is unauthentic," Solomon says.
JetBlue's recent CEO video is a good example of video gone awry, says Solomon. "Here's a crisis that calls out for leadership and sincerity. Instead, customers see a nervous talking head whose delivery doesn't match his message."
Solomon, whose own work has been noted for the emotional impact using his signature unscripted, documentary-style approach, offers the following six secrets any business can use to produce better, more persuasive videos:
1. Remember: Video is King
"Video is the most powerful way to get your message out, period!" says Solomon. "There is no better way to persuasively connect with an audience." He suggests that videos combine passion, information, and - when appropriate - entertainment. "Your audiences will not only remember your message, they'll help you pass it on."
2. Your Audience is NOT Stupid
"People are sold all day, every day," laments Solomon. "Tell them the truth - why they should care about your message - and they'll pay attention." "If you try too hard," he warns, "your audience will smell it and tune out."
3. Be Passionate
"Whatever you're selling, if you don't really care about it, your audience won't either," says Solomon. He recommends that corporations only put in front of the camera those people that are passionate about their message.
4. Testimonials Rule
According to Solomon, "The best people to speak about any topic are those who are closest to it. Your customers, users and constituents are the people who will give you the most honest, passionate answers. And your audience will respond to them. Get real people telling the truth, and watch your audience remember your message." He offers as an example, work for POLAR USA where Milestone Video interviewed parents, teachers and administrators who told the client's story (http://www.milestonevideo.tv/corporate.php).
5. Unscripted Videos Rule
"Would you rather hear something 'straight from the horse's mouth?' or 'straight from the spokesperson's mouth'?" asks Solomon. "Audiences believe real people making real statements. Viewers will tune out narrators and spokespeople."
6. Make People Remember
According to Solomon, people simply don't remember all the details and information that they receive in a day. But he says, "People DO remember how you made them feel. Your audience will remember the emotion of your message more than the information."
About Milestone Video
Milestone Video, a video production boutique, delivers customer messages through powerful, unscripted documentary-style videos. Nationally-known brands have utilized Milestone Video's unique style for everything from corporate identity, issue-oriented campaigns, product launches, broadcast commercials, internal communications, company presentations, customer testimonials and sales training. Milestone Video is a woman-owned business led by Carol Solomon and based in Huntington, NY. For more information, please visit www.milestonevideo.tv
Media Contact
Arthur Germain
Communication Strategy Group for Milestone Video
www.gocsg.com
631-239-6335
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