All posts by Ron Harper

And Now, A Word From Our Sponsor

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Say you’re watching your favorite show, and it’s time for a commercial. But before the commercial is played, you see, “We Will Return To Our Show In 30 Seconds.” What would you do?
Would you sit thru the commercial? Would you fast forward if the show had been recorded? Would you see if you could find a snack in half a minute?

TV execs are hoping you’ll just sit and watch.

This season, there will be some new techniques for commercial breaks, all of them designed to get you to watch, or engage you. Some shows will only show one 30 second spot at a time. Some shows will be using the actors in character, so that maybe you won’t notice they’ve gone to a commercial.

Well, of course, none of this is new.

Forty years ago and more, actors from TV shows were making pitches in character for hundreds of products…everyone from Dick Van Dyke to the Flintstones.

Actually, network execs have been saying for sometime that they’re worried about folks flashing forward on their DVRs. Hmmm. Let’s think about that for a minute. Which TV spots would you NOT want to fast forward thru? Isn’t there one particular time of year when TV commercials actually make headlines?

That January Football Game.

Why?

Why are THOSE spots watched, and talked about, and remembered, and discussed, and replayed?
Could be that they’re just a tad bit more creative than the norm? Could it be that here are a group of advertisers who understand that the way to engage the audience is to also entertain them?
Why does that happen just in January?

Ok, there are actually some pretty good spots the rest of the year.. I like PC vs Mac, the E*Trade baby, and IKEA. But just like radio, TV spots don’t have to be funny. They just have to be memorable. They just have to show their benefit to the consumer.

Make it relevant, and they will watch.

Folks will watch “TV’s Funniest Commercials Part 8?, but they will remember Mean Joe Green and the kid with the Coke bottle because it touched them. And that’s going to sell a whole lot more product than Smiling Bob could ever dream of.

–That’s a wrap.

What Part of KISS Don’t You Understand?

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“So what exactly is it that you do?” I asked.

“We fine-tune the art and science of delivering performance through our model that embraces a business tangible and intangible objectives to build momentum, and fuel the opportunity pipeline,” They said.

“Oh,” said I, scrambling for my buzzwords dictionary.

“We help businesses communicate to their clients,” They added.

“Well, why didn’t you say so in the first place?”

Communication is about sharing ideas. If you try to Baffle Them With BS; you’ll only get the same in return.

“What do you do?” They asked.

“I help businesses tell their story to customers and investors” I said.

“Wow. We could use someone like that,” They exclaimed.

“I thought maybe you could.”

–That’s a wrap.

Are You Selling Or Teaching?

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A lot of what I do is education. Some of the concepts about how and why to use videos on your website have some folks making that classic deer in the headlights look.

That’s why I try to teach instead of sell. One of the best networking groups I belong to focuses on everyone knowing as much as possible about each others’ business. Because in many cases, people have to learn about your business to want to buy from you. And we already know that those folks aren’t going to be as focused if your message is only text based.

Video is a great way to show and tell, or show and teach, because you’ll get that personal connection with visitors immediately. They’ll be more focused, they’ll grasp more ideas, and they’ll have a better understanding.

Once your website concentrates on delivering value in the form of you being the authority, you’ll be building your video content library. More sales. More customer loyalty. What can you teach me?

–That’s a wrap.

I Have A Website, But I Haven't Looked At It Since 2004

Uncategorized, Who Uses Video

I look at a lot of websites everyday. I do it to see how folks describe their businesses and I look for places where videos can fit in. Then there are those sites where it’s kind of like walking through a ghost town.

Old information, dates that, in some cases aren’t this year, or even last year. The worst of all: either NO email, or an email form that doesn’t work.

It’s a brochure.

You may think you know your customers; no one has asked you about your website. But what about those who WANT to do business with you. If you get any kind of referrals, there’s a 90% chance that before someone contacts you they are going to take a look at your website. An updated and user-friendly website says that your business is updated too.

Whatever equipment you use in your work, I would be more likely to believe that you have the latest and greatest if your website is up to date. That site can be a lot more than an online brochure. It is your 24/7 authority on all things YOU. It is a statement of your brand, and a promise to your customers: “Here’s where you can find us, here’s how you can reach us” And like, I said most businesses are there. Now, it’s time to take the next step.

Put a face on your business. Yours? The receptionist? A customer? All are great ideas, and everyone of them would make a great video. Show off your success. Show off your expertise. WHY are you better than your competition? Everybody can answer that question differently. But the way YOU answer it is something your future customers are dying to hear.

The people who do business with you, and those who might do business with you are Facebooking, texting, Twittering, and even calling their friends and sharing information. You need to get your voice into that mix. You can’t help that they talk about you, but you can influence what they talk about. It will happen with a well-produced video.

I’d like to help tell that story. It’s what I’ve been doing since before the PC was a twinkle in IBM’s eye.

–That’s a wrap.

What's Wrong With This Picture – part two

DIY ?

Continued from earlier this week: the website that was the subject of this blog specialized only in editing. They wanted you to do the shooting and upload the video to them. They even had some videos to show you how to do it correctly.. eleven of them to start with! With such thorough instructions, you’d think they’d be sticklers for quality. Guess again.

Besides using a camcorder, they also give instructions on how to use a digital SLR camera to record a minute or so of video. Then you might as well use your camera phone too, because now you really will start looking like a YouTube cat video And now you get into the realm of why do you even need editing if you’re shooting with such low resolution cameras? Still, I for one would watch a bad picture with good sound. But I will never watch any kind of picture with bad sound.

What do they say about audio quality?: “using the built in microphone is fine, as long as you get close. Well, if you’re doing that, you might as well have a web cam, which makes you look really creepy. Listen, onboard mics have problems. They all do, unless you’re going to pay at least 10k for your camera, use an external mic. Always. This is one rule you cannot forget. Most people record in a room or an area which is way too big, that makes the sound boom-y An external mic is the difference between “anybody could” and Hollywood.

Doing it yourself is fine. It’s fun. But there are caveats if you’re looking to produce an engaging piece of content that is going to represent you .

–That’s a wrap.

What's Wrong With This Picture? part one

DIY ?

Today someone sent me a link to a website that produces video. I have to confess, I’ve had the site up for hours now, looking at it, trying to figure out its appeal, marveling at the technical gaffes.
It is a site which gives instruction on how to photograph yourself with your video camera. Then you’re supposed to upload the video to them and they will edit it for you and host it on their site.

They have 11 steps for the customer to complete before he even turns on the camera. Eleven Steps! Imagine doing that yourself. With everything else you have to be aware of, then you have to be your own director! If you’re familiar with the phrase about the man who was his own lawyer, it’s the same punchline. A director will give you advice, tell you how you look, suggest and cajole, and make you do it again until it’s the best you can do.
Do you know what aspect ratio means? That’s basically the size of the screen. Most websites are using the standard 16:9 wide screen ratio. They want their customers to use the older 4:3 ratio. Then the customer has to write his script, a chore for many even with the “catchy phrases” they suggest, and either memorize it, or hold it in his lap. Oh, but we’re not through, you have to upload it so they can edit it. There’s no other way to say it : video takes a hell of a long time to upload.

There are a few websites popping up which purport to produce video for anywhere in the country. Either they have to use actors that are local to them, and consequently do not represent you and your business, or they rely on someone else to get the right shots so that they can edit them, with no thought to telling the story, or showing your business in the best light. It scares me more than a little, because the cheap looking results that come from those kinds of folks further cheapens the concept you are trying to achieve with a video on your website.

Easy to understand now why we do it all, and we do it all right here in Cincinnati.

Later this week, part two: Video and audio quality.

—That’s a wrap

Know When To Say No

Who Uses Video

If you spend more than a couple of minutes on my website, it should be apparent. If you’ve ever met me at a networking or other event, you’ve probably heard me say it:

We do videos for small business.

We don’t design websites. We’re not Facebook gurus, and we can’t do your email marketing lists for you. I would be most happy to refer you to some very skilled folks who will do that. We concentrate on just one thing:

We do videos for small businesses to put on their website. Engagement objects to grab the attention of website visitors and make the website owner look like an expert.

That’s it. Just that one thing.

WHY?

Because as multimedia becomes more ubiquitous than text, it is crucial that you have the right message, presented in a clean clear vehicle that tells your prospects what you do and why you love to do it. That’s what we specialize in. We know how to talk to your audience. And we have more experience presenting those messages than most of the other video producers out there.

We’re going to keep concentrating on making videos that get results.

Your business deserves it.

–That’s a wrap.

Dentists Need A Nice, Bright . . . Video

Who Uses Video

I just mentioned dentists briefly in the last blog post. But, the fact is, this is one category than can really take advantage of video marketing. There is a lot of competition in dentistry. Actually, I don’t want to run up the superlative meter, but any word you can find in the thesaurus than means a great volume can describe the amount of competition in dentistry.

Why? Well, there has been remarkable advances in the field, especially where aesthetics and cosmetic dentistry is concerned. These procedures have created a big demand, and everyone’s trying to get their share of the business. Any dentist who has been practicing for more than a few months can tell you, it takes time to build a name and gain the trust and confidence of patients.

If you’re a dentist, step one is to make sure that you are marketing yourself as well as your services. And if you want to get the edge on your competition, a well-produced, professional video is perfect.

Not only can you show before and after shots, but viewers are able to hear YOUR success stories straight from the gorgeous smiles you’ve helped create – your own patients. Happy patients are more than willing to help out with testimonials. And a well-produced testimonial with a special call-to-action can make all the difference in that new patient booking an appointment.

After you have that stunning new video, we’ll help you upload it to all the video sharing sites that will help you push your way up in the search engine rankings. For more strategies to market your practice with Videos On Your Website, just give us a call.

— That’s a wrap.

Doctor Up Your Website With Professional Video

Uncategorized, Who Uses Video

Medical Professionals, and that includes everyone from Dentists to Chiropractors, are honing in on the message that putting VIDEOS ON YOUR WEBSITE is a smart thing to do.

You may be the friendliest, smartest, most talented professional in your area, but how will anyone know if you don’t show them!

Studies show over 80% of the American population heads straight for the internet. This is a fact. Whether you or your office is referred by another practitioner or a friend, people go straight to the internet to check you out.

Now, here is the next best thing to a face to face meeting. You. On a video, introducing yourself and your specialties. Show off your offices. Interview the staff. Use testimonials. People like recommendations. They feel more comfortable going to a provider when someone else holds that provider in esteem.

It’s the best value for your marketing dollar.
—-That’s a wrap.

Quality Videos Reflect The Quality Of Your Business

DIY ?, Uncategorized

New blog.  First Post.  I was going to hold off on this until my site redesign, but after what I saw tonight, I think it’s an important thing to note: Don’t shoot amateur quality videos and sell them as professional productions.

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 (a) Grainy – if I didn’t know better, I’d think they were shot with someone’s camera phone.  (b) used the on camera microphone – a very big no no.  Sound is as important as picture, and since all of these shots were extreme closeups, to have the voice sound like it was coming from a barrel is quite rude from the position of a viewer. (c) one of the persons were shot sitting in front of a window. The light coming from behind washes the subject out.  It looks cheap.  I can’t hear what they are saying, so even if it IS a wonderful place to work, no one will know.

Truthfully, I don’t know if their web designer is also the video producer, but since the design firm touts multimedia production on their website, I could make a pretty good case for it. “LLC” has a nice website.  The designers did a good job.  Was this thrown in at the last minute?  Was it made to be a “value added” component ? At this point, I don’t know.  Maybe I can find out.

Producing videos for businesses is a lot more than Point And Shoot.   Some folks just love to do things like that for themselves, and that’s okay.  BUT
** You have to have an external microphone.  No discussion.
**The basics of 3 point lighting are simple.  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.

And if you find that you’re in over your head, ask for help.   Your business and the image you convey can be seriously harmed by thoughtless multimedia.
———- That’s a wrap.