You’ve no doubt heard countless tips and advice on making your online business video. but I’m going to narrow it down for you in one time-saving, easy sentence:
Y o u r c u s t o m e r i s # 1
I mean this in every aspect. You might be distracted by articles on which camera to use for filming your video, what editing programs are out there, which awesome and complimenting testimonial to use or any other such time-consuming research, but you won’t get anywhere (and you certainly won’t get customers) if you don’t follow the above rule.
1. The customer holds the POWER
You may the business owner, with an office and assorted minions, and but you won’t have a business without customers. They are the key to your success and everything depends on whether they take an interest in you, approach you and purchase from you, not your competitor. Because of the inevitable fact of their power, you need to know what they want.
2. Know who your customer IS
Here is something that may require extensive brainstorming: do you know who you’re selling to? In order to successfully pitch your product or service, you need to know your average customer inside out, upside down and front to back. You need to know their age, gender, annual income and any information that will be relevant to their demographic in order for you to relate to them, and ultimately sell to them.
3. Know what your customer WANTS and create reasons for it
As with all the details you need to fill in about your average customer, their needs and wants are a top priority because they determine what this person is willing to spend their money on. This can also help you determine who else you’re competing against for your customer’s attention.
For example, Kate is a five year old white girl with parents whose annual combined income is $75,000. Kate lives in suburbia and attends first grade in her local, co-ed primary school.
Your business sells an equivalent to Barbie dolls. With your average ‘Kate’ customer in mind, and estimating at what she wants, these would be the areas to address in your video:
|Your product is owned by all of Kate’s friends||“Every girl’s new favourite toy!”|
|Kate will be upset if she’s the only one without this doll||“Don’t miss out! Grab yours now and join the fun.”|
|Her parents don’t want their daughter to be upset||“Want to be the coolest girl on the block?”|
|Your product is affordable and a small price to pay for Kate’s happiness||“For only $8.99, you can be!”|
|It’s better for Kate to spend her childhood with dolls rather than on the Internet||“With X’s new doll, everyone has a great playtime!”|
4. Know how your customer FEELS about their needs
How much does your customer want your product? Are they willing to go for a cheap alternative, or do they want the best possible option? Is this purchase something they should save towards, put off for a while, or absolutely have it immediately?
They’re willing to go for a cheap alternative
Don’t let them! Portray your product in a way that tells your customer of the importance of buying it in a top-quality high standard, and that it will be a waste of their time and money to go for a cheap, low-quality version of your product.
They want to save towards it for later
Don’t let them do that either. Create urgency for your product by stressing that it’s limited edition, there are only 150 of them, or that they will be dearer in the future. With the belief that there is a limited time to make a decision, or limited stock available, they may purchase out of impulse or fear of missing out. Remember to remind them of the benefits of purchasing!
They have to have it immediately
Congratulations! This will be the easiest type of audience to convince, assuming you go about it correctly. Be reassuring, remind them they’ve made the right decision, repeat the features and benefits, and thank them. Don’t be overbearing, or you’ll scare them away.
5. Tell a story they won’t forget
In contrast to relating with your average customer (see Kate’s example above), you can reach your audience without mentioning your product OR why they should buy it.
Storytelling connects with people on an emotional level. If your video makes your audience feel something, they will be much more likely to remember it, and the company whose it is (you!). People tend to not like businesses, picturing boring old men in grey suits, in their air-conditioned grey office with hundred dollar bills lying around. Make your video show that your business has depth, is trustworthy and is not all about the profits.
Here are two examples of videos that tell a story and connect with their audiences – one with laugh-out-loud humour, and the other with tear-jerking emotion. Notice how neither of the videos mentions their product, or any of its benefits, until the very end:
Does this Thai green tea really allow your stomach fat to travel up to your boobs? Is this even humanly possible? Does this girl say anything about the product’s benefits? Does anyone care? The video will be shared, liked and remembered, making it a success.
This Pfizer video shows humanity like no other example. It also emphasises that they know what it takes to support your loved ones, what is most important (not their little white pills) and have delivered their message in a touching and memorable way.
Have you seen any videos where the right target audience was successfully reached? Let us know!
By Joanna Michalowski