by Hal Landen
(Originally published in Sales & Marketing Executive Report)
Happy clients are the best way to build a solid production
business - a far better way than any advertising. And just a few
happy clients that keep coming back to update and duplicate older
videos, producing new videos and spreading the word about
you will eventually add tens of thousands of dollars to your
annual income.
One key to producing client-pleasing videos on a small 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 time or money producing a video.
The length of your 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 the target audience
including their concerns and aspirations. Then list a few main
benefits - show how your client's company can solve problems,
save money, or improve the lives of this target audience. Every
element in the video must build on these benefits rather than
merely describing the features of a product or service.
- 3. Plan the distribution of the video before you produce it.
Adding words like "Send for Free Video" to advertisements and
other marketing venues will increase the effectiveness of the
video. A video can also be shown at trade shows as an "endless
loop" and used in one-on-one meetings. A widely distributed video
helps both you and your client. You get more duplication business
and your client gets more business.
If international distribution is a possibility, it's a lot easier
and cheaper to produce a foreign language version if the English
version uses an off-camera narrator and text testimonials rather
than people who speak on-camera.
- 4. Study the best TV commercials and marketing videos that
promote a similar product or service to the one you're promoting.
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 hiring actors, ask
satisfied customers why they like the company.
- 5. If your client has attractive publicity photos, consider
using them in the 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. For the cost of a copy, industry associations and the U.S.
Government can provide stunning footage e.g. NASA space shots.
This footage can stretch a small budget into an impressive
production. For a catalog of government-produced footage that's
copyright free, see our guide to public domain footage entitled "Create Amazing Videos on a Shoestring."
- 7. When filming, always shoot a lot of close-ups. On TV these
close-up shots are generally more compelling than wide shots.
They're also a lot easier and cheaper to light, arrange and
shoot.
- 8. Like script writing, good editing makes a major difference in
how successful the video is for both you and your client. Keep
the show moving and always directed to the most important viewer
- your client's clients. Ruthlessly eliminate anything that's
weak. Remember, shorter marketing videos are generally better
than longer ones.
Keep your client involved in the editing process just as you do
in the scripting process. Seek their input, criticisms and
suggestions on each new script or offline edit master. A
professional narrator and just-the-right music are essential.
- 9. Special effects and cool animations are fun to watch, but can
be expensive and time-consuming to produce even when you're
working on your own system. In most cases this "eye candy"
contributes little to the sales message. So if the budget is
tight, concentrate on a telling a story that addresses the needs
of your audience.
- 10. Let the press know about the video. Send every appropriate local journalist a well-written press release announcing the video you just produced. Send them a copy of the video and be sure to
include information about your client. This can help your business and your client's.
- 11. Even though I only promised ten tips, I want to give you one
more - Never promise more than you deliver. ALWAYS deliver more
than you promise. Your clients will keep coming back to you for
years to come.
The above is distilled from the course "Professional Video Producer
Available from:
Oak Tree Press
9 King Philip Ave
Bristol, RI 02809
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