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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Match Your Imagery to the Clients You Desire

In last week's edition, I wrote about matching your style to the industry niche in which you operate.  We continue the theme this week with a discussion of how to match imagery to attract the clients you desire. 

All images have meaning, and they mean different things to different people.  A photograph of a luxury car has a different meaning than does one of an economy model.  Though both cars, the intrinsic messages are different. 

The same is true for video clips and even the written word.  You can call your pet a pussycat, or you can call it your "house lion."  Though logically, both refer to the same animal, there's a difference in meaning.  You'd expect the "house lion" to be a hunter on the prowl, wouldn't you?  Not so much for a pussycat. 

When creating videos or print ads, imagery must be carefully chosen to match the audience's mind set. 

I was recently discussing plans for a new series of videos with one of my clients.  We talked about imagery and how to appeal to the clientele he wanted to attract.  We knew that people attending the local community college would have less need for his college planning service than those who would attend an expensive private university.   Once we made that determination, choice of images to use in his video was easy -- we needed shots of kids graduating from Ivy League schools.  Shots of middle class families were important as well.  The idea was to include footage that his target clientele would relate to. 

Take a look at the two photos of industrial sites on the left.  Though both depict factories on a lake, the intrinsic meanings of the images are vastly different.  Which factory would you rather live near?  Why?


So when you're developing your next project, remember to match the imagery to your target market. 

Brown Cow Studios of Boston specializes in producing high-quality

targeted audio and video content.

To learn how we can help your business be more successful, 

get in touch with Fred Pagano at (617) 230-4019.