Sunday, April 20, 2014




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Here's why video is a great way to tell your story: (And find out why I look all screamy in the picture...)

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How Can Pronoya Video Help You?

Every business has a story to tell. And video is a great way to tell it. 

You see, video is all about movement. And we’re naturally drawn to movement That’s because our eyes wired to “see” movement.

Video also lets people HEAR your voice. And the emotion in your voice. So they can HEAR how your story helps THEM.

Which means you connect on a COMPLETELY different level. 

So How Can I Use Video For My Business?

There’s lots you could do with video:

  • Customer testimonials - let your customers praise you
  • How to use your product - show, don’t tell, how to use your product, ESPECIALLY if its complex
  • Product presentations - product demos that highlight the benefits to your customers
  • Vlogs - used in conjunction with content marketing. A great way to build added value for your customers while building you up as the “trusted resource” in your field of expertise.
  • Website FAQ’s - who says you have present your FAQ’s in boring static text only?
  • Just in Time training - with the popularity of mobile video, you can create video manuals, simple installations guides and other types of videos to supplement your traditional training and support materials.

Pretty cool, huh?

Why Pronoya Video?

Look, technology makes it easy for anyone to shoot great looking video. Heck! You can shoot 720i video on your iPhone!

But effective video for your business is more than just the video. And at Pronoya Video, we understand that.

We understand the different ways to use video and how to create the right kind of video for the job. We will help you every step of the way. So you save time, money and frustration.

And you get great looking, usable media for your website, marketing efforts, support and training and any of the other ways you choose to use video.

After all, it’s not about making video. It’s about making video you can use to grow your business.

So whether it’s,

your product

a customer testimonial

or even a little something about you

Let Pronoya Video help you tell your story.


Contact us. Let’s talk about how video can help your business.

Each week I look at actual video and/or social media used by small businesses. I look at what works and what doesn’t as well as how I could take a different approach. That way, you can avoid similar mistakes and duplicate what works.

This Week’s Business Video 

Benjamin Franklin Plumbing - 23600 El Toro Road, Suite D303, Lake Forest, CA 92630

The Breakdown

What Works

The video presents the Unique Selling Proposition (USP): The Punctual Plumber. A number of video elements support the USP.

There’s two solid testimonials in this video. The first details some heating work done for a customer. She is pleasant and gives a good account of her problem and how Benjamin Franklin Plumbing (and Heating) solved her issues. The second shows support for a professional real estate agent. This shows Ben Franklin as a good B2B business as well.

What Doesn’t Work

Slow, slow, slow start. My first instinct was to move on after the first :10 seconds. Shaky camera work created an “amateurish” feel to the video. A full :20 seconds to hear anything spoken is way too long. The footage is harshly lit in the daylight, creating hard light and shadows. Also, the shots of the plumber are too far away. This makes it hard to connect at a personal level.

Pacing of the video is WAAAAAAAAAAAYYYYY too slow. Snail-like. Which equals “boring”. 

The plumber looks very uncomfortable, which makes me, as a viewer, uncomfortable. Additionally, the video tries to do “too much”. It’s a commercial, an infomercial, a testimonial. Which translates to…too long.

By :59 seconds, I was done with the video. But I pressed on to see the rest of the 8:10 of video, wondering, “What could they possibly say in that time?” Nearly 10 minutes of video is way too long for the average viewer. Period.

What’s A Different Approach

The strongest element of this video is Monica Gonzales’ testimonial. She has a story to tell. We relate to stories. So I would focus the video on the story: Monica’s problem and how Ben Franklin Plumbing solved her problem.

I’d use more B-footage to show her problem areas and how they were solved. Show the furnace unit, show the registers, etc. Keep things moving and interesting. Additionally, I’d use closeups of Monica as well. Remember, people connect with people. And we connect best with our eyes. So let us see the eyes of those speaking on video.

The main elements of the story and supporting details could be told in about 2:00 minutes. I would not try to do anything more than that. Monica’s testimony is powerful. Let it stand on its own without wasting the viewer’s time.

Final Word

I think the video tried to do too much, which ruins its effectiveness. Focus, focus, focus on ONE message. It will keep your videos short and consumable, as well as give you more options for more videos. 

Truth be told, there are two separate testimonials and a profile video in this footage alone! Remember, small, bite sized chunks are more attractive to your viewers. Keep your portions small!

Remember, these opinions are entirely my own and are just that - opinions.

Your turn. What do you think?

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