“Gone are the days when you have to spend $10,000+ on a video by acquiring a crew, hiring a director, booking a studio, etc. Creating online video doesn’t have to be hard, nor does it have to look amateurish. If you follow these few basic steps, you can — quickly and easily — create a video yourself that shines…”

If you follow that line of thinking — it should be no problem using your own snapshots of the company executives in your next annual report, right? I mean, look at the great digital cameras that are available today. And iPhoto makes retouching so easy!

Here was my response to their blog:

Don’t ever forget that your brand is judged everyday by the quality of the messages and images you put in front of your audiences.

It may not be fair, but if your web site, printed materials or video look amateurish — that’s EXACTLLY the impression your prospects will now have about your organization. Amateurish. Unsophisticated. Unprofessional. Small. Not a major player.

You know you’ve thought the same thing about other companies’ sites when you’ve been online.

So, it’s true — the low cost of HD video cameras and laptop or even web based editing software is making video production much more accessible to everyone.

And, for video testimonials and simple short messages from executives — most companies can and should be able to create good video on their own.

But before you take on a video project with no outside professional help, remember some of the tough lessons companies had to learn back in the 90s when Desktop Publishing was all the rage.

I actually worked with a company that purchased Corel Draw and a color printer and told the RECEPTIONIST to learn how to use both so that they could “spice up” their proposals. Care to guess how that all worked out?

OK, so the point is this: just because you CAN layout a brochure — or point a video camera in the general direction of your CEO — doesn’t mean you SHOULD.

It sounds trite, but it’s true — you only get one chance to make a first impression.

1. Position Your Company as a Leader.It’s not a new idea – innovative companies have been using film and video for decades to communicate with customers, investors, employees and the general public. But in this age of YouTube, viral videos and downloading your favorite TV shows – a company that doesn’t utilize video is perceived the same way as a company that doesn’t have a web site: not a serious contender.
2. Increase Sales with Video Testimonials. Nothing sells like a satisfied customer. When a person is so happy with a product or service that they’re willing to promote it to others – other customers take action. After all, who wants to take a chance on a big purchase or investment? That’s what video testimonials can do for your company or product. Whether they’re on your web site or part of a marketing video or presentation – honest, unscripted testimonials from your existing clients are one of the single most powerful selling tools available.
3. Make complex ideas easy to understand. If a picture is worth a thousand words, a video demonstration, dramatization or motion graphic is priceless. In just seconds, your audience can experience a product or process in action and witness the results. This is especially true if your product works in a hidden or microscopic environment – or if your service offering involves a process or intangible.
4. The Corporate Overview Video.How long does it take you or one of your sales reps to adequately describe your company and it’s various divisions, products, services and industry expertise? Or worse, how many times have you or one of your sales reps given a presentation about your company … and you ended up wishing you could have a “do-over”? Corporate Overview videos are powerful because in as little as 3 to 5 minutes, they give the viewer a quick and concise, high-level understanding of what your company does – while at the same time using music and carefully chosen testimonials and/or narration to give your viewers a sense of your company’s size, industry leadership and overall personality. All that in just 3 to 5 minutes!
5. Recruiting Videos. Finding the right job candidates can be extremely challenging. The best ones are hired quickly and often receive multiple offers. For the candidate who’s considering two or more job opportunities, the final decision frequently comes down to intangibles like a feeling that he or she would fit in … that the company values its employees and offers them opportunities to grow … that the company is a respected industry leader or innovator … that other employees like working there. A recruiting video is an excellent tool for both attracting and securing top candidates. The candidate can “meet” other employees through brief interview clips and get a feeling for the camaraderie and work atmosphere at your company. They can also hear from top management and key customers who have good things to say about the company and it’s products and services.
6. Investor Relations and PR. Whether you need to position and explain the tough news about a bad quarter … or generate excitement about a major accomplishment … video is unsurpassed at stirring up exactly the emotions you want your audience to feel. Music, narration, interview clips, exquisite scenic footage, vivid graphics – these are just a few of the elements at work in film and video productions to move your audience into the perfect frame of mind for hearing exactly what you have to say.
7. Training & Internal Communications. It’s been said that the single best investment a company can make is in the training of its employees. After all, to the customer, your employees are the face of your company. Using video as a major part of your employee training has a number of very important benefits.
   • Consistent message. Every employee hears and sees the same information, presented the same way. This means fewer chances for misunderstandings or omissions by a live instructor. Need a refresher? Just select the video and watch it again whenever you need to.
   • Clarity of message. Remember point number 2? Video and film are especially good for making complex ideas simple to understand.
   • Accountability. Many companies have employees sign-off on a form to indicate that they have viewed the training contained in a particular video. This means fewer disputes about just what an employee was or wasn’t trained to do.
   • Availability. Now you can train and orient employees whenever and wherever you desire. Gone are the days of waiting weeks or even months for the next available live training session.
8. How-To Videos for Customers. You’re about to install a new hardwood floor – for the first time ever. Which would you prefer? Four pages of printed instructions … or a video with a real person who demonstrates each step and explains what to look out for? What if all you had to do to view the video was go to the company’s web site? I rest my case.

Did I say eight reasons? There are probably a hundred. But these should be enough to get your company thinking about how video can improve the bottom line …. boost employee morale … get customers excited about your next software release … tell the world about the great quarter you just completed … etc., etc., etc.