KEN'S KORNER -JUNE 2008
NOW AVAILABLE ON VIDEO
BY AUTHOR, EDUCATOR & DRIVER KEN SKAGGS
When I wrote my first column for 10-4 Magazine back in October of 2000, I never thought it would lead me where I am today. It’s been very exciting and even better than I ever imagined. In the beginning, I only knew that I wanted to write. I always loved to write (still do) and have dozens of half-finished books that I add a little to each day. But, I always envisioned writing this column for a number of years, then getting a book or two published, then maybe, one day, have one really great book that they make a movie out of. Little did I know I would be the one making my own movie - and not one about some crazy guy, in a crazy place, doing crazy things (like some of the other stories I am working on), but about something important, and something that was right under my nose all along.
Some of you might recall, about two years ago, I created an audio book on CD and cassette tape called Ten Keys to Safe City Driving. The production wasn’t great - I did my own recording on my computer - but the message was important. So, I put it on my website for sale, cheap, and wrote an article about it in 10-4’s May 2006 issue. I wasn’t trying to make a lot of money (and I didn’t), I just wanted to spread the word. I really just wanted to try and make a difference - teach people what causes traffic jams and, hopefully, help make the roads safer for all of us. I figured the CD was a good idea because a driver could listen to it while he was driving, looking right at the traffic, as the CD explained everything. But I also knew that the main problem was that most drivers look at city driving emotionally, and I tried to get them to look at it more logically.
Well, to my surprise, the CD was very well-received. I got a ton of compliments about the content. That first month, I sold a few dozen CD’s to individuals. Then, I started getting calls from some radio talk-show hosts. I wound up being interviewed by Bill Mack, Truckin’ Bozo, Matt McAllister, Johnny Brandmeier and a few others I can’t remember (and never even heard of). All of the sudden I’m an expert in a field which I created! Then trucking companies started buying the CD’s in bulk. Like I said, I wasn’t out to make a lot of money, so I made them great offers on bulk orders. I wound up selling CD’s to Old Dominion, GD Eastlick, Plastic Express, Dart Container Corp., Van-Pak Trucking and some others. I even made some personal appearances at a few of them (that were close by) and spoke to drivers at a few orientations and truck driving schools. Now I’m a public speaker!
Over the next year or so, I sold a lot of CD’s, but many of the trucking companies kept asking me if I had a video. I wanted to make one because I knew the demand was there, but I had a cheap video camera that I knew couldn’t make a decent quality video, so I had to answer, “Sorry, no video.” I checked into having one professionally done, but the cost of that was way out of my reach. Well, CD sales dwindled down to a very slow trickle over the second year, so I started seriously rethinking the whole video idea again. And then I had a great realization that ignited me to move forward with the project.
I always imagined my video, if I ever made one, with me standing in front of a group of drivers, pointing at some charts or something, but I also knew that I had to show people the traffic conditions I was talking about. Well, one day it hit me - everyone has a video camera these days. With all the amazing video shows on TV and the Internet, maybe I could use other people’s footage. So, I scoured the Internet and found some great video clips that clearly illustrated my points, and some funny clips to add to the entertainment value. I asked for permission, and, to my surprise, most of them said go ahead and use it.
I already had an audio track, from the CD, but after listening to it over and over, and getting some feedback from customers, I realized I had to re-do it, so I did. I took a lesson from radio and put some bumper music in it. Then, I elaborated on a few points here and there, adding about ten minutes to the original version. In the end, it sounded so good that I wished I could take back all the CD’s I ever sold and send them this one instead. I put the selected video clips in, where they best illustrated the points, and now I have a video! It really turned out better than expected - and it’s very entertaining. Using other people’s footage (and music) was the best idea I ever had.
Then, I figured out a great way to market the video that will cost customers less than the old CD (in bulk) and give them even more. Not only does everybody have a video camera, they all have a computer, too. So, I thought, why not also offer it as a download on the Internet? Now, for one low price, no matter how many drivers they have, customers can download the Windows Media file and burn their own DVD. Plus, they get the MP3 audio tracks, so they can burn all the CD’s they want for their drivers. I even put in a link to the complete text, in PDF format, so they can print them out and use them for their orientations. It is now a complete package. I also have a sample of the video (and audio) on my website, for those that want to see a preview. I think I got it right this time. Please go to my website (www.bigcitydriver.com) and check it out for yourself - I think you will be pleased.