Storytelling Tip: Use video to tell your story


Storytelling Tip: Use video to tell your story
Today’s tip from JerryBrownPR’s storytelling tips on the Experience Pros Radio Show

By Jerry Brown, APR
Public Relations Consultant

Storytelling Tip: Use video to tell your storyAre you using video to help tell your story on your website?

If not, you’re passing up a really useful tool for telling your story and making your website more visible to Google. Google owns YouTube and gives higher rankings to web pages containing YouTube videos.

Videos are a great way to introduce prospective clients to your business by explaining what you do and giving them a chance to see you and your business in action.

Video testimonials are another great tool for promoting your business. Written testimonials are a good way to let the rest of us know about what satisfied customers think about you. But video testimonials have more impact. Don’t believe me? Which do you think works better: Seeing and hearing someone deliver a testimonial themselves or reading what they said?

And, of course, you can put links to your YouTube videos on Facebook, Twitter and LinkedIn to draw viewers to them.

As I see it, there are three levels of video useful for promoting your business:

  • Quick and dirty videos you create with your smartphone. A great tool for putting informal videos about events and the like onto YouTube with links from Facebook, Twitter and possibly your website. Good for informal situations where you can get by with something that’s not professionally produced. And something you can do yourself. But generally not a good choice for videos explaining who you are and what you do if you want to project a professional look in those cases.
  • YouTube (or Vimeo) videos for testimonials and descriptions of your business. These are a visual representation of your business. If want to project a professional image, these videos need to be professional looking. Probably not something you want to do yourself unless you have good equipment and editing software and know how to use them.
  • Studio-quality video. Overkill for many web applications, but something to consider if your company is large enough and visible enough to justify it. But you’ll spend a LOT more money for this level of video production.

I started doing YouTube-quality videos for clients several years ago. A few things I’ve learned along the way:

  • You need a professional-level camera. You’ll end up with much better images, which translates into better quality video.Poor-quality video looks unprofessional.
  • The microphones you use are almost as important as the camera(s) you use. The quality of the videos I produce improved significantly when I invested in professional-quality wireless microphones.
  • You can get away with using available light in some situations. But good-quality lights are a must for most video shoots. I learned this the hard way. Finally broke down and invested the money for good lights.
  • Understanding your story and focusing on telling it as you shoot and edit your video are essential. That means you need really good editing software and a professional storyteller doing the edits. I use Premier Pro, an Adobe product that works really well. If you use a Mac, Final Cut Pro is another possibility.

How much will it cost? That depends on the time needed to shoot and edit the video. If you have a specific project in mind and want an estimate of what it will cost, give me a call and we can discuss it.

That’s my two cents’ worth. What’s yours?


Jerry Brown, APR, is a public relations professional and former journalist. He specializes in helping clients develop the content they need to tell their stories. He also helps them develop strategies for getting their stories heard, understood and remembered. And he provides media training and presentation coaching for clients who need to tell their stories to reporters or in front of an audience. 303-594-8016 |

Listen to Jerry’s Tips for Telling Your Story every Tuesday at 10:05 a.m., Mountain Time, on the Experience Pros Radio Show on KLZ 560AM in Denver or at on the Internet. Missed it on the air? Listen to the archived tips.

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