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Have you ever had a conversation with a camera before? We know being filmed can feel a little strange. Unless you’re Hamlet, talking to an inanimate object is not something that comes naturally. In fact, from our years of experience with filming and directing clients, we have determined what the single most difficult task is when it comes to being filmed for video advertising—and we are here with camera in hand to overcome it with you.

What are you most likely to forget while being filmed? (Hint: it’s not your lines.) This element is even more important that what you say. It is what you do. Many psychologists believe that body language accounts for a higher percentage of understanding in a conversation than do audible words. From the way that you sit in your chair to the direction in which you focus your eyes, body language fills the viewer with feelings — both good and bad. As you can imagine, instilling feelings of trust, confidence and warmth in your clients will make them more inclined to pursue your product. And that’s easy to do if you just keep these simple points in mind:

  1. Open up.

Pull those shoulders back, sit up straight, and raise your chin up. Good posture displays confidence, and when salespeople speak confidently about their product or service, viewers will feel much more likely to trust the company… and buy! Never cross your arms—closing off your body closes off your clients.

  1. Make eye contact.

Making and holding eye contact emphasizes your sincerity; it indicates that you are focused on your message and your client. Although in this case you will be looking into the eye of a camera rather than a pair of eyes across the desk from you, eye contact is eye contact! As viewers watch your video, being looked at will make them feel connected to you.

  1. Be genuine.

Viewers can tell the difference between a real smile and a fake one, and a fake one will turn them away. Relax your face muscles, maybe crack a joke before you roll film to get you warmed up. Genuine emotions are subconsciously detectible, and they will have an effect on a viewer’s choices.

Every successful salesperson knows that when meeting a client, body language is vital to both opening and closing that sale. It is no different with video advertising! Maintaining a natural and confident appearance will push your product to the top.