The Pagano Video Method -
Part 3: Intent
In this edition of BullShots!, our
multi-part series on the five questions to ask when you want to make a great
video continues. These are the questions I ask my clients to consider
whenever we talk about videos. I call it
the Pagano Video Method.
So far, we've asked two
important questions: 1) Who are you? and
2) What's your product or service? The
answers help to give the video a back story or history. The back story probably won't make it into the
video, but does provide useful background information that influences the
message, flavor, and feel of a video.
Today, we move beyond the
back story and talk about intent.
Question 3: What do you want to do?
"Well, I want to make
a video!"
Of course, but to what
end? In other words, what's the intent
of the video? What purpose will the
video serve?
Here's a quick quiz: Of the three possible answers below, which
one(s) refer to intent?
- I want the video to show my skill as a dentist.
- I want it to show my beautiful new office.
- I want people to understand why I'm the best at what I do.
- I want a wedding video.
- I want a video for my kids to send with their college applications.
- I want a video to put on my web page.
If you answered both one
and three, you're right on. The other
responses don't speak to intention. Response
two refers to what should be on the video. Four tells us what sort of video the client
wants, but says nothing about its purpose.
Response five gets a bit
closer, but it's still off the mark because it doesn't speak about the intent
of the video -- it refers to the reason
for making a video, but not its actual purpose.
Number six is way off the mark. A
video of a dog barking would suffice, but it wouldn't make sense on a dentist's
home page.
But number one, "I
want the video to show my skill as a dentist" and number three, "I
want people to understand why I'm the best at what I do" both discuss the
video's intent. That's important,
because it guides us to the story of the video.
For example, the video
showing one's skill as a dentist might have content showing the dentist filling
cavities or examining x-rays. It might
show him or her in a classroom learning the latest techniques, or might not
even have the dentist in it at all -- it could be testimonials from
patients. Each of these approaches fills
the intent of the video, to show the dentist's skill.
To achieve the intent of number
three, showing why the subject is the best at his or her profession, might show
the client's trophy case full of professional achievement awards, or perhaps
actually being presented with one. It
could show clips from newspaper reviews or thank you letters. Perhaps it shows the client tackling a
difficult problem, like designing the world's longest suspension bridge. While each of the stories is different, the
intent is the same.
So before committing to an
investment of hundreds or even thousands of dollars for that video for your web
site, ask yourself: What do I want to
do?
Next time in BullShots! we
talk about your competition. See you
then!
-Fred
---
Learn more about my
method. Call me anytime at +1 (617)
230-4019,
or drop me an email:
Fred@BrownCowStudios.com
---
For more useful
information, be sure to visit the Brown Cow Studios website: www.BrownCowStudios.com
---
Copyright 2013 Fred Pagano
& Brown Cow Studios of Boston. All rights reserved.
This copyrighted article may be redistributed
provided all text, links, credits, and this copyright notice are intact.
2 comments:
Thank you very much for your post! Very interested in your opinion.
Whiteboard Animation
Glad you enjoyed it, thanks for writing! Moo!.
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