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Make a Video Production That Gets Results – Part I

video production actor

Start at the end before you make a video production

Before you start your video production, ask yourself what are the results you’re expecting after your target audience watches it? Do you want them to click for more information, send you their email address, attend next year’s conference, buy your product, call your business, come by your business, learn a process (as in a training video), fall in love with your brand, want to work for your company (as in a recruitment video), etc., etc.

By knowing what you want to achieve first, you’ll be better able to know how to get there. As the adage goes, ‘if you don’t know where you’re going, any road looks as good as another’. This blog is intended to put you on the right road.  Now that you have your target figured out, it’s time to decide the best way to approach it.

What have other video producers done?

Whether it’s ‘imitation being the sincerest form of flattery’ or whatever, a great way to figure out how to reach your goal is to see what others have done to achieve the same goal. One of the easiest ways to do this is to go to YouTube and search for the same type of video you’re wanting to produce. Search for ‘recruitment videos’, ‘training videos’, ‘marketing videos’, or whatever type of video you need to produce to get your results.

training video photo

Let’s take a training video for example

Sometimes seeing what doesn’t work is just as instructive as seeing what does. Say you have a notion about using one camera to film someone demonstrating a process, believing that this will be sufficient to get your ideas across in a training video. By seeing someone else’s one camera shoot, you may see that this video is b-o-r-i-n-g! Then by seeing another training video that uses two cameras to switch back and forth  creates a more dynamic look, helping to retain viewer interest and concentration. Keep in mind, that the objective in a training video isn’t necessarily to wow them with your fancy footwork. The real purpose is to train a process that people will remember.

Staying with the example of a training video, don’t go overboard the other way either. If there’s too much going on in your video, you may lose your audience. Yes, they’ll be mesmerized by the flashy animation, moving text, animated music, fast cuts, multiple cameras, etc., but you may lose them. They may be more intent on watching the ‘eye candy’ than learning the content you’re wanting them to understand and use.

Your next step

Next week, I’ll continue with the theme of hitting the right note(s) with your video production. In the meantime, if you have any questions about this blog or would like help to make a video production, please feel free to contact us at 773 252-3352 or


Producing Your Fitness Center Video

Fitness Center Video

fitness center video

We should all know by now how important it is to have a marketing video production, whether you have a fitness center, you’re a personal trainer or have any other type of business. If you’d like a few statistics, here are some numbers to set the table:

  • 64% of website visitors who visit a website after watching a video about a product or service, buy that product or service!Fitness center video
  • One third of all online activity is spend watching video.
  • YouTube is the second most popular and used search engine – right after it’s owner, Google.
  • 75% of people who watch an online video visit the company’s website after watching it.
  • Conversion rates increase 51% when video is included in personal trainer email marketing campaigns.
  • Your website is fifty times more likely to appear on the first page of search engine results if it includes video. And the more the merrier!
  • An introductory company email that includes a video receives a 96% increase click-through rate.

Now that we’re all on the same page about the most powerful marketing tool available today, I’ll explore how and why video should be used to promote your personal training or fitness center business.

Never underestimate the value of seeing people having fun!

Seeing people working out in a clean, positive and fun environment inspires the ‘me too’ ethic. Remember, people have conducted a search to find your fitness center video. They weren’t looking for pizza’s when they discovered your site. So if you can make working out look like fun, people who are looking to get fit will be inclined to give you a good look.

Here’s a video we produced for the Fit Body Boot Camp that emphasizes fun, among other things.

Video Creates a Sense of Trust

Seeing is believing. When they see your fitness center or you in action, it creates a sense of trust. They know what they’re getting and develop a comfort level about you and your facility or services. It also helps when they see others engaging in activities orchestrated by you to build on this trust.

Throw Some Personality into the Mix!

Video also allows potential clients the opportunity to get a feel for your personality. They can see if you’re a drill sergeant, an encourager, or have some other type of motivational approach to fitness that will hopefully appeal to the viewer.

Video lets you shine!

Even a short video can show people how much knowledge, skill and experience you have in the fitness arena. Sometimes by showing something about yourself, you create that bond with the viewer. Here’s a video about a Pilates center we produced that does just that!

fitness center video

Flow Pilates

Don’t forget to include testimonials as well. People love to hear what others think about you and your facility.

If you would like more ideas or help in producing a great fitness center video, contact me at 773 252-3352 or