Producing a television ad can seem a daunting and expensive task. Fortunately, with today's easy access to TV production tools, creating a TV spot is well within your reach. One caveat: While making a TV ad can be relatively easy, producing a GOOD one is much more challenging. Don't get so caught up in the production process that you lose sight of your advertising objective – it's not creative unless it sells! With your advertising message in mind, the three critical stages of video production are:

1. Pre-production – Planning, writing, scheduling, location scouting and all of the preparation and details before a frame of video is ever shot.

2. Production – The actual video shooting of the ad. Depending on your needs and budget, this could be anything from a one-camcorder shoot to a multi-camera Hollywood extravaganza. For this reason, it's hard to generalize about how much a TV spot will cost.

3. Post-production – While on the shoot, you may hear the common refrain, "We'll fix it in post." Post is where everything comes together to produce the ad – editing, graphics, music, titles, voice over, special effects and, eventually, a "final cut."

Here are 8 steps to producing your own television ad:

1. Set clear goals and a budget
Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your TV ad? Where, when and how frequently will it run?

Links and resources: Ad placement can affect your overall production budget. Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

2. Determine your target audience
Television is still a mass medium, but you'd better know your target before you shoot! Who are you trying to reach, and will your message resonate with your intended audience?

Links and resources: For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to help you understand your customers.

3. Write your script
Craft your message and determine your content. Be sure to refine your script and storyboard — a visual representation of each shot in your ad — until you're convinced the commercial is ready to shoot. If you're not a scriptwriter, consider hiring an ad agency or a freelance writer to craft your ad.

Links and resources: NationalTVSpots.com offers scripting services as part of its TV ad production packages. Find screen and scriptwriters at Guru.com.

4. Plan the shoot
You'll need to decide on the "creative" for your TV ad. Considerations include tone, pacing, mood, style, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the shoot, the better television you'll produce.

Links and resources: Cheap-TV-Spots.com, which specializes in producing low-cost spots for entrepreneurs and small businesses, will help you focus your TV ad on what makes your business unique. Spring for a full-service production firm, such as BluelinerMarketing.com, if you want professionals handling all the planning as well as the execution of your commercial.

5. Consider ready-made video
Cut production costs dramatically by using existing advertising video footage and simply adding your audio message to it.

Links and resources: For about $500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message.

6. Use cable production services
Many cable companies and network affiliates offer production services to small businesses. If you're going to place your ads with them, you may be able to negotiate deep discounts on production costs.

Links and resources: Contact a local cable company, such as Time Warner Cable, to inquire about their production services.

7. DIY
Cut costs and maintain total control by shooting your ad yourself.

Links and resources: Software called "Visual Communicator" from Serious Magic allows you to create pro videos with just a Webcam and some pre-packaged graphics and effects.

8. Fix it in post
Post-production is "where the magic happens." Edit the footage from your shoot, adding music, graphics, effects and finishing touches. If you hire a production company, they should handle this for you.

Links and resources: If you're taking the DIY approach, use a simple program, such as Apple's iMovie or Final Cut Pro.

Lou Bortone is an award-winning writer and video producer with over 20 years experience in marketing, branding and promotion. As an online video expert, Lou helps entrepreneurs create video for the web at www.TheOnlineVideoGuy.com. In addition, Lou works as a freelance writer and professional ghostwriter, with a ghostwriting site at www.GhostwriteForYou.com and a blog at www.GhostwriteGuru.com.

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