Choosing background music for a company video is a personal choice. However, my own examination of the background music for a series of short plumbing videos, revealed the fact that there are at least three approaches to selecting background music, and the owner of a company, in conjunction with a video production team can initially simplify their decision by deciding which of the three roads they wish to travel along.

The videos suggest that the three differing musical poles are: music which suggests or sounds like the service activity being performed, music which suggest or sounds like the plumbing problem, or music, which suggests a positive mood, related to the successful flow of life both before and after the occurrence of the problem.

I believe that in general optimists in life outnumber pessimists. Most people put life’s daily struggles in perspective, and see them as problems to be dealt with and overcome, so that they can get on to the “rollicking good times.” In this light, consider what happens when something goes wrong, e.g., a plumbing leak, and a service company is called? At first, something is not working right, the order of daily life is a bit disturbed and the service company, such as a plumbing company, steps and restores order, and the good times march on.

We can see from this analysis, that there are three phases of a service intervention. In the first phase, something goes wrong, i.e. an electrical short occurs, which shuts off the flow of electricity to the house. In the second phase the service company steps in to right the problem, and in the third phase life order is restored and the good times roll on. As we will see, these three phases of a service intervention correspond to three different types of background music that are used in service videos. Consider examples taken from videos which I examined when writing this report.

http://video.yahoo.com/watch/4770485/12735726 This video presents music imitating the sound of a dripping pipe, along with a video of the drip and a narrator encouraging the viewer to get help. This is background music imitating the sound of the breakdown.

http://espanol.video.yahoo.com/watch/4466979/11977280 This video presents driving music with a rapid almost industrial beat which imitates the on screen display of a plumber making repairs to a sink. This is background music imitating the sound of the repair process.

http://www.graspr.com/videos/Richmond-BC-Plumbing-Company-1 , http://www.in.com/videos/watchvideo-plumbing-company-in-valencia-7960332.html These videos present feel good background music. The type of music which suggest the ongoing flow of the good times of life, which existed before the plumbing problem, and which will be restored as soon as this small disorder is repaired. The background music in these videos present music associated with the restoration of order and the ongoing good times.

The big question for the company owner is which of these three types of background sound is most likely to make the video successful in wining customers for the company. All three types of music have advantages and disadvantages, a search on the web, however, will show that most people choose positive mood music for their background.

Background music that imitates the sound of the problem, might have some appeal because the problem is uppermost in the minds of people searching for a service company on the web. This type of sound seeks to win trust by giving the viewer the feeling that the company understands his predicament. One problem with this approach is that it can only portray one type of problem. A video portraying the sound of a leaky faucet may not appeal to a surfer looking for a company to fix his blocked sewer.

Music which imitates the sound of repair, seeks to win the trust of surfers by presenting a vision of the repair process, which is after all what they seek. It does carry a message of hope. On the other hand, how many people like to stand over the shoulder of a plumber as he solders pipes together or drains filthy water from a toilet. Most people prefer to wait in another room until the plumber finished everything, including the cleanup. Consequently, most people may not be that interested in a video that musically portrays the repair process.

Music which conveys an upbeat mood reminiscent of the good times brings a message of hope and assurance that the company will succeed in fixing the problem and restoring order and the ongoing good times. This type of music wins viewer trust, because that, in essence is what surfers seek when they go online, a means for restoration of their former order.

Which of these types is likely to work best? While all three types have some appeal, it is clearly type three that most addresses the human condition. Because while humans stoop, in their daily labor to various mechanical tasks to solve various ongoing challenges and problems, it is the restoration of humanity and the good life, at the end of the day, which keeps most people going, and which is most important. Therefore use of background music that appeals to this fundamental human goal is most likely to net results.

Tutoring videos can target either students needing help, if they are old enough to go on line and seek it, or parents of children needing help, if the kids are younger. The eLocal tutoring mini website video clearly targets the second population.

The eLocal genre of web video is designed for small entrepreneurs who cannot afford a customized web video. The short videos are usually around 20 seconds in length, and they are made general enough that they can be used by anyone who works in the profession for which the video was made. One question worth pursuing is what has eLocal put in such a short general video that might be successful in winning clients for tutors.Based on the visual content of this video, it appears that eLocal has decided to present several attractions.

The scene depicted in the video is ideal and presents successful tutoring at its best. The tutor is sitting at a table with a boy and girl. He turns to the right and tutors the girl. He says just the right thing, she puts her head down and begins to write. He turns to the left and says something to the boy, he solves the boy’s problem and he puts his head down and begins to write.

In the same way that masses of people are attracted to Hollywood style motion pictures, it is reasonable to assume that people facing a need to seek tutoring for a child will be attracted to a tutor, who presents an ideal solution for their dilemma on his website or landing page. Other components of the video that are likely to attract clients include the following:

1) The scene depicted is family oriented with a single tutor tutoring a brother and sister in a home environment. This will be attractive to families.

2)The video is non-critical of parents who don’t have time to tutor their children, as the singer, herself, in the guitar vocal background sings “I ain’t got no time for it.” This will put parents at ease.

3) The video presents an affable, clean cut male tutor, the kind of person you want tutoring your children. This is an important plus for parents looking for the right person to tutor their child.

4) The video caption suggests that kids need a bit of help and the tutoring will help them to get it right. The caption text reads. “Sometimes they need a little extra help” “Before they get it right” Parents fearing that the tutoring might become extended and expensive will be put at ease by the caption.

In a single sentence, this video is short and sweet. It targets young parents and presents tutoring as a short simple process that will put the kids on the right track. Parents who need to seek tutoring for their children are not to blame for not having time.

This video reminds us of the importance of considering the psychology of the sale as it applies to the specific sale at hand, when compiling your website advertising video. The more sales psychology angles you consider and address, the more likely your sales video will be successful.

More and more businessman with company websites are realizing that a web video, which greets visitors to the web site, makes the web site more personal reaches out to visitors in a stronger way and increases the conversion rate. What are the essential elements of a web video that will turn clicks into customers. That is the central question.

Every profession has its own unique requirements, which go into producing a quality web video. However, many of the qualities which make a video work for one profession will also apply to website videos in other professions. In this article, I will be comparing three web videos that were made for the landscaping profession and are posted on You Tube.

The ATC website video posted at http://www.youtube.com/watch?v=hYIpt0JebTc tells the story of a day in the life of the ATC company. The background music of this video is the song Takin’ Care of Business by Bachman-Turner Overdrive. The song describes the 9-5 daily schedule of workers who push the time clock. The video describes the story of a typical day of ATC landscape workers. In the morning, the workers conference, they stand around the foreman who gives then a pep talk. Then they clap hands and head to the trucks. Then one by one the trucks pull away. Next we see workers busy with various landscaping chores, mowing the lawn, trimming a bush, and setting up a wooden fence behind a garden. The scenes feature good quality landscaping work and attractive lawns and gardens. When the video is over, we have come to feel that the workers of ATC are decent hard working fun-loving guys. And we would trust them with our landscaping.

The second web video, is constructed of amateur video footage and still photos, arranged and set to music by a professional video production company. This video is compounded of stills and video segments of landscapes the company has made,along with some shots of company workers actively engaged in landscaping. The video features still and video shots of landscapes the company made, and some shots of company workers at work. The music is upbeat universal style background music. The video is not as personal as the first video. It seeks to build trust with the viewer by presenting the quality of the company’s landscape work.

The third web video is also professionally made. The well captioned product is introduced by a narrator, and then features before and after photos of various landscaping jobs the company has done.

Studies have shown that trust a shopper has for a company is a very important factor in determining whether or not he will do business with that company. Trust, it has been shown can override considerations of the quality of the work the company will produce. And for obvious reasons, a company may do quality work but if not trustworthy could cheat an individual customer. Whereas a trusty company will always be expected to do well for a customer. So which video wins more trust? Clearly number one. At the end of that video, we feel like we know the company and the workers. Whereas in video two the workers appear in a few still life shots, and in video three not at all.

What other factors are essential parts of these three videos, clearly the shots of quality landscaping. While the first video may inspire trust by introducing the crew as decent hard working and fun loving guys, the shots of quality landscaping, manicured, well cut lawns, well trimmed beds and a sturdy garden fence are also necessary, as they allow the viewer to connect his faith in the workers with the quality work they do. Both the second and third videos also present the quality landscaping work the companies do.

What general conclusions can we draw from these three videos? First, a video which inspires trust in the viewer, by showing the workers as well as the work, is more likely to be successful in winning customers. Secondly, website videos must also present examples of quality work in the profession, so that viewers can connect the faith they have in the company with the belief that the company will do quality work in their given profession.

eLocal can take credit for having invented the web video genre of the generic website videos. These little 10-20 seconds web videos are made for businessmen who want to place a video on their website, but can’t afford to spend $500 – $1,000 to get a personalized custom web video. To help them along, eLocal has created a series of generalized videos.

Each video is customized for a particular profession, and any store in that profession can place one on their website. The message is generalized enough that the video fits in, and according to testimonials from eLocal customers, is successfully attracting customers.

The challenge to eLocal as the creator of this genre, was to develop concepts and an approach that would guide the production of these pioneering videos in the field. Since the pioneer in any field is just that, and is only presenting the initial solutions to the challenges of the field, it is worthwhile reviewing these videos and considering what appears to work and what doesn’t.

The eLocal appliance repair video, found at http://www.youtube.com/elocalvideoexamples#p/u/3/qbvUMbtXfjE, is one of their 3D motion graphic videos. With the assistance of their 3D imagery, the dying appliance, breaks down in a way that real machines can’t. It’s lid pops open and closes, the machine leans forward, totters and then falls on its face, as a black dial pops off the control panel and rolls across the floor.

The video is set to an electronically reproduced rendition of California Dreaming by the Momas and Papas. The music and motion graphics, give the video a surrealistic effect, which is almost reminiscent of a Salvidoor Dali painting.

The video is a mood piece, at best. The dying appliance is reminiscent of the brown dead winter leaves in “California Dreaming.” The mood of bleak despair, found in the text and sounds of the background music, colors the video’s presentation. The protagonist in the background song, is stuck in a town in winter. He has gone into a building seeking refuge from the cold. He would like to leave town, but has made a commitment to some girl, which requires him to stay. All the while he is dreaming about being back in warm California.

The message of the video is one of regret that the homeowner didn’t call an appliance repairman sooner. It is delivered by a caption reading, “this tragedy could have been avoided.”

While the video does successfully create an artistic mood, one has to consider logically, how successful it is in attracting customers. People who might see this video are visiting a repair shop landing page because they’re looking for someone to do appliance repair work for them. Yet the video depicts an appliance beyond repair. If a homeowner owns a machine which is beyond repair then he will search for a new appliance, not for a repairman. The captioned message of the video also misses the point. The text implies that if the homeowner had sought repair help earlier, the death of the appliance could have been avoided. Such a caption is mean to encourage people to seek timely repair help for their home appliances. But people who would look at this video don’t need to see that message, as they’ve already become motivated and are in the process of searching for a repairman.

In my opinion, when making a generic repairman video it would make more sense to create a video showing a repairman at work. That type of image would build trust in the viewer and make him contact the company.

The take home message from this video is to determine two things before starting production. Who am I targeting, and what do they need to hear or see to convince them to contact me. The producers of this video did not correctly answer these questions before beginning production.

“Custom” (generic), web video are a relatively new form of video marketing made popular by elocal. Elocal, if you don’t know is an Internet marketing company that specializes in advertising for small businesses. Starting out as a Google Local submission service, they branched out into more sophisticated forms of organic listing services, which allowed the small businessman to get a piece of the page one traffic. Along the way they developed their unique form of video advertising. These videos, which appear on Internet landing pages and web sites, and are described by elocal as ” custom. ” They are custom in the sense that they are made for individual professions. However, they are generic in that they can be used for any company in that profession. They do not include custom shots of any particular company, and they are short, and that makes them affordable for the average small businessman. Nevertheless, Elocal claims, and probably rightfully so that the videos draw traffic to their clients websites.

Most of the videos are 15 seconds long, they include motion graphics and an appropriate musical background. The best of elocal videos are posted on You Tube, and most of them have between 5 and 40 views. I watched one of them, a video for auto body repair, and I was impressed. The video wasn’t bad and actually had tiny bits of those elements that make a video have viral appeal, such as rhythmic background music, and yet, for some reason it hadn’t taken off.

The video I watched, the auto body shop repair video can be found at http://www.youtube.com/elocalvideoexamples#p/u/0/YiTHC5EsuhU. What is right about this video, and yet what is keeping it from taking off?

The video’s background music features the type of repetitive driving background music that is found in successful viral videos. The atmosphere is captivating; a car driving down a pitch black road in the middle of the night. It suddenly blows a tires, swerves around in the middle of the road and stops dead, as pieces of the fender fall off. The caption says “Having car trouble?” “We can fix it.” And then the video ends.

The mood of the video is actually appealing, and it is fun to watch the short segment. So why does it have only 42 views?I believe one possible answer is that throughout the 15 second flick, a caption advertising elocal is seen in big letters on the lower right of the screen. I believe that takes away from the video. In my opinion, the customer is paying for a video to advertise his services and not elocal. Furthermore the elocal caption is the only discoradant element in the video that takes away from the mood.

Companies are always looking for opportunities to market their services, but here’s one place where leaving their name out, and letting the video sell itself, would, in my opinion push elocal’s fortunes further. Elocal’s start in this genre of web videosis a challenge to another company to take up where they left off, and make this Internet advertising genre an appealing art form that grabs attention and even wins a place in art like some other types of crafted objects.

eLocal, always a step ahead of the competition in the Local Search market, has pioneered the use of the generic mini web videos for business promotion. I call them generic, because each of the 10-15 second online videos can be used by any business in the profession for which the video is made. eLocal markets them as “custom” web videos because each one is made for one particular profession.

The mini videos are appropriate for mounting on a web page or landing page, and have adapted well to eLocal’s local search marketing strategies for the small businessman. It is interesting to examine the videos, and see what content eLocal is using to attract customers.

At http://www.youtube.com/elocalvideoexamples#p/u/1/HCbsWFgCPE0 you can see eLocals #1 auto body repair video. The video depicts cars riding down a country road. It is a bright sunny day, a pleasant day to be out on the road. Along comes a convertible sports car, with a driver in a driving cap, only one little detail is out of kilter. While sports cars are always small, this one is so small the driver can’t fit into the driver’s seat. So he sits on the back of the car, feet inside, and leans over to guide the steering wheel, as he plods along the road.

The background music for the video is a modern jazz guitar piece. The chords obviously contain discordant 6s and 7s, jazz chords, which add notes that are not in the normal 1,3,5 progression. The chords serve to amplify the theme of things not fitting into place. On a grander scale, the old open air sportscar riding down a country lane is reminiscent of earlier days in the automobile revolution, when cars still did not quite fit into roads meant for the horse and buggy. The video caption reads, “Having car troubles?” As the clip ends, the music fades out.

The video appears to have one technical flaw, the caption and part of the scene are out of focus. But this might have been added deliberately. The videographer might have thought an out of focus caption and scene goes well with the theme of things being not quite in focus. While that video focuses on a common emotion of fear, which motorists can identify with, this video attempts to downplay the fear and panic element often associated with a car breakdown. The soothing music invites viewers to calm down and take a stoic look at their car troubles. It seeks to minister to the victim of a malfunctioning vehicle, and in this way to attract them to make contact and use the services of the advertising company.

What do the two videos have in common? They address the emotions related to car problems. In this way the online video attracts the customer, who can feel that this company understands how he feels.

Anyone considering purchasing an online video for his web site needs to seriously consider whether the outlay of cash will bring a satisfactory ROI. A video statistical survey conducted a couple of years ago by comScore and emarketer.com showed conclusively that online video viewing is extensive, and effective as well in boosting sales.

The studies, conducted by emarketer.com and comscore.com showed that 123 Americans viewed online video at least oncea month, that they watched an average of 73 minutes online video a month, and 66% of them have watched online ads. Significantly of the viewers who watched online ads, 44% were inspired by the video to take some type of further action in the sales process.

The total number of videos viewed in 2007 was estimated at more than 9 billion, with You Tube taking the lion share of the views at over 2.4 billion. Yahoo sites took a much smaller second share at an estimated 340 million views.The average duration of sales video viewed was 2.7 minutes.

Importantly, the studies made by comscore showed that video viewing during their study period grew month to month. Extrapolating to 2010 we can appreciate the growth in video viewing.

Emarketer quoted a study conducted by Coremetrics of shoppers on sellpoint. The results of the study demonstrated that there was a 35% increase in conversion rateamong shoppers who took “rich media sales tours” on sellpoint, and those who didn’t.

Shoppers were able to access sellpint product tours by individual products, boosted by additional downloadable material which the viewer could request. Online shoppers who opted to take the tours spent over 2 1/2 more minutes studying the product descriptions.

The study not only showed that shoppers who took the tour had a much higher conversion rate, it also suggested the possibility that people who were serious buyers preferred taking the tour as a way of learning about the products before purchasing. While not proven by the study, tt is reasonable to assume that if the tours weren’t there, that some of the buyers would have gone elsewhere to purchase.

Certainly, providing a pleasing shopping experience for serious shoppers is going to produce more online sales help marketing investments to grow and consequently bring increase in ROI.

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If you have been toying with the notion of creating lots of video Wares to sell on the web – you may been throwing around more visions than you can actually be aware how to go about capitalizing on. This is an easy hole to fall into so it’s essential to do some brainstorming for concepts initially, but always be certain to put a limitation on your conception developing stage. If you let it draw on, you’ll never get anything done. Set deadlines for yourself even when you believe you don’t have to. Don’t fool yourself into believing that you’re making progress toward your goal when in fact you haven’t gotten anything done.

The failure to concentrate on one job and carry it over to successful finish is a clear mark that you’re dragging one’s feet. If you get a insight for creating a different video production each day, but you still haven’t made a complete production to sell on the World Wide Web, make up your mind to do something about it now. Suppose your friends all say you’re a natural comic and you’ve been playing around with the thought of creating a comedy routine or skit. One way to get it complete is by setting priorities, adopting a plan, and making deadlines.

Pick a day and time to shoot the video and stick to it by approaching this as if you were making a project for rent. When you put your mind to getting things done, you’ll start to notice a large difference in the results you get. How much time you give yourself depends on how much time you can really spend working on the job, of course. If you’re doing this at night time or on the weekends, you plainly need more time than a full-time Internet marketer who is planning a promotional video for a site. Get out of bed one hour earlier if that’s the only way you can find time to do it and attack it as a job for one month by setting your filming for one month from now – then stop thinking about it and begin composing a script. People who get matters done know that there is never a perfect time to begin whereas individuals who hold back for inspiration before they start a script never get started.

People who get matters finished acknowledge that there is ne’er a perfect time to start whereas people who hold back for divine guidance before they begin a script ne’er get started. As Jack London said, “You can’t wait for inspiration, you have to go after it with a club”. You have to get something down on paper to trigger off connections between ideas and my best thoughts constantly come during the writing procedure – never in the “thinking about what to write” stage.

Experience has taught me to just start publishing and get it all down on paper so when I have a first outline in front of me, that’s when I get inspired. I see all kinds of things I never would have found without the stimulus of the thoughts that came apparently out of nowhere as I was working on the first draft of my script. So stop thinking about it and get a script on paper, then revise, shoot it and put it up for sale on the Internet – but get commenced today.

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As the economy continues to falter and when it finally starts to recover, NValeo’s real estate tools, which include a Fix and Flip feature, Return on Investment calculator and social networking area for real estate professionals, can be invaluable. The ability to organize, communicate and transact business is enhanced by this unique feature. When combined with NValeo’s programming and virtual office, the real estate agent and investor can be at the top of their game 24/7.

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So looks such as the GMAC organization that runs the GMAT exam is cracking down on cheating in China. In other words, some students are violating the rules of the GMAT and finding ways to see test questions before their actual exam. This is happening on the internet.

Already in 2009, 32 scores from China have been revoked by GMAC, while 24 Chinese test-takers have been blocked by GMAC from retaking the GMAT exam for five years, GMAC says.

GMAC says that in 2009 alone, 32 scores were revoked by GMAC. Another 24 Chinese test takers were blocked from retaking the GMAT for 5 years.

There was a web site (www.passion.org.cn) that was making a gift of live GMAT test questions (ones actually being used on the exam) for a fee. So now there’s planning to be increased security measures including the application of palm vein readers, digital photographs, and passport scanners.

GMAC in addition has sophisticated web crawling software to find which web sites are distributing GMAT doubts.

The fact of the matter is cheating will always exist in one form or another. With GRE encroaching on GMAT territory, GMAT guys need to be on their best behavior to prove to business schools that their exam is better than the GRE. Otherwise, the GMAT exam will be losing market share.

I wonder what happens in the future. Will they have sophisticated CIA level security measures that they use in the TV show 24? Who knows. Security will always be a concern. And with the pace of technology progress these days, more and more security measures will be present–everything from hidden cameras to live security analysis. The future will tell. The incentive to cheat because of the competitive nature in MBA admissions and GMAT test preparation will always be there. It is just a matter of controlling it so it doesn’t get out of hand.

Perhaps even another reason why GMAC is increasing security measures for their GMAT measure is to maintain the integrity of their exam value in the eyes of business schools as the GRE exam encroaches onto their territory. Many top business schools are now accepting either the GMAT or the GRE exam for a variety of reasons ranging form attracting a more diverse student body to just expanding their overall applicant pool. Whatever the case may be, you can expect security measures to go up in the future.

This article was authored by GMAT Prep tutor and expert, Zeke Lee. Zeke is the creator of The GMAT Pill Study Method and has assisted numerous students ace the GMAT exam in as little time as possible. Although his secret techniques were limited to wealthy students who could pay $200/hour a few years ago, Zeke has now opened the door to his special strategies to the general public. Best Online GMAT Preparation