BUSINESS VIDEO MASTERCLASS
PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED
What needs researching
Here’s a list of topics that I believe need researching. You may have some of the answers already, which will make it quicker.
> Your marketplace. Do a search on your keywords and see who else turns up in Google. Look at these pages to see what’s going down on your block. Try to understand the market forces behind what you see. Are there any newcomers you didn't know about?
> Your known competitors. Check out their websites and blogs and see what they’re up to. Checking out their freebie downloads will give you an eye on what ideas they’re pitching to clients. How are they pitching? What’s their Remarkable Proposition? Do you think you’re ahead or behind them?
> Your competitor videos. Definitely look at their videos. What style are they in? Are there any you particularly admire? How do you make your video look different? Should your video look very different to theirs, or just a bit different? Is there a style of video your industry uses?
> Your colleagues' views. Asking colleagues for their thoughts & ideas is always worthwhile, even if you don’t necessarily agree with them. Asking your best salespeople their views on the market and what drives customers is very useful, as salespeople are at the sharp end, dealing with customer problems all day long, and the best sales execs will know exactly where you’re weak and where you’re strong.
It's also worth looking at video styles, googling them, youtube etc. You never know what you might just discover at the last minute.
Most marketers find video research a refreshing process, as something valuable - even priceless - always turns up. But only if you look.
If you’re filming video, and not using just graphics, then you may need to check out filming locations, and anyone important who might appear in the video, eg, a CXO or VIP customer.
No research can mean no result, or disappointment at the least.
Research gives your video wings to fly.
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