Kim Rittberg Fast Company

I have lost count of the number of accomplished professionals who've said to me, "I don't want to seem silly on video" or, "I am awkward when I'm on camera." I have trained hundreds of people, ranging from members of Congress to supermodels to everyday folks, for national TV program appearances. Here are my tips to sound natural and authentic on camera.

1. Ditch the script

Try not to use a teleprompter. Here's why: The idea of video is to build connection. Using a prompter makes you sound like a robot.

For short-form videos -- under a minute long -- identify two to three bullet points. Write them on a sticky note and put it on your phone or camera. Make sure to put it close to the lens so you have the proper eye line.

If you must stick to a script -- whether it's to ensure legal accuracy, clearly communicate your offerings or include specific required details -- then using a prompter is totally fine. Just don't let it flatten your energy.

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Etched into my memory is the spokesperson for now-defunct consumer electronics chain Crazy Eddie in a bizarre ad from the '80s where he shouts directly at you that the discounts are "insane." He's talking loudly and very quickly; it's a prototypical sales pitch of that era.

Too many of us remember that type of commercial, and we think we don't want to be that guy. That's the excuse people use to avoid making videos.

Here's a solution: If you don't want to be salesy, don't sell. Every piece of content you put out there should deliver value: Focus on educating people, sharing your perspective of what's happening in your industry or having people feel seen. Over time, that will convert into sales, but not from shouting.

A recent client who hired me to build their video marketing plan said she had been listening to me on a podcast and had been following me on social media for several months. I had been able to build that trust with her through providing her with valuable content online.

3. No studio? No problem

If you're worried that the style or quality of your video will represent your company poorly, remember that for every Razzie Award-winning B-film, there is an Oscar-winning documentary. The key is understanding the style you want, and working with a video producer or agency to execute the style you're interested in that feels most authentic to your brand and voice. Communicate your aesthetic preferences clearly and you'll be closer to Oscar documentary than slasher film.

If you're interested in the DIY path but you're worried your videos feel low-budget, there are simple ways around this. I coach clients on how to get the most of your iPhone (the resolution on the cameras are very high) and my clients have been able to expand their client list extensively through iPhone videos alone. Make sure to use the highest resolution settings on your phone as you film it and maintain these high-quality settings as you edit and upload.

There are of course many reasons to hire a professional video crew -- where the audio and video quality are high and you can leave the tech up to someone else.

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