Frequently Asked Questions

Q: What are “Special Interest Videos?”

A:  Take the phrase apart and it is actually an accurate description. They are simply videos that appeal to a special interest. In fact, that’s the name Amazon and Netflix use to describe this broad category.

SIVs are usually differentiated from the movie and pure entertainment category like the book publishing industry differentiates non-fiction books from novels. Other terms you will see used to describe these types of programs include educational, instructional, non-fiction, or how-to videos. Call them what you like, for the sake of brevity we’ll stick with SIVs.

SIV topics can include histories, documentaries, nature programs, “kidvid,” safetyhealth, tutorials, travel, cooking, training, biographies, and much, much more. If there is something someone wants to know about a specific topic and the best way of explaining or showing it is through a video, that’s a special interest video.


Q: Who produces Special Interest Videos?

A: Special Interest Videos are something that people of even quite modest means can get into. It isn’t just large production companies with big budgets making these types of videos. For every large company, there are thousands of regular people like you and me, with small budgets and simple gear, producing profitable videos on all types of topics. In fact, many people are making and selling videos they produced without a camera, using only their computer.


Q: Who buys Special Interest Videos?

A: Customers come in all types, from schools, organizations, and companies that buy them for training, to individuals buying them to learn something new or polish a skill.

Keep in mind, no matter how big the purchasing organization is, a person will be making the decision to purchase your video. That’s why knowing how to market to them is so crucial and why we devote so much time to that topic in the academy and in our book, Shoot To Sell.

Following are some samples of the types of customers to whom I have personally sold SIVs, but this is by no means all of the potential markets. Can you add some yourself?

Armed Forces

Assisted Living Centers



Community Colleges


Elementary Schools

Gift Shops

High Schools

Historical Societies

Hobby Shops

Hobbyists in All Areas




Insurance Companies

Junior High Schools

Long-Term Care Facilities


Non-Profit Organizations


Prisons (they use them for job training)

Public Libraries

School Libraries

Sea World

Small Business Owners

Specialty High Schools

Specialty Libraries (e.g., medical, agricultural, law)

The Capitol Mall

Trade Schools

Training Departments for Corporations

Universities (both private and public)


Q: What will I learn in the Special Interest Video Academy?

A: The academy will present the following subjects, spread out over many weeks. Each subject will be covered in videos and will include exercised, checklists and transcripts of the lesson. There will be monthly group coaching calls.

Subjects covered will include:

1 What is Video Publishing?

2 Special Interest Video Formats and Producing Successful Topics

3 Researching Topics

4 Shooting a Stage Presentation & Making a Screen Capture Video

5 Equipment

6 Post-Production

7 Video Delivery/Fulfillment

8 Pricing

9 Distributing

10 Expanding Your Product Line/Affiliate Marketing

11 Selling Without a Website

12 Choosing a Domain Name/Hosting Your Site

13 Making Your Own Site

14 Marketing Introduction/Marketing Plans and Funnels

15 Product Launching

16 Direct Response Marketing – Brief Overview of Email and Copywriting