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It takes time to create these videos. Getting and setting up the software. Configuring the system - microphones, compression codecs, and more. Then you have to figure out what you want to communicate. So you have to write at least an outline, if not a full-blown script.

Then you have the rehearsals to get the video just right.

And then you're ready. So you do it, and it's going great. Ma-a-a-n... You're gonna slay 'em.

It's the last 10 seconds. Time to give your URL. A-a-a-and cut. It's Miller time!

Out of an abundance of caution, you play it back. And it's good. It's really good. It's the last 10 seconds, time to call it a wrap. You stand up and then sit down with your head between your legs feeling like you're gonna cry. Boo hoo. Why? You said the wrong freaking URL!

Unless you're good with the splice (another ' hour), you've got to do it all over again. And you KNO-O-W it'll never be that good again!

Do I sense your frustration?

The point is that if you're going to get into online video marketing, you need to think it through. It's not simply a matter of banging couple of thoughts together and hoping they catch virtual fire.

No - you have to act as if (because it really is true) you're a professional, giving a professional demonstration of how to do something.

1 - You need to make sure your voice is clear and strong. You can't mumble. And while an accent is just fine, you still need to try to keep your voice pleasant.

2 - You must provide exceptionally clean video. You can't have all kinds of "artifacts" and distortions. You might be able to get away with a blemish here and there, but each one detracts from your professionalism and your credibility.

3 - You should not stumble in what you're saying. You don't necessarily need a script, but you probably should rehearse a few times to really nail down what you're going to say and how you're going to say it. Listen to yourself as you play back the video. Do you really communicate the material well? If you were someone in your intended audience, would you understand the message? Maybe you should let others close to you look at it and give you feedback.

4 - A special case - If you stutter, maybe that's something you have to allow for. Most people understand that stuttering isn't really your fault. It's how your nervous system is wired up. And we make allowances. But only up to a point. If you can't really do a professional job of presenting it yourself, you're going to need help. Hey - even Moses had his brother Aaron do the talking for him.

Putting together a video is easy once you're set up. Putting together a GOOD video takes some thought. Give this some thought as you consider getting into this marketplace.

'2007, by Deepak Arora and Bal Simon