Call a Media Professional!! Part 1

Most business owners want only the best quality suppliers. But when it comes to video and web communications they don't know where to begin-or all too often are willing to settle for a quick solution. Here's the solution...

OK, you own a business...there are millions of potential customers out there, but none of them know who you are. You're looking for a way to increase awareness of your business and to build your brand. Or you want to jump start a new product launch. Maybe you need to demonstrate your unique product or service to make sales. Perhaps you need to disseminate information to employees scattered across the country or around the world. Or you want to reduce the money drain caused by ongoing training of your employees (or customers!). You know the persuasive power of television, and you know it's time to bring your company into the 21st Century. So, you decide it's time to create a compelling video to blow away your competition....

You think: Step one, pick up the Yellow Pages (or go online), do a search for Video Production Services, and look for the biggest ad (or flashiest site). Whoa, there-not so fast! Often the easiest path is the one that leads to destruction! There is a better way, and one which will ensure you get the most bang for your buck....

Video can be a powerful tool-if done correctly by an experienced professional, such as the members of MCAI. If not, it can be a big waste of time and resources. Most business people don't really consider what goes into making a successful TV show. Movies still have a mystique about them; but most of us have said, after watching a particularly bad sitcom, I can do better than that! But can we?

You know your business better than anyone. But creating a successful video requires much more than that. It requires someone who knows the video business-a media communications specialist who can translate your business goals into an effective video! Often, you are so close to your day-to-day operations that you haven't stepped back and looked at the big picture in awhile. A good video producer can do that for you.

The producer's job is to help you focus on what's really important: your viewers. It's not about sending out the message. It's about developing a message that the viewer will be receptive to. You can put all the information you deem important into your video, and have it bounce off the viewer's eyes and ears with a resounding thud. Or you can send out a message that engages your viewer, and causes a change in behavior that increases your bottom line.

Next, in Part 2, I'll discuss what goes into a successful business video. It might surprise you!

--Bill Ennis

Bill Ennis is the president of the Media Communications Association International's Orange County/LA Chapter. On the side, he's an award-winning writer, producer and director of compelling content through his company, Media Magic. He can be reached at 949-713-9696 or at This email address is being protected from spambots. You need JavaScript enabled to view it.

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