Producing Videos That Sell – Tip #04: Address the ‘Alternative Solution’

Las Vegas Video Production

After speaking about the problem a prospect faces, you must also address what a prospect has done in the past to fix it. We call this the “alternative solution”. In the three-step story-building process with which we guide all CO-OP Members, this second step is meant to subtly poison the competition. Skipping this step implies you have no competition, which is unlikely.

Interestingly, the number one alternative solution that every business faces is the status quo. . .that is, the decision to make no decision. However, as any Rush fan knows, those who choose not to decide still have made a choice. And a choice to do nothing is a sales lost.


photo credit: Philo Nordlund via photopin cc

Producing Videos That Sell – Tip #03: All Videos Should Do One of Two Things

When visiting most high-end video studios, you’ll spend a lot of time hearing about their super-fancy equipment. What you won’t hear is what their videos are meant to accomplish.

It’s not about “likes” or “views” or “retweets” or any of that nonsense. For a video to be successful, it MUST either make you money or motivate people to take action on your behalf (or both).

This understanding moves the discussion from the technical aspect of video production (which is expected to be at a professional level) into a sales and marketing discussion. Without a strong idea of your “call to action”, or what your trying to accomplish from a business perspective, video production becomes more of an ego boost and less of an income boost.

Your videos should either make you money or motivate people to take action on your behalf. (Or both.)

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How to Create a Video-Centric Website

Las Vegas LASIK Website

As more and more folks begin adding video to their websites, a simple question pops up:

Is that all I really need to do?

As many folks have discovered, it’s not enough to just start adding videos to your website. The problem we’re seeing is that while the motivation to add video is good, the implementation is troubled.  Primarily, this is caused by websites that were not initially designed to leverage the value of video.

The intent of your video can be any of the following:

  • Humanizing your website
  • Demonstrating credibility without claiming it
  • Shortening the sales cycle
  • Separating yourself from the competitive herd, and
  • Giving voice to your business, ideas and talent

With the goal being either to make you more money or motivate people to take action on your behalf. 

In order to best position your videos to do that, it stands to reason that you have to ensure your videos are in the best position to be seen! Pigeon-holing a video on a website that wasn’t designed with a video presence in mind typically leads to the video being overlooked.

Which is not a feature.

VEGAS VIDEO CO-OP Members LASIK of Nevada was faced with this issue. 

Dr. Rothman and his staff understands the power of video.  However, their previous website was not designed to take advantage of the video content they were preparing to produce.  Their previous website did an outstanding job in providing content and delivering a strong search engine optimized experience, but a great video platform it was not.

It’s important to note that LASIK of Nevada understands that video isn’t just about, well, video. There must be a purpose. For example, their new website (see above) has three prominent video areas on their home page:

  1. Is LASIK Right for You?
  2. I LOVE My LASIK!
  3. Media Spotlight

Theses three video-centric areas of the site were design with a very specific sales objective in mind:

  1. Pre-emptively handle sales objections
  2. Demonstrate momentum
  3. Position Dr. Rothman as a well known and respected expert

In other words, it’s not about using video because it’s “cool”. It’s about using video as a means of helping their visitors better understand what is possible.

PodWorx, the parent company of the VEGAS VIDEO CO-OP, developed LASIK of Nevada’s new website. It was designed to visually draw visitors to the “human-enabling” portions of the website so that a visitor would be immediately put at ease. 

But it’s not just about video.

PodWorx also focused heavily on effective SEO techniques and providing easy access to areas that are particularly popular with visitors (free consultation, free self exam, location information).  To date, the feedback on the website and videos has been outstanding and the increase in call-to-action success has been rewarding.

CO-OP Case Study: Handling Sales Objections

Here’s an interesting question for those responsible for the ongoing revenue of their company:

How do you handle a sales objection if you’re not given the opportunity to speak with the prospect?

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