PLANADVISER - Winter 2023 - 39

Viewpoints
Be Sure They Get the Message
6 tips for getting the most from your day in front of the camera
I'VE MADE videos for 30 years, and I love what
I do. I know a lot can go right, or wrong, at the
shoot based on how the client prepared. People
have walked in the door for a video production
and said, " I'm just here to answer questions,
right? " No, you're here to get your message out.
You're the spokesperson.
I've found there are six things, that if you
keep them in mind, you'll bring your best to
the project and get the most out of it as a result.
The camera is not your friend. People
look into that lens and get scared, thinking,
" Do I look OK? Do I sound OK? Did I do my
hair right? " And that takes attention away
from their audience. If you're told to look offcamera
and answer the person asking the
questions, then look into their eyes; they'll
give you the human factor. Or if you're told
to look into the camera, for a Zoom or camera
interview, ask somebody to stand behind the
lens with their eyes right above it.
Communication is your
friend. When
you're in a video, four people's opinions
matter, and only you four should be present at
the shoot. You, being the talent; your compliance
person, who is usually on the phone;
your director; and the producer. The producer
has the overview of the video's look, length
and where it will go. The director will make
sure that that hair in your nose disappears at
some point. A good director takes care of you.
Be clear, concise and sticky. People judge
you in 15 seconds, so tell your audience in the
first 10 what the video's about. For instance:
" Sponsors need to tailor their communication
with participants so that every generation
is educated about the benefits of retirement
savings. " That's a whole video in one sentence.
Then expand on that.
Be the best guest at the party. My mother
gave great dinner parties, partly because she
kept a list of whom to invite back. She said,
" I spend time, money and effort on making
a nice evening for people. I feel they have a
responsibility to me and the other guests. "
You have a responsibility: to come prepared,
to have a message your audience will appreciate,
to be the go-to person on your subject.
If you have to ask the question, you probably
already know the answer. " Do I need to
get a haircut? " Probably. " Does this suit fit? "
Nope. Those are things to ask a week before
the interview, not as you're getting dressed.
Avoid solid black, white, red or small prints,
which gyrate on video. And find out the color
of the background, so you won't blend in or
clash. Leave clanky jewelry and cologne at
home. And don't wear new shoes: The pain in
your feet can distract you from your message.
A week before, get a couple of different
outfits, sit before the mirror, or do whatever
will happen on camera that day. Somebody
can look good on their feet, but when they
sit down and I'm shooting, and they've got
their belly button sticking out because that
shirt's very tight, I've lost the shot. Wear the
presenter fashion for your industry. And bring
an extra outfit in case something spills. A
collared shirt shows a bit more respect.
Media lasts forever. Make it count. Here
are some tips to help you tune up the quality.
For a five-minute video, bring along some
sound bites-those little 15-word gems. And
know whether somebody else will be in the
video-will you be a contrasting opinion or
will you build each other up?
As to the director and producer, did they
care enough to learn something about your
industry? If not, they won't get those little
nuances that really make a difference.
Ask in advance how you'll be shot, how
much of you will be seen, whether that belly
button will be exposed. Many documentaries
now combine big, wide shots and little
cutaway shots where you're seen head to toe.
At the shoot, ask to see the monitor. It's on
top of the camera; you'll want to be able to turn
it around and like what you see. If you don't
like it, ask the crew to make changes. Good
lighting is magic and makes us all look decent
on video. Finally know that if you walk in like
a really nice person, and you're not a diva and
not demanding and you don't smell like too
much cologne, people will want to take care of
you. This is important because that video will
be out there for the rest of eternity.
Jodi Daley is founder of West End Productions, a full-service multimedia
production company, and of Daley Shift, a specialized C-suite executive
training company. Her goal: to give an audience the clearest, most enticing
message possible.
When you're
in a video,
four people's
opinions
matter, and
only you four
should be
present at
the shoot.
Plan Management | Winter 2023 | planadviser.com 39
http://www.planadviser.com
PLANADVISER - Winter 2023

Table of Contents for the Digital Edition of PLANADVISER - Winter 2023
