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The perceived value of video.

Publication: EventDV
Publication Date: 01-MAR-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: The perceived value of video.(op-ed)

Article Excerpt
Perceived value is the intangible factor that can make or break a business. It's all about image. Image, image, image! As wedding videographers, that's what's hurting us as an industry at this point in time--we have a poor image and what we do is undervalued. Many factors have contributed to this problem, one being the under-pricing of our services which is the main topic I'd like to address.

Is jewelry from Tiffany really worth thousands of dollars more than other fine jewelry? I'm not sure it is, but everyone wants Tiffany. Why? Because it's Tiffany! The perceived value of Tiffany is very high. It has an image with which people want to be associated.

What's the difference between a $10,000 photographer and a $5,000 photographer? It's not $5,000; it's the image. The $10,000 photographer perceives his value to be very high and he projects that...

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