My experience has taught me that most clients want to get the most value for their time and money (duh) but they tend to think that putting more words, spoken and written, in a commercial or promotional video will give them more for what they pay for. The best success stories from my own productions illustrate a refined script with a highly focused message – 1 or 2 bottom lines or “hooks” if you will. These clients were very collaborative and business savvy, but were open to my suggestions and warnings. Common sense and results always supported my ideas.

TV is absolutely a visual medium, but don’t neglect the audio! The quality is JUST AS important as the image! If you work with a producer or crew and they are using the stock camera mic – that’s a bad sign! Also, the final package/spot/segment should inform AND entertain! It’s way too easy to work the remote control!

Thanks again for educating professionals how to communicate better!

Archie Cocke