All posts by Ron Harper

You Never Know Who’s Watching. (The Top 5 Things That Matter)

Uncategorized, Who Uses Video, , , , , , , , ,

Over the past two weeks, I won two different clients specifically because of two different videos on my website.

Someone asked me recently if quality matters for web videos. I replied that quality is the top 5 things that matter for web video.

Quality, quality, quality, quality, quality.

I just invested on a new professional HD camera with which to shoot.
I know, most websites play videos in small screen players. But there’s something that folks forget: sales of Internet ready TVs are increasing steadily.

Think about that amateur video being played on a 46 inch screen. If you thought shaky, hand-held camera shots were distracting on a small screen, wait till you see it magnified. Now, add in that low, or not-quite right light. Is anyone still watching after 30 seconds?

Major newspapers, television stations and networks are all putting video content on the web. Any poorly-produced DIY video will have to compete with that.

Quality.

Anyone can upload and share anything. It’s what is driving the explosion of social networking. It’s really, really cool. However more people want to connect with businesses and brands than ever before. Done right: with basic, well thought-out shots and a little showmanship, you can not only connect with customers and prospects, but they will stay on your website longer. That gives you more chances to convert them.

Coming soon – more about how your competition uses video.

That’s a wrap.

Quality Videos Reflect The Quality Of Your Business: Part two

Behind The Scenes, DIY ?, Uncategorized, , , , , , , , ,

Tonight, a friend passed a referral to me. I went to look at the company website – we’ll call them “LLC.com”. Their web design firm has posted some videos about what a great place this company is to work for. Now, defining your corporate culture is an excellent use of video in today’s climate. Google has done it with the Life At Google series on YouTube. The Google series is shot well, and has compelling themes.

The videos I watched tonight on the LLC site were
• Grainy – if I didn’t know better, I’d think they were shot with someone’s camera phone.
• Used the on camera microphone – a very big no no. Sound is as important as picture, and since all of these shots were extreme close-ups, to have the voice sound like it was coming from a barrel is quite rude from the position of a viewer.
• Looked cheap. One of the persons were shot sitting in front of a window. The light coming from behind washes the subject out.

Another web designer called to tell me about a client who needed video. Before I could respond, however, he called back to say the client had shot the video himself. He said the quality was just “OK”. The webmaster wouldn’t offer his opinion, and unfortunately, his client may suffer.

Producing videos for businesses is a lot more than Point And Shoot. I completely understand the DIY point of view, BUT. . .

• You have to have an external microphone, period. No discussion.

• The basics of 3 point lighting are simple to learn. So use room lamps, and buy some Perfect Daylight bulbs so at least your colors come out right, and your subjects look like somebody you would want to watch.

• Seriously consider using a professional. The expertise we bring in storytelling and getting the right message across with the right pictures and edits can make all the difference.

If you’ve made an investment in an attractive website, it’s only right to make sure your content stands out as well.

———- That’s a wrap.

Happy 2011 (if you want it)

Behind The Scenes, Uncategorized,

A couple of weeks ago, one of my Facebook ‘friends” wrote a post about the evil mother-of-all-snowstorms that was headed to Cincinnati on Christmas Day. As we know now, that didn’t happen here. He had little evidence of his prediction. Yet, some folks get their jollies spreading gloom, doom, and fear.

I’ve talked with a lot of individuals in my network in these last weeks of 2010. They all have a very positive outlook on the New Year. Positive thoughts bring positive energy.

I’m blessed that the business I started two years ago has had sustainable growth over the past 12 months. I can’t wait to get started on 2011.

Has the economy bounced back to pre-2006 levels? Not quite. But in many sectors, spending and consumer confidence HAS improved. Many are still out of work, but I know a LOT of folks who are getting hired! My business was better in 2010 than in the year before. It’s allowed me to make capital improvements for all the clients I’m going to serve next year.

Let’s take the naysayers, the doom and gloomers, and the fear mongers and kick them to the curb starting right now! When that ball drops, whether it’s Times Square or Fountain Square; think of it as a fuse being lit. All of us who are small businesses or solopreneurs have the power to make some 2011 fireworks of our own happen.

Are you ready?

That’s a wrap.

9 Reasons to Keep Satisfied Customers

Behind The Scenes, Who Uses Video, , , , , , , ,

Here’s something that’s worth keeping around:

  • 98% of dissatisfied customers never complain, they just leave.
  • 85% of dissatisfied customers tell nine people about their poor experience. 13% tell 20 people.
  • A satisfied customer tells just five people.
  • Over five years, a typical company loses 80% of its customers; 65% because of a negative experience with the company.
  • 75% of the reasons a customer leaves has nothing to do with the product.
  • Retain just 5% of your customers, and profits will increase from 25% to 55%.
  • The top five businesses in any industry have over 90% customer retention. Most businesses average 80%.
  • For every 1% improvement in customer rate sustained over five years, there is a 20% improvement in operating income.

and finally,

The number one reason why customers switch companies is that they don’t feel appreciated.

Ask me, and I’ll show you how using video makes for higher customer loyalty.

–That’s a wrap.

Making Memories – Preserving Memories

Uncategorized, , ,

There are no treasured possessions greater than memories. Holidays always underscore that fact. When I was growing up, or when I was going home for the holidays, I had the most fun digging thru the family pictures. There was always a point during the holidays when Dad would set up the slide projector and focus it on a nearby wall.

We had a deep, wide cardboard box filled with other boxes – narrow plastic ones holding the 35mm slides, and each one labeled with its contents. There was a box for my 10th birthday. One for my sister’s wedding, Two or three containing the remnants of a Mexican vacation. One that attempted to document our family’s move cross country.

The lamp on the projector was hot, and bits of dust bunny flotsam hung in the stream of light emanating from the lens. For awhile we laughed and shared stories about what was going on in each of the pictures.

Then, the trips home became fewer. I never knew time to move so fast in my life. Mom passed first, in 1996. Dad in 2005. My sister had the big box buried in the back of a closet.

This year, I had her send me the box so I could start making digital copies of all those old slides. I was surprised at which slides were now fading and which ones still looked pretty good. But with this great software, I was able to make many of them brighter and sharper than ever.

Now, my sister and I don’t have to wait for those too few times when we get together to look at those old photos. There’s no more hot, musty slide projector – we can view them on our computer, or laptop, even our TV if we choose.

Do you have a big box of slides like that somewhere? Go take a look. Many of them may be starting to fade. If you’d like to preserve and pass on those memories, I can scan them to DVD for you. Each member of your family can have their own copy. Let me know if you’d like more information.

–That’s a wrap.

What They’re Saying About Real Estate Videos

DIY ?, Uncategorized, Who Uses Video, , , , , , ,

So, I starting reading one of those articles about “What Your Real Estate Agent Won’t Tell You” and I got less than a quarter of the way thru it when the author mentioned how a listing’s photos and videos can be misleading because of Photoshopping or creative editing. I wouldn’t deny that those things take place, but not in my experience.

First of all, real estate agents are notoriously…(how shall I put this)…frugal. Many of them take their own pictures, and some even make their own videos.
Secondly, the kind of photo manipulation or video editing really takes some time to master. Many agents are known to be…impatient.

Actually, real estate videos can be rather quick to produce. Most agents simply want a walk through to show prospective buyers the layout point of view. Any additional editing, whether in amateur software or on a professional level, is an expense of both time and money. It’s been my experience with real estate videos that if the home is attractively staged, a video will do a much better job of selling the property than photos. It’s real. You don’t need Hollywood effects or deceptive editing to make it work.

It’s nice to see some popular websites for real estate professionals that agree with me: Homes.com reports that successful agents understand social media. And they add, “Video is another great way to promote your business and your listings online. After posting virtual tours or walk-thrus of your listings, start adding videos that discuss real estate trends and give advice. The better the content, the more it will be passed on.”

And PropertyGuru.com takes it one step further: “Keep your videos alive. Online video content should never be considered a final product. If the property doesn’t sell immediately, change the video to encourage new buyers and give them a different interpretation”

I have also seen actual customer emails thanking agents for providing videos, rather than just photos, in their marketing efforts. Even in the relocation forum City Data, one poster implores agents to “spend a few hundred bucks on a well shot and presented video tour and sell a six or seven figure home.”

There is a myriad of ways to sell real estate, even in a down market. But the wise agents and brokers would do well to discover the advantages of video marketing.

–That’s a wrap.

4 Times When Video Is A Bad Idea

Behind The Scenes, DIY ?, Who Uses Video, , , , , , , , , ,

Videos for SEO, Videos for product demonstrations, and for customer testimonials. Videos to show your expertise to prospects or build credibility. They’re all great ideas. They’re ideas that can help and grow your business.

Unfortunately, there are times when using videos can be a bad idea. This all falls under the heading of “read your contract”. Here are some real world examples. I can’t believe there are companies who actually do this, but there are.

1. The video is not created specifically for your business. Just like there are templates for websites, a producer can create a video template. This usually has a minimum amount of your information. It’s built around pretty graphics, or generic pictures.
2. You don’t own your video. Can you imagine that? Anything you planned, pictures you took, ideas you might have had – they can all vanish, because you signed a leasing agreement rather than a sales agreement. Yes, it actually happens. And if you don’t pay for another round, they’ll pull your video.
3. You do all the work, and they get paid. I know of companies who want their clients to shoot the video footage, and then send them the files so they can edit. Or they want you to write the script. I mean, if you’re paying for professionals, shouldn’t you get professionals who can give you their expertise?
4. You have no control over the final product. “Double check your work carefully”, one video contract says, “If we have to make any changes after you sign off, we will charge you.” Really?? Even in a restaurant, if you don’t like the meal, they’ll make it for you again. What’s wrong with this picture?

There are things about technology and marketing that scare some folks. But if you’re making an investment in a professional looking website, ask questions, and make sure that it’s going to be more than an online brochure. Engage your customers and prospects with compelling content. You’ll find that it starts paying for itself quickly. And it pays over and over.

— That’s a wrap.

Pretty + Annoying =

Behind The Scenes, Who Uses Video, , , , , ,

The number one rule of multimedia: Let The User Control It. That means when you hit a website, you should not have to be assaulted with noise, music, or things that beep when you move your mouse. If you want to be, fine, you can turn it on. But the default should be OFF.

That goes, too, for those diminutive women and men who live just off the screen. Within seconds after landing on a new page, as you are trying to read text, or just figure out the navigation, one of them will invariably pop out from the side with a cheery, “Hi! “. If you do have your speakers on, it’s a bit disconcerting.; And if you have the speakers off, the model is usually walking right where you want to read.

They try and beg or cajole you with generic gobbledygook that says nothing about what I want to find out, or why I came to the website in the first place. I’m usually gone from that page within the first ten seconds.

The “Video Spokesmodel” is the spinning .gif of Web 2.0

I realize there are some business owners who prefer to remain hidden. Their website has no email address, and the About Us page is a collection of mission-statement speak that is foggy at best. So, in order to seem more like a REAL person (instead of a faceless website that is asking you to give up your money or your email address), they use a Video Spokesmodel as Lilliputian window dressing.

And it could damage their credibility even more.

When you put a face on your website, it should be YOUR face. Or at the very least, someone with whom I would be familiar if I were to buy from you.

Tell me your passion. I love to do business with people who love what they do. Show me what’s new in your world that could change my life. Take me behind the scenes to meet the heroes of your company. Let me hear from your Raving Fans about why their experience with you made them want to come back for more. Engage me.

Do that with your prospects, and they’re more likely to become customers.

Could I show you some examples?

That’s a wrap.

Behind The Scenes – Part Two. Editing

Behind The Scenes, , , , , ,

Picture this: a shot of the top drawer of a desk. A hand moves into the shot, and opens the drawer. We see – a pistol. What’s the next shot in this story?
-a closeup at a man’s reaction, surprised at his find?
-an over the shoulder shot of someone, an aggressor, standing in front of the desk?
– a medium shot of a man looking into the drawer. He is a police officer, and there are other police officers in the room, but in the background.

Each one of those tells a different story. It’s up to the editor to tell the story of what the cameraman has been shooting.

Even with business videos, I have to do the same thing. I have to ask myself, “Where do I want the viewer’s eyes next for maximum impact?” This is the main thing that sets amateur videos apart from professional videos: amateurs tend to want to get everything in one long take. And they end up with mistakes, and gaffes that need to be removed but aren’t because editing has a steep learning curve.

It is nice of Windows to add a Windows Movie Maker to every version of it’s operating system that is produced. However, editing with Windows Movie Maker is like trying to run a race in wooden shoes. It can be done, if you’re patient, but overall, it’s – clunky.

There are some very good consumer editing software on the market. The problem is, it’s not plug and play. There was a learning curve in video editing even for me, and I’ve been cutting audio for over 20 years.

The shots I make that tell the story but will have little or none of their sound used is caller “B-roll” These are the shots that are the demonstration, while a voice explains what’s going on. I consider my B-roll to be probably the most important footage I can shoot. Because while I cut away from the main speaker to show the demo, I can then edit the speaker’s AUDIO without making the video jump cut. That’s very helpful for taking out extraneous phrases or noises and making the person on camera seem more polished.

Morey: Ask me what is the most important quality of a great comedian
Henny: Ok, What is the..
Morey: TIMING!

I’ve always loved that bit of dialog. It’s so true, not only in comedy, but in anything that tells a story. And a good editor has a good sense of timing. You know when you’ve stayed on a shot long enough and it’s time to move on. Many amateurs stay on a shot waaaay to long. Unfortunately, if you look at much of the stuff that is posted on You Tube, you’ll find that the rule instead of the exception. The eye is quick, and the brain is quicker. Usually, three or four seconds is all you need before it’s time to change shots.

Watch your favorite movie or TV show again and pay attention to the editing., the scenes that were used and the decisions that were made to tell the story. I know you’ll see something that will open your eyes.

Now, what do you want for YOUR project? What’s the story you’re going to tell?

That’s a wrap.

21 Signs Your Company Is Ready To Put Videos On Your Website

Who Uses Video, , , , , , , , , , , ,

It took me about five minutes to come up with this list. I like the number 21. But there are a few dozen more I’ll save for another post. Ready?

21 SIGNS YOUR COMPANY IS READY TO PUT VIDEOS ON YOUR WEBSITE

1. Your “time spent on site” analytic is less than 60 seconds

2. Visitors do research on your site, then buy from a competitor

3. Visitors read the “About Us” page then leave

4. You sell a service which is performed in your customer’s home

5. You sell a service to customers which is performed in your home

6. You compete in an industry that has a less than stellar reputation

7. You keep trying to get on the first page of search engine results, but never make it.

8. Your company president asks, “What is You Tube?”

9. Your company president asks, “What is the internet?”

10. Your Unique Selling Proposition is better customer service

11. You have to show your customers how your product works

12.You have to show your customers the safety features of your product

13. You need to show why your product is built better than the other guy’s

14. There are questions you WISH your customers would ask

15. Your company is celebrating a milestone anniversary

16. You want your customers to meet your staff

17. You want to build brand loyalty

18. You want to show off your expertise

19. You want to be the “go to” person in your industry

20. You’re getting ready for a price increase

21. You’ve just started a new business

Do any of these sound like you or someone you know? Let’s talk about it. I’ll buy the coffee. Maybe I’ll even buy lunch.

That’s a wrap.