Planning is generally considered a good thing. But you know what they say, “too much of a good thing is not such a good thing.” Sometimes the best results are achieved through improvisation, trusting your hunch and actually doing rather than planning. Even if the final product feels a bit raw. It might just so happen that this very rawness will prove to be the selling point.

Check out: Why Internet Marketers Shouldn’t Be Afraid to Be Raw





  • footage – part of a cinema or television film recording a particular event
  • grainy – showing visible grains of emulsion, as characteristic of old photographs or modern high-speed film
  • flash – ostentatiously stylish or expensive
  • panache – flamboyant confidence of style or manner
  • snippet – a small piece or brief extract
  • raw – in its natural state; unprocessed

Think about it

Answer the questions below.

  • What is the movie The Blair Witch Project about? What was the idea behind it?
  • How did the movie creators turn its relatively low budget into an asset? In what way are Blair Witch and Will It Blend? videos similar?
  • What did the Blair With creators do to create buzz around the movie?
  • What could companies learn from the way The Blair Witch Project was created?
  • Can you think of any other examples where the lack of budget or the air of amateurism actually benefitted the final product?


Practice makes perfect

Fill in the blank spaces with the correct forms of the words in capital letters.

The lesson? Don’t try to micromanage every part of the ________ CREATE of a piece of ________ POLISH content as if it were a million-dollar TV ad. Instead, scope out the ________ FRAME of what you’re going for and then give your team the ________ FREE to work within those ________ BOUND. The ________ COMBINE of clear direction and ________ CREATE improvisation will deliver just the right kind of magic that will cause your online content to spread fast. Scary fast.


Fill in the blank spaces with the verbs in brackets used in the correct forms/tenses. What grammatical problem does the sentence illustrate? Would it be possible to use different tenses/forms in the sentence below. Why? Why not? 

If Blair Witch ________ (have) standard Hollywood production values, we never ________ (believe) the found-footage story. The filmmakers turned their low budget into an asset, making low production values central to the movie’s aesthetic. It was supposed to be amateur footage, and it certainly looked it. Because it was.

Click here for some more exercises of this sort. And here are some more difficult ones.


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