Do you want to make a video of you and your office but don’t know where to start? The following are some tips I learned while shooting my own video.
1.Camera selection
The camera you use must have the ability to shoot in high definition (HD). The ideal camera is a digital SLR, but any camera will work. A dedicated video camera will do a better job than a point-and-shoot camera. The camera shall have the option of an external microphone.
If you’re using an SLR, consider using a wide aperture (low number) to soften the background when needed. Using an aperture around 3-4 is low enough and gives a professional look. If possible, use manual focus so the camera doesn’t try to refocus while you’re talking.
2 tripod
You will need a tripod or a stable platform on which you will need to place your camera. Trying to get someone to hold the camera in their hands will create annoying movement that will look more like the Blair Witch Project than a professionally produced video. The last thing you want is to make a horror movie about root canals. Also, the use of a tripod adds consistency to the framing so that when the video segments are compiled, they appear to have been part of one continuous interview, even though they are actually many different segments. Consider placing the tripod at eye level so the camera is not looking down at you.
3. Microphone
The camera microphone will not be suitable for a professional video. One of the cheapest options is to purchase an inexpensive lavalier microphone (also called a lapel mic). Also, plan to do all of your narration from the same place to keep sound quality consistent.
The microphone is sensitive to background noise. Turn off the air conditioning system, fans, air compressor, and radio. Close the windows and leave the children at home.
4. Look pretty
I know you’re already beautiful, but you’ll need to wear makeup. HD cameras are unforgiving and can be downright ruthless. Catch every hair, every lash and every blemish. Even men should use a little powder to smooth their skin. Make sure your clothes are free of wrinkles and stains. Try a couple of different outfits until you find one that you feel comfortable in. I didn’t feel comfortable in a shirt and tie, so I changed into my daily uniform: a black dressing gown.
5. Clean your room
Just as the camera will magnify any of your imperfections, it will do the same to your surroundings. Clean up any clutter, including papers and cables. In my video, I even changed my monitor because the usual one had some stickers from the manufacturer. Even a misplaced mouse cable can be annoying. Choose a background that is not too busy. If necessary, you can adjust the aperture to slightly blur the background.
6. Let there be enlightenment!
Take control of lighting. Open or close window shades to optimize natural light. In a dimly lit environment, you can use a lamp on a stool or chair that is out of the camera’s view to get the lighting and shadows on your face just where you want them. Make sure the camera is not reflecting on your monitor or window.
7. Pick a voice
Decide who your audience is. Are you talking directly to the patient or are you talking about patients in general? You say, “When you come to our office…”? Or do you say, “When patients come to our office…”? Be consistent in the way you address your audience.
8. Keep it short
Try to keep it under two minutes. Any more than that and you start to lose a lot of your audience. Consider your first video as purely introductory. If you want to provide more detail, plan a second video where you can speak on a desired topic.
9. Write a script
Start by writing a script for exactly what you want to say. Split a page into two columns with the script on the left and what will play in your video on the right. Practice your dash over and over again as you drive to and from work. The more you do this, the more natural you will become. If you try to go strictly from memory, you will find yourself looking up as you speak. If you’re really bad, you’ll find yourself staring at the camera like a deer in headlights while delivering a monotone monologue. You want to look natural, but this does not mean you are unprepared.
Also, consider the message you want to deliver. I call this your “core message.” This is the underlying theme that you want the patient to understand when they are done viewing. Even if you don’t say it directly, there must be a central message. In my video, I chose the core message of “a better experience.” Although I use the word experience, I don’t directly say, “You’re better off here!”
10. What are you looking at?
Where should you look when you speak? You can look directly at the camera, you can look to the side, or you can speak as if you are facing an interviewer. If you choose to speak directly to the patient in “you” form, then you should probably look directly into the camera as if you were speaking directly to them. If you want to address all patients in general, you should look next to a virtual or real interviewer. In my video, I chose a point on my camera that was just to the left of the lens.
11. Break it up
Don’t plan on turning in a perfectly memorized script in one go. Divide it into groups of thoughts or sentences with a short pause where you are not speaking at the beginning or end. Doing it this way makes post-production editing much easier. Take each fragment several times, because there will inevitably be something you don’t like about yourself.
12. Inform your patients
If you intend to take action involving patients, be sure to obtain their consent, either in writing or verbally. Assure them that there will be no audio, and if you choose to use video, it will only be a few seconds of footage. You can also use a friend or family member as a patient nickname. In my video, I taught my assistant how to use the camera and she filmed me at various times of the day. There was no rehearsal.
Also consider which staff members will be in your video. Although you want patients to know a bit about your staff, be aware of the awkwardness of having to release your staff member but he’s immortalized on your office video.
13. Video settings
If you have the option to control your video settings, consider configuring them as follows:
720P, 44.1kHz sound and 30FPS.
14. Smile!!
I cannot stress enough how important it is to smile. It helps to have someone behind the camera reminding you to smile. When I look back on my own video, I wish I had smiled more. Smiling helps the prospective patient feel more comfortable coming into your office.
15. Check out some samples
Search YouTube for examples of videos the dentist has made. Find things you like and dislike.
16. Compliment others
Take this opportunity to discuss your staff and referring physicians. Patients are just as interested in the staff as they are in you. They also want to know that the specialist thinks their dentist is amazing.
17.Preview
This may sound obvious, but preview your videos after each segment. You will notice many things that you will want to change. Don’t shoot an entire day’s worth of video, then sit back to preview it, or else you’ll be shooting a second day of video as well. If you have the means, preview some of the segments on your computer to see how it will look and sound. The camera speaker is not a good representation of how it will sound on your patient’s computer.
18. Go for good enough
Few people like to look at photos of themselves, and fewer people like to watch videos of themselves. No matter how good you and your video are, you will probably cringe every time you look at yourself. Try to see it from the patient’s perspective and understand that what you captured will be good enough for them to know about. Consider having a staff member nearby who can provide a different perspective and opinion.
We wish you the best in collecting your own video footage. This can be a fun process and a great learning experience. Plan to spend at least a couple of hours setting up the office and collecting images for your main narrative. Also remember that this is probably the first of many videos you will shoot of yourself and your office throughout your career. If you need help, feel free to contact us at Engage Dental.