Telling your own story with video – getting people to talk!

To assist clients interested in producing their own video projects, Focal Point Studios continues our series with tips on conducting interviews and the quest of good “sound bites.”

What is a “sound bites?”

It’s a statement that summarizes a thought – a “snippet” gathered during an interview that helps tell a broader story.  The best “sound bites” show emotion.  Viewers relate to them.  They remember them.

Put subjects at ease.

One of the most important parts of the interview takes place before the camera rolls. Establish a good rapport with your subject – help them feel comfortable; make them want to share their story.  “Small talk” about something they enjoy helps serve as a natural transition to the “interview” segment. This isn’t a major movie production – no need to state loudly, “rolling!” when the camera goes on.  Treat it as a casual conversation, rather than a formal – or forced – Q&A session.

Find their passion.

If you know what your subject is most passionate about, get them to elaborate on that topic.  Ask questions that help elicit specific answers, such as:  “What’s the most rewarding part of your work?”  “What do consumers rely on most?”  “Why is [a certain aspect] important to you personally?”  This lets their guard down and helps show emotion.   Emotion engages viewers; engagement moves viewers to action.

Guide your subject; ask them to restate.

“Sound bytes” need to be clear, concise and complete.  Let’s say a CEO is talking a bout his company’s customer service and says, “It’s what sets us apart from our competition and connects us with our customers.”  What sets them apart? Ask him or her to restate the thought using complete sentences.  For editing purposes, this is better: “At [company name], customer service is our top priority.  It gives us a strong connection with our customers and sets us apart from the competition.” Or, if someone rambles during an answer, pick out the part you think will work nicely and ask them to repeat just that part.

Remember that video helps sell – be it a product, service, or concept.  Messaging is purposeful and meaningful; helping craft a message during the interview makes for a simpler editing process and more effective final product!