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Refocus: Cutting-Edge Strategies to Evolve Your Video Business [Paperback]

Ron Dawson , Tasra Dawson
5.0 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

July 15 2009 0321635302 978-0321635303 1
Forewords by David Hebel, Founder & CEO, Digital Juice, Inc. and Steve Weiss, Partner, Zacuto

Do you want to stand out in today’s competitive wedding, corporate, and event video markets? To be paid what you’re worth for the creative work you produce? To find an extra two hours a day to pursue your passion? To get out from under the backlog of unfinished projects? If the answer is “yes,” then this book was written for you. Read a few pages and you’ll find the authors’ unique approach to the business of video production is unlike what you’ve heard or read before. With good humor, practical advice, and a healthy dose of reality, Ron and Tasra Dawson show you how to get your business on track and transform it into the one of your dreams. The result is increased creativity, financial gain, less stress, and more time and energy to pursue the projects you are truly passionate about. You’ll learn to:
  • Reclaim 525 work hours per year with one simple strategy
  • Implement action items you can use today to start getting paid what you’re worth
  • Assess and transform your current sales and marketing
  • Design a powerful brand experience to amaze your clients and turn them into company evangelists
  • Supercharge your marketing with social media like Twitter, Facebook, and blogs
  • Break into commercial video production for year-round profits
You can also network and stay up-to-date at the companion Web site, Click the ReFocus link.

”Ron and Tasra will help you move mountains in your business.” —Lance Gray, CEO, PixelPops Design, LLC

”I know how busy we all can get, but if you read this book and apply the information, it will turn your world around.” —David Robin, David Robin Films

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”Ron and Tasra will help you move mountains in your business.”
—Lance Gray, CEO, PixelPops Design, LLC

”I know how busy we all can get, but if you read this book and apply the information, it will turn your world around.”
—David Robin, David Robin Films

About the Author

Ron Dawson is President of Dare Dreamer Media, a new media marketing agency and production company whose clientele has included Apple, Adobe, Kodak, and Intuit. He is an international award-winning producer, two-time Videographer of the Year for his regional association, and twice named to the EventDV Top 25 most influential event video producers in the world. He writes a weekly blog about business and branding at

Tasra Dawson is an award-winning author who has reached billions of viewers internationally via appearances on NBC, ABC, Deeper Living, and Harvest TV . She is a driven entrepreneur who hosted a weekly online show, authored an award-winning book, trained corporate executives, and launched Dare Dreamer Press, all within the last five years. Prior to her position as Creative Director at Dare Dreamer Media, Tasra was a trainer, designer, writer, and project manager at Apple, Inc.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most helpful customer reviews
Most videographers are artists first, business owners second. REFOCUS is both a story of how the authors evolved their business and a guide for others to follow in their business success. It not only covers the essential business concepts all video business owners need, it gives real world examples that are relevant. If you own a video business you need to own this book.
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5.0 out of 5 stars Starting out Oct. 16 2009
Format:Paperback|Verified Purchase
Excellent book for those starting out in this exciting field. A lot has changed over the years. I've been in the business for over 20years and still have lots to learn. This book got me up to speed.
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Most Helpful Customer Reviews on (beta) 4.9 out of 5 stars  11 reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars Refocus is a Handbook for the New Media Videographer. Aug. 13 2009
By billjv - Published on
Format:Paperback|Verified Purchase
I have just recently started my own video production business. When I saw the description for this book, I was excited that it might have at least some good information relevant to me. What I wasn't prepared for was that this book is full of information and advice I needed, at the most important time for me to have it! Rarely has a book ever coincided with my own life's timing quite like this one did.

For videographers and media producers this book offers a huge amount of great information on all kinds of topics related to a videographer business (or any business, but specifically for videographers). The section on sales and marketing is particularly helpful, and is as current as something like a printed book can be at the time of its publication. All of the info is very practical - it's obvious that the authors have lived their advice, and learned from their successes as well as their challenges. The book works to include lots of detail on both wedding videography and corporate video within it's scope, and has much advice that is applicable to both realms - although another book completely dedicated to corporate and higher-end videography and film would be a great follow-up to this book.

Most of all, it's obvious that the Dawsons love what they do, and love to share their experiences, advice and more with their readers. Their sincerity and subject knowledge make this book worth every bit of the purchase price. I know my video business will benefit (in fact it already has) from this book - and yours will too.
1 of 1 people found the following review helpful
5.0 out of 5 stars Easy to read and full of great info. April 23 2010
By Jon - Published on
Format:Paperback|Verified Purchase
For the past few years I have wanted to start my own video production business. I had some know-how as far as editing and shooting were concerned, but little else. A few months ago I was looking for some resources to help me out and came across Refocus. This book has been a very useful guide for getting me on my way to having a working business. The marketing and branding sections were great for me, I have very little experience in those areas. Additional reading lists and online resources add great value to the book. The chapters are straight forward, engaging, and easy to read. I'd definitely recommend Refocus to anyone interested in going into (video) business for themselves!
1 of 1 people found the following review helpful
5.0 out of 5 stars Excellent "firestarter" to start your own video production business!! May 2 2010
By Roberto G. Rivera Sánchez - Published on
Format:Paperback|Verified Purchase
It takes you step by step on analysing your abilities and posibilities this type of media offers in this era of technology and artistry. It's not about the great technology needed to perform professionally (as sometimes the magazines tend to sell to you), but about how can you make the best stories flourish (whether it is for personal or commercial purposes), and touch peoples lives with whatever you can get your hands on!! On the other hand, it helps you on the process of building your own video production business, or reorganize and restructure it, if you already own one. It has been a blessing to my life, and I hope it will be the same to you!!
1 of 1 people found the following review helpful
5.0 out of 5 stars it is what it says it is Oct. 6 2009
By Ryan Koral - Published on
cover to cover this book is not only gorgeous - but super helpful... it is hands-down - the best book out currently for wedding/event filmmakers... the only bummer about this book is that it came out 5 years after i started my business :) if you're new to the industry - this book has some extremely helpful suggestions... and if you're a seasoned veteran, there are still some very challenging thoughts and ways to improve your business.
5.0 out of 5 stars A fantastic book and genuinely nice author Jan. 2 2010
By Adam - Published on
Format:Paperback|Verified Purchase
I should preface this review by saying that I do not know Ron Dawson, but I feel like I do. A few months ago I requested to my twitter stream if anyone knew of any good books to help me with starting my video business. A friend of mine pointed me towards this book and a podcast that Ron hosts. Ron then started talking to me on twitter and I decided that I had to buy this book. It's great when an author is so accessible and willing to help.

I'm glad I did.

I don't want to go into too much detail about the specific things that he mentions in the book, suffice it to say it gave me several new ideas that I had never considered exploring before. He presents the ideas in a sort of a la carte fashion, giving you the freedom to pick and choose ideas.

Not only do Ron and Tasra give business ideas, they also give advice on running your business from branding to marketing and social media (as evidenced by him following his own advice with twitter). If you can use one idea from the book and use it, it will more than pay for itself. I also recommend listening to Ron's podcast. A great resource.
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