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Old December 11th, 2011, 08:14 PM   #1
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Why should a business owner invest in professional video?

Hi Guys

I'm trying to articulate this for a presentation on Wednesday. Any quick thoughts would be appreciated.

Why should a business owner invest in professional video from a corporate video producer instead of, say, a video shot by themselves on an iPhone 4s and edited by them on iMovie?

So far as an answer I'm thinking along the lines that 'editing is all about timing and pacing and comes from experience and instinctive talent. If a business owner doesn't possess these assets then their attempt at editing could well turn out to look below-par. If they attempt to film something themselves, what will their sound recording be like? Can they sound-edit and enhance the sound? Will their choice of shots and lighting be flattering towards those in front of camera, and will they be able to make their products and services look as impressive as possible?'

Any thoughts at all would be totally welcome and appreciated.

Warm regards


Peter
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Old December 11th, 2011, 08:44 PM   #2
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Re: Why should a business owner invest in professional video?

Just found a decent link to an article regarding video quality:

What Video Quality Says About Your Product, Service and Brand | Host Earth
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Old December 11th, 2011, 09:47 PM   #3
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Re: Why should a business owner invest in professional video?

My 2 cents.

A video showing the difference might be really effective. You could do a straight forward comparison A vs. B or you could have fun with a narrative where for some reason the equipment & personnel keep changing, and it's reflected in the constantly shifting quality of the video. If done right, people would just kinda "get it". I'm imagining a reporter making a passionate plea to up the video production value properly, and each time somebody chooses to go low budget, it's immediately reflected in the production quality of the video.

Additionally, you could use it to really highlight your video production skills.
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Old December 12th, 2011, 12:47 AM   #4
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Re: Why should a business owner invest in professional video?

Maybe try to use an example from their own industry.

So if they are a Law firm, for example, you could use the example of a client hiring them to be represented in court (bringing in all of their combined training, expertise, and experience to bear on the matter in a coordinated and well rehearsed strategy) vs the client deciding to represent themselves, with a sense of misguided enthusiasm and a copy of 'The idiots guide to the law' under their arm.

That kind of thing. Use an analogy that they can connect with from their own experience.
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Old December 12th, 2011, 03:47 AM   #5
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Re: Why should a business owner invest in professional video?

Thanks Michael and Simon - great advice! I appreciate it!
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Old December 12th, 2011, 05:02 AM   #6
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Re: Why should a business owner invest in professional video?

Some more useful info. here under the 'Quality Counts' section:

How to Maximize Your Video Marketing - The Next Web
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Old December 12th, 2011, 05:55 AM   #7
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Re: Why should a business owner invest in professional video?

Why? Same as applies to print advertising and brochures:

"Because there's nothing worse than spending money (advertising space, replication etc) to advertise how cheap and amateur you are. Especially when placed up against your competition."

Or in other words ...

"You can save money by purchasing cheap make-up. But long after you forget how much money you saved, you'll be detesting and regretting every time you wear it." (women understand this one immediately)

Good professional collateral has far reaching benefits, including staff who are proud to be associated with the business.

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Old December 12th, 2011, 09:03 AM   #8
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Re: Why should a business owner invest in professional video?

Always a good quote in these situations:
Quote:
People DO judge a book by its cover.
We may have the best product, the highest quality, the most useful software, etc. If we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

from the Apple Marketing Philosophy by Mike Markkula in 1977
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Old December 12th, 2011, 09:10 AM   #9
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Re: Why should a business owner invest in professional video?

WOW great stuff Andrew and Michael!!!!! Thanks so much!
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Old December 12th, 2011, 04:23 PM   #10
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Re: Why should a business owner invest in professional video?

Show examples from competitor's media. If it's awful, tell them why and what the investment is for. If it's great, ask them how they're going to compete. Or do both and challenge them which type do they want representing their brand.
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Old December 12th, 2011, 05:11 PM   #11
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Re: Why should a business owner invest in professional video?

That's great, thanks Les
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Old December 13th, 2011, 06:46 AM   #12
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Re: Why should a business owner invest in professional video?

Do you know of any examples of business websites which have bad quality 'homemade' videos on them which I could use to contrast with?
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Old December 13th, 2011, 07:00 AM   #13
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Re: Why should a business owner invest in professional video?

Found this 'spoof' one so far Example of Crappy Video - YouTube but any real examples would be even better.
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Old December 13th, 2011, 11:58 AM   #14
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Re: Why should a business owner invest in professional video?

For the same reason you hire good carpenters to build/renovate your facilities. You are building your image.
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Old December 13th, 2011, 12:46 PM   #15
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Re: Why should a business owner invest in professional video?

I'm also a copywriter and my observations are that many, I'd argue most, business owners:
  • Fail at business
  • Have no idea how to market
  • Have little to no idea who their customers are and what motivates them to buy
  • Have little to no marketing budget
  • Have no way to contact their customers much less potential customers
  • Can't see past this months bills
  • Want more profit, not necessarily more customers
  • Wear too many hats
  • Thought owning a business would give them freedom but find they work twice as much. Essentially traded one job for another with twice the hours and 1/2 the pay.
  • Would do things differently knowing what they know now
So that's what we're facing when talking to a business owner about using video or any other services. Whatever pitch we use it has to have a money proposition/promise. If we can't show how the service makes them more money with no effort or risk, it's going to be a frustrating climb up "they don't get it" hill. GL
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