Thomas Clifford /// Nonfiction MultiMedia Producer /// Corporate Communications

I bet you didn't know that a filmmaker telling a corporate story has temptations, did you?

It's true.

Temptations are simply everywhere; in meetings, on phone calls and writing emails.

Temptations are constantly present and just simply impossible to avoid. So, how do you handle them? Easy. Acknowledge them.

Here are five temptations almost every corporate filmmaker will face at one time or another.

1. Faceless Scripts

Temptation: Write a script without a hero or "face."

• Writing a "faceless" and unemotional script instead of capturing personal and interesting stories is easy. This single strategy has given corporate videos a bad rap for many years.

Instead, capture personal stories from heroes within the organization. Personal video stories are compelling, emotional, engaging and of course, memorable. (Making it memorable and remarkable is what it's all about, right?)

2. Fast Budgets

Temptation: Quick! Throw out a number!

• Thinking you can provide incredible customer service by turning a budget around in an hour to a client from an email they sent you is a serious and rising temptation in the digital age.

A conversation is really what the client is trying to engage us in. It's just that email technology got the better part of them. What do you do? Simple. Pick up the phone and...D'oh!...have a conversation! (And having conversations is what it's all about, right?)

3. Forget About the Future

Temptation: This video story won't matter later on.

• Thinking short-term, not long-term, is easy to give in to.

Remember, digital stories have a long shelf life. Critical thinking in long-term planning with clients is important to get the most bang for a client's buck. (Fiscal responsibility is what it's all about, right?)

4. Razzle! Dazzle!

Temptation: Think fancy.

• Using tricks and effects to "wow" the viewer is especially tempting what with so many technological advances in the camera and editing room.

Tricks and effects do not tell stories. People tell stories. (The story is what it's all about, right?)

5. Being Selfish

Temptation: Thinking of yourself.

• Thinking only about yourself, your demo reel and possible future awards while forgetting about your audience is a disservice to the power of storytelling.

Remember...a video story is the beginning of a conversation for a client and their audience. (Which is what it's all about, right? See #2 above.)

It's easy to give in and do the minimum. Fight these five temptations relentlessly and the video story you are about to tell for your client will capture the imagination of your audience.

Which is ................ Right? :-)

---Tom

5 Temptations of Every Corporate Video Filmmaker