Pre-production tips that will improve your video.
How to Prepare an Executive for a Video Shoot (The On-Target! Way)
All right, here’s the thing. You’ve got a sharp executive. Smart. Capable. But when that little red light flicks on, they turn into a deer in the headlights. That’s normal. Cameras have a way of making even the most confident folks second-guess themselves.
So let’s fix that.
Keep It Simple. Keep It Real.
People connect with people, not corporate robots reading from a script. Give them a few talking points—not a script, not a teleprompter, just a good, honest message. Let them say it in their own words. If it feels rehearsed, it’ll sound rehearsed. And nobody believes a commercial that sounds like a commercial.
Dress for the Part.
Tell them to wear what makes sense—something comfortable, and professional, but not stiff. No loud patterns. No tiny stripes. Just solid, natural colors that feel like them. Because this isn’t about dressing up, it’s about showing up.
Talk to One Person.
That camera lens? That’s not a crowd. That’s one person on the other side. A customer, a partner, someone they’d have coffee with. So tell them to speak like they’re having a conversation, not giving a keynote. Slow down. Pause. Let it breathe.
Fix It in the Prep, Not in the Edit.
Stories compel, claims are ignored. Prep your questions AND answers beforehand. Refine your answers to really speak to your viewers. In other words, no vernacular or lingo. Trust is built emotionally, not rationally. Yes, this is proven. Neuroscience did the research. So, speak to them, don't explain to them.
Make It Comfortable. Make It Right.
A relaxed executive tells a better story. Give them time. Let them warm up. Maybe a casual take or two before you roll. And remind them—it’s just a conversation. If they stumble, they pick up and keep going. That’s what editing is for.
In the End, People Remember the Feeling.
Not the perfect delivery. Not the crisp enunciation. The feeling. If they come across as genuine, as someone you’d want to listen to, that’s all that matters.
So get the lights right. Get the sound right. But most of all—get them comfortable. Because when they’re at ease, so is the audience. And that’s what makes a message stick.