book

Shoot to Sell

by Rick Smith, Kim Miller

April 2013

Beginner

324 pages

11h 12m

English

Routledge

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Who Produces Special Interest Videos?What is the Market for Special Interest Videos?Who Buys Special Interest Videos?Our Business Model—“Shoot it Once, Sell it for Years”How Much Money Can You Make with Special Interest Videos?Action Step
Special Interest Video FormatsYou are ThereRecorded Seminars or WorkshopsFollow Along VideosEducational or “How-To”DocumentaryScripted ProductionScreen CaptureChoose the Format that Fits Your ProjectAction Step
Pick Something You are Passionate AboutDon’t Have a Topic Idea?Generating Project IdeasAction Steps
Researching on the InternetUse Google AlertsOther Internet Research ToolsResearching at the LibraryResearching Your Market FirstFind Your Video’s PurposeDefine Your Target MarketIdentify Your Ideal CustomerCheck Out Your CompetitionNiche it DownStay in Your NicheTest Your MarketAction Steps
What to Look for in a Subject Matter ExpertWhat to Look for in a Video Production CompanyFinancial ArrangementsContractsAction Steps
Know Your AudienceAnticipating ExpensesHow I Approach a BudgetHow to Amortize Production ExpensesA Final Word about BudgetsAction Steps
CrowdfundingAction Steps
To Begin, Start at the EndRefine Your Project IdeaScheduleProject Management ToolsAction Steps
Outline BasicsAction Steps
The ScriptWriting the Script—Know and Speak to Your AudienceClosed CaptioningStoryboards and Shot ListsStoryboardsShot ListsAction Steps
TalentWorking with NarratorsVoice-Over NarratorOn-Camera NarratorThe HybridWorking with Your TalentCrewCoordinating Cast and CrewProp and Supplies ListWardrobe and MakeupLocation ScoutingBe PreparedAction Steps
Video Appearance Release FormShooting in a School SettingMaterials Release FormLocation Releases and PermitsWhat Do You Need in a Release Form?Action Steps
Your Most Important ToolEquipment You NeedVideo CamerasAudio EquipmentStabilizationLightingEditing SoftwareRenting as an OptionAction Steps
Basic Shot TypesWide ShotMedium ShotClose-Up ShotCamera FramingTitle Safe and Action Safe ZonesCamera Viewfinders and MonitorsBasic Camera MovesPanTiltZoomFollowTracking or DollyCamera Positions and AnglesEye-Level (Point of View)High AngleLow AngleSlantedLightingKey LightFill LightBack LightTop LightHard LightSoft LightEye LightShooting OutdoorsAudioWatch Audio LevelsHeadphonesAction Steps
Three Very Important Elements in Your VideoGet Ready for the ShootChecklist of Items for Your ShootNow We’re Ready to ShootRoll Camera!Directing Non-ActorsBe Kind to Your EditorListen through HeadphonesTelepromptersWhen to Stop the CameraShooting for ChromakeyWhy You Want to Slate Your ShotsReview Your DailiesAction Steps
Make the Interviewee ComfortableGetting AcquaintedInterview QuestionsThe Interviewee’s ChairWardrobeSetting Up the Side-by-Side InterviewAudio ConsiderationsLightingWatch Your BackgroundFramingWhen the Interviewer Isn’t On-CameraGet a ReleaseWhen Things Go WrongAction Steps
Live-Stream Your EventAction Steps
What You Can “Shoot” to SellPrograms AvailableFree ProgramsProblems with Screen Capture VideosWebinarsOther Video Web ApplicationsFinal Thoughts about ScreencastsAction Steps
Non-Linear Editing Systems—How They WorkAssembling Your AssetsTimelineCuts and TransitionsLower Thirds, Graphics, and TitlesPutting it TogetherWorking with PowerPoint SlidesColor CorrectingMusic—The Final TouchSweeten the AudioKeep it LegalPreparing for Online DistributionDVD DistributionDVD AuthoringPackaging—Give it Shelf AppealManufacturing Your DVDDuplicating DVDs YourselfAction Steps
Bundle to Increase ValuePhysical Products vs DigitalSplit TestingSelling WholesaleListen to Your MarketAim HighAction Steps
Shipping It YourselfFulfillment ServicesChoosing Fulfillment VendorsVideo-On-DemandA Word of Caution about Online VideosAction Steps
Working with a National ChainSmaller Niche Distributors and RetailersGetting into CatalogsOnline Distribution ChannelsAction Steps
Who Holds the Copyright on a Video I Did with a Partner?Action Steps
Expand Your Existing ProductsAction Steps
Do You Really Need to Have a Website?Amazon.comeBayAction Steps
Picking Your Domain NameYour Name and Search Engine OptimizationKeywords Are the KeyIs Your Domain Name Available?The Suffix of Your URL MattersWhere to Buy ItAction Steps
Pointing Your URL to Your Domain NameserversAction Steps
Make it Good LookingMake it Load FastMake it Easy to NavigateSearch Engine Optimization ConsiderationsBuild TrustAdd an Opt-In BoxPages You Should IncludeAction Steps
Membership Site FeesMembership Software PricesFeatures of Membership Site SoftwareHow to Attract MembershipIs a Membership Site Right for You?Action Steps
Use Subheads and Bullet PointsChoose Your Words CarefullySell the SizzleLet Your Prospect Get to Know YouThis also Applies to Your PackagingOffer a GuaranteeCreate a Sense of UrgencyThe “Swipe File”Have Your Copy ReviewedRead UpAction Steps
Shopping Cart SoftwareCredit Cards and Online PurchasingPayPalMerchant AccountsSelling Videos-On-DemandGet a SquareBuilding TrustAction Steps
Importance of MarketingTest, Track, Tweak, and RepeatAction Steps
Your Marketing PlanThe Marketing BudgetWhat is a Sales Funnel?ProspectingYour Product’s StoryOvercoming ObjectionsClosing the SaleFollow-UpAn Example of an Online Sales FunnelCapture PageWhat Do We Mean by Opt-In?Thank You Page (or Welcome Page)AutoresponderWant to Learn More? Spy on Your CompetitionHow Do You Get Prospects into Your Funnel?Action Steps
Common Types of Direct MarketingThe Importance of TrackingMetrics of Direct MarketingDirect Mail Marketing is Alive and WellHow You Can Use Direct MarketingThe Money is in the ListRenting Mailing ListsCopy is KingTest, Test, and TestDon’t Forget the OfferAdd a Product RegistrationKeep LearningAction Steps
Remain Compliant and LegalEmail Service ProvidersBuilding Your Subscriber ListsWhat Is and is Not Acceptable PracticeUnsolicited EmailingWhat Should You Email to Your List?Types of EmailsAutorespondersBroadcastsNewslettersHow Often Will You Send Your Emails?Design for the InboxGetting Your Email OpenedTesting What WorksAction Steps
What Makes Video Marketing so Effective?Offline Video MarketingCommercialsInfomercialsPromotional DVDsPreview DVDsOnline Video MarketingWeb Video is Great for SEOVisit LengthYouTube is an Authority SitePowerful Traffic within YouTubeSocial Media SharingNew Google Algorithms Reward Content_Front_BackWeb Video is Your Virtual Sales StaffWeb Video Improves Your Conversion RatesPromotional Video FundamentalsExamples of What You Can Do with Web VideoSample VideosPromotion VideosTrailersWelcome VideosInterviewsTips or TutorialsFrequently Asked Questions (FAQs)TestimonialsHosting Your Web VideosHosting on Your SiteBuild Your Own TV ChannelFree Video Hosting PointersBe ConsistentAction Steps
Defining Social Media and Social Media MarketingWhy Do it?What Should You Be Doing?Social Networking SitesStarting OutFind Friends, Connections, and FollowersWhat Should You Post?How Often Should You Post?Facebook, LinkedIn, and Twitter for Marketing PurposesYouTubeBloggingForum MarketingManaging Social MediaAction Steps
Search Engine Marketing (SEM)Search Engine OptimizationPay-Per-Click AdvertisingThe Power of the Press ReleaseWebinars and TeleseminarsTrade Shows and Speaking EngagementsArticle MarketingGuest BloggingMobile MarketingRadio and TV AppearancesPrint AdvertisingPremiums and IncentivesWrapping it UpAction Steps

Overview

Producing and Distributing Special Interest Videos is a step-by-step, do-it-yourself guide for successfully producing, selling and marketing videos without a huge financial investment for anyone who has an idea or expertise that they want to showcase in video. Learn how to successfully create and market videos for carefully researched niche markets, for long-term residual income.

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Publisher Resources

ISBN: 9780240823768