According to Tom Lindmeier, adding video product demonstrations to the rich media mix at your online store can boost Web sales. But there's a caveat: "I have seen my share of lousy productions and boring presentations that leave me anything but awestruck," he says. "The risk is that inadequate production values can harm your business by leaving a poor impression."

Some tips for producing classy videos without sacrificing your ROI:

Maximize your budget with exhaustive pre-production planning. "Your fixed costs per day for studio time, photographers, stylists, models and assistants can be substantial," says Lindmeier, "so you need a well-oiled process that runs at maximum efficiency."

Choose a great spokesperson. A carefully selected actor or model could be your single best investment.

Rehearse your script before production begins. Your spokesperson will be more comfortable with the material, you'll cut down on the number of takes and can fix any faulty lines.

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