Robert Cassard • Video Growth Hacking #1
"Two things you need to know to make sales videos that won't bomb..."
Learn these simple ways to improve your sales videos... radically!
The truth is, nobody cares about your story. They only care about themselves. So you need to figure out what it is about your story that’s relevant to them.
Who really needs to know about your product or service? And why?
Robert Cassard here with two things you’d better know to make a sales video that won’t bomb.
When you think about producing a sales video, the first thing your team will discuss is, “what do we want to say about our company?” That’s natural. You start the process by thinking about YOUR story and how to tell people about yourselves. But if you want to produce sales videos that work, you need to turn the whole thing around.
The truth is, nobody cares about your story. They only care about themselves. So you need to figure out what it is about your story that’s relevant to them. Who needs to know about your product or service?
Answering this is how you create one or more buyer personas. Who is your ideal buyer and what do they care about? The more specific the better. You need to know your buyer to know how to communicate with ‘em. That's how you get the concept and tone of your video just right.
What nagging problem of theirs can you solve? It has to be a problem they really need to fix. Or…what vital opportunity can you offer? It’s gotta be something they just can’t afford to pass up.
By starting with the person and their problem or opportunity, you’ll naturally approach your video production from THEIR point of view…the only one that matters.
As a general rule, I recommend you make at least the first thirty seconds of any sales video all about them, not you. It’s only after you grab them and show them you understand what help they need that they'll be ready to hear anything about you.
One last thing I should mention is be creative…some of the most effective videos don’t even promote the seller except with a logo or identity at the beginning or end. Yeah, like that.