Think back to your elementary school days. Name the one thing you remember most vividly about show and tell. It’s the thing, the object, the show, right? You may have no recollection at all of the vivid descriptions and gripping stories your classmates told about the thing they brought in to class, but you probably can remember the thing itself. Well, not much has changed about the way you recall things as an adult. People are programmed to retain visual stimuli, and we remember pictures much more easily than we remember words. This is precisely why you want to capture your customer success stories on video.

Video productions used to be exactly that: productions. With the advent of compact, user-friendly video cameras, such as the Flip Video Camcorder, even a novice can serve as the producer, director, production designer, set decorator, director of photography, key grip and camera operator. All you need is a well lit environment and a very steady hand. OK, maybe you need a little more than that. To help you get the most out of capturing your customers’ testimonials on video, here’s a primer on how to be a one-man camera crew.

Location – Choose a quiet room where your subject’s voice will fill the space. If you shoot in an open area, such as a ballroom or a hallway, their voice tends to get lost and will sound distant during playback. Choose a simple background because It will always be in focus. Be sure the area behind your subject is free of movement, distractions, computer screens or detailed backdrops. Definitely avoid using full bookshelves, patterned wallpaper or intricate tile work as your backdrop.

Perspective – You should position the camera about two to three feet away from your subject. This may feel a little up close and personal for American tastes, but it will yield the best audio and provide a more personal experience for the viewer. A close-up shot starts at the top of the subject’s shoulders. Here’s what you should see in the frame:

While your subject may not look exactly like Natalie Portman, you get the idea. Also, your subject doesn’t need to look directly into the camera. Have them look slightly off to one side, as if they’re talking to someone directly over your shoulder. Avoid full profile shots. These create an impersonal perspective. Lastly, make sure you don’t cut off the top of the subject’s head. That’s not nice.

Stability – With any camera equipment, it’s always advised to use a tripod. You’re not trying to evoke memories of The Blair Witch Project, and your audience won’t appreciate a shaky hand. Set the camera up on a simple tripod on a level surface, and you’re ready to shoot. With the Flip Video Camera, it’s best not to zoom during shooting. In the span of a 60-second video featuring a single subject, there’s really no compelling reason to zoom. It will only distract the viewer and take their attention away from your customer’s compelling story.

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