Shooting on location is much more complex than shooting in a controlled studio space. Consequently, location shoots require much more planning and management. Nevertheless, as Patrick Pitman says, “A white background and a tabletop just don’t do justice to a lot of products.”
Whether you make your own or oversee the outsourced production of your videos, you are going to learn through experience. Your videos are going to get better, and you will be able to make those better videos faster.
Patrick Pitman advises, “Think about the video production process in a batch.” It takes some time to get your talent ready, get the lighting just right and set up the camera and sound. It’s a lot more economical to bang out several videos than it is to spread the process out over several days or weeks.
Under what conditions should you do-it-yourself or outsource your video production? Patrick Pitman sees the question as having a straightforward answer: If time is what’s holding you back from creating product videos for your e-commerce website, then outsource. Otherwise, do it yourself. In any case, just get to it.
Remember that your product demonstration and other videos will usually be presented in the context of your website and other marketing communications. That context relieves your videos of the need to elaborate beyond their narrow purpose.
Talk to just about anybody who has done work in film, and they’ll tell you about how critical good sound is to video. Although the viewer might forgive poor lighting, they’ll balk immediately at poor sound.
Patrick Pitman has identified four types of videos most relevant to e-commerce companies: product demonstration videos, product comparison videos, brand building videos, and on-location videos.
Human Scale Business discusses why product videos are imperative for e-commerce with Patrick Pitman, the E-business Coach.
Entrepreneurial success places a premium on efficient learning. Continuously seeking effective feedback will help get you where you are going faster and less expensively.
Sometimes we receive feedback in the form of beliefs or conclusions that can be difficult to reconcile with our point of view. In this episode, Laura Black and Dave Bayless explore a technique for decomposing such high-level feedback into the data and meanings that inform it. In the process, Laura introduces the “Ladder of Inference” and the OODA Loop.