In Bill Clinton’s successful 1992 presidential campaign against George Bush a phrase was coined, “It’s the economy, stupid”. Clinton argued that Mr. Bush had lost sight of the most important thing and in the end, the voters agreed.
Today too many video production companies seem to think it’s about the technology and try to convince their customers that if they will just use their technology, the world, or at least the customers video, will be better for it. With all due respect, I disagree. To those I say, “It’s not the technology, stupid”.
Technology is NOT the most important “thing” to the success of your video. In it’s place, there are 3 “things” you should be more concerned about – the audience, the objective and the message.

The Audience

You’ve got to know who you’re talking to, otherwise, no one will be listening or the wrong audience will be listening. And more than broadly identifying your audience, “Everyone who breathes” you’ll be better off to drill down and clearly identify that audience with factors like:
  • Age
  • Location
  • Gender
  • Income level
  • Education level
  • Marital or family status
  • Occupation
  • Ethnic background

The Objective

What’s the single thought you want to convey? This can be very difficult to distill. There is a tendency to try and tell your audience too much, which can leave you unfocused and your audience clueless. The objective forces you to be clear on your purpose. Your objective also serves the purpose of telling you where you’re going so you can actually get there.

The Message

Make your message about your audience, what they want or need and what you can deliver. Remember, it’s not about you. It’s about them.
Don’t get sucked into a conversation about the latest and greatest “thing”.  Focus your time and attention on clearly identifying your audience, objective and message and everything else will fall into place.  And the next time someone tries to convince you that technology is “the thing”, remind them, “It’s not the technology, stupid”.