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At The Marketing Café we often produce client videos in London and elsewhere that involve interviews with key members of staff. Every time we do this we come across a key challenge – making the interviewee look natural, friendly and engaging on camera.

It’s not every day that you sit in front of a video production crew with multiple lights bearing down on you and a clapperboard snapper just beyond your nose. Of course, it is an unnatural situation, but one that we all find ourselves in more often these days as video marketing takes off.

When pressed interviewees will start to forget the script and think more from the heart, delivering lines of passion that are all so rare in the world of corporate video.

In our experience clients and interviewees tend to overcome this difficulty through advanced preparation, which typically involves scripting. It’s a good idea to...

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