Liberty Inspection Group - April 2018


Engaging videos are the darling of modern marketing, and when companies do videos right, they can be hugely successful. But when they miss the mark, they might go viral for all the wrong reasons. Here are five lessons you can learn from the best business videos. Use a script. Even if the person in your video is the leading expert on the topic, you still need a plan for what they’re going to say. Lay out the facts, incorporate an interesting story, and keep it conversational. Scripts help you control the tone so the video isn’t one big information dump. Invest in quality equipment. Popular viral videos are often shot on a cellphone, but shaky footage and poor sound quality won’t help your company. You need to hire a professional to film your video, or at least use professional equipment. Bad lighting, background noise, and other amateur mistakes will dilute your message and guarantee audiences won’t respond to your video the way you want them to. Include the right music. Music is tricky. When it’s not there, the video feels uncomfortable. But choose the wrong music, and your video becomes unintentionally hilarious. As strange as it sounds, the best music is the kind your audience never notices. Fortunately, there's As I wrote about in this month’s cover story, I’ve had my share of both successes and learning experiences since starting Liberty Inspection more than 11 years ago. But though I’ve loved building my company from the ground up, I’d be lying if I said the entire process was sunshine and rainbows. As with most things, there were moments when I was struck with uncertainty, especially as expenses mounted and business waned. Luckily, I’m the kind of guy who never stops moving. With every obstacle, I trusted my instincts, learned from my mistakes, and pushed through even the toughest times to be where I am today. I knew that in order to be truly successful, I needed to keep my eye on the prize and maintain consistent drive and intensity — no matter what. No one knows this better than Tim Grover, the legendary trainer of athletes like Michael Jordan, Kobe Bryant, and Dwyane Wade. In his awesome book, “Relentless: From Good to Great to Unstoppable,” he outlines exactly what it takes to be a top competitor in your life and your career.

plenty of royalty-free music that can fit with any budget and video atmosphere. Pick the right clothes. The clothing you wear in your video has more of an effect than

you may realize. Sure, you get compliments on your striped blue shirt all the time, but that shirt will ruin your video. Stripes and patterns tend to move when they appear on camera, which can be distracting. Solid colors are the best option. Don’t drag on. If someone sends you an eight-minute video, how likely are you to watch it? Eric Guerin, executive producer at Adelie Studios, reports that 53 percent of people who watch business videos leave after one minute. Your videos should be under five minutes, with an ideal time frame of 2 1/2 minutes.

Most companies make videos these days, so the competition is fierce. Remember these tips to give your next business video a boost so it stands out above the rest.


The key, Grover argues, is to become absolutely relentless in the pursuit of your goals. You make an action plan that will get you where you want to go, and you follow it with the utmost focus. You take responsibility for doing everything you need to do to realize your dreams, and you eliminate every distraction, excuse, or shortcut along that long and difficult road.

As Grover states bluntly and repeatedly, there’s no magic pill or secret strategy that

will suddenly turn you into the person you want to be. It’s a matter of how much work you’re ready to put in. “It’s simple,” Grover writes. “Ask yourself where you are now, and where you want to be instead. Ask yourself what you’re willing to do to get there. Then make a plan to get there. Act on it.” In his book, Grover is a stern coach who pulls no punches, but I’ve found him to be an invaluable resource for finding the motivation to continue driving my company, my personal development, and my mental fortitude forward.

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