It’s been said that first impressions are everything and in the online marketing world of today, they are even more important than ever. One of the ways to make your first impression is your headline on your landing page.
Your headlines are MEANT to grab people’s attention so keep that front and center when you are coming up with them. You want to make it EASY for people to know what you can do for them and communicate this in ONE simple sentence. You want to entice them to read further and show what you have to offer and how it may be right for them.
While there are many ways to do this, here are THREE proven headline formulas that consistently grab people’s attention.
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I love how-to headlines. They get me every time and they probably do that to you too. It’s because people love information that shows them how to do something. If your video or product is sharing information, this one is a definite headline you want to try. To create them, think of the benefits your video or product offers. I also feel the best include specific time frames as in “in 30 days” and or money savings “for pennies a day.” That is what we
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Question headlines are powerful because they beg for an answer. People are drawn to answering questions so these headlines automatically gets your readers involved in your message. They will want to read further to see what answer the is, did they get it right or what is the answer or solution you provide with your product. Make it customer focused. Use “you” in it not “I.” Open ended questions are best – those are ones that can’t be answered with a yes or no. However if you do go the yes/no question route, make sure you answer it immediately in the headline or phrase it so that your prospect has to read further to answer it. For example, you can say “Drowning in Debt? Find Answers Here,” or “Having Retirement Worries? This Video Can End Them.”
Also using words like “this” or “these” or even “which” are helpful in implying an answer or benefit within the question. “Do You Make These Money Mistakes?” will likely get your prospect reading further.
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Do you offer something so special that will not only make your prospect’s key problem better but which they can’t easily get somewhere else? Using a powerful, compelling benefit headline may work for you. For these types of headlines, think about the top benefit you offer and include it. Make sure you must have done your homework in order to know what benefit will motivate your prospect/s to take action. Some other benefit headline examples are “Save More Money for Your Retirement – Starting Today!” and “Sleep Better Instantly With This Simple Trick!”
Make sure you are focusing on the BENEFITS and not features, i.e., a factual statement about the product or service being promoted like online download, easy reading book, etc. Features DO NOT entice customers to buy. Benefits do because it answers the question “What’s in it for me?” meaning the feature provides the customer with that something of value. For example, the benefit of an “online download,” is “access to immediate information on how to start saving more money for retirement.”
Once you come up with a bunch of headlines, you’ll want to test them on different landing pages and see how they work for you.
You want your visitors and prospects to know you have something they’re interested in. When they do, they’ll take the time to read what you’re offering. So put some thought into creating headlines that intrigue and attract.
- List all the features of your video or product then come up with the benefit of that feature.
- Experiment with these 3 different headline formulas. I find it helpful to use a headline generator such as Headline Magician, a free online headline generator.
- How to Get Customers to Buy Your Video – Blog post
- Selling Special Interest Videos: Sell The Sizzle, Not The Steak – Blog post
- In our book Shoot To Sell: Make Money Producing Special Interest Videos, we offer a lot more tips and techniques on creating ad copy that sells.
This is the last post in our series of the 13 guidelines to follow for shooting video interviews. We’ve covered not only the technical aspects, i.e., getting good audio, lighting, and framing the shot, but also planning what questions to ask, what they should wear, where they will sit, how to make the interviewee comfortable, why you need a release, among other things.
This last guideline focuses on what to do if things aren’t going as planned?
First of all, expect that things may go wrong. In my experience, 9 times out of 10, no matter how I try to make sure it all goes to plan, something happens to make my shooting life difficult. Despite that, it is still better to be proactive and plan ahead. Think about what can go wrong and what you can have on hand to deal with the challenging situation. I find that even when things go wrong, if I have thought it all through and came up with worse case scenarios, I’m a more confident shooter and that in turn makes the interview go smoother.
What should you plan for? Here are a few things that could go wrong and how you can prepare.
1) No power? Make sure you have plenty of batteries on hand for your camera and microphone equipment.
Unless you have a battery operated lighting system, this is more of an issue so think about how you can light a scene with natural light or if you can change location or go outside. When you are scheduling the interview, have another area you can use before you show up.
If it is imperative that you shoot the scene indoors, you may just have to wait until power is restored or reschedule. Have a fall back date discussed beforehand.
2) Is there excessive background noise? Here is where having a good uni-directional mic will come in handy as you may be able to record the interview without picking up the background noise. Make sure you bring along, and use, a set of close ear headphones so that you can hear for yourself if the background noise will be noticeable.
If the noise is coming from people not affiliated with your shoot, ask them politely if they are able to stop talking, working on machinery or equipment, etc., during your shoot. We usually find that people are happy to oblige if possible. When planning a shoot, ask ahead of time if there will be any construction going on, if it is under a flight path, next to a loud highway, or other activity that will be temporary. If you know in advance, you can plan around it.
3) Are you shooting in an area where there may be a lot of public around, as in a large park, busy office, or store? Here is where it is handy to have an assistant who can keep people from interrupting, explain to curious onlookers what is going on, and keep people quiet and not walking into your shot. If you are shooting someone who is not used to being on camera, know that getting a good shot where she won’t get distracted or be too nervous may take several tries. Plan for this.
4) Equipment malfunctioning? Bring backup equipment with you. This also includes extra memory cards. Also, as you are shooting, check and review your shots regularly. Make sure you nailed it before you end the session.
If during an interview the sound or lighting goes bad for some reason tell the interviewee that you (not the interviewee) have a problem and stop to correct it. Don’t be afraid to admit there is a problem that needs to be corrected. If the interview is interrupted, the operator should remember when the problem occurred so the interviewer can repeat the question. Writing down the words will help.
5) Interviewee messes up? As we used to say, tape is cheap. Now with the use of memory cards, that is even more the case. What this means is don’t be afraid to do more than one take. Most of the time the people you will be interviewing will not be actors. Even actors will stumble and mess up too. Be patient and plan enough time so that you will get the best out of them.
- Plan for power outages by bringing along plenty of battery power or having a back up place to shoot if necessary.
- Make sure the background noise won’t be distracting. Always bring and use headphones to ensure you are recording good audio.
- Find out beforehand if there will be any noise issues at the location.
- Ask people for help in reducing the noise they are making.
- If you are shooting in a public space, have someone help you keep the public from interrupting, walking into the shoot or otherwise distracting the interviewee.
- Be patient with your interviewee in order to get the best out of her.
- If things are going wrong, stop the camera and fix it.
So far in this series of posts on the 13 guidelines to follow when shooting video interviews, we’ve been focusing more on the technical aspects to make your interview footage look professional. Today we switch to the legal side of things….making sure you get permission to use it.
When you’re shooting a video interview and you want to make sure you’ll be able to use it in your video, it’s a good idea to get a signed release, also called a talent release. Get into the habit of having the person sign it before you turn on your camera.
It’s my understanding that talent releases are not necessarily required in an interview situation because you already have tacit approval by the fact that the person is there, in front of the camera and microphone and aware of what’s happening. This is called consent by conduct, meaning an ordinary person should realize that with a microphone and camera pointed at them and with their willing participation, they know they are being filmed.
But it’s still a good idea to get it in writing. Having it on paper is insurance that you’ll not have problems using the interview in your video. Imagine if you don’t get it signed and then later the talent refuses to, or physically can’t, sign the release for whatever reason. You will have wasted all that time and money spent in shooting that person and may have to spend more time to edit or re-shoot with someone else. Worse yet, this person may be one of the important people you want to feature in your video and if you can’t use him or her, you may have to scrap your entire project.
We use a generic signed video appearance release form that gives you legal permission to use the video and audio recording of the person for commercial and non-commercial purposes. It’s designed to protect you from litigation if the person you filmed were to come back later in a court of law and claim they didn’t give you permission to record them or that your recording is an invasion of their privacy or unfair or slanderous use of their image. A signed release shows the court that the person did, in fact, give you such permission.
Using release forms to get permission in writing is a standard practice in video production. Releases help protect your rights and also help keep you out of legal difficulties in the future.
NOTE: This is not intended to be legal advice; I am not a lawyer and do not profess to know all the ins and outs of this area. Laws covering permits and the use of images of individuals and property differ based on jurisdiction – from country to country and even from state to state. If you have any specific legal questions regarding permits and releases, you need to consult an attorney familiar with this area of law to ensure the release form you use will cover all the points related to your situation.
- Put together your talent release form.
- Look at the releases we have available at the website for our book Shoot To Sell: Make Money Producing Special Interest Videos. Download and change them to meet your needs.
- If you have any questions, consult an attorney familiar with this area of law.
- Bring plenty of copies with you and make sure you get them signed.
- Keep them with your project files.