Dec 17 2008
Tell The Story of Your Product’s Benefits With Video
Did he learn his technique watching Windex commercials?
Why do even smart eBay sellers forget everything they know about selling when they turn to video?
Whenever I do a video workshop, I am struck by the number of sellers who say something like, “Video is OK for cars, but I’m selling used blue jeans. Why on earth would I use video? What is there to show?”
Riiiight.
Like there has never been a single commercial on TV for Levis.
Video – just like written copy – is all about the benefits of your product, not the features.
You do not need to demonstrate how the product works. You need to demonstrate why the buyer should buy it. You need to create an emotional bond with your viewer. Video is so powerful precisely because it is emotional, rather than literal.
Of course it can be very useful to demonstrate how something works. But the magic of video is its ability to tell a story, to create a mood with pictures and music that makes your viewers say, “Gimme!”
Think about the last five TV commercials you saw. Did they demonstrate how to use the product they were selling? Or did they show you the wonderful things that could happen, if only you owned XYZ?
Commercials are made by people who have mastered the art of telling a story in 30 seconds. Next time a commercial comes on, watch it closely. Ask yourself, what are the benefits? What is the story? Why does this work?
There is a free Master Class in Selling With Video happening in your livingroom every ten minutes. Don’t fast forward through it.
Photo by D’Arcy Norman Released under Creative Commons License
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