Congratulations! You’ve decided to create a marketing video, and you’re the one who is in charge of getting it done. You’re pumped up and ready to go. Just one thing – do you know how to actually go about “getting it done?”
Relax. It’s not as hard as it sounds. There are some basic things to remember and several key steps to take when putting together a video. First, keep in mind that you’re telling a story with your video. People will be willing to invest their time watching your video – and in return, all they ask is that they are entertained. Don’t bore them to death with a bunch of facts that drone on and on. Give people a bit of the “what”- just do it in small doses. It’s far more important to tell people that your product or service is designed to solve a problem than how long it is or what colour it is. People want to know about solutions!
The most important thing is to be sure to have a “hook.” This is critical! People like to be engaged in what they’re watching. It doesn’t matter if your video is about a production process or a new computer system technology; you still have to engage your audience. Think about television commercials – something has to grab your attention and get you engaged, or you’re going to start pushing buttons on your remote faster than you can say, “boring.”
Next, remember that the people watching your video are going to ask themselves, “what’s in it for me?’ It’s human nature. So be preemptive. Tell them why they should care! Use quantifiable numbers like, “This will help reduce your sales cost by 50%.” Or, “By using our new software, you’ll only have to reorder every three months instead of every two.” Whatever benefit you have to sell, tell it directly and whenever possible use numbers to support your statements.
Think about exciting visuals to go with your story. Remember, video is a visual medium – sights and sounds. So you have to think visually as well. Show viewers how to solve problems as well as tell them. Retention of important points will be much higher, and they’ll remember your video long after they’ve watched it.
Finally, think about the call to action you desire. Do you want people to visit your website? Do you want them to call for more information? Tell them! And don’t be shy about asking for the order. As much as you’re hoping to solve a problem and tell a story, you’re there for one reason: to sell. Never lose sight of that fact.
Producing an effective video that engages your audience and actually does what you’d like it to do takes time and a good deal of effort. If it all sounds too complicated, don’t despair. Just bring in a good video production company to work with you and let them guide you every step of the way. After all, that’s what they do best!