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How to Communicate Your Product or Service through Video Marketing

Ideally, your offering is the perfect solution to your prospect’s pain, but pushing your brand on prospects too early in the marketing video can make prospects feel defensive, as though they're being given the hard sell.

One benefit of creating video is that you show, rather than tell, people how to solve their problems. Establishing an obvious, objective solution as the answer to their pain helps prospects remain open-minded and eager to know more.

Being objective and honest while discussing the following questions about the solution you’re proposing helps ensure that you aren’t selling too hard or too soon.

  • Is your solution the only one?

  • Why is this solution obvious? (Hint: If you have to explain it, it isn't obvious.)

  • What part of the pain isn't covered by your solution?

An excellent solution statement makes a prospect say, “Of course, that’s exactly what I need!”

After you go to the trouble to empathize with your prospect and help her feel enthusiastic about finding the solution to her pain and problem, you can let her know why she should come to you, and not to your competitors, for the solution.

Most companies believe that they differentiate from their competitors by providing good quality, service, or experience — but, truthfully, none of your competitors claims to have poor quality, no service, or little experience. If you want to lock in your customers' intentions and close more business by using your videos, tout a true differentiator — something that your competitors won’t do or can’t do without great effort or expense.

True differentiators have the following characteristics in common:

  • They cannot easily be provided by everyone or anyone.

  • They often take time to develop.

  • They often cost money to develop.

  • They're memorable.

  • They require commitment.

  • They're desirable.

Hash out these issues with your team to see whether your statements truly make you different or sound the same as your competitors' statements. The following statements are "red flags" that may help you understand whether your differentiators are truly different in a way that you can prove or are simply statements you’ve made that all your competitors also claim:

  • “But we really are better at that.”

  • “Yes, but they're lying.”

  • “You’ll see when you try us.”

  • “It’s all about the relationship.”

If you make any of these statements, chances are good that you have yet to develop clear differentiators that will wipe out your competition.

Differentiators don’t have to be complicated. A tire company, for example, may say, "Our all-season tires come with a seven-year, no-hassle, roadside replacement guarantee." Obviously, if competing tire companies are offering roadside assistance for seven years, this statement doesn’t help. But if the industry standard is five years instead and you have to bring the tire to the store during a snowstorm, the tire company has a serious competitive advantage.

The statements in this pain solution, differentiation-structured value proposition (VP) provide much of the specific language necessary for effective scripting. Use the VP as a template to stay on track and on topic.

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