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Presentation StoryboardingTM

© 2009 Presentation StoryboardingTM http://www.presentationstoryboarding.com

Thomas Sechehaye

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Copyright

Copyright 2009 Presentation StoryboardingTM a division of Hands On Graphics, Inc. All rights reserved. No part of this book may be reproduced or transmitted in any form, by any means, (electronic, photocopying, recording, or otherwise) without the prior written permission of the authors. No liability is assumed with respect to the use of the information contained within. Although every precaution has been taken, the authors assume no liability for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein. NO WARRANTIES: This booklet is being provided AS IS for informational purposes, without any warranties whatsoever. This booklet is not guaranteed to produce any particular result. Use the information contained herein at your own risk. Rights Reserved.

© 2009 Presentation StoryboardingTM a division of Hands On Graphics, Inc. All

© 2009 Presentation StoryboardingTM http://www.presentationstoryboarding.com

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Hi! I’m Thomas Sechehaye. I’m the founder of Presentation Storyboarding and I’m glad you’re here for Part II of the Authentic Video Presenting Report. Why don’t we meet over a cup of coffee?

Overheard In The New Local Coffee Shop
I went this morning to check out the newest coffee shop down the street. It just opened last Saturday. And while waiting for my espresso, I overheard people at the next table rant about why the adorable place across the street just went out of business. It was kind of a funny feeling. The closed down café is literally on the other side of the street. It is a charming building with rustic feeling. It has a better view, a cozier feeling and a gorgeous garden overlooking the San Francisco Bay. The new coffee shop is right on a busy street. It’s a warehouse-like space without any sound insulation. It feels cold and sterile. The outside seating is clumped together in an unprotected parking lot. Impersonal. Unfriendly. Still, there were plenty of clientele.

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How is this possible? Turns out, according to the gossip, the owner of the spot across the street didn’t care. He wanted to run the place on automatic. He wanted to play the absentee owner. Instead of coming in to open at 6 AM, a pimply-faced kid opened the shop. And often showed up late, looking hung-over. The kid could barely run the espresso machine. And everyone sitting around me this morning, chimed in about how the lines took forever. Plus, the old place didn’t appeal to the health-nut bike riders who race down the main drag in droves. These guys just want to grab some protein and carbs. Instead, all the café served was white-flour cakes, cookies and sweets. On top of it, the owner didn’t come to work until noon. Not too smart for a coffee shop. After all, don’t you want a strong shot of coffee first thing in the morning? I know I do! But now think about how care makes all the difference. For your video. For growing and expanding your business. For your customers. Whether you care, can make or break your success - just like this café that should still be in business.

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Grab and Go Made Easy…
As I look at the video presenting landscape, I’m noticing a certain pattern. A lot of people are describing how to market videos, grow your business through videos and use video marketing to expand your online presence. But here’s what I’m not seeing. I’m not seeing a grab-and go system for telling persuasive stories and making a really great video. I don’t see anyone really talking about the nuts-and-bolts of how to make a video that people want to watch. I’m talking about the kind of video that complete strangers put on their website. The kind that takes on a viral life of it’s own when viewers forward it to all the people they know. The one their friends and family continue to spread like a wildfire. And since I have been teaching the nitty-gritty of fearless presenting - in front of a camera and in front of an audience - I know the rules. And I know the precise system to put you in charge of your own video success. More on authentic presenting on video in a moment. Here’s what your audience is saying when you aren’t looking…

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“Don’t Make Me Think!”
In talking with my corporate clients, I’m hearing this pattern. From just about everywhere. No one wants to read. Or really have to do tough thinking. Let me ask you if you’re hearing the same thing. Most people are completely overwhelmed. Between the onslaught of new technology and increasing challenges to “do more with less” one thing is clear. We are drowning in data. We all have way too much information. We all want a quick and simple way to learn - without reading. That’s a problem. And that’s an opportunity. It’s a problem because you, like me, has to do something to stand out in a crowded deluge of data. We have to rise above the waves and stormy froth of daily, weekly and monthly periodicals, books, magazines and blogs. And that’s why it’s also an opportunity. Videos are the perfect tool to cut through the clutter. Videos work so well because they don’t require the viewer to do much. All your audience has to do is watch.

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The viewer does not need to:  Pick up a book  Turn the page  Read tiny type  Analyze complex diagrams  Put on glasses to see the tiny numbers  Clear a spot on the desk  Find a notebook and pencil  Take notes Nope. A video requires nothing more than watching. No hard work required. A video is easy to watch. You can watch it at your desk, on the treadmill or while getting a bite to eat. You don’t have to worry about getting the pages greasy if you’re eating something like a bag of popcorn or french fries. You can just munch along and still get the gist. But there’s something else that is at the core of why videos are so successful.

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We are living in an increasingly isolated society. Our main contact is online and through personal interactions. A video recreates the feeling of cozy intimate conversation. Done well, a video can instantly build rapport. You can have a conversation with people who are in another city or a country on the other side of the globe. This is powerful stuff. And once you learn how to master fearless presenting on video, you can use this medium to build trust and develop rapport with complete strangers. These strangers are your clients-to-be. What starts with a 3-minute video can develop into a long lasting, loyal, client relationship. Instead of getting stuck on the fears and challenges of getting up in front of a camera, it’s important to look at how this can transform your business. And, hey I’m a practical guy. Let’s face it. Videos can make you more money! While we’re on the topic of videos, we’re really on the more important subject of strategic growth for your business. So, let’s talk strategy. You have to care about your business. And with video marketing, video communications you have to care about what you are doing ON the video. Otherwise, you might just as well throw your money in the bay. So now, let’s look at the real question for strategic growth:

Building Instant Rapport and Human Connection

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Are You Using A Blueprint For Making Money?
And I’m not talking about an architectural diagram or engineering blueprint. Instead, I’m suggesting you break down step by step the strategy to make videos that have something to say! And you care enough to say it. After all…it’s consistent focusing on a strategy that will keep a business afloat. Just as you wouldn’t go out in a boat without a map and a compass - why would you go into video marketing and messaging without a blueprint? I call this blueprint The Authenticity Pyramid. Now, I have to check that you are on board with this. This report is Part II of the Authentic Video Presenting Report. If you read Part I, you are already familiar with the power of The Authenticity Pyramid. It has the potential to remove the fear of presenting on camera. If you have not read Part I, you can download the report here: http://www.presentationstoryboarding.com/

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But, just to give you the overview… The Authenticity Pyramid looks like this: The four stages are, starting from the bottom: Credibility: establishing trust and strengthening believability. Creativity: showing flexibility and adaptability. Authenticity: being completely yourself. Care: showing care for your audience. Each of the levels of the pyramid works as a blueprint to plan and deliver your video message. Use this structure for developing a persuasive, real message and for delivering it with passion. The pyramid really works because you step out of your world and into the mindset of your viewer.

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It’s Not What You Say…
In video presenting, as in face-to-face presentations, your audience digests information much more through your gestures, eye contact and presence. According to communication research, here are the hard, cold numbers of what people really remember: 52% The presenter’s eye contact. 41% The presenter’s body language. 7% The content.
52% The presenter’s eye contact 41% The presenter’s body language 7% The content
1 2 3

Tough isn’t it? Especially for engineers, scientists and subject matter experts. I understand how disturbing this can be. I had a couple of research scientists get so upset about the 7% that they stormed out of my presentation workshop! But the research doesn’t lie. People watching your video respond intuitively and physically. They notice if you have darting eyes, downcast looks or don’t make direct eye contact. They are tracking if your body language is helping or hurting. If you have distracting body language…it shows. Things like tapping your pencil, chewing your eyeglasses or jiggling change in your pocket are distracting. These physical messages are just like static on the radio. It’s hard to listen to the music if all you hear is static.

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These physical habits distract from your message. I’m not in any way suggesting that your data and numbers don’t count. They do. They have to be accurate and real. But, I am suggesting that people are not only listening and watching your words, numbers and research stats. You are the message. They are looking at you! This is especially important when you are on video. So, the mantra to repeat over and over and over is: “It’s not what you say…it’s what people feel.” Now let’s take this insight to the next level so you can

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Instantly Master Video Presenting
I’m a big fan of studying people who achieve greatness. Presidents. Leaders. CEO’s. Inventors. Entrepreneurs. Talk show hosts. When you look at these masters, you can understand a lot about the blueprint they are using to excel. You can look at any master of presenting and study his or her style. Break it apart. Examine what they are doing. Of course, you need to separate the message from the presenter. You might not agree with their story, their philosophy or their politics. But you can still study and learn a HUGE amount. Guess what you’ll find? It’s a system. And it follows a repeatable pattern. Don’t worry. This isn’t like an exam in school. It’s a lot easier. In fact, studying master presenters is a lot more like looking at a colorful roadmap of authentic delivery. And to make it even easier, I’ve done all the work for you.

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5 Star Video Casts
You’ve probably been watching the weekly address by President Obama. Every Saturday, President Obama gives a video cast, usually under 5 minutes. Each week is on a different topic - ranging from financial to health to world politics. I’ve been tracking these video casts and-color coding them. Each week, I watch and listen to the new video cast and review it according to 4 aspects. These aspects are the same ones I want to share with you right here. The four dimensions of authentic presenting are easy to understand if you look The Authenticity Pyramid. On the bottom is credibility. Then, creativity. Next is authenticity. And finally, the pinnacle is care. I find that The Authenticity Pyramid is easiest to understand through examples. That’s why I thought it would be useful to color-code each of the President’s weekly addresses. To see the President’s weekly addresses reviewed in color click on this link. Take a look at different weeks under Authentic Speeches at http://www.thecommunicationfrontier.com/ As you’ll see in the color-coded speeches, President Obama is building a new standard in communication. He uses the weekly address to speak openly and directly with the American people. This is brand new communication forum for an American president.

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The closest thing I can think of was President Roosevelt’s famous “fireside chats.” Imagine American families gathered around the radio to listen to the message from the President. Now people watch weekly addresses from the 44th president on their I-phone. But the essence is the same. Direct conversation. Simple talk about complex issues. A forum for engaging the public. Each of the weekly videos uses a different combination of the four Authenticity elements. Some are more focused on reassurance and building credibility. Others are more inspirational and rooted in authentic stories. But, taken as a whole, this medium is being actively and regularly used in a new way. Let’s be clear here. I’m not talking about politics. Or whether you agree with the administration’s stand on different issues. I’m purely talking about the use of video. And whatever side of the fence you are standing on, I’m sure you’ll agree, video storytelling is a critical tool for leaders. The only question is:

How Good Are You At Storytelling?
Video is the ideal place for storytelling and communicating to your constituency. And here’s why. With a video, you want to cut through all the isolation and overwhelm that people are feeling. You want to tell a story that is easy to understand and easy to recall.

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An easy to recall story is easy to tell. Not everyone is a natural storyteller. So, you might be wondering about how you can be comfortable on camera AND tell a powerful story. Well - in addition to making it easy for you to understand the power of authenticity - I’ve gone a lot further. I’ve created a storytelling kit that breaks down how to tell an authentic story on video into baby steps. Each step is easy to understand and easy to do. Let me give you an example. There are really only 3 steps to telling an authentic story. By the way, in How To Sell More Stuff With Storytelling, each of these steps is shown in at-a-glance detail. You’ll get fast, easy blueprints to do each of steps. But because you are reading this Authentic Video Presenting Report, I want you to get a jumpstart. Use this checklist for a quick start to telling stories on video. And I think you’ll like it, because it’s just a “yes/No” type of checklist. I think you’ll find it’s as easy As One-Two-Three.

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Easy and Fast Video Storytelling Checklist
Step One: Preparing
1. Did you identify a single purpose for this video? 2. If no, can you identify a purpose for a sequence of 3 videos? (Hint: if you have more than one purpose, you have more than one video.) 3. Did you investigate what your audience wants? Yes No

Yes

No

Yes

No

4. If not, can you survey potential viewers?

Yes

No

5. Did you identify a single message for this video?

Yes

No

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Step Two: Planning
1. Did you get all your ideas out of your head and onto a storyboard? 2. If no, can you outline your ideas into a 3, 4, or 5 sections? 3. Did you use a Storytelling Formula to sequence your ideas? 4. If no, can you describe your story so a 5-year old could retell it? Yes No

Yes

No

Yes

No

Yes

No

5. Did you identify visual images to strengthen your story?

Yes

No

6. If no, can you add color and photos to reinforce your story?

Yes

No

7. Did you identify a single call-to-action?

Yes

No

8. If no, can you pick one call-to-action now?

Yes

No

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Step Three: Performing
1. Did you practice in front of a video camera? Yes No

2. Did you review your video on your computer?

Yes

No

3. Did you use self-evaluation to rate your video performance?

Yes

No

4. Did you get feedback from an industry co-worker?

Yes

No

5. Did you get feedback from a professional presentation coach?

Yes

No

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Yes. That’s Really How It Works.
Storytelling on video is something you can do like clockwork. With this checklist you can run down the items and you will become a better storyteller, on-camera and in person too. For sure. The only thing is…you might want to have each step broken down into even smaller steps. The smaller the steps, the easier they are to do. Take a look at your answers. Do you have more in the “No” column? Do you count more in the “Yes” column? If you are heavy on “No” answers, this is a good indication (kind of like a flashing red light in your car) that it’s time for a tune-up. Telling stories on video is a skill you can learn. You don’t need to be a natural storyteller or have an abundance of talent. You don’t have to suffer through tons of academic books on metaphors, tales and historical fables. Instead, you can use a quick and simple system to tell stories and deliver fearless presentations on video. At the end of this report, you’ll find a bonus to help you be authentic in video presenting. And you’ll also find a resource everyone is talking about: How To Sell More Stuff With Storytelling. Video casts are powerful, flexible and extremely creative. But the downside is there are a million ways to go wrong. It’s easy to seem nervous, anxious or

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unsure. It’s also easy to come off as pompous, arrogant and egotistical. Let’s examine what you can do if you are making a video today - or if you have one and you want to be extra sure it’s ‘good to go.’ Many of my clients struggle with how to do that Final Check on their videos. So I thought you’d like to use this Good-To-Go checklist too. Here goes.

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Is Your Video Good-To-Go? Checklist
1. Do you have a compelling title? Yes No

2. Do you have opening welcome?

Yes

No

3. Do you have a clear message?

Yes

No

4. Do you have easy-to-understand story?

Yes

No

5. Can you describe your story in a single sentence?

Yes

No

5. Do you have your phone, e-mail and contact information on the video?

Yes

No

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Telling a good story is now truly as easy as following a set of steps on a checklist. Storytelling on video is how you can reach your audience and be absolutely authentic. Storytelling creates an intimate and close environment to relate to your viewers. Video storytelling is the ideal vehicle to express your message, build instant rapport and invite your audience to what you have to offer. Over and over when I talk to industry leaders, CEO’s, HR managers and training directors they tell me that stories are the single key to success. People listen to stories. People buy based on stories. And people retell stories. Pretty much sums up the purpose of marketing and sales. Your audience is listening. Your audience is buying. Your audience is retelling the story. Sounds like common sense. Why wouldn’t you use video storytelling to increase your connection to your audience and help them get on fire about what you have to offer? These days video is a core pillar to your successful business - whether you are focusing on online or offline business. But I think you already agree you want to get better at giving fearless presentations on video. That’s why you are here to get the fastest, simplest system for repeatable success in all your video presentations.

Not So Rough Is It?

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So, What’s Next?
My objective in writing this report was to share with you one idea: When you are authentic in video presenting, you will make more money. If you’ve received any value from this report, and you want to take the next step, I encourage you to take advantage of my “How to Sell More Stuff with Storytelling” training as soon as it becomes available. How To Sell More Stuff with Storytelling is a video training program with hands-on instruction in how to tell persuasive business stories and sell more stuff. It is perfect for beginners as well as experienced presenters. It provides a step-by-step plan to develop and deliver your winning story on video and grow your business. For more information about this course and loads more free how-to articles, cool training videos and special reports, be sure to check out: http://www.presentationstoryboarding.com/ To your presentation success,

Thomas Sechehaye

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P.S. Special Bonus: Thank you for taking the time to read this report. And using all the checklists, strategies and tips in this report. To help you gain confidence with authentic video presenting, I am offering a free copy of The Authentic Message book to a limited number of people. Claim your free book at: http://www.presentationstoryboarding.com/

For more information and questions, contact me directly: Thomas Sechehaye Director of Public Relations Presentation Storyboarding 415-383-0246 http://www.presentationstoryboarding.com Thomas.Sechehaye@gmail.com

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