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Small businesses often make the costly mistake of doing all of their marketing, advertising, and PR in-house. While this is a great strategy to save money, it's one that should only be undertaken by those competent in all aspects of advertising and PR. Consider how many horrible 'budget' commercials you've seen for local companies on TV; companies like those are companies that decide to save the money. In the end, it's pretty obvious that they would have been better off had they just saved the money, rather than embark on producing a commercial themselves.

The fact is that video production is a complex undertaking – one so complex, in fact, that there are entire corporations who specialize in doing nothing but producing video: commercials, infomercials, corporate videos, etc.  

The expense of equipment, expert cameramen and editors, not to mention sound engineers, lighting specialists, and music editors all need to be tabulated when considering the expense of producing a legitimate piece of video. Once you've tabulated those costs, you'll quickly realize that hiring a video production company to produce your video is not only easier, but cheaper. In the end, you'll end up with a higher-quality video that will actually help your business, rather than some eyesore on TV that inadvertently makes your business look sleazy.

As I said, there are some places in business where it makes sense to do it yourself. In fact, I myself still fix the plumbing around here when it breaks, and I have never paid anyone for stationary, which I'm able to print on a printer. But when it comes to your business's reputation, I can conceive of no good reason why you wouldn't want to leave it in the hands of experts. Video production companies hire the best personnel from technical and art schools who excel at creating the kind of image on-screen about your business that will be so powerful it will even impress you. And for any of your other video production needs: if it matters, hire a professional; you'll be glad you did.  

Sherry Thomas
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