Monday, May 22, 2017

Keep It Simple – This Isn’t A Motion Picture

While determining who your customers are and finding them, assessing your competition and offering your own unique selling proposition (USP), expanding your product line, and testing, measuring and tweaking are key to success, there’s also something else you need to keep in mind when producing videos with the express purpose of teaching something to someone….which is the information is paramount; the bells and whistles not so much.

What do I mean by that?

Do not try to make this into a motion picture, especially if you don’t have the skill set or the money to make a high end production. For what you are trying to accomplish, that will not only be overkill but if done poorly, will be profit kill! You are providing information; keep it simple, clear and concise.

What about production value?

While production value is important – you want to produce the best video you can…more on how to do that later – don’t overlook that your most important goal in producing your video is conveying information the end user needs and is willing to pay for. You want to make a profit on your video and if you over-deliver in needlessly expensive areas, you may not see a profit let alone a return on your investment! Your first step in knowing what is needed is to really know who you’re producing this video for.

Know Your Audience

Doing all that research identifying your target market will come in really handy in knowing what you need to do and spend in order to produce your video. These people have to be front and center in your mind when developing your budget. You want to scale the production value to your subject and to your intended audience.

For example, you don’t have to go overboard with locations, effects or expensive stock footage if you determined that what your audience wants is a simple “how-to” program that is all closeup shots. You may also find you don’t even need to shoot any video at all providing your topic is one that would work well as a screencast movie, such as teaching a computer software program, internet marketing technique or social media tool.

I’ve seen people make expensive mistakes in this area. One of my associates spent well over $50,000 developing a series of educational videos for a very small niche market. He was paying the producer by the month rather than a flat fee (he learned his lesson to never do that) and it was taking far too long and getting more expensive by the month. While that video is very well done, it has been on the market now for 5 years and he’s yet to make his money back on it.

Give your audience just what they need in terms of production quality and don’t spend anything more. We’re not talking about feature film productions here. Those are different videos with different objectives.

Increase Your Production Values Without Breaking The Bank 

As I shared above, you still want to produce the best quality video you can and the good news is that you don’t have to spend a ton of money or do a lot of fancy stuff to get higher production values. If you’ll be shooting this yourself, even if you’re using only your  smartphone, it doesn’t take much effort or money to ensure the audio is good, your subject is lit well and your  camera movement is steady.

While I’ve shared that the main problem with trying to make this into a film for the big screen is that it may end up costing you WAY more than you’ll ever make, the other concern in thinking it needs to be this way is that it very well may leave you overwhelmed and keep you from actually getting started. And that won’t get you anywhere!

Recommended Reading and Resources:

Identify Your Target Market Before You Do This

Video Resources – Our recommendations

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