And 1000 per cent better than her old one. (OK, so the 1000 per cent statistic is more the ‘Simon Cowell’ use of the phrase than actual maths, but there is no doubt Zita West’s website video – filmed and edited by, me, naturally – kicks her old one into the dust.)
The previous video will soon be relegated to cyber history, but to give you an idea, it was sombre, bleak, subdued, dull and with a large bunch of lilies positioned right behind Zita, she reminded me more of a funeral director than a leading IVF guru and celebrity midwife.
Obviously, sensitivity is necessary as Zita’s clients are experiencing infertility, but as a leader in her field, and a UK authority on infertility, and with THOUSANDS of happy clients and babies under her belt, Zita presents the solution to a problem and as such she can be positioned in a more upbeat manner.
You can watch the new video below. It’s now an uplifting, engaging and moving watch (I’d love to know if you enjoy it, so leave a comment). Here are 6 elements that have turned the video from dull dishwater to an inspirational and convincing showcase of a business and high profile individual.
Open with the ideal outcome Zita’s previous video started with the problem, i.e. so many women are experiencing infertility. We opened with the ideal outcome of what happens when you have fertility treatment with the Zita West clinic. A happy client returns with her new baby to show Zita and her team. And thoughout, whenever Zita is talking, she is filmed against a wall of her babies. Ideal outcome, ideal outcome.
Colour Black tops and jackets be banned. Instead, Zita is wearing a bright pretty floral dress that fits well with the overall colours on her new website.
Storyline with social proof Many videos have no story, they are just the business owner sitting their talking about their business. Ours has a story line of a happy client returning with her baby – and Zita explains their offering against that backdrop. The client also provides social proof. Zita no longer needs to tell us how cutting edge her clinic is as the client does it for her. And that is more compelling than someone talking about themselves (hmm, with this in mind I should really be asking Zita to write this article about me!)
Genuine smiles When you meet Zita, she is incredibly smiley and with bright engaging eyes. The video shows plenty of footage of her smiling, some close up. Actions speak louder than words. What is the point in use saying ‘Zita is a nice genuine woman’ when the focusing on her smiles says that a thousand times more clearly.
Slow motion Watch carefully and you’ll see several moments of slow motion. Slow motion is emotional – you can see tiny moments in slow motion that you would otherwise have missed. Each slow motion moment demonstrates further Zita’s likeability and genuine nature, how special the new baby is and how this clinic delivers good results.
Music Videos without music are like pages without pictures – scratch that, they are worse than pages without pictures. Music takes people on a journey. At the moment her happy client hands over her baby to Zita, a lovely moving uplifting tune kicks in and carries the story of the video through.
Team wave If you’re spending money on IVF, you are going to want to be sure that you are not on some IVF conveyorbelt, that the clinic treating you are brilliant and that their people really do care. The Zita West clinic is a happyship. Again, rather than talk about this, we show it by filming the team standing outside laughing, chatting and waving at the camera. It’s just a few seconds as the video reaches its end, but it helps bring the video to an uplifting and convincing conclusion.