When faced with a making a video many people will start thinking about lights and cameras but they are not the most important element. The starting point is to decide how to present your business in the best possible way. Here seven points you should consider before you even shoot a frame.

1.Clear your mind. Get rid of preconceived ideas of what a video should be, whether that’s a long presentation to camera, lingering scenic shots or fast moving pictures and music. This is necessary because you can’t decide what techniques to use before you’ve considered what you’re trying to achieve.

2 Set your targets. Before you shoot a frame, make sure you know exactly what you’re wishing to promote. It could be you and your professional skills; it could be a great product or service. It could be the general ethos or brand of your company.

3 Select your strategy. Decide on the best way to market your chosen product or service. If it’s you as an individual then you may need to be on screen most of the time explaining how you can help customers with your particular skills. If you’re promoting a product consider how to present it in the best possible light. Do you want to emphasise the price? Or is about quality, reliability, performance or whatever?

4.Don’t just tell us – show us. Video, as the word suggests, is a visual medium so make the most of it. Standing in front of the camera and talking is fine for a while or if you’re mainly promoting yourself, but if you have products to sell then let us see them.

5 Introduce action. Whenever possible, try to show the product at work. For example, if you sell easy to assemble garden furniture then don’t just show a picture of it in all it’s glory – show it being assembled. It makes it far more interesting and focuses on your real selling point – the ease of assembly.

6 Add personality and emotion. For example, if you sell kites then don’t just show us a picture of the kite, don’t even settle for showing the kite soaring through the air. Instead, show us a group of children flying the kites and having a good time. It will be much more powerful.

7.Consider post-production. Could you be benefit from some post production such as adding motion titles, music or special effects? These should generally be used sparingly but can be very effective – as the John Lewis Never Knowingly Undersold video featuring the song Always a Woman to Me will testify.

Video production obviously requires good equipment and techniques but before that it requires incisive thinking and careful planning. If you get that right the rest will follow and you will be able to produce a great video to promote your business.