Marketing videos can be extremely persuasive, if you know how to use them. Each of your videos should be professionally filmed, scripted and edited to reflect your brand and help you convey your marketing messages.
But, by adding an extra “something” to your videos, you can make them more persuasive so they are more effective in helping you move people to action.
Sell a Benefit, not a Feature
First, we don’t buy features; we buy benefits. In other words, when we buy a product we are buying it because we know it will prove beneficial in some way. For example, we don’t really buy a smartphone because it operates smoothly or has a lot of storage space. We buy it because it will be reliable and allow us to save lots of pictures and videos. In your videos, promote benefits and then talk about features.
Set up an Ideal Situation
Videos are great at helping us illustrate an idea or state of being while showing off an ideal situation. They can tell a story by presenting a problem and then giving a solution. Use your marketing videos to show people the ideal situation you can provide, whether that is with your products, events or brand in general. Tell a story that shows how you fill a gap in your market’s needs or in your industry.
Tell People What’s in it for Them
To be compelled to take action, we need to know what’s in it for us. Why should we buy that product? Why should we take the time to visit a store location? What value will we get if we subscribe to an email newsletter? The most persuasive videos answer the “what’s in it for me” question. They tell viewers exactly what benefit they will receive when they respond to calls to action.
Tap into Emotions
Emotions are very powerful and can move people and make them want to take action. By drawing on your audience’s emotions, you can make your videos more effective and successfully persuade people to do something.
Make your videos humorous, exciting, compelling, sad, moving or inspirational to tap into emotion. Remember that you can also use existing emotions to move people to action. For example, people already feel inspired when they hear an underdog story, so using this approach can help you use emotions that are already there.
Keep Calls to Action Dead Simple
Finally, persuasive calls to action are easy to respond to. They ask people to do one or two simple tasks without being distracting or confusing. When you keep things simple, people are much more likely to respond.
Asking people to visit your site, connect with you on social media or buy a specific product are all simple calls to action that are easy to remember and follow through with.
When you add these persuasive characteristics to your videos, they become much more powerful. They will more successfully help you generate a reaction and get your market to take some action, helping you achieve your marketing goals.