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The
Advisor
TEN TIPS FOR BETTER BUSINESS VIDEOS
With over 125 million VCRs in homes and offices across America, video's potential as a marketing tool is greater than ever. The key to producing an effective video on a budget is planning. 1. In video this plan is called the script. It is a complete blueprint for the production and editing of the video. It describes every visual and audio element just as an architect's plans specify every detail of a building. Great buildings, movies and videos are all made on paper first. So whether you hire a script writer or do it yourself, take the time to get the script right before you spend any money on the production of a video. The length of a video is another element that is determined in the script. In marketing videos, shorter is better so try to keep it between 5 - 8 minutes. Like an effective TV commercial, your video should be clear, concise, and compelling. Save more detailed information for a printed fact sheet. 2. Since the audience is the only reason to make a marketing video, it's quite important to define your target audience; their concerns and aspirations. Then list a few main benefits - show how your company can solve problems, save money, or improve the lives of your target audience. 3. Plan now how you'll distribute and use your video. Offer it in advertisements, show it at trade shows, or use it in one-on-one meetings. Since few will return a free marketing video, it pays to duplicate it in larger quantities. 4. Study the best TV commercials and marketing videos that promote a product or service like yours. Adapting the styles and techniques of others is a time-honored tradition in filmmaking. Just don't infringe copyrights by reproducing any of the content of other films. One successful technique that is easily adapted to the low-budget video is the series of short testimonials. Rather than using actors, ask your satisfied customers why they like your company. 5. If you have attractive publicity photos, you'll get double duty by using them in your video. Some very effective videos and films have been constructed entirely from still photographs. One catch -- a photo can appear on the screen for only a few seconds. 6. Interview several producers and view samples of their work. Ask a lot of questions about the scripts, target audiences and budgets of these sample videos. Check references. 7. You can produce the same script in a high quality video format like Betacam or in a less expensive format like SVHS. Network news is often filmed in the cheaper SVHS or Hi-8 formats and then edited to a superior format. When handled properly, the savings often outweigh the slight loss of quality. Compare results by watching VHS copies of similar videos which were produced with the different formats. Regardless of the production format, your customers only see a VHS copy. 8. When filming, have your camera person shoot a lot of close-ups. On TV these close-up shots are more compelling than wide shots. Close-ups are easier and cheaper to shoot. 9. Be proactive in the editing of your video. Like script writing, good editing makes a major difference. Keep the show moving and always directed to your viewer. Ruthlessly eliminate anything that's weak. A professional narrator and just-the-right music are essential. 10. Video special effects are fun to watch, but can be expensive to produce. This "eye candy" contributes little to the sales message. If your budget is tight, concentrate on telling a story that addresses the needs of your audience. This report was written by Hal Landen, author of "Marketing With Video," (How To Create A Winning Video For Your Small Business or Non-Profit). View his homepage for more details. |