How to Create a Strong Video Marketing Concept
The first thing to remember when creating a successful marketing video concept is that the video is not about you. Many marketing videos fail to do their job because they fail to consider the mindset of the prospects who will watch it. These videos become vanity pieces instead. No one wants to hear you drone on and on about yourself unless you’re providing a direct solution to their pain.
Marketing videos work best to solve pain identified by choke points. Before you consider which actors, dialogue, and sets to use, you have to flesh out a description of the pain you can solve for your potential customers. Only then can you represent their pain visually to help prospects see that you understand who they are and why they care about what you have to say.
Try this brainstorming exercise:
List the problem.
Starting with a choke point, write a brief statement describing your pain. The statement should be narrowly focused, specific, and true. The broader the pain, the more difficult it is to create video about it.
Gather three to five people in a room.
The creative process is always more productive when it’s centered on dialogue. Set up a short, 30-to-60-minute brainstorming session with people who know your customers well, such as a selection of people from management, customer service, and sales.
Encourage a diverse group of people to attend, including those who have a history of disagreeing with one another — healthy conflict is the best tool for uncovering the truth. If you can persuade an objective outsider to join the process, you may find that you don’t understand your prospect as well as you may think.
Have every person relate a story or an example of the pain you’ve solved.
After discussing the basic pain statement and validating its legitimacy, have every person give a testimonial, in rich detail, about a prospect who converted to your business.
List all common details from participants’ stories.
Have participants write down the common details they hear while listening to the stories, under the categories of who, what, when, where, why, and how. After everyone has compiled a list, the team can discuss the validity of the common answers — which form the basis of the concept. The other small details may prove useful for adding depth and color to the story in the video.
Consolidate the information into a short, descriptive paragraph.
The list you made is helpful in scripting, but for now you need a simple statement to test the idea and to act as a guideline for your concept.
This exercise uncovers the core of your message. Although lots of images come to mind in this process, trying to brainstorm video ideas at this point is counterproductive. The ideas may have merit but are likely incomplete. Resist spending more time with any video concept until you have fleshed out all the important messaging.
Keep handy a separate whiteboard, Word file, or bulletin board for future video ideas. Throughout the complete scripting process, great ideas may surface that are wrong for the particular video you’re working on but are useful later. If you designate a storage place that you can easily find whenever you need it, you can take advantage of the creative bonus material by simply revisiting those ideas for future projects.