Rucinski & Reetz Blog

Here are a few sure fire ways to frustrate blog of readers.

1. Writing in all caps. It’s the cyber code for YOU’RE SCREAMING. Tasteful use of caps for emphasis is allowed.

2. Overuse of exclamation points. One exclamation only — unless you’re on fire!!!!!

3. No personality in the blog.  Don’t be robotic – show your unique personality and style.

4. Asking for a login. Would you login to read a blog post? Most don’t.

5. No “About” page. Are you in the witness protection program? Don’t be anonymous.

6. Posting without proof reading.  Their, they’re, it’s, its…spell check won’t catch it all.

7. Lazy bloggers. A post here and a post there — no consistency will lose readers.

8. Business jargon. Annoying, pretentious, goobledygook, bore, snore…ZZZZZ

9. No place to comment.  Add a comment box – allow readers to respond or ask questions.

10. Pitching or selling stuff. Sure to get a flee response! Sell by hyperlinking to your product or services.

Written by Susan Reetz, Rucinski & Reetz Communication

Social media, without a doubt, continues to grow in popularity and importance. It’s a great way to reach certain target markets in an informal way. But what about traditional  media?

We keep hearing that NOBODY reads newspapers or magazines anymore. Yet, people I’ve never met before tell me they’ve seen my picture in the local news column.

A colleague was recently interviewed for a TV story. The result? Increased referrals and inquiries for her company.

Hmmm. So maybe it is worth reaching out to the traditional media. But how do you do it?

A good first step if you’d like to build a relationship with local media is to actually meet with then, assuming they have the time. You can offer to buy coffee to sweeten the deal if you like. The people who work for your local newspapers, TV and radio stations are, after all, people. They want to work with people they know and trust. So, if you can meet face-to-face, make a positive impression by being professional and knowledgeable, and make yourself available when they’re working on a deadline and need a comment, you can become a valuable contact for them.

When you have news you’d like to share with the media, a simple news release or tip sheet is worth doing.

A news release is a simple “who, what, when, where, how and why” inverted pyramid type article explaining your news. It needs to be newsworthy – which means simply that it must of interest or importance to a large number of people – for the media to be interested in covering it. Be sure to send it with enough advance notice so they have ample time to arrange for a reporter to talk to you. Also make sure you know who to direct your release to – is it a business, lifestyle, sports or other story?

I used to send tip sheets along with a news release when I wanted to promote a series of events. A tip sheet is simply a list of story ideas focusing on various angles of an issue you upon which you can comment. If you work for a nutrition counseling service, you might send a tip sheet out for diabetes prevention month focusing on ways to prevent diabetes, menu suggestions, exercise ideas, etc.  It’s great if you can include contacts within your organization for each tip.

If you work for a for-profit organization and have developed a new product, procedure or service, send a news release. Even better, organize an event and invite the media to a kick-off or press conference. You can maximize your time by answering multiple questions at once, and providing one presentation, demonstration or tour.

If you work for a non-profit, stress how your organization’s work benefits your target population – and positively impacts the greater community.

Of course, you can tout all your news – and non-news – on social media sites as well. But the traditional media can reach an additional audience, and even provide a boost to your social media efforts. After all, when people hear about you, they’ll most likely check you out on your website or look for you on FaceBook, Twitter, LinkedIn, etc to get additional information. Social media and traditional or “old” media –  a great combination.

Susan Reetz, of Rucinski & Reetz Communication, is a writer/director/producer for film, video and multimedia. Her scriptwriting and producing work has earned numerous local, national, and international awards. She also writes feature articles, brochure copy, news releases, and other promotional materials. She can be reached at 715-355-9159 or Reetz@RucinskiReetz.com.

www.RucinskiReetz.com

Written by Pam Rucinski

Most people are familiar with pre and post-roll video on the web. In most cases it is forced advertising that can’t be manipulated. But, clickable (or interactive) video allows direct interaction with the video content.

This is exciting technology for future video advertising because it’s interactive, measurable and reaches consumers across platforms from online, mobile, tablets, to interactive TV.  Scott Reese, blurbIQ CEO, believes 2012 will be the year of cross-platform interactive video as more advertisers use video for branding as well as direct response marketing.

Here are samples of interactive video for business. Options are endless for keeping people engaged in products and services and there’s no interruption in their content experience.

Cisco has predicted that by 2013, 90% of the web’s bandwidth will be video. For we content producers, web video (of any kind) is a cornucopia of new writing projects. Let us know if you are using or creating clickable video and tell us how you’re using it. (By-the-way, check out Wirewax and have some fun creating your own!)

Pam Rucinski, a partner in Rucinski & Reetz Communication is a writer/director/producer for film, video, websites, print and other promotional materials. Her scriptwriting work has earned numerous local, national, and international awards. She can be reached at 715-241-7316.  Rucinski@RucinskiReetz.com.

Written by Susan Reetz, Rucinski & Reetz Communication

For many of us, trailers are the way we first hear about a new movie. They tease us with clips from the best scenes enhanced by dramatic music, giving us just enough information to draw us in and make us want to see the finished product. But trailers are not just for movies anymore…

Many book publishers, agents and authors are now using video, often called book trailers, to promote and sell new fiction and nonfiction. I think the first book trailer I saw was for “Miss Peregrine’s Home for Peculiar Children” – and I bought the book. (Book tailer for Miss Peregrine\’s Home for Peculiar Children.)

Book trailers or promo videos are usually produced for a book that has been or is in the process of being published. However, sometimes authors use them as part of their marketing packet when seeking an agent or publisher, or when they self publish. Either way, there are several points to keep in mind.

•  Length. A book trailer should give the viewer enough information to hook them and lead  them to buy the book, but not so much that they feel like they know the whole story. Most good book trailers are between 30 seconds and 3 minutes. Any shorter than that and it’s hard to effectively get your point across. Longer videos run the risk of giving away too much of the plot or just plain boring the viewer.

• Production value. You’ve spent a lot of time polishing your prose and you want your book trailer to convey the style and quality of your book. Don’t diminish it with an unprofessional looking book trailer. While some authors are able to take the time to learn the right software programs, come up with great visuals, and secure rights to the perfect music, others fall terribly short and end up with a video that looks less than stellar. A professional video producer or editor can give you the look you want and help you come up with an approach that will work with your budget. Some videos are fairly simple (yet effective) and can be done for as little as $300, while others incorporate more complex production techniques and can cost several thousand. A video professional is also adept at securing the rights to the various production elements and integrating visuals, music and effects to move your story along. They can also typically complete your video in a much shorter time span than if you do it yourself.
• Showing characters. Some book trailers use live action to depict key plot points and characters. If you have a healthy budget, this can certainly be one way to go. However, you need to be mindful that most readers tend to prefer letting their imaginations put the faces on your characters. If at all possible, don’t take that away from them. If carefully shot, you can use live action without showing too many specifics of a character’s appearance. Also, if you’re going to use live action, please, please, please, make sure you have GOOD actors. Not average, not mediocre, but GOOD if not GREAT actors. If you can’t get at least good actors, find another approach for your book trailer.
• Call to action. It’s amazing to me that someone would go through the trouble (and expense) of creating a book trailer and not end it with a call to action. What do you want the viewer to do? If the book is published, tell them where they can buy it. Would you like them to visit your author’s page/site? Give them the URL. Looking for an agent or publisher? List your contact info. You get the idea.
• Get it seen. Once your book trailer is done, put it in as many places as possible. Post it on your website, YouTube, Vimeo and other video sharing sites. (Don’t forget to optimize with tags and keywords.) Share it on FaceBook, Twitter, LinkedIn and all your other social media sites. Use it as a podcast. Embed the video in your blog, and reference it (when appropriate) in your responses to other blogs. Link it to groups with a common interest or goal. Provide the link in all your other marketing information as well.

I hope these tips are helpful. A book trailer – if it’s done well – can be a great way to generate interest in your new book.

Susan Reetz, of Rucinski & Reetz Communication, is a writer/director/producer for film, video and multimedia. Her scriptwriting and producing work has earned numerous local, national, and international awards. She also writes feature articles, brochure copy, news releases, and other promotional materials. She can be reached at 715-355-9159 or Reetz@RucinskiReetz.com.

www.RucinskiReetz.com

Happiness is Christmas movies!

I love watching them while I bake cookies, wrap gifts and decorate the house. (Husband rolls eyes.) Holy nutcracker – Elf is one of my favorites! Jack Frost always makes me cry and don’t even get me started on It’s a Wonderful Life.

Last night I caught Frosty the Snowman. He married his lady love, Crystal.  Tonight I may have to pop in White Christmas with Rosemary Clooney (George Clooney’s aunt), Bing Crosby and Danny Kaye.  Fred Astaire was the first pick for the part but he backed out and Kaye won the gig.  I think Danny Kaye is one of the funniest comedians of his era!

Then there’s the 1954 movie, A Christmas Carol, and it’s my all-time favorite of all the many versions of the movie.  Years ago (this will date me) when we had maybe three channels to watch, one of the stations ended their Christmas Eve broadcast with the Christmas Carol starring Alastair Sim as Scrooge.  I always watched it while doing the last minute Santa duties.

After the holidays last year I found the DVD and may just “force” the grown kids to watch it with me this Christmas Eve. (Hubby does the eye roll again.) I don’t know why, but I never get enough sleep Christmas Eve. I think I hear a collective groan from moms out there!

Whatever makes your holiday special – may you have it in abundance!

Of course anyone who wants to learn about script writing needs to learn about the correct format for a script, how to reach an objective, write clearly, concisely and creatively, and engage the audience. But there’s more to it than that. They should also gain an understanding about what happens with the script once it’s approved. How does it translate and transform from a word-based document to a compelling piece of perfectly meshed audio and visual elements?

I teach a college course about writing for visual media (completely online), focused on the field of video. When I taught this class in the past (in the classroom), I arranged for some producer friends to come in and talk to my students. The students loved being able to ask these seasoned professionals questions about script writing in the real world, the collaboration necessary to achieve a great script, and how a script is eventually transformed into a finished video.

At first I wasn’t sure how I could expose my online students to the valuable perspectives of professional video producers. After all, there’s no actual classroom, no assigned meeting time, and even I had not met any of my students face-to-face. Then it came to me: I’d interview a sampling of my producer friends.

I asked three in-house corporate producers, two others who own or work for independent production companies, and two who produce video for government agencies to answer a short list of questions. Their years of experience in the field range from 9 to 39 years with an average of over 23 years each of producing visual media. They all agreed to help me out. (Aren’t they nice?)

So I sent them my list of questions and we were off and running.

What did the producers have to say about script writing and script writers?

• All but one have scripts to work from on the majority of their projects.
• Many referred to a script as the blueprint, foundation or roadmap of the production process. In other words, it is the essential beginning from which the video is built, ensuring it reaches the right destination.
• They all prefer to work from a split page script (visuals on one side and audio on the other), although one said she creates a narrative style script (like a play or film script) for the client because they seem to be able to read it more easily. Once they move into production, however, the split page is the clear winner because they find it easy to create a shot list from the visual side, and it’s easier to differentiate between what is seen vs. heard.
• The keys to a good script including being conciseness, creativity, clarity, natural dialogue, producible within the budget, timeliness, and good descriptions of visuals.
• I asked them what they look for in a good scriptwriter. Collectively they said, someone who is well organized, creative, open minded, friendly, ethical, discrete with confidential information, able to meet the project and team’s objectives, understands the production process, asks good questions, and delivers on time.

How is this information useful to you? When you need a script writer, you have a good idea what to look for. If you’re interested in writing scripts, you know what producers are looking for. No matter what your function in a video production, it all starts with a great script.

You’ve put in the sweat equity and your blog content is done. Let the blog promotion begin.

Toot your blog horn!

I’m going to make this painfully simple for ME and send you to another blog. It offers great suggestions like posting on other social networking sites. (We post on FB, Twitter and LinkedIn mostly.) It also suggests that you register your blog URL with search engines. Most of us register our website URL but registering our blog URL is often a missed step.  So here it is:

http://exciramedia.com/9-tips-to-start-getting-your-blog-noticed/?goback=%2Egde_3214699_member_78217460

(FYI, the blog link is a Wisconsin company. If they give bad advice we know where to find ‘em. Besides, we’re always happy to promote Wisconsin businesses!)

Our blog continues to evolve. We’ll keep you posted on what’s working and what’s not in future posts. One thing I can say for certain, blogging is worth your time even if nobody reads it!

Pam Rucinski, a partner in Rucinski & Reetz Communication is a writer/director/producer for film, video, websites, print and other promotional materials. Her scriptwriting work has earned numerous local, national, and international awards. She can be reached at 715-241-7316.  Rucinski@RucinskiReetz.com.

Are you a “blog even if nobody reads it” believer? I’m your cheerleader…go blog! Go blog!

As I wrote in part one of our blog series, the Nielson Company 2010 survey shows U.S. internet users spend 3x more minutes on blogs and social networks than on email. Just to recap blogging picks up your SEO and:

• Shows you’re an expert in your industry.
• Builds your unique brand.
• Puts a human face on your brand and builds trust.
• Gives an opportunity to show how you’re different from the competition.
• Shows you’re the go-to place for problem solving.
• Helps roll out new products or services.
• Increases visibility on Facebook, LinkedIn and other social media.

Now for picking your BLOG TOPIC – take note that I’m speaking more about business blogs rather than personal blogs. Most business blogs are looking to generate business so you’ll want to pick topics that will interest your customer. Beware pitching too much. Make the tone more about helping rather than selling.

For example, let’s say you’re a print shop. Tell some great stories about the starting of your company. For example, before my business partner Sue and I officially created Rucinski & Reetz, we had the good fortune of a safe landing in a snow filled ditch on our way home from a late night video shoot…Mix the business and more personal blog posts up a bit. Or if you have a lot of content for a series (like the one I’m doing now) then create a related string of posts. Just keep the writing conversational and off the “office speak.”

Make your BLOG’S OPENING LINE a hook to grab attention and draw readers into the rest of your post. For example: Partnerships can start anywhere – even in a snow covered ditch. Or maybe you’re a print shop. Your post could start like this: The history of printing dates back to 3000 B.C. (Okay I’m hooked already!)

Your BLOG POST TITLE is one powerful little dude! It may be short but it rides high and proud in the saddle. Make it good and you’ll lasso both your blog reader and search engine attention. So put that ten gallon thinking cap on part’nr and write a great blog title! Here’s a bit of info that will be a huge help on writing your blog title. http://www.problogger.net/archives/2008/08/20/how-to-craft-post-titles-that-draw-readers-into-your-blog/

Come back next time for our third segment in “BLOG EVEN IF NOBODY READS IT.” It will cover the call to action and post promotion. Do you have a question or a blog topic suggestion? Let us know!

Pam Rucinski, a partner in Rucinski & Reetz Communication is a writer/director/producer for film, video, websites, print and other promotional materials. Her scriptwriting work has earned numerous local, national, and international awards. She can be reached at 715-241-7316.  Rucinski@RucinskiReetz.com.

Huh? Well blah, blah, blah…on blogging! Blogging is for the unemployed. It takes too much time, I never know what to write and does anyone read blogs anyway?

Is this you? It was me at one time. A bit snarky I know but hey I wised up. This survey and others gave me a smack in the side of the head! According to a Nielson Company 2010 survey US internet users spend 3x more minutes on blogs and social networks than on email. (Probably isn’t a big surprise to the under thirty crowd.)

But, but, but…blog even if no one reads it! Say what?

It’s all about the SEO. A blog adds fresh content to your website – and search engine spiders gobble up fresh content like sharks on raw meat. Add no new content and the sharks go away. Look at it this way — if your favorite restaurant ran out of food you’d be gone too. Blogs keep search engine spiders well-fed and coming back — and that helps your website get first page placement on searches. (In short, a blog can increase your SEO even if NOBODY reads it!)

Beyond SEO there are other reasons to blog because it:

• Shows you’re an expert in your industry.
• Builds your unique brand.
• Puts a human face on your brand and builds trust.
• Gives an opportunity to show how you’re different from the competition.
• Shows you’re the go-to place for problem solving.
• Helps roll out new products or services.
• Increases visibility on Facebook, LinkedIn and other social media.

Did you know there’s a TOP TEN BLOG list? Check out this blog site. Starbucks is my favorite. (Okay I admit to being biased since I’m a Starbucks frequent flier.  http://www.businessesgrow.com/2011/01/05/the-10-best-corporate-blogs-in-the-world/

Blogging is so important we’re turning it into a series. Next time, there will be info on picking great content, creating the opening line, why your blog needs a great title, and when to post to get the most visibility.

(Note, our blog is barely out of diapers but we’re learning a lot and willing to share what’s working and what’s not. You may be way ahead of us so feel free to pass on the wisdom to share with our readers. )

Pam Rucinski, a partner in Rucinski & Reetz Communication is a writer/director/producer for film, video, websites, print and other promotional materials. Her scriptwriting work has earned numerous local, national, and international awards. She can be reached at 715-241-7216.  Rucinski@RucinskiReetz.com.

A story can be told by just about anyone. But a good story must be told in the right way by the right person. For example, you probably wouldn’t have the Jolly Green Giant as a pitchman for feminine hygiene products any more than you would use an interview with the Jabba the Hutt to sell weight lifting equipment.

As producers and/or writers, one of the first things we need to determine is who should tell the story. Should it be an on camera narrator or a voice over? Or, should all the information all be presented through interviews clips?

When deciding who should tell the story, it’s a good idea to consider the project’s objective and the intended audience.

Does you project need to educate, persuade, motivate, sell, or train? Knowing the objective – and the type of information that needs to be included in the program – helps determine whether the project calls for an on camera narrator, voice over, or interview.

For example, an installation video targeted to professional technicians would work nicely with an on camera narrator to demonstrate the procedures. The narrator would probably be scripted to sound like the audience members, using familiar trade language in a conversational manner.

A visitor orientation video might be better served with an off camera narrator rather than a real employee on camera to protect shelf life. If a real employee is used as an on camera narrator and the employee leaves – especially if they go to a competitor – the entire program has to be redone. Using an off camera narrator also keeps the focus on the facility and allows for easier updates if the company is sold in the future.

Of course a program for a teen audience would not normally call for a formal adult on camera narrator. But it might work well to have a teen on camera host. Or, if the subject is a serious social issue like drugs or gangs, interviews with teens and others directly affected by the issue carry a log of weight and lend credibility to a skeptical audience.

Whatever the project and target audience, make sure the project’s voice reflects and speaks to the sensibilities, language, and ideals of the audience.

Susan Reetz, of Rucinski & Reetz Communication, is a writer/director/producer for film, video,multimedia, and print. She also writes feature articles, brochure copy, news releases, and other promotional materials. Her scriptwriting work has earned numerous local, national, and international awards. She can be reached at 715-355-9159 or Reetz@RucinskiReetz.com.