It’s time for a new season of Marketing Minutes. These quick 60 second tips will give your business an edge in today’s digital marketing world.
Whether it’s copy for your website, or your networking elevator pitch, the key is to tell a story.Here are the plans you should be making for 2022.
I remember that poem from my childhood days. My parents owned a gift shop for a time, and the purple cow poem was emblazoned on a pair of cow-shaped salt shakers. Nowadays, being a purple cow is what you should be striving for. Here to explain, in the latest episode of Good Views, is Angie Thompson of Living In America, a business communications company in the Cincinnati area. After having lived and worked in several countries, and within various cultures, Angie learned the essential value of communicating clearly and effectively.
I see it so many times – that businesses struggle to explain themselves and what they do. You can’t be everything to everybody. You must pick one thing that you want to be known for. For me, it’s affordable video production. Whatever it is that makes YOUR purple cow come through, it starts with your “Why”. There are some great lessons in this Good Views. Thanks to Angie. You can learn more about what she does at her website.
It happened again: A client came to me with the idea of producing a series of customer testimonials. Another video producer had already shot one testimonial with one of his best customers. I watched it.
The testimonial – let’s pretend it was for Fred’s Lawn Service – shares the time when Fred summed up his service in one sentence.
“That’s when I knew that he understood me,” the testimonial says.
With that one sentence, Fred won over a new customer. It’s a golden, pivotal moment, and one that every prospect should hear. So what’s wrong? – That moment occurred more than three-fourths of the way thru the video!
It’s a three minute video, so statistics show that most of the viewers have already stopped watching. It’s called Burying The Lead.
Many video producers don’t take the time to find those golden moments. They shoot the footage, maybe make a few linear edits and they’re done.
Testimonial videos can be one of the most powerful things that you can invest in. But if the message doesn’t get thru, it’s not going to bring you more customers. That’s why I’ve stopped producing them.
I produce YES-timonials.
There’s lots of things that go into making a YES-timonial. The most important one is knowing the stories and the phrases that trigger the buying impulse in prospects. My experience in broadcasting, working with every imaginable category of business, along with nine years of producing successful business videos, is why I can make that claim.
Want to know more about video YES-timonials? Let me send you my FREE e-book. Then, let’s have a conversation about your business.
–that’s a wrap.
Planning a Video Shoot in SW Ohio? Use these tips:
Maybe your customers, or a vendor, or even a business coach has told you that you should have one or more videos on your website. Or maybe you’ve decided that you could use a training video instead of finding time to teach the same things over and over. What do you need to produce your marketing video? Your first big step should be finding a Cincinnati video production company. Let us make it easy for you with these practical tips.
Most small business owners have their hands full with just the day to day business. Even larger companies need advice on shopping for a production company. Sure, somebody could shoot something with their smartphone, or a consumer video camera, but the last thing you need is something that looks amateurish and isn’t even functional. Should creating a video be a big Hollywood-like production, or are there smaller, boutique creative firms that understand your business and can guide you each step of the way?
That’s why we’ve created this guide. Of course, we’d love for you to just hire us, but there are a lot of Cincinnati video production companies. We want to help find the right one for your project.
Why Should You Get Bids From Multiple Production Companies
Each one is different. Some are big; some are small. A few can actually help with scripting and show you what to do with your video afterward. Others might shoot weddings as their bread and butter and only produce corporate videos on the side. One of the biggest differences is equipment and the people who know how to use it. This goes not only for cameras and the stuff you see, but editing platforms, and the stuff you don’t see.
When you take these things into account, you can understand why looking and two or three companies will give you a better sense of what you need for your project. It may even spark a new idea or two.
A big budget production can mean multiple cameras, a large crew, fancy equipment that arrives in semi trailers. If that’s what you’re planning, you’re going to need a big video production company that you can hire, and then get out of their way.
On the other hand, if you have a story to tell, a factory tour, or just some compelling customer testimonials then you won’t need the complicated production gadgets. In this case, a smaller company could take care of your needs.
Here’s how to begin
Tip #1: Look at their samples
Most production companies, whether large or small, will have samples of their work on their website.
One of them will be the “sizzle reel”. This is simply a highlight video… a compilation of some of their neat shots. That will be them putting their best foot forward.
They should also have samples of actual client productions. If they have a samples or portfolio page, see if a variety of businesses are represented. If there are three videos for the same client, you may want to see what they do for other types of businesses. See if a business similar to yours is there.
Beyond the actual demos, see if that production company has produced something for… themselves. That make sense, doesn’t it? I mean, would you want your website designed by a company that doesn’t build their own website? Then why wouldn’t you want a video production company that doesn’t produce a few “About Us” videos?
Tip #2: Due Diligence
Once you’ve narrowed down the list to a few companies with videos you like, you’re going to want to vet them.
Is there a client list? Who has hired them in the past? Could one of them be a competitor of yours? Do they mostly work with Fortune 500, medium-size companies, micro-businesses… see any companies that seem to be about the same size as your business? Are there any in related industries?
At this point cost may also come into play. And you’ll find that most production companies don’t list any prices. The reason for this is that each project has its own unique challenges and budget
Still, if you’re a small business owner, you may be on a limited budget. That’s one of the reasons we’ve created video production packages for one-time, or multiple productions. We can price out the basics, and then get with you to take a look at any special needs or add-ons for your video.
So for each production company you want to look at, get on the phone and talk to them. While you’re at it, pay attention to how their phone is answered and their demeanor while talking to you.
While they’ll ask you a bunch of questions for your price quote, you should ask some as well, like:
• Is there a minimum cost?
• How do they charge? By the hour, day, video length?
• Make sure to ask if they’ll give you a fixed price, or will it change depending on how the production goes?
We have clients who were burned by production companies in the past. They thought the price was fixed, but things were added during the production process (extra shoot days, special equipment, more post-production time) and next thing they knew the price had skyrocketed.
It’s okay if it’s not a fixed price, but make sure the production company will agree to talk with you in advance of any additional expenses.
• You need to know what you’re getting for your money.
• Will they brainstorm with you? Will they come up with creative ideas and help you write them, or will they simply shoot and produce and be done with it?
• Ask about their process. Find out what’s involved, how long will the production take, and what is the approval process?
• Are revisions included in the price? If so, how many rounds and are there deadlines?
Tip #3: Getting it in writing
You’ve watched some sample videos and demo reels, you’ve found a company you can work with, and you have come to an agreement on price.
Some companies will put everything into a formal proposal. Others may leave the details in the contract. Whatever it is, make sure everything you’ve discussed is there. No one wants any last minute surprises. While I’m at it: have some respect for both the production company and the process. If they offer one round of revisions, don’t hold out for unlimited revisions with no increase in price.
You’ve Selected Your Cincinnati / Dayton Video Production Company
I hope I didn’t overwhelm you. There is a lot of factors that go into making the decision, but it’s all worthwhile. And now that you have this trusted guide, the process should be much easier.
And the good news? At the end… you’ll have a compelling message and a marketing edge that will work for you and your business 24 / 7 / 365.
–that’s a wrap
(c) 2018 Ron Harper Creative, llc
Video and voiceover pro Ron Harper has been cast as an extra in the movie “The Old Man And The Gun” which is currently filming in the Cincinnati-Dayton area. The movie stars Robert Redford, Sissy Spacek, Danny Glover and Casey Affleck. Ron’s scenes as a bank patron were filmed May 1 in downtown Dayton, which will be set as St. Louis in the movie. The production is slated for release in 2018.
Businesses can spend $300 a month to have a coupon on the back of a grocery receipt. They can spend $2,000 on a newspaper or magazine ad. A successful broadcast campaign can run five figures. These are the folks who have not yet discovered the power of online video.
How many ways are there for a business to communicate, market and entice its prospects?
Basically, there are only three: Broadcast, Print, and Online. Each medium has its own advantages and limitations, whether intrinsically or monetarily.
Broadcast is radio and television. Companies buy advertisements. Those ads take up a finite amount of time in the broadcast day. The more successful the outlet, or in many cases the daypart, the more expensive the ad. Nighttime radio in a small town can be had for a few dollars, while a 30 second spot on the NFL Championship game could cost upwards of a half million dollars. Many local broadcast stations produce their clients’ spots for free. National campaigns can have a feature film budget. And in both radio and television, the clusters of spots have gotten longer. But the twelfth commercial in the set pays the same as the first.
For print, size matters. Full page, and 4 color display ads run into the thousands. But print can also cover the direct mail pieces, or the backs of grocery store receipts. Those vehicles tend to be more reasonable for small business depending on the length of the contract and the area of distribution. There is usually a setup fee for the printing.
Online banner ads and platforms such as Google AdWords have been around almost since the inception of the modern day internet. Advertisers pay each time the ad is clicked, or for a particular action (a lead or a conversion) and the rates fluctuate wildly. Production costs vary too, from graphic design to video production for “pre-roll” advertisements.
Here’s what many companies miss: you also must determine the shelf life of an ad and figure that into the cost as well. For radio and television, when your 30 seconds is over, it’s gone. For print, if the ad doesn’t catch the eye, the page is turned, the coupon is thrown away, the envelope isn’t opened, you’ve failed.
But what if there were a way to actually ATTRACT prospects to your message in a way that they found entertaining and informative no matter where they are or when they search? There is.
But it’s not advertising, at least not in the traditional sense.
Folks who search you out are aching to have their questions answered. To find out what you do, and how well you do it.
The CONTENT you put in your online presence is accessible 24/7. It doesn’t disappear like broadcast. It doesn’t get tossed in the garbage like print. So its shelf life is as long as it needs to be. And that decreases the overall cost.
The companies who advertise on the backs of grocery store receipts, or in the neighborhood value magazines, or in the direct mail coupon packs are perfect clients for me, because I can do a better job of delivering their message at about the same price they are currently paying.
Yes, there are video production services out there charging $1,000 per finished minute. In my world, that could be three months worth of compelling content videos.
Consider the message. Consider the audience you’re trying to reach. Consider the shelf-life of the message. One of my original clients just refreshed his video after seven years! It was working extremely well for him, but he wanted to use it on his mobile website, and the video was in Flash format, instead of MP4. This time we shot two specialized pieces and testimonials. His clients love his service, and now he’s poised to grow the business even more.
For video, Facebook Live, Periscope, and other apps can bring an immediacy that other mediums can’t touch. DIY video can be alright, depending on where it is going to be used. If you’ve invested a thousand or more into your website, you may not want your brand to be represented there with an amateurish video.
Professional video can be added to your website or blog for just a few hundred dollars. If you’re looking to build a content video library, regular monthly or semi-monthly shoots can lower that figure even more. It’s an investment that will pay off. It’s an investment you want to make in your business before the competition does.
— That’s a wrap.
A lot can happen in 30 days after posting a video to your business website.
- One of my clients booked a contract that paid him over 25 times what he had paid me
- Another client received a 5 figure grant to grow her business
- still another client was the subject of a local TV news story, AND won a Cincy Innovates award
- And let’s not forget the million-dollar condo. We did a feature video, and it sold in 59 days. (ok, it was a slow market.)
Where will YOU be 30 days from now? I’ll keep saying it: If you’re using video, and the competition isn’t, You Win.
— that’s a wrap.
Cincinnati is lucky to have so many website and marketing experts. I have asked some of the best to give you easy tips to improve your website and make you stand out in a competitive online environment. In this new video series, we’ll get right to the useful information. In just two minutes, you’ll find out some of the secrets these folks use. I don’t know of an easier way to keep your website and marketing fresh. The experts I will be interviewing are extremely helpful and easy to talk to. They would love to hear from you if you’ve watched the video and found some useful tips. Contact information is right at the end of the video.
My first guest is Beverly Richards of LDR Interactive Technologies. Beverly and her team not only make websites pretty, they make websites that work. Beverly is a wealth of information when it comes to marketing your business online. In this video, three tips for fixing your ABOUT US page. Every website should have one. Take advantage of these tips now to better connect with your customers.
If you’re new here, I create videos as web content for small business in Cincinnati, Dayton, and Northern Kentucky. And I help both my clients, and non-clients understand video’s powerful impact. A lot of that is knowing what to do after the video is created. Where do you put it? How do you put it there? What else can you do to make sure folks see it? This video series was born from that. I’m going to give you the tips you need to make your videos work for you. Don’t have any videos yet? Call me. I’d love to talk with you.
Here is Episode 3. I upload a new one about twice a month. I’m really interested in your comments, so leave one, or connect with me.
Watch time (4:18) Link to transcript