Understanding transfer is the purpose of the majority of the videos we make. Whenever you get started an explainer video creation project, the “knowledge” you want your prospect to take on board resides for subject matter experts — salespeople, product supervisors, marketers and engineers. Several subject matter experts (e. g., salespeople) are put in in the success of the video. Others may resent having to invest their valuable time in an advertising initiative that’s not central with their real job.
We want to keep our “interviews” short, informal and conversational because what we’re really wanting to discover is, not how a solution works, but how it’s best explained. Here are a few questions you can ask your SMEs that will assist make the knowledge move go smoothly.
What do people have the most trouble understanding with regards to your solution?
This question helps to focus the conversation on learning needs and away from movie content. It can help in structuring the explainer video production content, too.
Exactly what do you think should be the three most important takeaways from this video?
You may think this is something marketing should have determined before embarking on a video clip project in the first place — and that may be the case. Nonetheless, when we have more than one SME in the conversation, this question can surface some highly productive arguments. If you’re by using a white board (real or online), you can stop and ask the SMEs to write down their answers. Contrasting the differing priorities can be extremely instructive for everyone — not least, the people in charge of writing the software.
What most surprises people about your solution?
The surprising first line like “It was a vivid cold day in Apr, and the clocks were striking thirteen, ” plunges you into a memorable story (Orwell, 1984). A person might not surprise your audience in the opening scene of your video, but it’s good to keep in mind that individuals may remember something that amazed them than something these were expecting.
Can you pull me a picture? or show me a diagram?
Video clip is a visible medium. Nuff said.
Would you make clear that in various words or with a different scenario?
Subject matter experts usually have several ways of describing things — you’re trying to come up with the best one. Even if you think you have understood the first description, it’s a good idea to consider alternative approaches — your SME may help you come up with one which is especially well suitable to explainer video production visual storytelling.
Isn’t that a claim your opponents make for their solution?
Clearly, you want to stay from a movie that says the same your competitors’ videos say. Viewers don’t always differentiate plainly among competing solutions. This helps you concentrate on the actual points of difference.
What can we say about your solution that the competition can’t claim for theirs?
This is a particularly good one to ask salespeople, as they’re usually on top of claims made by the competition. The answer also returns in the form: “They say they do this, however they don’t. inches
Would it be fair to express…?
In conducting an SME interview, we find that it helps you to paraphrase repeatedly. When you reframe what you think you realize “in other words, inch it helps the SME understand whether or not the explanation is working — and what important points may be getting left out.