If you are considering making a video for marketing purposes, or you made some, but were unsatisfied with the cost or result, Video Marketing For Dummies is the book to get. Kevin Daum, a well-regarded For Dummies author and INC columnist and his colleagues have written a thoughtful, comprehensive, and fun book for successful marketing using video. Whether you are a do it yourselfer, or like me, a "manage it and get it done well but inexpensively by others" type, this book helps with all aspects of what can be an intimidating topic.
First, it makes the point that videos sell. A posted video, I learned, can increase the chances for a customer purchase by up to 35%. Whatever it is you're selling, video sells it better. Search engines accord pages with video higher ranking. All of which is why you need to make videos whether you are selling services or widgets. Second, the book warns you away from being stiff, boring, and unwatched.
Then, it smoothly and comprehensively walks you through all of the steps for creating effective marketing videos, including storyboarding and creating a compelling script, prepping for production, location-scouting, shooting, editing, refining, polishing and post-production, and most importantly, posting and promoting it. Video Marketing clearly explains how to produce videos that can go viral yet not break the budget.
In a nutshell, humor is essential, and brevity is the soul of wit. Planning - with a script - is key to a successful result, and improvisation and imagination, [legally] re-using and re-purposing existing footage, bartering and and hiring non-SAG actors (and thus avoiding SAG minimum per-diems and ongoing residual payments) hold the keys to budget relief.
Personally, I know messages I want to convey, and maybe I have some idea of how, but having read this book, I understand that video production is not a read the book and do it now activity. Rather, it is a team effort, involving a producer, director,writer, camera-person(s), production crew, talent (actors), graphic artists, and editors. I also learned, however, that a team of two or three can do it all too, with everyone wearing more than one hat.
Like a diamond, a video can cost $500 or $500,000, and be more or les the same size, but unlike a diamond, the well-done budget film can be worth more in measurable results that an expensively-produced bore.
Simpler alternatives, such as animation using Go!Animate or Xtranormal are also covered, and the book is chock full of useful tips and hints, called out in the famous For Dummies style.
Video Marketing For Dummies provides good value and is a worthwhile treatment of a complex subject, told with good humor, professional style, and is devoid of condescension.
Highly recommended.
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