Live On Page® was one of the first providers of borderless video spokesperson starting 2008. We have always led the industry in the quality of our actors, scripting and strategy. Our video will represent your business to the online world, which is why we were the first and ONLY video spokesperson company to focus on being the best and not the cheapest. Your business deserves the best.
The writing and strategy team at Motiliti have written literally 5,000 video scripts over the past 9 years. We have learned to distill your company message, web strategy and most important visitor action to a 30-45 second video script, and we’ve done it thousands of times. The result is a very different and more effective script than business owners would write for themselves.
There are a few guiding rules that can really make or break its effectiveness. The most critical features of the video, is the script and website spokesperson talent. The actor must read the script, but sound like they are speaking their own words, not something written. This sounds fundamental and obvious, but nothing could be more difficult. This kind of skill requires years of experience and most walk on video spokesperson companies do not seek out this type of experienced actor for budgetary reasons. Live On Page has auditioned and rejected hundreds of actors to find the 20 or so walk on video spokespersons you’ll find in our cast.
The script can be the absolutely most critical element of a walk on video. The human brain is designed to predict and ignore. If incoming sensory information matches what is predicted, your brain pays less attention to that input, choosing instead to look for other, more novel input. Therefore, the walk on website video script should engage the visitor by stating their needs and the website’s features in a “less-than-predictable” way. The script must avoid clichés, ad-speak, hyperbole and typical greetings, like the plague.
The worst imaginable script sounds like this; “Welcome to our website. Please take your time and browse around. There’s a lot of information here. If you have questions give us a call.”
This part of a script took 8 seconds to read and if most visitors bounce between 5-10 seconds, do you really want to take that time to say what they already expected you to say? They will bounce from watching your advertising videos and website with a script like this.
Website video and web commercials have proven to be both cost effective and a boost to marketing efforts. Many people have doubled or tripled their lead conversion rate after adding one of our videos to their site. We take care of the entire process for our clients – from finding a great actor for your video, to scripting, consultation, and video installation. With our full service approach, you’re getting much more than a web video, you’re getting a revenue generating machine. Website owners utilize our spokesperson videos to make their site more approachable to their viewers, with a clear and compelling message delivered from a human being, live on their website. This makes the site stand out from the competition.
Like any web marketing technique, there are good and bad uses of this kind of technology. Delivering straightforward and concise information your visitors need is the best way to utilize spokesperson video. Trying to entertain your visitors tends to be the worst use – they probably did not visit your site for entertainment, after all. And obvious sales pitch wrapped in a silly script won’t be effective in promoting your product or service. Website video is similar to any other function of a website – it is there to get a message across to your viewers. This is why web videos aren’t as effective as spokesperson videos – the connection with your viewers will not be the same. Embedded web commercials can be great for branding or establishing credibility, but they cannot duplicate the effect a viewer receives from the “face to face” type of communication you get from a borderless spokesperson video delivering a powerful marketing message.
There is a lot of variety in website design, with many options for graphics, colors, and layout. If your content is meaningful and effective in it’s marketing message, most viewers will forgive a site for looking a little “homespun”. This isn’t the same for video, however. Without the best production values for your web video, your video won’t accomplish the task of conveying your message. To effectively create the illusion of a real-life person standing in front of your site, your video will need to look and sound like a real person. This requires hi-def quality footage and sound, as well as control over how the audio and video will be compressed. If the video appears to be poor in quality, it won’t connect with your viewer and will likely be ignored outright.
When producing a video, everything begins with properly framing a shot. Spokesperson videos are best framed utilizing a half-body shot. This is what people are familiar with seeing when conversing with another person in real life. When a person shows up on your screen and their entire body is visible, it is similar to speaking to someone from across the room.
The next important step in producing a web video is post-processing. You can remove the green screen background from spokesperson video footage using special software that utilizes a process called “chroma-key” to make the background transparent. Audio is processed to remove background noise and artifacts. Typically, the final size of a 30 second video will be about 2 megabytes in size. This is small enough to stream effectively while retaining high quality standards.
In order to ensure the video is streamed effectively, the video will need to be hosted on a high quality content delivery network (or CDN). Only a high-bandwidth, co-localized server platform that makes use of multiple Points of Presene will have the capability to manage multiple downloads of your video simultaneously without causing any buffering or stuttering in the playback of your video. Streaming of your video should launch instantly and require no buffering at all.
Impact Quotient (IQ) describes the ultimate persuasive power of an ad itself. Impact Quotient is the absolute most important single factor determining website effectiveness (assuming that search engine marketing has delivered the desired traffic to the site). Live On Page leverages impact quotient in several significant ways. Live On Page Fights Back Pressure Due to the overwhelming number of search results available to the internet visitor, there is incredible pressure to leave every website in search of more clarity, less hype, and a service offering precisely aligned with the visitor’s needs. We have coined the phrase “Back Pressure” to describe the forces encouraging a visitor to bounce from a site. Each website has seconds to counter Back Pressure by communicating with clarity and without hyperbole, exactly what can be found in the web-site.
There is an interesting story circulating in conversations that goes like this…”nobody reads any-more. While illiteracy rates are high, they have been high for 30 or 40 years. This hasn’t stopped advertising from succeeding in the newspaper and magazines. The real problem is the sheer amount of information and the absolute miserable presentation of most websites. Visitors click a search result link assuming that they will click the back button moments later because there is little chance that they will find what they are looking for. They are not motivated in the least to stay in a website unless they already know the company. Therefore, we need a new measure called Instantaneous Impact Quotient. This is the new predictive measure of web success and refers to how persuasive a website is within 5-10 seconds of arriving.
Recent reports on the current generation estimate that they have had access to a sophisticated level of knowledge and information for most of their lives. In fact, they have access to the information we had by age 18; but they have access to it by age 6. They have been sold to with “sales speak” and hyperbole since they were born and have reached the limit of what they can tolerate. Any advertiser that hopes to communicate with this generation of buyers will need a direct and straightforward message. They will need to use honesty and disclosure as their secret weapon. The message must be human and relevant. Live On Page is perfectly positioned to lead this revolution and flourish in this new “hype-free” world.
I get tell people what there is to see and do on my site. There could be nothing better than Live On Page for your website.
-World Renowned Business Author, Michael E. Gerber
By writing scripts that communicate the website bottom line and an action step, we capture visitor inter est. Further, LOP scripts avoid common conventions of a spokesperson “greeting”. The language is conversational, not written and contains the #1 search terms and key benefits often in the first sentence.
Script guideline summary
1. Top “likely” search term mentioned within the first 5 seconds.
2. Top desired benefit of using the service or product in the first two sentences.
3. EVERYTHING is conversational and straightforward.
4. There is always an action requested and facilitated by clickthru.
By presenting LOP waist-up on the page, the visitor is invited to connect face to face with the presenter. Acting and reading ability becomes drastically more important at this range. However, there is a significant impact difference as compared to full-body walk on at the same player dimensions. Remember that when conversing with a live person, you can only see from the waist up.
Rather than embedding the player into website features like the banner or side-bar, LOP is show resting on the bottom of the browser. Real people are constrained by gravity and therefore would be standing on the ground. If they are real they cannot sit or stand on a website feature which isn’t real. This completely destroys the LOP illusion.