-
The Three Things You Need to Know About Testimonials
April 21st, 2012
Testimonials drive sales.
But you need to keep these points in mind:
1. The people you select to praise your business must be genuine.
2. They need to talk from the heart, not from a script.
3. They need to offer specifics when possible.Here’s a good example AR&D Senior Producer Kelli Wiese developed for our client Smiles of Las Colinas/Smiles of Arlington and dentist Dr. Zamora.
Posted in Bob Kaplitz video, Multimedia Journalism, Social Media, Web Video | No Comments »
-
Sincerity Persuades
January 9th, 2012
Video helps you connect with people much better than text and still images.
Many of our clients reach that conclusion quickly. It’s through a powerful video marketing strategy. Here’s an example of how Kids R Kids Learning Academy connects.
KRK Keller Missie Steve IntrWebsite Resend from Bob Kaplitz on Vimeo.
This is another example of how we deliver on our goals.
We develop powerful one to one video marketing strategies.
We build successful brands based on 30 years of audience research and development.
We create engaging stories to increase recognition, reputation, and revenue.
We distribute targeted marketing messages using social media and emerging technologies.
Bob Kaplitz
Senior VP for Content Marketing
214.766.4236Posted in Multimedia Journalism, Social Media, Social Media Video, TV news training | No Comments »
-
Multimedia Minutes: Overcoming a Big Challenge — No Action
July 24th, 2011
How do you overcome the challenge of virtually no action in a story? Say just a guy in a chair. Here’s one approach.
Learn more to create engaging storytelling. Click on the links to the right under “Recent Posts.”
Posted in broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, TV news training | No Comments »
-
Great Example of Making Your Point Clearly and Compellingly
July 11th, 2011
The key is always to separate yourself from the pack. My colleague Regent Ducas and I like to ask new clients the question, “Why YOU?”
We keep asking questions until we get an answer that can convince consumers to come onboard. This video does a good job of that for the insurance category. The competitive advantage is clear and the person communicated it convincingly.
Posted in Multimedia Journalism, Social Media Video, Web Video | No Comments »
-
Web Videos: What You Need to Know
July 10th, 2011
Here are key points:
Keep the video under 2 minutes, preferably 90 seconds.
Capture attention in the first 10 seconds.
Instead of using spokespersons, use owners and principals.
Tell an interesting story about customer experiences and success stories.
Make sure the video can be viewed on all devices — mobile phones, tablets and PCs.
Don’t be afraid to take fresh approaches — like the Blendtec folks whose Will It Blend? videos went viral. In this case, you’re looking at blending an iPhone.
Here’s the video, which is nearing ten million hits followed by a few important still frames.
My colleague Regent Ducas and I underscore the fact your videos need to be real, authentic, and you. If it looks like a high gloss commercial, people will tune it out in most cases. Yes, Super Bowl commercials are definitely an exception. You’ll notice what makes the Will It Blend? concept so powerful is not slickness.
Posted in Social Media Video, Uncategorized, Web Video | No Comments »
-
Power Tool to Break from the Past
June 26th, 2011
We developed a powerful tool to help companies execute innovative initiatives.
It’s surprisingly simple, but many managers rave about it because it leaves the past behind, accelerating execution.
This is for reporters at one TV station. But it works for marketing managers, CEOs, multimedia journalists, and anyone wanting to innovate or lead a team trying to implement new initiatives.
Posted in Multimedia Journalism, Power Tools for TV Journalists, Social Media Video | No Comments »
-
Breaking Through What’s Holding You Back
June 19th, 2011
A news director, seeing the investigative “Watchdog” reporting about the government trying to hide where tax money goes, asked why it’s so difficult for reporters to cover these stories. He points out many MMJs have trouble with the basics and with going the extra step, and wants a solution.
My response:
Great question. Best practices point to seeing your station as a learning organization, looking at staff members as individuals in different stages of their development. The idea is to identify where each person is in their learning/development, what their next step is, and to help them get there. Otherwise, many people flounder.
A basic way of looking at it is “What’s holding each person back?” This is very clear as I lead a team across the country training new multimedia journalists. Each person is at a different level. Get them to the next level, and the improvement is obvious. Many of the learning videos on my blog address just that issue.
For example, some reporters’ stories are weak because they lack a news hook. That’s why you’ll see several videos on developing sources, which generate more relevant stories, which engage viewers. If you go to www.kaplitzblog.com, you’ll see a search box just above Recent Posts where you can search “enterprise.”
News directors who critique on a daily basis, sharing the best examples of people’s work and challenges at least weekly, find they can accelerate learning. Plus clients call on me to conference with small groups in person or by phone, so we can identify specific flash points and tackle them.
You can see the original report the news director liked and is sharing with his staff: Investigate Where Your Tax Money Goes
And follow me on Twitter. Search for “bobkaplitz,” and “Follow.” Here are examples of tweets. The links will be live at the Twitter site:
If you’re a multimedia journalist and news manager not getting the feedback you need to succeed, don’t complain. Ask for it. Every news director I know welcomes those opportunities.
You’re the one ultimately responsible for your own development, which builds your value and your personal brand. Take advantage of every opportunity.
Posted in Multimedia Journalism, Power Tools for TV Journalists, TV news training, Twitter | No Comments »
-
Broadcasting is a Unusual Business
April 6th, 2011
Broadcasting is different than other industries. AR&D consultant Regent Ducas comments at an AR&D workshop for multimedia journalists in Corpus Christi.
Posted in Bob Kaplitz video, broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists | 1 Comment »
-
Bikini Baristas + Tax Money + Social Media = Strong Storytelling
February 16th, 2011
Yet another good example of how to win the battle against weak video — with a little help from social media and bikini baristas.
The more you stay connected with viewers through Facebook, Twitter, and other social media, the better. People want to connect with local TV stations, and will be loyal if you stay in touch with them.
Refine your storytelling skills by watching the learning videos under Recent Posts to the right.
—————
Posted in Bob Kaplitz video, broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, Social Media, TV news training, Twitter | No Comments »
-
Great Storytelling Can Take the Pain Away from Your Neck and Back
February 4th, 2011
“Why did they show me that?” is a frequent viewer complaint in focus groups.
This viewer was referring to multiple angles of a building in connection with a story about an agency in the building. The MMJ shot the building from all angles, working hard for “cover video.” Of course, unless you’re the architect for the building or the property owner, you don’t care. It’s boring no matter how hard the multimedia journalist worked.
So what’s the solution? Consider yourself the best video. Watch the power of storytelling from — of all people — a chiropractor who placed several videos on YouTube. I edited out the demonstrations so you could see just the doctor tell his story.
Posted in Bob Kaplitz video, broadcast journalism, Multimedia Journalism, Power Tools for TV Journalists, Social Media, TV news training, Twitter | No Comments »