Here’s a question I get a lot. “I have a camera and iMovie,
why can’t I do my own web video?”
Maybe you can, but it's not as easy as it looks. Here’s some useful info.
Maybe you can, but it's not as easy as it looks. Here’s some useful info.
The average American, by age 65, has seen some two
million TV commercials. Which is why
Americans of all ages know something about video production values.
So, if your web site video looks like a home movie, they’ll
know it. And they will hold it against
you.
You do this yourself. We all do. We judge the business by the quality of their business video.
We don’t say … well gosh, that was smart. They saved money
on their video so they could spend it on … something really useful. All we know
is that the video doesn’t look professional and we then assume that there’s
something not professional about the business. And we click on to the next
site.
A Good First Impression
You’ve heard this saying and it’s still true: You never get
a second chance to make a good first impression.
Why does video cost
so much? Well, it really doesn’t, or doesn’t have to. But it’s a highly technical
business with specialized hardware and software and a long learning curve.
Sure, your neighbor kid in high school did a fabulous video
his first time out. But will handheld, thrilling skateboard wipeouts represent
you?
Choose the Producer That Fits
So what’s the answer? Choose a producer with a track record
for quality production at an appropriate cost level. How do you do that? You
make it a point to sit through a prospect’s portfolio samples and ask about
costs.
If there's one you just love, ask how much it cost to produce. If you don't have that much, ask to see one that matches the amount you have to spend. And unless a production delay is your fault, never pay more than the amount you negotiated.
The best way to get a very accurate bid is to complete a detailed shooting script and ask for bids at
several levels. Why pay for a Maserati when a Volkswagen bug will get you there?
One thing is for sure. Don’t put out a flawed video and
expect that others won’t notice.
It’s all they’ll notice.