Handling the “I Can Produce a Video Myself” Objection

At well under $8K in total equipment costs and dozens of non-professionals who can create a video for less money in less time, companies are attracted to the idea they can produce video on their own. So why are we needed? Is the video professional becoming extinct in a time when it seems anyone with a camera can be hired to do it cheaper?

How do we deal with a company who wants to produce a video themselves? How can we justify the costs for our services? Here is the Elite strategy to overcome the do-it-yourself crowd.

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Though the tools to produce video are relatively inexpensive, there is a high skill set that goes into producing a polished production. Similar to when the word processor appeared and some felt that they could become the next Ernest Hemingway, today, some people believe that they can produce professional videos using the relatively inexpensive tools of the trade available on the market today. However there is a big difference between cameras, editing software, and other hardware that goes into determining the quality of the final product.

For instance, the average person probably won’t be spending $10,000+ for a broadcast quality camera package (camera, lights, lens, audio, etc.) to shoot the video or another $5000-$10,000 for a professional editing system. Plus, the typical person doesn’t have the time or experience to produce a professional video, just as I wouldn’t attempt to tune my car’s engine, even if the equipment was readily available.

What to tell your clients:

Sure, you can do it on your own but….there are some types of videos that just have to be professionally produced. For instance, if you want to produce a promotional video to market your products or services to the public, you definitely want this to be professional, engaging and motivating. A professionally produced video = credibility.

One rule of thumb is that if your production needs to look professional and it’s targeted to the public or other businesses, it needs to be professionally produced.

There are several advantages for having a capable organization manage the production and activation of a message:

  1. Knowledge of human online behavior. A professional often leaves the making of your video interesting, not an advertisement.
  2. We know how to strategically place your video online- which is better than spray and pray
  3. We know about SEO- it’s is very important for long lasting results
  4. Every social site, blog, forum, bookmark has its own eccentricities — we know how to use them to your advantage.
  5. We can distribute across a range of locations including video upload, blogs, forums, bookmarks as well as mobile downloads, Etc.

Professional media makers can:

  1. Develop concept “what is the message” and goals
  2. Strategic analysis — where should the message be seeded to reach your target demographic
  3. Deliver the campaign for maximum effectiveness within search engines, maximize page views and successfully solicit a call to action.
  4. Report on campaign success and next steps

Video based campaigns are more effective than banner ads and are proven to result in more satisfied customers after the sale. The most surprising aspect is that they are usually less costly than traditional ad campaigns.

Who Is Your Target Audience?

This should be your first consideration. If you need a simple demonstration or training video to show your fellow employees how to use a particular piece of equipment, you can probably do this yourself. Just aim the camera, tell ‘Mike’ to start, and shoot. However, if this is an involved training process and/or it needs to keep people’s interest, you may want to consider having it professionally produced.

How Much Should My Budget Be?

There are some types of videos that just have to be professionally produced. For instance, if you want to produce a promotional video to market your products or services to the public, you definitely want this to be professional, engaging and motivating. This is the case no matter what your ‘delivery mechanism’, be it DVD, CD-ROM or Internet. Our rule of thumb is that if your production needs to look professional and it’s targeted to the public or other businesses, it needs to be professionally produced.

Though the tools to produce video are relatively inexpensive, there is a high skill set that goes into producing a polished production. Similar to when the word processor appeared and some felt that they could become the next Ernest Hemmingway, today, some people believe that they can produce professional videos using the relatively inexpensive tools of the trade available on the market today. However there is a big difference between cameras, editing software, and other hardware that goes into determining the quality of the final product.

For instance, the average person probably won’t be spending $10,000+ for a broadcast quality camera package (camera, lights, lens, audio, etc.) to shoot the video or another $5000-$10,000 for a professional editing system. Plus, the typical person doesn’t have the time or experience to produce a professional video, just as I wouldn’t attempt to tune my car’s engine, even if the equipment was readily available.

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