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.
The Key
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
