It never ceases to amaze
us just how many businesses simply don't "get it" that what they sell is NOT
what their customers buy.
During the early stages of analysing a
client's brief, we often hear "We want to show prospective clients what we
do" or "We want to show them what our product does". Unfortunately,
few video producers have professional marketing and sales expertise so they
will do exactly that, not understanding the mind-set is precisely the wrong way
One of the first things we ask of our clients is "Stop seeing it
from your own perspective and start seeing it as if you were the buyer."
Okay, that's not too difficult to follow, is it? So how should you go
about theming your promo or advert? Tell them that they will get a better
product or service from you than they will from your competitors? Hardly,
because that's what your competitors are probably also saying in comparison
Your communication must engage with and inspire your viewers
but there is an earlier hurdle you must first overcome. It can only do that if
you first satisfy their emotions. Uhh, what does that mean? Well here's a very
It's early October. A shopper goes into an
electrical store and says "I want to buy an electric fire." "Great," says the
sales assistant "We've got just the thing for you." then rattles off all the
features and benefits of the top-selling model. Now, do you think the shopper
went into the store wondering what features and benefits the top-selling
electric fire has? No, (s)he went in thinking, it's going to be winter soon. I
want to stay warm. (S)he might have also been thinking I don't want to waste
money on expensive electricity if it's only slightly nippy but if it's freezing
cold I want to be toasty warm.
So to increase the
chances of making a sale the advert must first satisfy the shopper's
emotions. "We've got just the thing for you. This electric fire will keep
to warm, no matter what it's like outside. You'll be sat in front of your TV,
feet up and all cosy." "You can also choose the right temperature setting to
stay comfortable without spending more money on fuel than is
Not a single feature or part of the product's list of
wonderful assests has yet been mentioned but the shopper already knows it's
exactly what (s)he is looking for. The same principle can be applied to any
product or indeed service that a client buys.
In the world of video
production it's too easy to rely upon a montage of moving images or to fall
into the trap of showing what you do or what your product does.
Your promotional video, along with all your other marketing or sales materials,
has to engage with and inspire your viewers but it can only do that if you
first satisfy their emotions.
If you would like to engage with
and inspire your prospects, why not give CorpFilms [UK] a call? It's what we're
"It's what we're known for. It's what we do well"