1. Define your target audience.
Marketing is about positioning and communicating your unique value to a very specific audience. Your product or service won’t appeal to everyone. You have to ensure that you craft a message that is tailored to the specific concerns of a very well defined target audience. That sounds risky because if you narrow the focus of your message to a niche audience you have to leave stuff out. The only thing riskier than that is leaving everything in.So in essence define your audience and tailor the script,production and post production to connect with your target audience.
2. Tell a great story with an emotional connection.
Virtually all purchase decisions are emotional decisions. Your lubricant may be 23% more viscous than your competitors, but the fact that the local fire-department uses it is going to be the idea that people relate to and remember. Most corporate video productions today are recitations of facts, features and benefits. Most viewers never get to the end of these videos. If you want your viewer to watch and remember your message then you have to connect with them on an emotional level.
3. Show me, don’t preach.
Video is by far the fastest growing marketing tactic in use today because it informs and persuades better than any other media type. Video is a experience that engages the audience both visually and orally. Why just explain how your product works when you can actually show people using and benefiting from that product? Video is gaining popularity because it is the best means of conveying a great deal of information quickly to an attention-deficit plagued audience. Video is particularly effective when you need to showcase the more intangible benefits of a product.
4. Your customer is the focus, not you.
Your customer wants to know how you can solve their problems – that’s what matters to them. They really don’t care much about your history or your processes. And yet the vast majority of corporate videos today are still not written from the client’s perspective. Most businesses continue to create videos that talk about themselves. You should be putting yourself in the shoes of your customer. What do they care about? What are their problems? Then position your company as the obvious and unique solution to those specific problems.