Quality Content, Not Quality Production
As I mentioned in the earlier chapter, you, me, and your customers have become pro-sumers, professional consumers. We know that if a company spends a quarter-million dollars to produce a television commercial, there has to be a hidden agenda, some psychological hot buttons being pushed to get us to do something, which is convert. As a result, we subconsciously tune out polished expensive advertisement productions. We, the people, want content, not polished agendas.
Our messages still need to be professional-looking without typos, but the overall quality can and should be lower. Even a hi-def video uploaded to YouTube (regular account), looks pretty bad once YouTube uploads and degrades it for distribution. We are accustomed to it. A blog should be 400 words without typos, and an image or two, with a few hyperlinks. Most videos on YouTube are shot with inexpensive video cameras and flip phones. That’s what we want. The days of the glossy one-sheet and B-roll are over. Embrace it.
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