Creating a winning 30 - 90 second promo video simply called.. MESSAGE to MARKET MATCH
Create an Irresistible Video Message: This five-step formula will help you create a video message that grabs your potential customers' attention and leaves them wanting more.
But first... Can you
Explain to me what your message is to your prospects?
Tell me what you say in your brochures?
If you are finding this difficult, this is not uncommon. Most small businesses are confused about their marketing message. Some think it’s their slogan and others think it’s a regurgitation of all their awards and how long they’ve been in business. Still others think it’s their vision and mission statement or their company slogan. It’s none of these.
to Creating a Winning Video Message
Your video message is what grabs your prospect’s attention, tells them how you can solve their problem, why they should Know, like and trust you, and why they should choose to do business with you over and above any and all other choices they might have.
Your video marketing message should “speak” to your prospect. This is done by appealing to your prospect’s “hot buttons” or those sensitivities that trigger an emotional reaction. The following is a simple five-step method for creating your marketing message.
5 Steps to Creating Your Video Message
STEP 1 – Identify your target market. The first step starts out by asking, “Who is my target market?” Once you have narrowed this down then it’s easier to craft a message to that market.
Every successful business has a target market whether they know it or not. Even the local dry cleaner has a target market, which is probably all the professional people living within a five mile radius of their store. If I hear you say 'everyone' I will hurt you. Barry and I have spoken about creating the perfect customer AVATAR in our podcast series The Brand Engine.
eg. As the presentation coach, my market is defined as the following;
An organisation or individual who is looking to improve their bottom line by a minimum of 25% within the next 3 months through online video marketing.
STEP 2 – Identify the problems that
your target market experiences.
The second step starts by asking, “What problems do my target market have and how does it make them feel?”
Each market experiences its frustrations and pains. The secret to crafting a video message that will make your market sit up and listen is to identify their problem and the pain and suffering they feel as a result of that problem.
Remember the old saying that goes, “People don’t care about you, until they know you care.” Identifying your market’s pain and suffering tells them that you understand and empathise with them.
eg. A client of mine recently said that her current video producers were not interested in coaching or developing their staff in performing in front of the camera, she was told "that's not what we do, we shoot video".
STEP 3 – Present your solution to your market’s problem.
The third step starts by asking, “What is the solution that I have to offer my prospect?
Present your solution as a simple cure for all the pain and suffering your market is feeling as a result of their problem. This step is important in that most people won’t lift a finger unless they feel an urgent excruciating pain.
Now, identify all the benefits of your solution and how those benefits will improve the life of your prospect and take away all their pain and anguish.
eg. We solved their problem by engaging the best presence coaches and script writers in the business and worked alongside each and every individual to ensure they fely comfortable and confident in front of the camera.
STEP 4 – Present the results you’ve produced for other
people in the same situation.
The fourth step starts by asking, “What are the results that my solution has produced?”
It’s not enough just to tell people you have a solution; you have to prove to them that your solution works. And you can talk all day about how you solved this and that problem, but people are skeptical and don’t automatically believe you.
People will believe other people who are similar to them that have achieved positive results. In this step you’ll need to prove your results by giving testimonials from current and former customers and provide case studies of actual problems that were solved and the results that were achieved.
eg. After reading this article, take a quick look at thepresentationcoach.com.au/meetup you will see social proof and testimonials from past clients
STEP 5 – Explain what makes you
different from your competitors.
The fifth step starts by asking, “How am I different from my competitors?”
You need to communicate your differences!
Prospects are looking for you to communicate your differences. And those differences need to have perceived value to the prospect. It needs to be something they care about.
Think about it this way, Is there something you can offer that is of little value to you in time and effort, but is of great value to them.
eg. I offer a free MEETUP / WORKSHOP for my clients to experience the feeling of writing a 30 second script and then present this in front of the camera in the studio. Feedback for this is incredibly valuable when the perceived value is enormous.
Please keep this in mind.
The biggest message mistake that we make is communicating “What-We-Do” instead of “What’s-In-It-For-Me.” If these were two radio channels (i.e. WWD vs. WIIFM), which one do you think your prospect would rather hear?
While you are transmitting on WWD, your prospect is looking for the WIIFM station. In order for your message to match your market you need to be broadcasting on WIIFM.