Imagery is a highly persuasive tool. A good video can tell a story, share a message, promote a service and demonstrate a product in ways the printed word—or still images—can’t. It grabs a viewer’s attention and creates an immediate bond, helping build relationships and create action.

To develop a quality video, start by answering the BIG questions:

WHY do you want to make a video?

• To convey an important message
• To promote a product or service
• To inspire an action
• To share an experience/tell a story

WHAT is your message? What story are you sharing? What do you want your audience to think, feel, and do?

WHO is your audience? What is their role in relation to the topic (insiders, outsiders, stakeholders)? What is their age, gender, etc.? This affects how the message is shaped. You might choose to create several different customized videos from the same footage to meet the needs of multiple audiences.

HOW will your video be seen?

• Broadcast, cable or satellite television
• A DVD
• On the Web
• At an event

The video production team you choose will need this information in order to move forward. All of these affect creative recommendations, the schedule and the cost—which are defined in the next phase: pre-production.

Remember that video production professionals do the best work when they know what you are trying to achieve and are given freedom to use their creativity and experience to create a video that will accomplish your goals.

Next week, we look at pre-production, in which your video starts to take shape.