Since you are reading this you are certainly aware that video is going through a transition. It is quickly becoming the preferred method for communicating and delivering information. We never got the the Video Phone but we leapfrogged that and got something better – cheap, internet, video.
Cheap
When I started in video I was editing in a $500,000 room with clients paying up to $500 per hour. Our ADO (Ampex Digital Optics) “computer”, that was used for simple effects like a page turn, cost $50,000.
My first semi-professional camera (Sony UV100 BetaSP) cost $15,000 and was considered “low-end”.
Today you can get an HD camera for less than $1000 and editing software that runs rings around an ADO and do things on your laptop that were unheard of even 5 years ago.
By cheap I am in no way speaking about Quality – I’m speaking of Low Cost of Entry.
Internet
Remember VHS? No? They were the only way to watch shows not on TV only 10 years ago.
Remember DVDs? You probably do but I bet that the last video you watched was on the internet. DVDs are not dead but the availability of cheap video hosting and delivery has created a “gold rush” attitude at the major video networks and stations. With the ability to reach niche markets inexpensively, it becomes cost effective for the independent producer (that’s you) to create, distribute and sell video on and off line.
Video
Only a few individuals saw YouTube coming. I don’t think even the founders had any idea of how huge user-generated video could get. Now there are smart people leveraging the power of cheap internet video to launch businesses, carers, and on line shows. Producers all over the net are creating successful How To videos on topics about their hobbies, their passion and their business.
The eCourse will take you through from start to finish on how to create How To Videos. If you are ready – let’s get started with one main point about video production…
What every how to video producer should know
First, you (as a person) do not scale well. I do not scale well either. If I’m shooting I can’t be editing. If I’m editing I can’t be marketing. Video production CAN be very linear – shoot, edit, post, market. But this linear approach will limit your output both due to time and money constraints. This is OK! Just be aware of this fact and you will save yourself many days of frustration. Plan accordingly. You can achieve your goal of Internet Publisher by following one of two models…
DIY vs. PIY
I’m all about DIY. Sometimes however, PIY – PRODUCE It Yourself – makes more sense. You call all the shoots and hire the camera crew and editor. A producer is the one who hires the crew and oversees the production. Producer/Directors also direct the action. As a DIYer you do everything. As a Producer, you hire key people to accomplish certain tasks.
It all comes down to time and money. Your time is worth something whether you actually bill out for the time spent or not. If you can get someone to do it for cheaper than you can do it – do so. If you don’t currently know how to edit – you need to figure in the learning curve. If it will take you twice as long as a professional editor, figure that in as well. Remember what I said about “people don’t scale?” While your editor is editing, you can be spending time with friends and family – or scouting out your next project. Associate a cost on your time – this will help you budget your production.
Also, you need to run the numbers. For example:
If you are starting from scratch (No camera, no software, no computer) plan on investing about $3000 in gear. If hiring a crew and editor, I’ll show you how to find these for about the same price – $3000.
Let’s say your next project will cost you $3000 for shooting and editing. You want to sell the DVD for $47.50.
If you use a service like I’ll show you later, it will cost you $1.60 per unit – which includes EVERYTHING! So your per unit profit is $45.90.
How many will you need to sell to break even? 3000/$45.90= 64 DVDs. Sell a hundred DVDs and your profit is $1652. Sell 1000… you get the idea!
If you include a value added service or bonus – like membership to your private support or training site – you can up the price to $99 (as an example “includes one year membership to…”) and your break even is around 30 DVDs.
So PIY – get it done professionally and be the producer/director. Work the numbers to see if the investment is worth it or not.
What’s that? No up front money? Well then, that’s when you get creative. I did a whole lot of DIY before I did any PIY. I leveraged my time and efforts and eventually was producing. I actually produced for other people before I produced anything for myself. That’s what I call PIY with OPM!
But let’s say you got plenty of time and zero money (but you have a camera and computer). You can shoot and edit your DVD project yourself. You can author the DVD and create the graphics, and press and distribute it. Using this method (and NOT counting your time or equipment) you would profit $45.90 on each and every $47.50 DVD sold! Sell a hundred and pocket a cool $4590. I’ll show you all this and even give you templates and samples to help you out. DIY or PIY – Either way, at the end of the process you will have a How To Video.
Finding Help
I have successfully hired video professionals from Craig’s List. Here are sample ads you can use:
Video Cameraman owner operator needed for 2 day shoot.
Prefer DV camera with light kit and audio package
Must provide demo reel and 3 references.
Video Editor Wanted for hour long how to video
Must provide demo reel and 3 references.
You MUST, MUST, MUST, MUST review demo reel, ask what exactly they did on the demo reel (you’d be amazed), and MUST follow up with the references. Camera operators will be anywhere from $500-1500 per 10 hour day. Editors with their own equipment will range between $500-$1000/ per 8 hour day. I recommend getting a bid on the entire project from an editor to significantly reduce your cost. For a job like an hour long video you can try to negotiate for $1000-$2000.
You can do it all, do some and hire some or be the producer (another word for money bag) and hire the best talent you can find. I have seen producers act as the audio man and support the camera man (since the producer is on the set anyway, you might as well do SOMETHING!). It may take a few productions to get the best combination of help but once you find quality people who you can trust you tend to use them over and over.
Now that we have an idea on cost and profit potential, lets look at…
Equipment
Whether you DIY or PIY, you will need a working knowledge of the equipment involved in video production. I am going to cut through all the “choices” and recommend the best values available in video production. Makes it easy right?
Camera
You will need a digital camera that has mic in and headphone out jacks. The two most affordable camera in this range are the Canon HV20 and the Sony HC7. Both are small, under $1000 and both out perform my $15,000 broadcast camera from back in the day by a factor of 10.
These two are DV/HDV cameras with mic and headphone jacks and are tape based (my preferred storage medium for its convenience and low cost). Both allow for manual focus and WB (White Balance) and will serve you for a long time.
There are other cameras out there that are fantastic but cost a whole lot more.
Tripod
You can spend more on the tripod than on the camera! Get one that has a ball leveler or at least a level indicator. I found one that works and has the features you need (ball leveler). Travels well too. The Libec TH-M20. Under $180. I love it.
Microphone Lavalieres (wired): RadioShack Clipon Electret Microphone under $30. Sony ECM-44B Omni-Directional Mic under $200
Lavalieres (wireless): Sony WSC-999 under $100.
Shotgun: RØDE VideoMIC under $150
For How To Video production I recommend getting the Sony ECM-44B and the RØDE. This will give you the most flexibility and most stability with best sound quality. I use the others as well and they work fine. For a shootout between the RØDE and the WSC-999.
Lights
I have looked around and I believe the best value is The Perfect Lighting Kit. It has 3 fluorescent heads, each with a softbox (for soft flattering light). Under $360.
Disclaimer: I sell these and make about $10 on each kit.
Computer
I recommend a Dell PC with Widows XP (not Vista) or a Mac running OS X. Get 2 GB (That’s GIGA bytes) of Ram and dual core technology. Add a 19″ monitor and large hard drive. Under $1500. Make sure the computer has Firewire (IEEE 1394) ports. This is what you hook your camera to the computer with. I like and use both PC and Mac computers. If I could only have one it would be a Mac.
Software
I you have (or are getting) a PC then you will want to get Sony Vegas. It works and works very well. I’ve been editing for 20+ years and Vegas is rock solid. A well kept secret that allows you to edit for under $100.
If you have a Mac, I recommend getting Final Cut Express. iMovie is not going to cut it – pun intentional!
For graphics and utility work get Photoshop Elements. You often need to do a quick graphic, an intro, a lower third etc. Photoshop Elements fits the bill without breaking the bank. Under $100.
The rest we’ll get as we go – usually online and for free. I’ll mention these along the way as well as alternatives.
Conclusion
With the right gear and the right topic, you can create how to videos easily and professionally. Don’t feel like you need to run out and get all this gear today. I acquired my video gear over a period of years. Also, don’t feel like you need ANY of this to get started.
Action
You begin to research your niche and get a feel for demand. Look for where your audience may be hanging out. We’ll go into depth on this but you can always start the ball rolling. For me, research is one of the funnest parts of the project. You should also research Craig’s List and see what talent at what price is available to you in your area.
