A Picture Is Worth A Lot More Than Words

Phase Two: The Marketing Video Plan

In this section of the Urban FIRE program, we’re going to talk about a unique marketing strategy that will set you apart from your competition. It’s the marketing video, something that used to be too expensive and too technical for most small businesses. Now that you’ve completed your 5 Finger MBA, you should have a great sense of your unique selling proposition.

In a short, three minute video, you can showcase your business to the entire world.  But why is it important to create a marketing video? Why not a brochure or mass media advertising?  Well, those might also be a part of your marketing but recent studies have shown that 70 percent of what we understand is visual; not a bunch of pretty words strung together.  They just want to get to the overriding big idea and why they will benefit. Since the turn of the 21^st Century, we’re seeing a whole new marketplace and a new way for customers to buy. Think about all those brick and mortal tombstones you now see on the streets. And then think about Amazon, Groupon, Yelp, Google and a whole new industry of sharing and meshing like ZipCar.

But with all these changes, one thing hasn’t changed: attracting the right customers. Your customers must remain the focal point of your business. To put it bluntly, your audience has only one question for you: "What can you do for me?"

The Power of Moving Pictures
A well-orchestrated marketing video will leave a lasting impression and move your potential customers to buy from you. There is simply nothing more powerful than a video on the internet; on your website, on YouTube; that anyone can watch 24/7. Just think how convenient that is for your customers … and no junk mail.   

So now, we’re moving to the next phase of your business development. Here, you’ll be the writer, producer, director, editor, and actor.  You might have some co-stars and some variety just to spice it up a bit. Your goal is to convince your audience that you have a great solution for their particular needs.  Your message must be easy to understand, visually attractive and strike with emotional appeal.  Remember, you have no more than three minutes of your customer’s time. Shorter if possible but that doesn’t mean talk faster. It means get your point across so simple and concise that there’s no doubt about what you’re selling. 

The Composition of Your Video

There are a few essential components to your video content.  Make sure you answer these questions:

1)     What are you selling?

2)     Who is your target audience?

3)     What benefits are they getting from your company?

4)     How do customers contact you and buy from you? (It should be easy to buy from you to eliminate objections).

5)     What is your guarantee?  (Guaranteeing your product or service will not only be an incentive to buy, but it also shows the importance you put on customer satisfaction).

6)     Who are you and why are you so passionate about your business? (This is the emotional connection you’re making with your niche audience.)

7)     What’s the future look like for your company, your industry?  (Don’t just quote numbers. Give them a powerful vision.) 

8)     What is the specific action you want your clients to take at the conclusion of this video?

So So, it comes down to this: this is your chance to share your passion and tell your story to the world. Since it’s your first time, this will be challenging… it will take research and plenty of preparation. But don’t forget to have fun with it, get creative… speak passionately and show your personality. And when it’s all said and done, you will have a compelling and memorable marketing video to share with the world.  Upload it on YouTube, Facebook, share it with your friends, family, potential clients.  Create a buzz, build a movement, and you’ll see your hard work pay off.

Now, let’s get rolling . . .