It takes as much energy to wish as it does to plan. ~ Eleanor Roosevelt

I like to compare video production to building a house. Houses come in all shapes, sizes, and price-points. You typically start with a vision of what the finished home will look like, then the architect creates a blueprint as a guide for construction. Finally, a contractor hires sub-contractors to execute the design and bring your dream home to life.

Having played the role of producer (“general contractor”) for more than 1,000 commercial videos, I still get a charge out of taking a project from conception to completion. And while the budget and scope of these projects varies wildly—just like the cost and range of building a new house—I’m a stickler for getting the job done well and on schedule—without breaking the bank. The best way to do that is to have a rock-solid plan and stick to it.

Plan your work

Of the three major phases of video production, getting started (pre-production) is by far the most critical. When done correctly, the final two steps (production and post-production) flow easily and give you the outcome you’re aiming for—on time and on budget.

10 Tips for Getting Started

Be prepared (and be realistic!)
Start with the end in mind
Let the script be your guide
Make a shot list
Build storyboards
Secure a location
Hire authentic talent
Let testimonials speak for themselves
Get camera-ready
Use a photographer to capture material for video and marketing purposes

Work your plan

Production (Phase 2) is where all of your advance planning from the first phase comes into play. Always overshoot the amount of video footage you think you need. It’ll come in handy in post-production (Phase 3). Working with more experienced camera operators and directors, I learned very early to shoot wide shots first, then move in for tight shots to highlight the action. Always shoot a person (or scene) from more than one perspective (close-up, medium, wide) to provide your editor with a maximum selection of options. In producing a 30-minute infomercial, for example, I normally shoot 30-40 hours of footage. A good director can ensure the script is followed and that precautions are taken to capture the material that will make your video successful.

Secrets to Success in Production

Hire a good director
Hire a good producer
Hire the right-sizes crew for the job
Don’t short-cut lighting and sound
Shoot lots of b-roll
Use video animation when warranted (“a picture is worth 1,000 words”)
Have your editor on set
Make transcripts with timecodes to facilitate editing

Home Stretch

I have spent thousands of hours in post-production, and I’ve learned that I can have more impact on the final outcome of the video from the decisions made here (in Phase 3) than at any other point in the production process. Like home-building, the last 10% of the project can take as long as the first 90%. At least it feels that way! But here’s where your craftsmanship comes into play. For me, putting the video together to tell a powerful story is the most gratifying phase of production. It is where I combine basic video production principles with strategic direct response marketing to get the results I want. Video Persuasion, the title of my third book, is all about how to create effective high-level product and testimonial video that will grow your brand, increase sales, and build your business. Good video production—from start to finish—is the framework for supporting your message.

Costly Mistakes to Avoid

Neglected to have editor on set or location during the shoot
Too few crew to get the look and feel you want
Shot frame too tight; limited space for editor to work with
Neglected to finalize the script before shooting
Assumed you could “fix it” in the editing bay

Just getting started?

Until recently, video production could be a very expensive process. Over the past few years, online services have popped up that allow you to create video using templates—quickly and inexpensively. In addition, production apps download quickly and work surprisingly well. Here’s a list of some of the companies mentioned in my new book:

FREE BONUS!

To get more great video marketing information, please visit my website at rickcesari.com and you can download, for free, my e-book on the three most effective types of online content. I go into great depth explaining this information, how to create it, and hot it can benefit you.