The Secret to Successful Webcasts

To make your company's videos more appealing to viewers, follow these tips from our columnist, a former television broadcast journalist

by Carmine Gallo

More companies are using video Web casts for sales and marketing purposes. Perhaps it's no surprise that networking giant Cisco Systems (CSCO) is leading the pack. The Cisco Web site carries a professionally produced program called TechWise TV, where a host interviews Cisco experts about a range of networking topics. In the past few months, Wells Fargo (WFC) has started a regular Webcast series targeting small-business owners. But while most business Webcasts don't match Cisco's or Wells Fargo's production values, their popularity is booming, and odds are you have you already participated in one or soon will.

Here are seven tips culled from my career as a television anchor that you can use to stand out when you're asked to stand in front of the camera:

1. Don't bury the lede. It's difficult to get viewers to watch an entire Webcast. Fail to grab their attention in the first 90 seconds and you'll lose them for good to myriad distractions. Establish the benefit to the audience right out of the gate. If you're going to help viewers make money, save money, or make them more productive, let them know it immediately.

A strong story begins with a gripping headline and a strong opening sentence, followed by supporting points. For example, a broadcast might read, "Stocks rocked over subprime mortgage mess. Today, a panel of experts offer their advice on what to do next." These two sentences offer a headline that sets the stage and tells viewers what they will learn in the upcoming show. As a host or a guest in a Webcast, establish why you're doing the Webcast, and clearly articulate what viewers will learn from you.

2. Speak in sound bites. A sound bite is a short quote or statement that is edited from a longer interview. Sound bites that are used in newscasts keep getting shorter. When I studied journalism at Northwestern, it was acceptable to edit an interview in 20-second sound bites. Today, I notice newscasts carry sound bites of as little as 3 to 6 seconds. Of course, that's acceptable for a news story that lasts 60 to 90 seconds but not in the case of most Webcasts, which can last up to an hour. However it's still important to speak in short, crisp quotes. If you're asked a question and you ramble on for several minutes, the listener will fail to retain much of your answer. If, however, you edit your answers to keep them concise, you will keep the conversation moving along and make it easier for your listeners to digest key points.

3. Use lists. One easy way to speak in sound bites is to use lists to outline your responses to questions. During a typical Webcast, you will know most questions in advance, so answers should be prepared ahead of time. For example, you might say "This product comes with three important features our customers will love…" Outlining the key features could take 30 seconds. That's a sound bite. Leave additional explanation of the details for later.

4. Pump up the energy. When viewers see you in a small pop-up box on their computer screens, they don't have the benefit of being in your physical presence. The energy that might be evident in a room gets lost. It's important to pump up your energy level a few notches, even to the point where you might feel uncomfortable having such high energy in normal conversation. To the Webcast viewer, it will look and sound fine.

5. Make your wardrobe pop. In a recent interview with CNBC's Donnie Deutsch, real estate mogul Donald Trump talked about how much attention he pays to his wardrobe. His suit is his "uniform" and he likes to wear colorful ties to play up his personality. He also notices what other people wear and what that says about them. Don't take wardrobe for granted. Wear complementary color combinations. I once interviewed a man who has tailored suits for every U.S. President since Lyndon Johnson. He says the best colors for television are dark navy suits, a blue shirt, and a burgundy tie.

6. Lean forward 20 degrees. This is a technique broadcast journalists know very well. When they are seated in an anchor chair or doing a "stand up" in the field, the good ones will lean slightly toward the camera. The key word is "slightly." It might feel a little awkward but you will seem more engaged to the viewer. Lean back and you will appear disengaged, disinterested, and unenthusiastic.

7. Smile—it's not that painful. Webcast viewers are tuning in because you have information related to your company that they want to watch. Use a warm, friendly smile from time to time. It won't hurt you and will endear you to your viewers!

Carmine Gallo, a business communications coach and Emmy-Award winning former TV journalist, is the author of 10 Simple Secrets of the World's Greatest Business Communicators and Fire Them Up! He writes his communications column every other week.