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10 Building Blocks of a High Converting Video

"10 years. Over 1,000 salespeople trained. Here’s what we’ve learned.”

Navigating a rocky coastline was treacherous before the invention a lighthouse. Towering above the sea like the North Star, a Lighthouse grants travelers safe passage. Unforgettable and ever present, resilient by design. In practical terms, a lighthouse is a framework that delivers consistent results.

The jiveSYSTEMS framework works in much the same way, helping salespeople create a high converting video. The jiveSYSTEMS framework consists of 10 building blocks. There are 7 fundamental building blocks, and 3 advanced ones. Think of the Building Blocks like lego pieces: you choose what you build.

"Master the instrument, master the music, the forget all that shit and play." —Charlie Parker

Let's Review the Building Blocks

Prime Time Ready™ is the primer. Get camera-ready first thing in the morning, before you check your email. Otherwise, you’ll get sucked in and when the opportunity arises, you won't be ready. In the same vein, leave your equipment setup 24/7. Resist the urge to put the equipment in a temporary location. Having to setup and breakdown every time you make a video is a waste of time and energy. Don't create a fake enviroment like green screens or backdrops. Create an environment that makes you feel good -- when you feel good you’ll look good too.

People freeze and ramble when the recording light comes on because talking to a camera is a one-way conversation. Teleprompters were invented to resolve this problem. However, it takes a high degrees of skill to read from a teleprompter -- it also slows down the production process. To stay on track, jot down your talking points. Use the talking points like scaffolding to wrap your words around. And don’t be afraid to reference your outline during your video -- transparency builds trust. And trust increases sales.

When a client watches your video, they can only use two senses (sight and sound) out of a total five senses that they’re used to in person. To overcome this obstacle and appear natural in video, increase your energy levels twenty-percent. This doesn't mean talking louder or faster, it means injecting twenty-percent more enthusiasm into your message. It feels unnatural at first. However, you'll quickly get used to it.

Imagine someone was about to punch you in the stomach. Imagine their fist moving towards your abdomen. What happens as the fist draws closer? Unless you’ve had training, even before the impact, your shoulders roll forward and your back would round to soften the blow. We like to say “Posture is projection.” From a primal perspective, being hunched over appears as weak. So, sit up straight and release your shoulders back.

Nobody likes getting lectured. And nobody likes someone up in their grill. This is where a technique called “the rule of thirds” comes into play and it’s why we rarely recommend framing yourself in the center of the screen. You want to position yourself in the right third -- angling your body into the frame slightly -- in order to make your viewer comfortable. This technique mimics a regular conversation, where you would feel uncomfortable if someone stood too close and comfortable if they took a step back and angled their body by thirty degrees.

When you think of Star Wars or Superman, what do you think of first? The storyline or an object like a lightsaber or red cape? More than likely, it’s an object. In other words, you might think your message is the bee's knees, but six months from now, two years from now, the first thing people will likely remember is an object they saw in your video first. The objects you surround yourself with give meaning to your message. So, choose them wisely!

Authenticity is the accelerator pedal when it comes to video, because when you mean what you say, you always get better results. There are two parts: (1) the steps to create a video need to be in your rote memory so you can focus on your message, and (2) speaking from your heart as opposed to your head because when you believe, they believe. Once these two elements come naturally to you, your on-camera performance will improve dramatically.

There are three advanced building blocks, the other 7 sort of roll-up into them. Staging is going from props to creating a staged environment to film. Image/style is tailoring your look to fit your audience. Acting is stepping into a professional character when you film.