Professional editors are highly paid and so it should be. I’ve seen mediocre movies turned into a super movie once the editor tries.

It also takes years to learn the trade because there’s nothing stopping you from editing your web ad and doing a good job.

Let’s say you’ve been recording your 2-minute ad to sell one of your products. In fact, maybe much less than 2 minutes to a 30 second ad.

You may have filmed it multiple times because you were not happy with particular parts.

You could have quite a bit to edit because unlike 35mm film, film costs next to nothing with video.

You may only have a small part to edit, which is a good thing.

Let us begin.

Delete everything you consider to be total rubbish, bad shots, shaky shots, blurry shots and long parts without anything happening.

Now take the best master shots from the beginning, middle and end. and put that together.

Review all the footage that remains. Is it close to the beginning, etc.? Put it only if it adds value to your message delivery and of course follows the sequence of events.

Play around with the footage until you find a decent piece.

Add the title.

Now you can really bring it to life. Music. Put the music there. Something that blends in with the mood of the ad. DO NOT use copyrighted music. Find a site that offers free music clips.

You don’t need loud music. Something in the background, but it can start with a crescendo as long as it doesn’t flood any words. It doesn’t matter if you have a very short fanfare at the beginning. Music will really bring your ad to life, but use it sparingly.

Once this is done you have a finished product to upload to the web.

The editing software comes free with Windows XP or Vista. If you use the Windows version, they won’t be as good as a more careful edition. It all depends on what you have in terms of budget.

Like everything else, editing software has gotten a lot cheaper. Look around you may even find some decent free stuff.

Your ad may only be one continuous shot for 30 odd seconds, but if it’s longer and you need breaks, here’s a tip. Go to your local video store and buy some movies or watch them on TV. A tape is better. You can re-run again. Now you’re not sitting around watching a movie. You are viewing the editions. Look how they cut. Hundreds of cuts per film. Do not approach. Move. Shots of cars and cranes. Take it all in and soon you will learn. At this stage, especially in your first ads, don’t use special effects. You are trying to make a profit through not a fireworks display.

Just make your ad to convey your message in a clear and confident way. With touches of music. Proper cuts if needed and it’s a wrap. Get it on the net.

That’s all friends until next time

barry