Watermark Productions

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Ten years ago, some people predicted the death of the graphic arts industry as Desktop Publishing software became affordable and widespread. Anybody with a computer could produce their own graphics, newsletters, logos, etc. It soon became clear, however, that it took something more than cool software to produce effective graphics, and the graphic arts industry is still alive and well today.
The same can be said about the video production business. Digital video cameras and non-linear computer based editing systems are now within financial reach of most consumers. So why spend more money to have a video produced when you can do it yourself? If you’ve tried producing your own video project, you no-doubt already know the answer.
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A good video consists of many things including:

›› a good plan,
›› a strong script,
›› on-camera and voiceover talent,
›› effective lighting,
›› quality microphones,
›› royalty free music
›› motion design & graphics
›› visual storytelling skills
›› proper editing
›› and more!

The fact remains that a good video is only ‘good’ if it’s effective. If it ‘works’. If it sells
product, raises funds, trains staff, recruits employees, motivates volunteers, moves an
audience, and so on.

When a good video is finished, your audience will not say “that was a good video”. Instead
they’ll say “I want to buy your product”, or “I want to join your team”, or “Now I understand”.
Watermark Productions approaches every video project with the end-result in mind. This
guide is designed to help you get started in thinking through the process of producing an
effective video.

It boils down to answering seven questions. Find out what they are!