You know video is important for marketing your business. Everybody is talking about it. But how do you systematically make videos for your company that are proven to convert new customers? We’re gonna show you a five-step method for creating sales videos that convert and the video formula to make a great video. Make sure you stick around, because we’ll also show you a two-step method for getting great testimonial videos from your customers!
Let’s start with the elephant in the room – videos are hard to create, right? And when you go online to look at videos, you’re looking at professional cinematography from amazing videographers who have been doing this for a long time. But you’re a business person, and for video to work effectively for you, you need to not compete on cinematography, but instead compete on message. You need it to be systematic, so that you can bring it into your business without disrupting your daily workflow. So, let’s take a look at this five-step G.R.E.A.T marketing system. And if you follow this system, you’ll make a great sales video every single time!
1. G – Grab the Viewer’s Attention
There could be nothing more important in your video than actually grabbing the viewers attention. This is where you hook them in and hopefully get them to watch 30 more seconds of your video. The hook is a promise, it tells the viewer what they’re gonna learn about in this video, and hopefully explains to them why they should spend a few minutes watching it.
Your hook can either be visual or audible or both. A visual hook refers to your set and sort of what things look like as soon as the viewer sees your video in the newsfeed. But it could also be an audible hook. And this is really powerful, what you say as soon as the viewer tunes into your video. For example, you could start your video by asking three powerful questions, and then letting your viewer know that you will answer those questions in the coming video. You could also make an inflammatory statement that catches your viewer off-guard and causes them to watch your video for just a few more seconds.
2. R – Relate to the Problem
This is a psychology that we call, show me you know me. And it’s super important for customers because when they’re watching your marketing video, they’re not interested in your accolades or your job title. They’re interested in how you can deliver on the hook that you just promised. So, in this section of your video, you really need to show the viewer that you understand the pain that you just prefaced. This is where you agitate the problem and really explain to the viewer, what they go through, the pain that they experience before they use a product like yours.
We also called this, “the before state” or the state your customers are in before they actually experience your product. So, if your customer feels frustrated because they don’t have enough time, then focus in on that frustration. If your customer is feeling down or low because they just can’t lose the weight then really focus on how that low feeling can affect their day-to-day. The more you relate to the problem, the more your customer will empathise with you and they’ll watch the video for longer.
3. E – Explain Your Solution
This will probably be the longest section of your video. You’re leveraging the before state that you’ve placed your customer in, and transitioning them into the joyful after state, where they’re happy and satisfied because they’ve used the product or service that your company provides.
You’ve got to present your product or service in a unique way. You don’t wanna sound like a commodity product. If you’re a chiropractor, you don’t wanna say, “Try my chiropractic.” You wanna say something like, “Try my back pain perfect system!” If you’re a dentist, you don’t wanna say, “Come in and get some dental work.” You wanna say, “Come in and try the X dental procedure!”
By the way, if you don’t call your program anything, then it probably sounds like everyone else’s. In explaining your solution, you need to deliver the solution to the customers’ pain in a way that they’ve never heard before. Because then they won’t look for anyone else but you to solve the problem.
Hopefully by this section, the viewer is watching and they’re engaged and they wanna hear how they could possibly take advantage of your product or service. So, you know what you’re gonna do? No, you’re not gonna tell them. What you’re gonna do is actually create anticipation and actual proof.
4. A – Provide Actual Proof That the Product Works
The reason you need to provide actual proof is to provide the logistical foundation and justify the emotional decision that they’ve already made in their heart. You’ve aroused them emotionally. So, it’s very helpful in the actual proof section to use numbers. If you don’t have any existing customer testimonials, you can use industry stats to help the customer justify the decision.
5. T – Tell Them What to Do
This is your call to action, where you let the viewer know exactly what it is you want them to do. It’s very important in this section that you use an effective video CTA or video call to action. What a lot of business owners and marketers are still doing is saying, “Go to my website,” or “Call this number,” which is old-world marketing and it’s not effective. Your viewer is going to be watching this video on YouTube, Facebook, Instagram, and you need to have a call to action that is consistent with the environment which the viewer is watching.
For example, if this is a Facebook video ad, then you wanna say, “Click the button below this video now.” If this is a YouTube video, then you might wanna say, “Click the link in the description box.” But be like, “Click on the link somewhere around here,” or advising the viewer to go to some generic link. You have to remember that your customers might not really know how this works. They’re consumers, not marketers. So you wanna be in a place where your call to action is very specific to the environment in which the video lives.
Now, you may also wanna record multiple different CTAs for your videos, so that you can re-edit the ending and use the same video in multiple different locations online!
How to Get Great Testimonial Videos
Last but not least, we’re gonna share with you a two-step method for getting testimonial videos. And if you can get better customer testimonial videos, then you can use those videos in the ‘A’ section of any great marketing video that you might make for your company. It’s always better to have a customer deliver a testimonial, rather than have you deliver it for them. So here’s a big tip.
Number one, if you have a retail office, then get a webcam at your main receptionist computer station. And when a customer leaves the office and is saying, “Thank you, we had a great time today,” ask them, “Hey, would you mind doing a quick video testimonial for our company?” if they say yes, flip the camera around and ask them a couple quick questions. Tell me who you are and what you did today, and tell me what you liked best about our company. Leave it at that and there! You have a customer testimonial every time somebody visits your store.
The second tip for getting great customer testimonials is to go to your Yelp, Google Business, Facebook or Instagram Messenger, anywhere where a customer has given you positive feedback. Then go to Fiverr and hire a voiceover artist to read out that testimonial. You could also use a friend! Then, create a simple slide with Canva or Powerpoint with the customer’s picture and the testimonial written out on the side. That way, you can play that slide with the voiceover in your videos and make a great testimonial section for your marketing video.
Now, you might be asking, am I allowed to use my customer’s testimonial and their face? If they responded to you in a public forum or on an email that is not private, then of course you have full rights to use their testimonial. As always, if they ask that you take it down, then you should respect that right. But it’s always a good idea to ask them!