Amy Redford, an award-winning actress and filmmaker, hosted a special workshop at the Lassonde Entrepreneur Institute where she coached students on how to create captivating pitch videos.
Whether you’re preparing for a competition, seeking out venture capital or crowdfunding, or trying to grow your social media following, Redford says, “you need to be able to tell a story.” Below are four of her tips for capturing your idea – and yourself – on video.
Don’t stress about equipment or software
Entrepreneurs are usually on a shoestring budget. While high-tech cameras and expensive editing software make for pristine video content, Redford said you have a lot more than you’d think at your fingertips.
“iMovie is a pretty sophisticated software,” she said. “You can even use CapCut to edit, which is free. And, if you have an iPhone, you’re basically shooting a movie – most iPhones’ camera settings let you toggle on 4K, which is what many films are recorded with these days.”
A stabilizer, or even a selfie stick, can help keep your phone from shifting while filming – both of which Redford says can be found for cheap. If your video’s focus is in frame, the lighting is good, and the audio works, you’re in good shape.
If you’re totally opposed to Frankensteining a movie set, though, you’re not out of luck.
“Better yet, get someone with film knowledge to join your team and take over that piece,” she said. “If you’re in school, find another student in the film or media departments and ask them for their insight. Getting good collaborators can help you see around corners that you’d otherwise be stuck behind.”
Show off your real personality
“Be open and conversational,” Redford said. “When you speak from your heart, you reach more people.”
There’s a time and place for serious conversation – pulling out the charts and financials will soon be important – but if you can’t connect with your audience personally, you’ll never get to the numbers part of the pitch.
“If you’re looking for investors, they want to invest in something that matters to you,” she said. “Why are you doing this? Will you be problem-solving late at night? Will you be committed to this idea? What can you tell them about yourself that will make an investor feel comfortable trusting you with their money? You’re selling them on the idea of you even more than your idea.”
Redford advises looking to more casual conversations.
“When you discuss this with your friends and family, at what point in your story have you captured their attention?” she said. “Whatever piqued their interest, lead with this as your hook.”
Script and cast thoughtfully
There’s no one-size-fits-all formula for a great pitch video. Redford said there are many components can make content soar (or flop). However, the successful videos all have one thing in common: your attention.
“The best commercials in the world can get you to make a decision in an incredibly short amount of time,” Redford said. “Sometimes they do this with an image, an exchange between two people, or even just texts with statistics.”
It doesn’t matter how you go about getting an audience to take notice, as long as it’s genuine. Adding real-life anecdotes is one way to help boost your script’s relatability.
“Pay attention to people when you’re shopping, when you’re just out in public,” she said. “The more real-life references you can share, the more original your vision feels. You come off as observant and thoughtful.”
This doesn’t mean that your script should be stiff, though – a few jokes can add to your first impression and make you more likable.
“Don’t be afraid of humor,” Redford said. “Humor softens the receptors for people to take things in.”
When planning a pitch video, you don’t necessarily have to be the one delivering all the lines. Redford said it’s okay to build out a cast.
“If you hate being on camera but you think a person on screen will share your message the best, get someone else,” Redford said. “You can sell your product without being in the center of the video.”
You can also smash cut to other locations with other people so that you’re not the only person they see, or you can flash testimonials alongside you speaking.
“We just want to be able to grab on to the aesthetic of what you’re selling,” Redford said. “Help your audience understand that you’re creative, however you present your idea.”
Get ahead of the questions
While a pitch video is short, it shouldn’t be hollow.
“If you’re asking for money, or some other form of investment, people are going to ask questions,” she said. “I want to see that you have a clear and articulate plan.”
Without getting into too much detail, your pitch should cover your plans for distribution, and the backup for the backup plans; who your team members are, or who they will be if you’re dependent on funding; and who is already funding your idea or has agreed to support you.
“Show me how far out you’ve thought this through,” Redford said. “Show me how your teammates complement each other’s strengths and weaknesses, that you can build a balanced and creative team. If you have a car detailing business, show me that car dealerships or mechanics in your area agree that your idea is good, that it will work, and that they want to use it.”
Including the above will answer a question before your audience even has the chance to think of one, and show that you’re truly a trustworthy, responsible founder.
Redford is passionate about the Utah film industry and supporting youth in their cross-disciplinary careers in media arts. She sits on the board of SpyHop and The Sundance Institute.
