We need to decide on a concept for your video. What do you want to accomplish with the video? Who is your audience? What message do you want to get across? Without this crucial first step, you run the risk of making a video that fails to speak to your audience and advance your marketing goals.

It’s time to sit down and write a script. Your script should be easy to understand, fit within your target video time, and include any changes in camera angle, wardrobe, or background.

At a minimum, pre-production planning consists of scouting a location, getting permits if required, procuring all of the equipment you need, reviewing your script, speaking with actors about their roles, deciding on a budget, and choosing a time and day for the shoot. As I said, the above list is very basic. There are seemingly endless other details—camera batteries, make-up, wardrobe, etc.—that need to be addressed before a shoot.

The big day! Just like the pre-production planning, there are a million details to get right on the day of the shoot. If you’ve done the required work from the first three steps, things should go smoothly. If not, you’re in for a day of frustration.