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Production Value

If you’ve ever gone into a nice restaurant, you’ll know what I’m talking about. If you’ve ever gone into a hole in the wall restaurant, you’ll know what I’m talking about. That’s right, ambiance. The decor. The music. The look and feel of the place. And if you’ve ever paid for a meal at a nice restaurant, you’ll know they charge more for that ambiance. 

It’s the same with video. If the food is the message you craft, the ambiance is the production value (which also sends a message). Some videos have great messages, but bad production value. Others have great production value, but poorly crafted messages. Obviously, the best videos (and restaurants) pay attention to both. 

But great production value takes a lot of time and money, two things you have in short supply. So I’ll be honest. I do skimp a little on production value. But not too much. So you know that when I do take some time to get the lighting right or to get a good angle, you know that it’s important. But at the end of the day, the message is what sells, so I focus on that as well. That means your video will communicate your unique value proposition as well as your professional credibility through attention to production value.

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Online Business Cards

Videos. Sky’s the limit. Jump right in. Get lost.

If you’re new to video production, it may be easy to get lost in the sea of possibilities. You can make a video of ANYTHING. That’s what makes it so daunting. It’s like a blank white page staring at you.

Instead of wading through all your options, it may be easier to think of your videos as “online business cards” that you hand out to strangers (or even familiar faces). Only instead of just putting down your name and email and be done, you have greater marketing opportunities here.

Again, your options are unlimited, so I’ll narrow it down to what I do: brand awareness videos. These are videos that position your business’s unique attributes in front of your target audience’s unique needs: In that short one to two minute video, show them how the unique aspects of your business can satisfy that craving, that urgent need, or that capricious whim. That’s a little more manageable, right?

Let’s make that more manageable. Here’s what you’ll need to know to make that video:

  1. You’ll need to know all about you.
    Think about anything and everything that separates you from your competition. Is it tangible, like a secret ingredient? or is it intangible, like a business philosophy of taking extra time to get customers’ orders exactly the way they want them?

  2. You’ll need to know all about them.
    The customer that is. Why do they do business with you? What problem in their lives do you solve? What opportunity do you present them? Where are they at in their lives?

That’s it! You’re set to make an online business card to hand out to anyone who visits your website or social media profiles!

What’s the benefit? What return do you get? Same as with a business card. Some else out there knows who you are, what you do, and why you’re relevant to them. And they know who to call when they’re ready.

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