iphone video marketing-the missing manual
DESCRIPTION
If you are in business then Video Marketing can be powerful way to win more leads and sales. Rather than spend a lot of money on video equipment why not use the video camera in your pocket - your iPhone. In this ebook you’ll discover why your iPhone Video Camera is the best camera you own, discover some of the best iPhone Video apps on the Appstore and find out how to change your iPhone into a Video Marketing machine. Your iPhone (or iPad) sports a high quality HD camera, your i-device is connected to the web and you can leverage it to shoot, edit and distribute marketing videos fast. To unlock the power of your iPhone Video Camera please download this ebook written by former TV Director turned Video Marketer, Jules Watkins.TRANSCRIPT
copy 2012 iPhone Video Hero
Backstory
Hi before I get started I first need to tell you how we came to meet and why we find ourselves here talking about the iPhone for video
My name is Jules I live in London UK with 2 iPhones an iPad an i-wife and 2 i-kids I wasnrsquot born with an iPhone stuck to my face even though it does make a good picture )
I actually started out as a Photographer firstly assisting an Advertising Photographer in his studio in London I then got itchy feet and moved into News (thatrsquos News not Nude) Photography and even ended up in the Balkans covering the break up of former Yugoslavia for the International Press - which was hair raising to say the least
When I started out in Photography I had to carry a color chemical processing kit with me everywhere and develop films in hotel bathrooms that I would blackout with fabric
How times have changed When photography went digital and the internet exploded my life got easier and I got fascinated by the power of the Web for content distribution I also got tired of chasing people with my camera who didnrsquot always want to be photographed
I became convinced my future was in online content I took time out to do an MA in Interactive Media at University and this by chance landed me a job inside a TV Production company who
copy 2012 iPhone Video Hero
also delivered Web based projects to go alongside broadcast TV shows for the major UK Channels
But I got itchy feet again Seeing other people in the office having such fun making TV made me really want to make TV too I wanted to learn to produce and direct the moving image and see my work broadcast to millions It was a young highly competitive industry and for me to have any chance of a sneaky side move into TV it was now or never
Cut a long story short and 10 years of hard but fun work got me up the ladder to become a Shooting TV ProducerDirector What does that mean In short total multi-skilling As well as managing the contestants Presenter and experts (known as lsquothe talentrsquo) organising complicated shoots scripting voiceover directing crews sitting in a suite with a pro-editor for weeks - I also had to shoot part or all of TV shows myself on big cameras Thatrsquos where my photo skills came in handy
Thatrsquos me behind the camera Directing amp Shooting for BBC1 - back breakingcopy 2012 iPhone Video Hero
I Directed some big hit shows like lsquoThe Biggest Loserrsquo MTVrsquos lsquoPimp My Ridersquo the insanely popular BBC reality show lsquoDonrsquot Tell The Bridersquo and the Primetime Cop show lsquoDrunk and Dangerousrsquo Were you ever on it
Now this might sound glamorous but it was a very poor job in terms of leveraging my time I was working 70 hour weeks running from one contract to another each lasting 10 weeks or so on average always trying to secure the next contract during my downtime meant I could never really relax
Also another negative was I hardly saw my first child Natasha grow up I was always running off to far ends of the country to cover some reality TV crisis that always seemed to flare up at weekends It was hard to plan family time
I remember wasting hours of a holiday stuck on top of a hill in Crete (where I had found mobile reception) waiting to hear from an unreliable Production Manager if I had got a new contract The call though promised never came
Around that time I fell in love with online video
For the second time I felt my future was online With the epic rise of YouTube I could see people creating their own video content content that they actually owned unlike any of the TV shows or formats I had Produced over
the years Being a gun for hire meant I had zero long term business assets I was just hiring out my time for money then back to square one
copy 2012 iPhone Video Hero
I witnessed people were building valuable online assets and using video to drive people to visit their own sites and sell their services 247 on the web
This blew my mind I started downloading every useful free e-book I could find Signing up to people lists and devouring their back catalogue of audio and video content on you guessed it my iPhone In fact ironically I gave up watching TV so I could make the time to do this Giving up over-consumption of TV and Newspapers is something Tim Ferris recommends in his influential book lsquoThe 4 hour work weekrsquo if you want to find the time to create your own online empire
The people who inspired me the most online included Yaro Starak Gideon Shalwick David Risley Pat Flynn James WedmoreTim Conley Andy Jenkins Eben Pagan James Schramko David Siteman Garland and Andrew Warner I suggest you Google them if ever you get the time
Itrsquos amazing to me that less than 2 years later I have created my own hit online product called iPhone Video Hero and I now know several of these entrepreneurs personally and have either swapped emails or chatted on Skype with them
Yours truly on The Rise To The Top Podcast with David Siteman Garland
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Backstory
Hi before I get started I first need to tell you how we came to meet and why we find ourselves here talking about the iPhone for video
My name is Jules I live in London UK with 2 iPhones an iPad an i-wife and 2 i-kids I wasnrsquot born with an iPhone stuck to my face even though it does make a good picture )
I actually started out as a Photographer firstly assisting an Advertising Photographer in his studio in London I then got itchy feet and moved into News (thatrsquos News not Nude) Photography and even ended up in the Balkans covering the break up of former Yugoslavia for the International Press - which was hair raising to say the least
When I started out in Photography I had to carry a color chemical processing kit with me everywhere and develop films in hotel bathrooms that I would blackout with fabric
How times have changed When photography went digital and the internet exploded my life got easier and I got fascinated by the power of the Web for content distribution I also got tired of chasing people with my camera who didnrsquot always want to be photographed
I became convinced my future was in online content I took time out to do an MA in Interactive Media at University and this by chance landed me a job inside a TV Production company who
copy 2012 iPhone Video Hero
also delivered Web based projects to go alongside broadcast TV shows for the major UK Channels
But I got itchy feet again Seeing other people in the office having such fun making TV made me really want to make TV too I wanted to learn to produce and direct the moving image and see my work broadcast to millions It was a young highly competitive industry and for me to have any chance of a sneaky side move into TV it was now or never
Cut a long story short and 10 years of hard but fun work got me up the ladder to become a Shooting TV ProducerDirector What does that mean In short total multi-skilling As well as managing the contestants Presenter and experts (known as lsquothe talentrsquo) organising complicated shoots scripting voiceover directing crews sitting in a suite with a pro-editor for weeks - I also had to shoot part or all of TV shows myself on big cameras Thatrsquos where my photo skills came in handy
Thatrsquos me behind the camera Directing amp Shooting for BBC1 - back breakingcopy 2012 iPhone Video Hero
I Directed some big hit shows like lsquoThe Biggest Loserrsquo MTVrsquos lsquoPimp My Ridersquo the insanely popular BBC reality show lsquoDonrsquot Tell The Bridersquo and the Primetime Cop show lsquoDrunk and Dangerousrsquo Were you ever on it
Now this might sound glamorous but it was a very poor job in terms of leveraging my time I was working 70 hour weeks running from one contract to another each lasting 10 weeks or so on average always trying to secure the next contract during my downtime meant I could never really relax
Also another negative was I hardly saw my first child Natasha grow up I was always running off to far ends of the country to cover some reality TV crisis that always seemed to flare up at weekends It was hard to plan family time
I remember wasting hours of a holiday stuck on top of a hill in Crete (where I had found mobile reception) waiting to hear from an unreliable Production Manager if I had got a new contract The call though promised never came
Around that time I fell in love with online video
For the second time I felt my future was online With the epic rise of YouTube I could see people creating their own video content content that they actually owned unlike any of the TV shows or formats I had Produced over
the years Being a gun for hire meant I had zero long term business assets I was just hiring out my time for money then back to square one
copy 2012 iPhone Video Hero
I witnessed people were building valuable online assets and using video to drive people to visit their own sites and sell their services 247 on the web
This blew my mind I started downloading every useful free e-book I could find Signing up to people lists and devouring their back catalogue of audio and video content on you guessed it my iPhone In fact ironically I gave up watching TV so I could make the time to do this Giving up over-consumption of TV and Newspapers is something Tim Ferris recommends in his influential book lsquoThe 4 hour work weekrsquo if you want to find the time to create your own online empire
The people who inspired me the most online included Yaro Starak Gideon Shalwick David Risley Pat Flynn James WedmoreTim Conley Andy Jenkins Eben Pagan James Schramko David Siteman Garland and Andrew Warner I suggest you Google them if ever you get the time
Itrsquos amazing to me that less than 2 years later I have created my own hit online product called iPhone Video Hero and I now know several of these entrepreneurs personally and have either swapped emails or chatted on Skype with them
Yours truly on The Rise To The Top Podcast with David Siteman Garland
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
also delivered Web based projects to go alongside broadcast TV shows for the major UK Channels
But I got itchy feet again Seeing other people in the office having such fun making TV made me really want to make TV too I wanted to learn to produce and direct the moving image and see my work broadcast to millions It was a young highly competitive industry and for me to have any chance of a sneaky side move into TV it was now or never
Cut a long story short and 10 years of hard but fun work got me up the ladder to become a Shooting TV ProducerDirector What does that mean In short total multi-skilling As well as managing the contestants Presenter and experts (known as lsquothe talentrsquo) organising complicated shoots scripting voiceover directing crews sitting in a suite with a pro-editor for weeks - I also had to shoot part or all of TV shows myself on big cameras Thatrsquos where my photo skills came in handy
Thatrsquos me behind the camera Directing amp Shooting for BBC1 - back breakingcopy 2012 iPhone Video Hero
I Directed some big hit shows like lsquoThe Biggest Loserrsquo MTVrsquos lsquoPimp My Ridersquo the insanely popular BBC reality show lsquoDonrsquot Tell The Bridersquo and the Primetime Cop show lsquoDrunk and Dangerousrsquo Were you ever on it
Now this might sound glamorous but it was a very poor job in terms of leveraging my time I was working 70 hour weeks running from one contract to another each lasting 10 weeks or so on average always trying to secure the next contract during my downtime meant I could never really relax
Also another negative was I hardly saw my first child Natasha grow up I was always running off to far ends of the country to cover some reality TV crisis that always seemed to flare up at weekends It was hard to plan family time
I remember wasting hours of a holiday stuck on top of a hill in Crete (where I had found mobile reception) waiting to hear from an unreliable Production Manager if I had got a new contract The call though promised never came
Around that time I fell in love with online video
For the second time I felt my future was online With the epic rise of YouTube I could see people creating their own video content content that they actually owned unlike any of the TV shows or formats I had Produced over
the years Being a gun for hire meant I had zero long term business assets I was just hiring out my time for money then back to square one
copy 2012 iPhone Video Hero
I witnessed people were building valuable online assets and using video to drive people to visit their own sites and sell their services 247 on the web
This blew my mind I started downloading every useful free e-book I could find Signing up to people lists and devouring their back catalogue of audio and video content on you guessed it my iPhone In fact ironically I gave up watching TV so I could make the time to do this Giving up over-consumption of TV and Newspapers is something Tim Ferris recommends in his influential book lsquoThe 4 hour work weekrsquo if you want to find the time to create your own online empire
The people who inspired me the most online included Yaro Starak Gideon Shalwick David Risley Pat Flynn James WedmoreTim Conley Andy Jenkins Eben Pagan James Schramko David Siteman Garland and Andrew Warner I suggest you Google them if ever you get the time
Itrsquos amazing to me that less than 2 years later I have created my own hit online product called iPhone Video Hero and I now know several of these entrepreneurs personally and have either swapped emails or chatted on Skype with them
Yours truly on The Rise To The Top Podcast with David Siteman Garland
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
I Directed some big hit shows like lsquoThe Biggest Loserrsquo MTVrsquos lsquoPimp My Ridersquo the insanely popular BBC reality show lsquoDonrsquot Tell The Bridersquo and the Primetime Cop show lsquoDrunk and Dangerousrsquo Were you ever on it
Now this might sound glamorous but it was a very poor job in terms of leveraging my time I was working 70 hour weeks running from one contract to another each lasting 10 weeks or so on average always trying to secure the next contract during my downtime meant I could never really relax
Also another negative was I hardly saw my first child Natasha grow up I was always running off to far ends of the country to cover some reality TV crisis that always seemed to flare up at weekends It was hard to plan family time
I remember wasting hours of a holiday stuck on top of a hill in Crete (where I had found mobile reception) waiting to hear from an unreliable Production Manager if I had got a new contract The call though promised never came
Around that time I fell in love with online video
For the second time I felt my future was online With the epic rise of YouTube I could see people creating their own video content content that they actually owned unlike any of the TV shows or formats I had Produced over
the years Being a gun for hire meant I had zero long term business assets I was just hiring out my time for money then back to square one
copy 2012 iPhone Video Hero
I witnessed people were building valuable online assets and using video to drive people to visit their own sites and sell their services 247 on the web
This blew my mind I started downloading every useful free e-book I could find Signing up to people lists and devouring their back catalogue of audio and video content on you guessed it my iPhone In fact ironically I gave up watching TV so I could make the time to do this Giving up over-consumption of TV and Newspapers is something Tim Ferris recommends in his influential book lsquoThe 4 hour work weekrsquo if you want to find the time to create your own online empire
The people who inspired me the most online included Yaro Starak Gideon Shalwick David Risley Pat Flynn James WedmoreTim Conley Andy Jenkins Eben Pagan James Schramko David Siteman Garland and Andrew Warner I suggest you Google them if ever you get the time
Itrsquos amazing to me that less than 2 years later I have created my own hit online product called iPhone Video Hero and I now know several of these entrepreneurs personally and have either swapped emails or chatted on Skype with them
Yours truly on The Rise To The Top Podcast with David Siteman Garland
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
I witnessed people were building valuable online assets and using video to drive people to visit their own sites and sell their services 247 on the web
This blew my mind I started downloading every useful free e-book I could find Signing up to people lists and devouring their back catalogue of audio and video content on you guessed it my iPhone In fact ironically I gave up watching TV so I could make the time to do this Giving up over-consumption of TV and Newspapers is something Tim Ferris recommends in his influential book lsquoThe 4 hour work weekrsquo if you want to find the time to create your own online empire
The people who inspired me the most online included Yaro Starak Gideon Shalwick David Risley Pat Flynn James WedmoreTim Conley Andy Jenkins Eben Pagan James Schramko David Siteman Garland and Andrew Warner I suggest you Google them if ever you get the time
Itrsquos amazing to me that less than 2 years later I have created my own hit online product called iPhone Video Hero and I now know several of these entrepreneurs personally and have either swapped emails or chatted on Skype with them
Yours truly on The Rise To The Top Podcast with David Siteman Garland
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Looking back I now realise that working in TV has given me a great positioning in the world of Video Marketing
TV is in essence powerful Video based marketing from the title and description of the show which is the Web equivalent of the copy the techniques I would use to grip people at the top of the show to stick with the episode how I ensured the audience was compelled to stick watching the Channel during the ad breaks so the monetisation could occur and then the
call to action at the end to keep them coming back week after week
It was fascinating how a TV show could make the cast often ordinary folks famous offline and online by building their personal brand and creating a feeling that you actually knew them just like online video can for you
Even though I had a lot to bring to the table I also knew I had to learn Internet Marketing to make a splash online I invested in training courses and mentoring so I could add a new skillset to my existing ones
Moving on I experimented with affiliate blogging YouTube marketing and product creation I also love producing videos for entrepreneurs and businesses that I choose to work with
So now you know how I got here Letrsquos talk iPhone
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Well in just a sec you see in the beginning was the Flip Camera
I used to love the Flip I even blogged about the Flip exclusively for a while when I was experimenting with Affiliate Marketing
I once sold $23000 of Flip gear in a year as an Amazon affiliate
This low cost easy to use camera was groundbreaking but flawed The lack of an audio input jack was a huge weakness Sure there were ways around it by recording the audio separately and synching it up later in the edit but that was a pain in the rear
Bad audio will have people clicking away from your Videos faster than Usain Bolt late for a date More about audio later
Then one day Cisco the tech company who had bought the Flip brand decided to make the Flip extinct and pull put of the market In my view buying a Flip now is a very poor investment even if you can find one
Then along came the Kodak Zi8 (later upgraded to the Playtouch) These were and still are massively popular amongst business owners and marketers
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
The fact the Zi8 has an audio input socket is a huge plus but I find the auto only functions limiting For example filming yourself against a white or black background fools the camera and it compensates by increasing the exposure or reducing it
and you become over bright or over dark
Also except for the ultra close-up feature (using the macro switch) the Kodak like the Flip wonrsquot give you a sharp image in the 00m to 08m range due to the limitations of the lens
Around 06 to 08 m is a sweet spot when filming yourself or shooting interviews so in some videos you will notice the subject is not in focus but the background is pin sharp
Another disadvantage with the Kodak is you canrsquot monitor the audio as you film so you are shooting blind so to speak If the audio is terrible or if your mic has run out of batteries you can be recording zero sound but have no way of telling until you stop and play it back
Irsquove heard horror stories about crucial presentations being filmed only for the marketer to get home and discover the audio is mute Ouch
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
To make matters worse Kodak announced last year they were in financial troubles and were not going to make any more Pocket cameras at all
So this leads me nicely onto
The iPhone
Itrsquos the video camera you already own Think about that you just saved around $150 Of course you can use those savings to add some optional accessories to enhance your videos which I definitely recommend
The fact is if you own an iPhone you have a camera far more powerful than the Kodak or Flip and I would argue a better overall Video Marketing tool than many far more expensive pro-cameras
Note When I say the lsquoiPhonersquo itrsquos for my writing convenience Interchange this word for the new iPod as well as the iPad 234 and the iPad Mini as they can pretty much all do exactly the same thing
If you are not convinced that you can actually shoot great video on an iPhone then go watch this video I realise itrsquos probably not the type of video you want to make for your business but itrsquos mighty impressive to see what you can produce with an iPhone when used correctly
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Now yoursquove watched that video letrsquos talk tech
Herersquos a quick overview of the i-models in case you are thinking of buying a new i-device or upgrading what you already own
iPhone 4 (+ iPad 2)
720p rear facing camera (will give you great results if you use it well)VGA front facing (avoid this as quality is average)MIC input (yes with adaptor)
iPhone 4s
1080p rear facing (sharp footage at full HD)VGA front facing (avoid)MIC input (yes with adaptor)
iPhone 5 (+ New iPod Touch New iPad 34 + iPad Mini)
1080p rear facing camera720p front facing camera (very usable if you need to see yourself as you film like for walk and talk style vlogging)The iPod Touch makes a great camera option as there are no mobile subscription chargesMIC input (yes with adaptor)
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
In my household I currently have an iPhone 4 4s 5 and the New iPad All can do a great job with video If you are wondering about upgrading to the iPhone 5 I would say you donrsquot get a whole heap of extra features or quality if upgrading from the 4s but if you are going from a 4 yoursquoll see a nice jump in video quality
A word about memory
You should get the biggest capacity you can afford as HD video is memory heavy But if you are shooting short clips and have access to your Mac PC or the Cloud to backup to and then delete footage itrsquos less of an issue
You can increase your memory by deleting Apps you rarely use as well as music videos and photos Make sure you have backed up and have copies of course
As a rough guide with the 16gb iPhone 4s and 5 if I keep 10gb of space free I can shoot around 80 mins of 1080p HD video which suits me fine
So now we know the tech specs I want to talk more about what I call the
iPhone Video Advantage
You carry your iPhone with you all the time yoursquod be lost without it am I right As the saying goes ldquothe best camera in the world is the one you have with yourdquo
The fact that you have an amazing Video tool in your pocket is perfect for Guerilla style Video Marketing
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
The fact is I never used to carry my Flip everywhere nor do I like carting a camcorder around which requires itrsquos own bag or a DSLR rig (a chunky Digital Single Lens Reflex Camera that shoots great video)
As an entrepreneur you have other priorities you need your hands free to take notes browse your iPad shake hands and not get weighed down with video gear You are not a video pro but you need to be a lean mean digital marketing machine
3 Examples of guerilla style i-Video Marketing
Example 1 You have a chance encounter with a customer at a meet-up or event You strike up a conversation and you soon discover they are full of enthusiasm for your products and services Grab the chance and capture an authentic video testimonial there and then Itrsquos much easier than contacting clients via email and waiting for them to send you one
Video testimonials can often be more powerful than just a jpeg and a quote Therersquos a higher level of trust when you can see someone like yourself recommending a product It feels real
Yoursquoll want to think about the backdrop and audio to make the video look polished Stop think before you shoot You might need to coax your client to a better location in the building with less background noise
Example 2 You are attending a conference at a hotel there are some VIP speakers who are influencers in your niche You see one in the foyer Grab the chance ask for a quick interview
Tip Come up with a focussed angle as a way to grab their interest Ask them something challenging and more specific For example rather than ldquoWhat are your best tips for Facebook Fan Page marketingrdquo ask ldquoIf you started a
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Fanpage from scratch tomorrow what would you do to grow it FASTrdquo
Once recorded donrsquot just sit on the clip get it out fast You can trim it inside your iPhone and add text and your logo using iMovie and upload it direct from the app to Youtube then embed it in your blog add the link to facebook and tweet about it
Unlike the vast majority of cameras your iPhone is a connected device so use that feature well
Tip With newsy subjects being first online with your videos can earn your video extra traction and get it more love on social media
Note this down You need to market your videos not just shoot them So make sure your VIP interviewee knows as soon as itrsquos been published The best outcome is if they use it on their own blog or add it to their Fan page or Tweet it You will tap into a whole new and possibly bigger audience than your own
Example 3 You are on the way home from an event and you spot something that just stands out Letrsquos say a lorry has got stuck under a bridge or you stumble upon a business with a ridiculous name on the sign
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Therersquos one near me called the lsquoImpact Driving Schoolrsquo )
Well get your iPhone out turn the camera on yourself and make a little commentary about what you have seen show your viewer what has caught your eye and make them feel they are right there in the moment with you I call this a lsquoSlice of Lifersquo video itrsquos just like a short clip of Reality TV
These type of videos work great on Social Media especially facebook where they will catch the eye and engage people more than one of those dreadful sunset pictures with affirmation quotes that appear on my newsfeed Do you get those too
Tip You need your videos to make people compelled to like and comment The more interaction the more useful Facebook perceives your content and you will grow you edge rank Meaning your friends and their friends are more likely to see your content on their newsfeeds
Itrsquos best If you can tie what you are seeing with a theme related to your business It becomes less of a random ldquoWow look at thisrdquo but has more of a point to it It has a business backbone
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
For example
Lorry stuck under a bridge - Talk about the biggest mistake you made in your business and how you overcame it
Business with an odd name - Talk about branding and name choice Can a bad name actually be more memorable
You get the drift the thing you spot acts as a metaphor
Moving on letrsquos look at 3 more reasons why the iPhone gives you an advantage the controls the Apps amp the accessories
The Controls
Firstly do you really know how to control your iPhone Let me fix that right now
Make sure you are in Airplane Mode or your camera will stop filming abruptly in the middle of an important shoot when you receive an incoming call
Next go into Settings General Auto-lock and set to Never This stops the phone locking up each time you leave it alone as you film meaning you have to start up the camera app each time
On an iPhone 44s or iPad 234 tap the screen to give you a full 169 widescreen view That way you will be seeing exactly what you are capturing
to memory Otherwise you may include something ugly in your shot that you arenrsquot seeing on your display
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Know this If you press and squeeze the screen for a second you will see a double flash of the blue grid (see below) This means both your focus and exposure are now locked
You will see the text lsquoAEAF Lockrsquo appear at the base of the screen This is very handy as it stops the auto focus wandering and also you can expose for the most important area of your shot As mentioned earlier the old style flip cams are auto everything so if you were in front of a dark or bright background (eg for the white background or black background studio look) your skin tone would turn out too dark or too over-exposed (bright)
The iPhone is more like a pro camera in itsrsquo controls and you can also download extra Apps to give additional pro-style features So letrsquos talk now about
The Apps
You see whatrsquos great about i-Devices is as I write this manual there are loads of very clever App developers working flat out to create amazing apps to help you shoot and edit better video
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
The apps can and will only get better
There are too many to mention here but let me give you a headstart
Blux Movie (for iPhoneiPod) With this low cost App you can adjust white balance lock exposure and focus separately check you are recording audio by viewing audio meters + apply Hollywood style filter live to your clips
Social Cam can help you reach new audiences Brands are jumping on board and it has attracted 15 million users in 5 months since launch Itrsquos an App based social network You can shoot easy clips trim add text music and intros then title and share
People on the network will follow and like your videos You can also send to facebook and YouTube for instant sharing The expectation is for quick behind the scenes type videos so you donrsquot have to worry about producing fully edited films Just make sure itrsquos something worth watching though
I have seen it used by fashion journalists working for major publications who shoot short clips backstage at fashion shows and build up large followings for the publication
PhotoSync is an excellent App that lets you move your filmed footage across your devices So you can send from your iPhone to your main computer (Mac or PC) for editing or from and to your iPad and vice versa You just need to have a Wi-Fi connection Useful if you have your iPhone set up perfectly for filming yourself and
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
run short of memory Taking it off the tripod to plug into your PC will inevitably nudge the camera position yoursquove carefully set up Using this App means you can leave it untouched and transmit your footage wirelessly
Luma Video Camera will make your videos much less shaky I always recommend using a tripod whenever possible however sometimes handholding is the most practical option For example if you are a Realtor and need to film a walkthrough property tour or you have to shoot at an event and get in amongst the action Using
a tripod is too unwieldy in these situations so this App can help
Accessories
So now time to get really geeky
What is awesome about i-devices is there are lots of cool accessories available Due to the size of the market and the passionate creative minded buyers of iPhones manufacturers are understandably keen to create and sell you video accessories
Pretty much every week there is a new gadget released But be warned not all of them are any good
I spend quite a bit of time and money testing them out amp saving others disappointment
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Audio gizmo
Letrsquos start with the least sexy accessory
This adaptor from KVConnectioncom is the secret sauce that hardly anyone knows about (Thank me later) Itrsquos probably the handiest thing you can get for your i-device It plugs into the headphone socket which also doubles as your microphone socket
This allows you to use an external mic with your iPhone You cannot plug pro-style mics into your Phone without this You can also buy a version that splits the lead in two so you can plug in your headphones and monitor the audio in real time as you shoot Say goodbye to audio screw ups
I had my adaptor mailed from the US I havenrsquot yet found a reliable supplier in the UKEurope If you find one let me know
Good audio is even more important than picture when it comes to video Your viewer will not tolerate poor audio and will click away Yoursquoll lose them and that is bad for your lsquowatch timersquo
YouTube recently adjusted their algorithm now they are putting extra weight on how long people watch your videos for not just how many comments and subscribers you have So to leapfrog up the rankings make videos that people will watch through to the end Donrsquot put them off with weak sound
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Tip you can improve your audio with your feet move to a better spot Listen before you shoot If you canrsquot avoid all the bad sound then show a few shots before or during the filming as B-Roll (secondary footage) so the viewer can see where the sound is originating from It makes it easier for them to deal with
Watch this video to see what happens when audio goes bad
Microphones
There are many options to choose from depending on what type of videos you are shooting
But if you are looking for a low cost basic lapel mic to record yourself or interviews then the Audio-Technica ATR 3550 is very popular with Video Marketers
The mic takes a small hearing aid style battery and plugs direct into the KV adaptor The cable provided is long which is handy but also awkward and gets tangled easily I wrap mine round a small empty water bottle to keep it neat
Get Steady
As already mentioned always use a tripod whenever possible Making your viewers seasick when they watch your videos
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
wonrsquot help sell your message Unless you make seasickness tablets
One small disadvantage of the iPhone is it has no tripod socketBut there are plenty of devices on the market to fix that
One is the low cost Glif which attaches to your Phone and has a standard tripod thread If you are shooting on an iPad have a look at the Makayama Moviemount
The famous Manfrotto photo company recently released the Klyp for iPhone 44s which doubles as a case You can use it permanently to protect your iPhone from a fall as well as add clips to connect it to a tripod plus attach an LED light for shooting under tricky lighting conditions
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Tip the in-built light on your iPhone sucks for video You get weird reflections from your subjects eyes (retinas) Use a top mounted light to fill shadows if you shoot a lot at meetups and indoor events where lighting conditions can be very low and contrasty
Let there be light
Light is food and drink to small sensor video cameras Meaning if you fail to understand light you will not be able to squeeze pro-quality footage out of your i-device
Soft daylight is the best option if you have no lights use a simple $15 reflector to bounce light back and remove shadows on the left or right of your face If you hate the region under your neck use a reflector to bounce light from below and fill out those unflattering shadows )
In fact you can make one yourself with a large piece of art board and some crinkled baking foil
Sooner or later you might want to invest in a lighting kit Prices have tumbled in recent years 5 years ago I would have spent
$2000+ for a set of lights Nowadays for around $220 youcan pick up a low cost softbox kit on Amazon
There are lots of options to choose from but equipped with just an iPhone a low cost tripod a plain backdrop and a simple lighting kit you can achieve results like the images below
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
This one is a still shot extracted from a video I filmed of myself in my small office studio
I call this the Apple White look because it looks just like those Apple designer interviews featured prominently on the Apple website
I love the clean look and the fact that text looks great if you bring it in and out to emphasize what you are saying
Tip Using short lines of text to re-enforce what you are saying or to break up your videos into sub-sections is very effective In TV they call it lsquoSignpostingrsquo Hearing and seeing you speak backed up with a word or two of text gets your point across in multiple ways Also breaking up the sections with 2 - 3 secs of full screen text gives your viewer a moment of reflection before you move on to your next point
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
You can also go for a black background look with just a couple of lights One of my course members Wilson from Columbia shoots his videos in the front living room of his apartment I helped him tweak his lighting plan until he achieved the look on the right
Impressive right
Cut letrsquos move on I really canrsquot talk about video without discussing
Editing
Editing is the one thing that bothers people the most when it comes to their Video Marketing workflow
Herersquos what I recommend
You can plan not to edit some of your videos Shoot short but useful clips trim them inside you device using easy Apps like iMovie These work best for quick video communications and behind the scenes type social videos
If you will be editing have a clear picture in your mind of the finished video before you shoot Make sure itrsquos going to be easy for you to cut together Getting too complicated when starting
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
off will catch you out when you get bogged down in long editing sessions
Tip To be a good video creator you need to have the video in your head before you make it Visualise it before you shoot Make the video you can already see
For simple editing solutions look first at screen capture tools which now offer good video editing controls like Camtasia (for PC amp Mac) or Screenflow (Mac) which is my current favorite for easy editing Screenflow 4 has recently been released and gives you new video filters chomakey and extra text and transition features
If you prefer dedicated desktop video editing solutions then iMovie (free on your Mac) can take you far and has some cool text and transition options to spice up the look and feel of your videos The next step is Final Cut Pro X which looks daunting but is easy to master if you have used iMovie
On a PC I suggest Sony Vegas Movie Studio for beginners
30 day free trials are available for most of the editors so you can try before you buy All the solutions I have mentioned can handle iPhone footage straight off the camera no need for re-encoding before you edit
If editing daunts you and you have funds to invest in your Video Marketing then I strongly suggest you outsource your editing
Have a good browse over at odeskcom where you can hire editors for as little as $10hr If you end up doing a lot of video you might consider hiring a Video VA (Video Virtual Assistant) part or full-time for $200 - $600 monthThey can be trained to edit upload distribute and market your videos online You shoot they do the rest
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Tip there is a big advantage in finding a format that works for your videos then rinse and repeat it For an example of a highly successful format see what Internet Starlet Marie Forleo does over at Marie TV
Observe how your favorite TV show is formatted You know what to expect each week and thatrsquos comforting Formatting guides you as to what content you need come up with so you donrsquot spend too long researching content that wonrsquot ever make it into your final video
Formatting makes it easy for you (or your VA) to edit your footage because once you have the elements in place you just need to slot in the new content whenever you make a new video
It also helps your viewer They know what to expect and that itrsquos going to be worth their time watching it
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
For example if you switch on lsquoThe Apprenticersquo you know itrsquos going to be similar to last week but the core content will be fresh (the challenge and the business tip takeaways) you also know the chances are itrsquos going to be quality TV and not a time waster
There is always room to step out of the box from time to time but there is great value in finding a formula that works and being consistent If you get traction and see your video count rising fast you can then scale it
Tip If you see one style of video working well for you stick at it and make more videos of the same type Donrsquot get distracted and go off on a tangent with a new format
Herersquos an example of a simple video format you can use
bull You on camera for 10 seconds (Grab the viewer explain whatrsquos in the video for the viewer who wants to know lsquoWhatrsquos in it for mersquo)
bull Opening titlesting (Keep it short around 5 secs)
bull Main content (3 main points - keep it brief)
bull Wrap Up (What have they learned)
bull Call to Action (What do you want them to do next - crucial)
bull End titles repeat the call to action
Easy right
Excuse the pun but succeeding with Video Marketing like all online business strategies is all about
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Focus
I often see people trying to build their list on their website or blog using a video but quite bluntly their video sucks
They are up against a white wall which has turned a dirty grey color or against a messy bookshelf with a picture frame stuck out of their left ear
If thatrsquos you donrsquot worry you can fix it but please do FIX IT
Bad videos can really damage your brand Some people are happy to ignore their bad videos but still complain why their business isnrsquot growing online
You might decide to start by making a squeeze video (also known as an opt-in video) The beauty is you can improve your video over time get feedback tweak test and just swap out the embed code Donrsquot be too proud to redo it
As itrsquos not a one time upload to YouTube where removing it loses your viewcount you can swap the video over as much as you like until itrsquos converting well
If you are a fitness trainer and making short training videos to put on YouTube then get excellent at doing that
You wonrsquot get it right first time but if you are willing to take a critical look at what you do and learn some i-video skills you will see a dramatic improvement in just a short time
Focus on getting your tutorials great and donrsquot start trying to create behind the scenes reality videos until you have reached your goal with your tutorial workouts
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
One thing I must add before I end is that the iPhone isnrsquot perfect for all videos
The Videos that your iPhone IS made for
Videos where you can really control the quality capture good audio use basic lighting stabilize it on a tripod These can be done on location or in a low cost home studio Ideal for sales videos squeeze videos tutorials and vlogs
Interviews and testimonials where your subject is static and you have control over the situation
Product and tour videos for example in real estate or filming your craftwork (the iPhone is excellent for close-ups)
Quick reality style videos where you want to give people a glance behind the curtain of your business so they can get to know you better
Videos that your iPhone is NOT made for
Covering big events pro-style where you need to get stage shots and crowd shots owing to the fact that the iPhone does not have an efficient zoom Camcorders with a long zoom lens long record times and the ability to swap memory cards are better for this kind of shooting
Fast moving sports or action where you canrsquot get the camera in close is tricky Skate videos work well because the iPhone can be mounted on the board or operated by a second rider Covering a soccer match is not so easy as you canrsquot step onto the pitch to get tighter shots
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Think content
Ultimately my advice is use your i-device to itsrsquo strengths
Think about how many great movies were shot on very basic film cameras that are 1000x less powerful than the iPhone you have in your pocket today
Itrsquos ultimately all about how you use it Any limitations you encounter forces you to think creatively and focus on the actual content There are plenty of people with expensive pro-cameras who talk non-stop about fancy lenses gadgets and gizmos but they canrsquot see the wood from the trees
Wait - donrsquot shoot
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero
Fine if you like that kind of thing but the start-up cost is mighty high If you want to succeed quickly online with video start small and be a Hero
Conclusion
So I hope you found this lsquoMissing Manualrsquo useful and you feel inspired and equipped to get cracking and make attention grabbing i-videos to Market your business
If yoursquod like to take your knowledge further please come and join me over at iPhone Video Hero
FIrst thing is to watch my video which explains exactly whatrsquos inside my Internet Famous training product
Yoursquoll see what I mean by the quality you can squeeze out of your i-device for your marketing videos
Inside iPhone Video Hero I have detailed step by step video tutorials that go way beyond whatrsquos possible in a text based manual After all we all know that video is where itrsquos at
Click here to watch my video Irsquoll see you in just a sec
copy 2012 iPhone Video Hero