What are some things businesses should avoid when looking to create a video with SunPop or anybody else?

• Don't allow too many chefs around the pot. Have a point person that you trust, and give them authority to make things happen. Otherwise the video essentially becomes neutered. A shining example of inexperience and group think. 
• Don't simply look for the lowest bidder on a project. Look at their past experience and portfolio. 
• When you see an individual's portfolio, inquire about specific roles they played in the production. What job they were tasked with, their process, etc. 
• Too many video "professionals" will let you watch an impressive demo reel without admitting the very minor role they played on the production team. Like a Production Assistant putting a stunning music video on his demo reel because he carried cables around the set. Trust me, it happens. 
• Be mindful about where you place the video in the website. Make sure that the video's content is related to the content of the page that it appears on. Putting a video on the home page could be too much, too soon on some websites. This goes back to that key element, relevance. 
• Don't try to say everything in a single video. Pick a point and make it powerfully. It's tempting to cram a lot of legitimate points into your video, but if you try to say everything at once, you'll end up communicating nothing. 
• Shorter is better. Being able to communicate clearly and succinctly while being interesting is one of the most under-rated art forms of all time. No, I'm not over-stating that. Artistic genius is being able to say more with less. 

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Last updated on May 8, 2009 by SunPop Studios