Video Marketing: What Size of Shoes You Wearing?
“What’s worse than being friendzoned? Getting bro-zoned.”
Kids these days! You either keep up with their lingo or die. I’m all for change and revolution and anything that helps humanity move forward in a positive way, but you can only do so much to keep up.
I’m getting old for this crap. Sheesh.
On to our business for today.
You’ve got to love video marketing, mainly because it makes more money than anything else. Another reason is that it evolves quite a lot, and the challenges that its evolution brings keep you on your toes.
This is basic, but is worth talking about over and over again, because whatever fundamental principle that works for traditional promotion also works extremely well for video marketing.
With video marketing, some of the more important things get thrown out of the window, because video marketers tend to focus so much on the visuals, products and features, script – and on how they look on cam.
What many video marketers these days tend to forget is the ultimate question many customers ask; “What’s in it for us?”
Gideon Shalwick (an awesome video marketer) in one of his earlier posts talked about the value of getting into your customer’s shoes. By thinking carefully about what’s in your message for your target audience, you provide greater value and it makes them feel like they’re understood.
That’s the key to creating a highly successful video marketing strategy, and Gideon did a good job of reminding us all about how an effective video marketing strategy should be created.
You see, as with anything that relates to sales and marketing, the key to getting the sale is to make your customers feel understood.
So when you set out to create a marketing video, your top priority is to create a message that relates to a specific problem. But you can only present a compelling problem by carefully doing a good amount of research on what gives pain to your customers or what pleasures they want to achieve.
Keep in mind that when presenting a problem, and subsequently the solution, make your message sound and feel extremely personalized by always using the personal pronoun “you”.
Moreover, for you to be able to communicate on a very personal level, make a point of communicating to your target audience as though you are talking to just one specific person.
This also provides tremendous benefit to you as the video marketer, because by imagining yourself as though you’re talking to just one person allows you to focus more on the problem that you are trying to solve, and it makes you become less conscious about yourself.
So to recap, by creating a marketing video that:
- Empathizes with your customers
- Communicates with them on a personal level
you will have a winning video that flows naturally without you having to sweat it.
As a result of using these tried and tested strategies, I have seen viewership and conversion go up, and I’ve seen a substantial increase in customers asking for more information.
So the next time you set out to create a marketing video for the purpose of promoting your products or services, keep these strategies in mind and you will see a world of difference in your business’ bottom line.
Until then,
Andy “friendzoned then bro-zoned” Jenkins
