5-1/2 Questions to Ask Before Making a Video: The Pagano Video Method, Part 3: Intent

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?

1. I want the video to show my skill as a dentist.
2. I want it to show my beautiful new office.
3. I want people to understand why I'm the best at what I do. 
4. I want a wedding video.
5. I want a video for my kids to send with their college applications.
6. 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

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Learn more about my method.  Call me anytime at +1 (617) 230-4019,

or drop me an email:  Fred@BrownCowStudios.com

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For more useful information, be sure to visit the Brown Cow Studios website:  www.BrownCowStudios.com

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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. 

 Please let us know you've linked to us. 

5-1/2 Questions to Ask Before Producing a Video:The Pagano Video Method

5-1/2 Questions to Ask Before Producing a Video:  The Pagano Video Method

I love my business of creating great videos and sound designs for business.  It's hard work, and I often put in long days and work well into the night.  But I love it, and that's why I do it. 

It can be frustrating sometimes, however.  One of the biggest frustrations is when my client's aren't clear about what they want in a video.  Sometimes the only thing they know is that having a video is a good idea.  They're not sure of the message, the desired result, or what they'll use it for. 

They depend on me, a creative professional, to flesh out the answers and get them on the right track.

In response, I've developed a set of five-and-a-half questions -- they're part of what I call the Pagano Video Method -- that every client should answer at the beginning of a video project.  Together, these questions create a roadmap to a successful video.  They cover everything from the basic purpose of the video to its style and flavor.  They help crystallize ideas, generate new ones, and lay the foundation for scriptwriting.  One of these questions is so important that we ask it twice -- or one-and-a-half times.  You'll find out why later on.

When the answers to the five-and-a-half questions are clearly thought out, the direction of the video becomes clear.  We've got the information necessary to begin production of a great video that accomplishes its purpose.  By this stage, things are often so clear that the video almost writes itself. 

The end result is a more effective video and a happier client. 

So, what are the five-and-a-half questions? 

1.  Who are you? (Part One)

2.  What do you do?

3.  What do you want to do?

4.  Who do you want to do it?

5.  How do you convince them to do it?

5-1/2.  Who are you? (Part Two)

They sound pretty simple, don't they?  They are, but they're powerful too.  Because without clear answers to these questions, its nearly impossible to create a video that works. 

Over the next few weeks, we'll look at each of the five-and-a-half questions that constitute the Pagano Video Method in depth.  We'll look at some real-world examples and scenarios, and put the method to work creating a mock script. 

Come back next week for the first question in the series ... "Who are you?"  It's not as simple as you might think.  In fact, we ask it twice ...

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Don't want to wait for the next article?  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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Brown Cow Studios produces high quality video and sound designs.  To learn how we can help you, visit www.BrownCowStudios.com

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(c) 2013 Brown Cow Studios of Boston -- All rights reserved.
This article may be redistributed provided all content and copyright notice is intact.  Please let us know you've linked to us.