Video Should NOT Focus On Selling Your Product or Service

Video is an increasingly important part of the modern marketing mix. A Cisco study found that by 2021, 82% of all internet traffic will be video. Video is a versatile format that can be used for a variety of purposes, from brand awareness to lead generation. And it’s not just for big businesses – even small businesses can benefit from creating professional video content.

Why is video better than any other type of content

Video is an effective way to connect with your audience and build relationships. People are more likely to watch a video than read a text-based message or a banner ad. And they’re also more likely to remember what they watch than what they read. It is a great way to explain your products or services in an engaging and visually appealing way. You can also use video to show off your brand personality and build trust with your audience.

There are a number of different types of videos you can create, from live-action videos to animated explainer videos. The key is to create content that is relevant to your target audience and aligns with your business goals. If you’re not sure where to start, there are plenty of resources available to help you plan and produce professional business videos, as well as partnering up with a video production company.

The most important segment of the video is the message

When creating video content, the most important thing is to keep the message of the video in mind. The message should be adapted to the target audience, and it should be attention-grabbing in order to hold the audience’s attention. Choosing the right message is essential in order to create a successful video. If the video doesn’t have a clear purpose or doesn’t appeal to the target audience, it’s likely that viewers will lose interest quickly.

Don’t try to tell everything

Telling a story of your business can be daunting. We’ve seen multiple clients go on and spiral out of control when creating the script for their video. Considering that a good video is somewhere between one and two minutes in length, we are talking about a script of 180-300 words only. That can be a problem for many business owners and multiple times we saw clients coming back with a “shortest” script of about five pages long. “But we need to say everything!” – actually no, you don’t. Saying “everything” should not be the purpose of your video.

The best videos focus on one main message and tell an engaging story to support that message. Trying to say everything you want in a video will only confuse viewers and dilute the impact of your story. Instead, focus on what is most important and make sure your messaging is clear. A good story can be a powerful way to connect with viewers and communicate your message in a way that is both memorable and impactful. So when planning your next video, take some time to focus on what you really want to say and make sure your story is engaging and on point. Your viewers will thank you for it.

Video should NOT try to sell

It’s also hard to understand that good video content should not necessarily try to sell your product or service. Depending on who you are targeting with your content, in most cases, video is there to get people interested in wanting to find out more about your product, service or your business. To get them to read more about it, to call you, get them to subscribe, get you a chance to do a full sales pitch at the end of the day.

The best way to do this is by showing how you solve your audience’s problem. Why are you different? How can you help them? These are the factors that will get the audience interested in wanting to learn more. So, keep your message focused on these topics, and resist the urge to turn your commercial into a sales pitch. After all, you want the audience to remember your name for the right reasons.

Checklist for creating a good script

So when thinking about your next video, keep these points in mind:

  • Who is your audience? – Not only demographics, but also their relation to you – do they know about you or your service, or are they just first learning about it.
  • What approach or style do you wish to use in the video to convey your message? – Storytelling, informational, direct, educational, funny…
  • What is the problem that you are solving for your audience?
  • How is your solution different from anything else available?
  • Do you have a unique sales proposition?
  • What is the call to action at the end of your video?

Some professional video production agencies have clear processes and services that can help you discern the best message for your video, which is usually a process of discussions, questionnaires and brainstorming sessions in order to flush out the best approach. Always remember – you are the expert in your business, you know your audience and your product or service and we are here to be creative and create engaging content, allowing you to keep your focus on what you do best. 

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