Sunday, October 22, 2017

DIY Video Lighting: How To Get A Soft Box Effect

November 29, 2012 by  
Filed under All Posts, Equipment, Video Production

A soft box is a type of lighting device, usually an enclosure around a bulb comprised of reflective side and back walls and a diffusing material at the front of the light, that creates an even and diffused light on your subject. While we were at NAB, I shot this really short video from the Dedolight booth on the exhibit floor showing how this works in action.

Soft boxes are perfect for lighting interviews. You can pick up soft box lighting kits at very reasonable prices but you also can do this without that investment and I tell you how in the video.

(If for some reason you aren’t able to view the video here, you can watch it on YouTube.)

If you’re in the market for a light with a soft box, consider the Dedolight Basic Junior Soft Kit. Dedolight is one of the most respected brands in the film industry.

Shooting an interview and video lighting are two of the topics we go into greater detail in our Special Interest Video Academy. We take you into our studio, show you how we set up our lights and you can get started setting up a home video studio on a budget.

Recommended Posts:

Lighting A White Background To Get That “Heavenly” Effect

Home Video Studio Basics: Lighting

Key To Success? Expand Your Product Offerings

Let’s assume that you have finished your special interest video, it’s available for sale and someone buys it. Yay! Good for you. So you just have to find more customers, rinse and repeat and your fortune’s made, right? Wrong!

Of course one of the ideas in marketing and being successful in this business is to get a lot of those “someones” buying your video! But even if you get thousands of happy customers, to truly be successful you don’t want to stop there.

Unless you have other products to sell your new customer, your relationship is over with that single transaction. You’ll be spending a lot of effort converting them to a customer and getting them to trust you enough to fork over their money. Once they do that, it’s the best time to hit them with an offer for something else related to what they just bought. If you don’t have anything else to offer, that’s leaving a lot of money on the table that you don’t have to.

So what should you do if you just have a single video title?

Expand Your Existing Products

There are ways to turn a single video into additional products. For example:

  • You can strip the audio out and sell it as an MP3 or an audio CD.
  • You can transcribe the audio into text and create an eBook. This works especially well with instructional videos. With the booming popularity of ebook readers, this can be a nice source of additional income at almost no cost to you.
  • Break your video into individual modules and sell them separately.

Ideally you want to develop multiple titles on a topic and plan for this before you start video production. Not only can you bundle them together to get a higher price, it’s also better to have six 20 minute videos for sale on a topic than one 120 minute video. Maybe a customer will buy them one at a time over a period of weeks or months. Our metaphor is of having lots of little streams of income feeding into a mighty river.

You want to keep the relationship alive with your customers. Producing additional videos along the same subject line is the best way to do this, but pursuing other methods will give you additional products quickly and at little or no cost to you. So if you don’t yet have another video produced to sell, it’s a good idea to begin thinking about offering other related products they would find beneficial, and the sooner the better. It’s more profitable when you own your own products but there are many ways to add products to your offerings immediately without creating them yourself.

Adding books from someplace like Amazon.com and promoting related affiliate products will increase your profit potential. Other great affiliate programs are Clickbank, Commission JunctionLinkshare and ShareASale. Do some digging into the products you buy and use that are related to your video topic and see if you can become an affiliate with them. That’s how we became affiliates with our favorite camera store, B&H.

Recommended Reading On This Topic:

How To Get Customers To Buy Your Video

Where Can You Find Your Competitors And Why Do You Want To?

Identify Your Target Market Before You Do This!

8 Ways To Make Money Producing Your Own Videos

Broaden Your Product Line To Grow Your Video Business

Distributing A Single Title SIV Dilemma

How To Get Customers To Buy Your Video

November 21, 2012 by  
Filed under All Posts, Marketing

Are you wondering how to get customers to buy your video? One of the fundamentals behind successful marketing is understanding that people really buy solutions, not things. So how do you use that knowledge in producing and selling profitable videos?

Produce Your Videos With A Solution In Mind

When planning your video, approach it with the intent to provide information that people need to solve a problem. With how-to and educational videos this is pretty clear cut…provide them with information on how to do something, how to avoid something, key steps they need to know, teaching concepts, etc…

But what if you are interested in doing a video that is more for entertainment and doesn’t really solve any problems?

Video isn’t only for good teaching a subject or sharing information. There is also an emotional response triggered in people because it is a visual media. What the film industry has shown since its inception is that audiences watch entertainment type videos for two main reasons; to either be taken away from something or drawn to something. Think about the reasons you like to watch movies, maybe you want relief from your current problems by watching a comedy, or you are drawn to an historical drama to learn about life and struggles back then. Keep this in mind if this is the type of video you want to produce.

For these types of videos, make sure you focus on a powerful story and the appropriate music that goes hand in hand with stirring strong emotions.

Inject Problem Solving Into Marketing Your Videos

Reality check…your customers don’t want to really own another video. A DVD is just plastic and a VOD is just bandwidth space. They want the benefit they’ll derive from the information on that video, whether that’s entertainment or education. When marketing, don’t focus on explaining about the fancy broadcast camera you shot this video with or the fact that this took six months to produce. People want to know “If I watch this video, what’s in it for me? How will my life, career, health, mood be improved?” So tell them. You do that with good copywriting.

Before you start copywriting though, you need to know who you are marketing to. Find the person’s pain point, share how you’ll solve her problem and she’ll buy your video. This helps you to be clear about what your product should do for your customer and why they should buy it from you.

Next, write down all of the benefits your customer will get from watching your video. Start by writing down the things your prospects have asked you to help them with that are being addressed in the video. Put yourself in their shoes and ask yourself if those things would encourage you to buy this video. Keep refining the benefits.

State The Problem And How You Can Help Them Solve It

If your video is going to solve a problem for them, state the problem and then tell how your video will solve it. “Stop Dog Barking” is the problem, “5 Easy Steps You Can Do TODAY” is the solution.

Use this as a guide to marketing more entertaining videos. In our bestselling edu-tainment video we produced about my father, “Patrick Smith, The Writer” is the subject; “Takes You On A Nostalgic Journey To A Florida That Exists Today Only In Books” is the emotional draw.

Talk To Them From Their Standpoint

Don’t write from your standpoint; turn all your “I’s” or “we’s” around and use “You” or “Your” as much as possible. “You will…” is much more powerful than “My….” Your copy should always be about the reader and the benefits they will receive, not about you or what a cool thing you did.

Also, speak in their language. When writing copy it should sound like you know the product inside and out. If there is vocabulary unique to this group of people, use it. Don’t use cute industry buzz words that might date it in a year or two, but use the language of your audience if such a thing exists. The more your potential customer can relate to you and your sales pitch, the more believable you are and the better your chance of making a sale.

Let Your Prospect Get To Know You

To make them trust you and buy from you, you want them to also know why you are the one who will help them solve their problem. Don’t ask them to take your word for it, offer a free trial or sample video. You should have a trailer or sampler video excerpt to show highlights from your video. I highly recommend making a promotional video where you talk about the video you have for sale, explaining the content and benefits and showing samples from it. That video needs to be filled with good motivational copy and a clear call to action too.

Share customer testimonials. These are some of the most persuasive things you can use to get potential customers to trust you. People want to know that other people have been satisfied with your video, what they got out of it, and the more they think those people are just like them, the better.

Some other powerful ways to get your prospects trust is to write posts (in blogs and on social media sites) that solve peoples’ problems. Focus on providing actionable advice that will give you credibility and authority. Then convert that traffic into leads by creating and giving away content (free videos, eBooks, reports, templates, apps, tools, etc.) that will help your readers. In exchange, you will get their emails and permission to not only market to them but also a chance to show them who you are and how they will benefit from your videos and products. Once you get their email, then you want to nurture those leads with emails based on their problems. Also don’t be afraid to ask them what they need; if you do you will get a better idea of what problems your audience faces so you can create content to address them.

Recommended Reading:

Where Can You Find Your Competitors And Why Do You Want To?

Identify Your Target Market Before You Do This!

8 Ways To Make Money Producing Your Own Videos

How To Sell Your Videos: Your Ideal Customer

Selling Special Interest Videos: Sell The Sizzle, Not The Steak

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