Producing a Video Series: PreProduction - Customize Your Video
February 14th, 2008
What’s the Benefit of Your Video?
When beginning to design your video, you must look at it from one point of view and that is the point of view of your potential client. You must do several things and we will cover those essentials here.
Design your video for maximum impact
After you finish your list (from last week’s article), take those most recurring traits and place them at the top of your list to include in your video. This list can, by the way, include what not to include on a video.
As an example, suppose you are an entertainer trying to get booked on a cruise ship. You make your calls and you find two recurring comments: clean comedy and no fire. Now, if half your act is a fire act and/or you use a large amount of vulgar language, you might want to rethink your act before going any further. Assuming you have a clean act with a little fire (flash paper or fire eating in one portion), make a note to not include any fire in the video. Then make another BIG note to take out the fire in your show.
At this early stage of pre-production, you can also see exactly what portions of your act you want to feature. This is important to decide at this part of the process because later when we are filming, you can spend more time on those parts of your act.
Another detail on the list from your calls will be the length of the video. This is not a set in stone time, but if the average video they receive is three or four minutes, don’t send out a ten-minute video.
Now, for every rule, there is an exception. Some agents want an entire show, one shot and no edits. For other potential clients, a “typical” promo video will work. Begin with a montage of different shots, show some longer “personality” pieces and end with the most powerful item in your show.
But this is why you should just ask them what they want. Doing this research will pay off in the end.
Think of your video in the same way you think about your show. Structure it the same way, to elicit a strong emotional response. When you do this, you’ll have a “mini-show” that lasts just a few minutes.
Now when I say put in a shot, what specifically should be in that shot? Well, it depends on what your prospective clients are looking for. Are you delivering a comedy solution or an evening of mystery? These questions lead us into the next section.
What You Must Have to Get Hired
If you want a successful video, one that will get you hired time and time again, you MUST design your video to push the benefits. What do your potential clients want? How can you solve their problem? This is a huge change in the way you should think.
The popular method of thinking is to say, “Look how good I am,” or “Look how cool I am” and if your video sends
this message, you’re sending the wrong message. Your theme needs to be about your potential clients, not you.
When you ask your clients what they are looking for, you’ll notice a trend. We all like to think we are individuals, but we are all humans and have tendencies to think in similar ways. This is why demographic market research is so popular.
This is how we need to look at our prospective clients. Figure out what they are looking for. Ask your previous clients why they hired you over someone else. What is it about you that separates you from your competition?
When you start thinking “How can I provide you with a solution to your problem?” instead of “Look how good I am,” then you’ll start seeing the gigs roll in.
Think in terms of benefits, not features. This is covered in almost every marketing book out there. I don’t want to dive too much into this, because I want to keep the focus on the video aspect. Do yourself a favor, read as many marketing books as you can. Join online marketing groups.
One of my favorites is The Dean’s List. You can find this wonderful resource at www.TheDean.net and you’ll do yourself a favor by going there. The members at The Dean’s List are the nicest entertainers and they are also light years ahead of the herd
when it comes to marketing and improving your success.
Features, Benefits and Marketing
This little bit about benefits should not be taken lightly. In fact, re-read that last section and go out and pick up several marketing books. You must make a list of several things your prospect is looking for. The best way to find this information out is just to ask them. Give a few of your good clients a call and ask why they chose you over the competition. Ask what they would see as the perfect entertainer and why.
Make a list of the most important benefits. These will be the main points you’ll emphasize in your video (assuming you can provide these points!).
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