According to a 2018 Forbes report, more video content is uploaded in 30 days than the major US television networks have created in 30 years. In today’s society, with growing demand for tailored answers—fast—video marketing is the biggest way to reach people and best way to sell products and services. But with 5 billion videos watched on YouTube every single day, how can you make your video stand out from the pack?

While technology has changed in unimaginable ways since I started marketing direct-to-consumer over 30 years ago, people’s behavior remains the same. We are all looking for ways to improve our lifestyle, and we are constantly seeking answers for our own set of every-day problems. Whether you’re creating content for a 15-second video or a 30-minute product demonstration, authentic content that solves a problem head-on will outperform videos that are over-produced and too slick every time.

As you plan your next video, here are some suggestions for gaining a competitive edge, while also building your brand by fostering trust and loyalty.

Tip #1: Get Organized

The best way to create a video is to understand the entire process from start to finish. Creating a video has three distinct steps: pre-production (planning phase), production (execution phase), and post-production (editing phase). I consider pre-production to be the most critical phase because when it is done correctly, the final two stages flow easily—and you’ll generally achieve the outcome you’re looking for on time and on budget. Another tip? Start with your end-goal in mind, both when you’re organizing the phases of production and also when deciding where to place your videos to ensure the content, length, tone, and style are appropriate for the platforms on which you are posting the video. Until recently, video production was an expensive process. A perk of the digital age has been the creation of many online services that let you create a video using templates very quickly and inexpensively.

Here are a few recommendations:

• Waymark, https://waymark.com
• Lumen 5, https://lumen5.com
• Movavi, https://www.movavi.com
• Content Samurai, https://www.contentsamurai.com

Tip #2: Hook the Viewer

 Grab the viewer’s attention from the start with a message that appeals to them. Not getting the response you hoped for? Try changing the introduction. A great example of this is in a mistake I made on the first George Foreman infomercial. I thought it would be a good idea to start the video with boxing footage of George knocking out Michael Moorer to win the heavyweight crown at age 46—the oldest ever! We tested the show and it didn’t work—not even close. Because it was a new product, I made the basic mistake of not understanding our target audience, which at the time was stay-at-home moms, who did not like boxing. Once we took that footage out and made the introduction about the benefits to the viewer of speed, convenience and healthy eating, the show took off and became one of the most successful infomercials ever produced. Appealing to your audience up front is critical if you want them to keep watching. Here are some suggestions for grabbing your viewer’s attention from the start:

1 – Start with a question – Do you want to lose 10lbs in the next 30 days? Are you in pain and would like relief? Are you getting enough sleep?

2 – Start with a factoid – “Scientists have found an element in broccoli, called Indole-3 carbinol that has been show to help reduce cancer”(Juiceman)

3 – Start with a story – people love stories and will continue to watch your video if the story interests them.

 Tip #3: Always Add Testimonials

I’m always surprised by how few business owners reach out to their customer base proactively. The people who use your product or service are your best resource. They can provide feedback to help you improve upon the product or service you are offering; and they can demonstrate to potential customers that people “just like them” are benefitting from what you are selling. Testimonials have worked effectively for generations in every type of advertising because for the following key reasons:

• Testimonials help overcome objections
• Testimonials establish credibility
• Testimonials offer social proof

They are also easy to find. Your customers or clients are the best sources of honest feedback about your product or service. The first place to look is your own database. Just starting up? Think about giving away some of your product. Let people use it for 30-60 days, then go back and capture their experience on video. Every chance you get, gather feedback. Eventually, you’ll have an entire library of testimonials.

 Tip #4: Ask for a Response

 Direct response advertising has a “call to action” (CTA) that utilizes a value-packed offer compelling the viewer to do something specific. Sometimes the aim is not necessarily to sell anything from the initial CTA, but to get the viewer to take the next step, such as requesting a free e-book in return for leaving their contact information. Most people try to hide the offer until the final few seconds of a video. In my experience, you’ll have much greater success if you make your offer clear, prominent, and easy for the viewer to respond to. I recommend you spend time brainstorming the best possible offer for your product or service. Here are my two favorite types of Direct Response offers:

1. Save money! This type of offer always works well in almost every product category and at all times of the year. It can be presented in many different ways:

 1 – Pay half now, nothing later

2 – 50% off

3 – Get 2 for the price of 1

4 – Buy one, get one free

2. FREE! “Free” is the most powerful word in direct response marketing. Free shipping, free gifts, free bonuses, free trials—you name it, offering free stuff works well at all levels. Additionally, “free” is an important keyword for search engine optimization (SEO) and content marketing.

 Tip #5: Consider Shareability

One of the most appealing aspects of video today is its inherent shareability. Video gets you access to huge platforms like YouTube, which serves more than 1 billion unique visitors each day. If you make something interesting, people will share it. A great example of this comes from GoPro camera. They created thousands of user-generated videos that were posted on their site. I helped fine-tune the process by branding each video with the GoPro logo at both the beginning and end of the video. I then helped create traffic to their site by running a contest giving, using 30-second brand response TV to drive people to the site. This all-video marketing campaign helped grow the business to over $1 billion in sales in only 8 years! To make your video content more appealing and effective, find out what your customer base likes to watch, then give them that type of content. According to statistics from Hubspot, here are the three most watched types of online video content:

1 – Customer testimonials

2 – Tutorial videos

3 – Demonstration videos

Video Alchemy

I have used video persuasion techniques to create television and online ads that have driven millions of dollars in sales and built many brands from the ground up. Lucky for me, the techniques I use today have stayed the same even though the delivery mechanisms have changed dramatically. Creating content that draws on the science of direct response advertising, as well as the artfulness that comes with infusing your video project with deeper meaning for your audience. By speaking your truth, you can better influence your viewers to respond the way you want because they can relate to your story or message. Authenticity is key!

I am constantly fine-tuning my approach to every video I produce. I am fascinated by the surprising ways in which the elements of good video-making can come together to form a winning message. I don’t always get it right, but I’m continually learning and open to new and better ways to make meaningful, lasting connections.

FREE BONUS!

To get more great video marketing information, please visit my website at rickcesari.com and you can download, for free, my e-book on the three most effective types of online video content. I go into great depth explaining this information, how to create it, and how to use it so it can benefit you or your business.

Have a question? The answer is only an email away.