To provide a systematic approach for video editors to analyze reference Video Sales Letters (VSLs) and meticulously plan their own projects, ensuring comprehensive documentation and consistency in production quality.

Scope

This SOP applies to video editors and project teams within the organization tasked with creating or improving VSLs through the analysis of existing effective examples.

Tools Required

⁠

Video Analysis and Planning Form⁠

⁠

Adobe Premiere Pro

Access to the reference video

Computer and necessary video editing infrastructure

Digital storage for project documentation

Responsibilities

Video Editors: Responsible for conducting the video analysis and completing the Video Analysis and Planning Form.

Creative Director: Oversees the process, ensures resource availability, and reviews completed forms to validate the editing plans. Approves the final plans and oversees the project execution based on the documented strategies.

Detailed Procedure

Step 1: Prepare for Analysis

1.1 Download the Reference Video

Locate the Video: Ensure the reference VSL is sourced from a reliable and authorized platform.

Download the Video: Use a secure method to download the video, verifying the file's integrity and resolution to ensure high quality for detailed analysis.

1.2 Open the Video Analysis and Planning Form on Google Docs:

Access the Form: Navigate to Google Docs and locate the master template of the

Video Analysis and Planning Form⁠

here.

Create a Copy: Make a copy of the template by selecting File > Make a copy. Rename the copy to reflect the specific project name and date for organizational clarity.

Save the Document: Ensure the copy is saved in a project-specific, backed-up folder accessible to all relevant team members. Regularly save changes as you fill out the form to avoid data loss.

Step 2: Fill Out General Information

2.1 Enter Project Details: Input the project name, editor’s name, current date, and details about the reference video including title and source.

2.2 Save the Document: Regularly save the form during the filling process to avoid data loss.

Step 3: Conduct Scene-by-Scene Analysis

3.1 Set Up Adobe Premiere Pro

Open Adobe Premiere Pro: Launch the software on your computer.

Start a New Project: Navigate to ‘File’ > ‘New’ > ‘Project’. Assign a descriptive name to the project and set the project settings based on the reference video’s format.

3.2 Import the Reference Video to the Sequence

Setup Sequence: Create a new sequence by selecting ‘File’ > ‘New’ > ‘Sequence’. Choose settings that match the video format of the reference VSL to maintain consistency in playback and analysis.

Import the Video: Drag and drop the reference video into the sequence or use ‘File’ > ‘Import’ to add the video to the project, ensuring it aligns correctly with the sequence settings.

3.3 Apply Scene Edit Detection

Activate Scene Detection: With the reference video selected on the timeline, navigate to ‘Clip’ > ‘Scene Edit Detection’.

Detect Cuts: Opt to ‘Apply a cut to each detected cut point’. Allow Adobe Premiere Pro to automatically process and identify the transitions between scenes, marking them for easier analysis.

3.4 Scan and Adjust Cut Points

Review Detected Cuts: Manually review the entire video on the timeline to confirm that all scene transitions have been accurately detected and marked.

Adjust Cut Points: If any transitions are missed or inaccurately marked, manually adjust the cut points using the Razor Tool or by manipulating the edit points directly on the timeline.

Step 4: Document Technical and Creative Elements

4.1 Technical Details: Document the technical aspects such as camera settings, sound design, and lighting from the reference video and how these will be adapted for your project.

4.2 Visual and Audio Elements: Note how specific visual and audio elements are used in the reference and plan adaptations or modifications for your VSL.

Step 5: Review and Approve

5.1 Review Entries: Conduct a thorough review of all entries in the form for completeness and accuracy.

5.2 Team Feedback: Share the form with the project team for additional insights and validation.

5.3 Obtain Approval: Present the completed form to the project manager or designated authority for final approval.

Step 6: Implementation

Implement Plans: Use the documented plans as a blueprint to guide the actual video editing and production process.

Review and Continuous Improvement

Regularly review the effectiveness of this SOP and the utility of the Video Analysis and Planning Form based on feedback and project outcomes. Update the SOP as necessary to incorporate technological advances, user feedback, and changes in organizational goals.

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