The success of videos posted at your Web site or YouTube depends in no small part on the quality of execution, and those made in-house are most vulnerable to amateurish production values. Not to worry: In a guest post at the HubSpot blog, Catie Foertsch offers her best tips for giving your DIY videos a professional look:

Start with a script. Foertsch advises against improvisation for a very simple reason: "[Y]ou'll turn on the camera and find yourself tongue-tied as you try to think of what to say." She recommends succinct bullet points that won't overwhelm your audience with too much information, and an accessible story arc that follows the familiar pattern of beginning, middle and end.

Be authentic. Most of us prefer doing business with those we know, like and trust—you'll only alienate your viewers if they catch on to the fact that you're trying to be something you're not.

Don't use a camera's built-in microphone. "Buy a wireless lavaliere mic and clip it on your lapel," says Foertsch. Also, check that it has the right connections for your camera.

Pay attention to lighting. Among her tips: Pointing a light source directly at your face will counteract the "raccoon eye" shadows caused by direct overhead light.

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