Five-and-a-Half Steps to a Great Video:
The Pagano Video Method - Step Two
Welcome back!
In our last installment of
this series, we looked at the first step in my method for creating a great
video. We started by borrowing a page
from the actors' handbook and began to create a back story. The back story, you'll remember, is a trick
actors use to give their characters depth, personality, and the motivation that
leads them to their current situation -- a moment in time we experience as a
movie, play or TV show. It's the story
behind the story.
 |
| Step Two: What's your product? |
In this installment, we
continue building on the back story by asking another key question that this
time will give us knowledge about the main character in the video. That main character is your product or
service: The star of the show.
What do we know about the star? At this stage, not much. From the exercise we completed in Step One we
know about you and your business, but the star of our show -- your product or
service -- is still an unknown. So now
let's learn about your product or service.
Question Two:
"What's Your Product?"
"Pizza Boxes."
I have to admit, if this
were a real conversation with a real client, I'd be grinning right now. The idea of making a video with pizza boxes
as the star would never occur to me. I
haven't really thought much about pizza boxes at any time I can remember. Sure, I've thought a lot about the
pizza. But the box? Not so much.
"So
tell me about pizza boxes…"
"Well
Fred, you'd be surprised at the variety of pizza boxes. They come in many different sizes and
shapes."
"Shapes,
you say?"
"Yes--
there are square ones, of course, but there are also octagons, round ones, and
some that are wedge shaped, for single servings."
"I've
never seen a round pizza box."
"They're
fairly new to the market, but they're catching on. You see them more in high-end pizza
restaurants."
"Why
mostly in high-end shops?"
"It's
because gourmet pizzas are gaining in popularity. The operators want to show off the uniqueness
of their product, and one of the best ways they can do that is with a box
that's unique. You wouldn't put a
diamond ring in a cardboard box, and the gourmet pizza purveyors feel the same
way.
"Customers
like them too. And the really
interesting thing is that our research shows, over and over, that just putting
a pizza in a premium box means an operator can charge two, three, even five
dollars more for the same pizza. Just
because of the box, which only adds about 25 cents to the cost."
Eureka! We've
discovered the star power of the pizza box.
Spending an extra 25 cents on the box brings in up to $4.75 in extra
income.
Had we not taken the time
to learn everything we could about the product, we wouldn't have gotten this
extremely important bit of information
Is there any question that we'll be talking this fact up big in the
pizza box video? You bet we will. It's a gem!
When you're planning for a
video, be sure to learn everything possible about the product involved. It's the star of the show, so make sure you
give it the star treatment.
Next time we mark the
halfway point in the Pagano Video Method and ask yet another key question in
the pre-production process: What do you
want to do?
See you then!
Best,
Fred Pagano
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Don't want to wait for the
next article in this series? Learn more
about the Pagano Video Method and how
it can help you produce great videos direct from the source. Contact Fred Pagano at Brown Cow Studios today!
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Copyright 2013 Fred Pagano
& Brown Cow Studios of Boston. All rights reserved. This copyrighted article may be redistributed
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