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How to Ruin a Good Video: An Idiot’s Guide to Terrible Music for Nonprofits / Causes / CSR Marketing

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How to Ruin a Good Video: An Idiot’s Guide to Terrible Music for Nonprofits / Causes / CSR Marketing

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Music for Nonprofits / Causes / CSR Marketing


Please don’t do this.

I’m guilty of it.

And I don’t want you to make the same mistake.

If you’re investing in video

NEVER

EVER

Buy a stock jingle from an online music store.

‘’Music serves the function of making a product more memorable to viewers, as it is known to “linger in the listeners mind,” says David Huron.

It’s pretty safe to say he’s right.

You still remember the sound of those TV ads you grew up watching – right?

I’m willing to bet you know them perfectly.

Much in the same way that we all  remember the voice of Janice from Friends.

Sounds linger.

And so do their associations.

 

The problem with stock music jingles


Stock jingles are created for the single purpose of being popular: the more people like it, the more money the artist makes.

This means the music is made to be as generic as possible, and if you use it in your video, congratulations: you have branded your organisation as equally generic.

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19 Must-Read Classics for Aspiring Video Creators on How to Write Good

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19 Must-Read Classics for Aspiring Video Creators on How to Write Good

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Introduction


‘’If you’re a bad writer, no one can help you become a good one, or even a competent one.

If you’re good, and want to be great, fuhgeddaboudit.’’

Stephen King.

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The Utterly Innaccurate Guide to Video Production Times for Nonprofits, CSR and Cause Marketing

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The Utterly Innaccurate Guide to Video Production Times for Nonprofits, CSR and Cause Marketing

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An INTRODUCTION To Cause Marketing Videos


It baffles me.

They start off sounding so sensible.

”What kind of video would you like?”

”This one.”

”How much would you like to invest?”

”This much.”

”And when would you like it finished by?”

”Wednesday.”

 

Here’s the thing: sometimes you can finish a video by Wednesday.


Our record is 8 days.

But we had to pay people not to eat and sleep for a week. And if you’re rushing it like this, your money is being invested into getting it done quickly, not getting it done well.

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How to Make Kick Ass Videos for Free (And Why You Probably Shouldn’t Want To)

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How to Make Kick Ass Videos for Free (And Why You Probably Shouldn’t Want To)

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”Do you make videos pro-bono?”

”Yes.”

”Awesome!”

”Not necessarily.”

 

Here’s something to consider:


If video is the centerpiece of communications for your marketing campaign (which it is) – do you really want someone doing it for free?

Videographers prioritise paid work, and as a rule pro-bono takes a lot longer to finish, and comes out at much lower quality.

In one case we waited two years for a group to make a simple 2 minute video.

It never happened.

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