Producing Videos That Sell – Tip #06: When Making Your Offer, DO NOT Focus on the Wrong Item

las vegas video production

If your offer was expressed as a mathematical expression, it would be:

OFFER = Delivery + Outcome

The vast majority of companies focus mostly on the delivery. . .that is, the things or activities which are delivered to a client. Your client, on the other hand, doesn’t care about the delivery.

They care about the OUTCOME.

The “ratio of importance” for the offer is 90/10, where 90% of your story should be about the outcome (or result) of working with you. 10% of you talk/video should be about how you’re going to make it happen.

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Producing Videos That Sell – Tip #05: Nobody Cares What You Do

Las Vegas Video Production

While it’s healthy to think of yourself as special, the truth is nobody cares what you do. They only care what you do for them. To the extent you focus less on what you do and more on the problem you solve, the effectiveness of your videos (and sales in general) increase.

I’ve said previously, you bond with people on their problems, not your solution. As I’ll discuss in an upcoming tip, it is the outcome that your present, whether it removes pain (“German Shepherd”) or increases pleasure (“Gold Medal”), that folks care about.

If you are unable to clearly define the problems your customers face, thereby demonstrating you understand the issues they face, you become “functionally equivalent” to all the other companies in your market which focus on what they (and you) do.

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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.


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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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Producing Videos That Sell – Tip #02: Clients and Prospects are Only Motivated by Two Things.

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Doubling your benefits doubles your value. Instead of struggling to figure out what motivates a prospect, you can take any list of benefits and apply a “Gold Medal” and “German Shepherd” to it.

While some people are motivated by positive reward (Gold Medals) others are even more motivated by the reduction of problems or pain (German Shepherds). Recognizing this fact will double the reasons to do business with you. When speaking of a benefit, you can ensure 100% of your audience will connect with your story by positioning both a Gold Medal and German Shepherd outcome. And for those prospects motivated by both?

A home run.

This form of positioning has been around a long time. Remember these:

  • Miller Beer:
    Tastes Great (GM). Less Filling (GS).
  • Johnson’s Baby Shampoo:
    Gentle on hair (GM). No more tears (GS).

This type of positioning has been around a long time because it works. Bottom line? Always positive is not always the most production.

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Producing Videos That Sell – Tip #01: Claiming Your Own Credibility

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When a prospect watches your videos for the first time, you start with near-zero credibility. To try and solve that, most people begin by claiming their own credibility. We call this the “drunk guy at the party” syndrome.

You’re at a party, and a drunk guy comes up to you. He begins spewing all the things he does, and how much money he makes, and all the people he works with, and, “oh by the way here’s my card”.

What do you want to do? If you’re me, you want to run to the bar.

Guess what? Most websites and videos behave exactly like the drunk guy at the party.

Credibility must be earned. Instead of beginning your videos with some statement of self worth, recognize you bond with people on their problems, not your solution. To the extent you are able to accurately describe the issues facing your prospects, you immediately reduce the natural tendency people have to distrust, or “push back” on what you have to say.

You bond with people on their problems, not your solution.

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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: Coming Attractions

I was asked to speak at a business lunch a few weeks ago about video and its relevancy in the online world. I covered many of the things found in the When Does Video Matter section of this website. I also threw out a few ideas for web-based videos, which can be found at the bottom of the CO-OP description page.

After I finished, Brett Grant, the managing owner at KSHP came up with a great idea.
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CO-OP Case Study: Training and Educational Video as a Product

iPianoLab

Using video as a sellable product is a great idea.

iPianoLab’s founder Steve Catanzaro has seen a great deal of success sharing his piano-teaching program with a ton of schools here in Las Vegas.  In addition to the on-campus training he and his team are providing around the city, he is also preparing for an online-based system for those not fortunate enough to live here.

Part of that system is a series of training videos, which we’re shooting at the CO-OP.  As you can see from the shot above, we’ve got Steve surrounded by cameras. . .three of them.  One is the establishing camera, which he looks into as he speaks to his student.  The other two, which are off each of his shoulders, are pointed toward the keyboard.  Camera two provides a shot of the instruction manual placed on his keyboard and camera three provides the shot you see in the monitor. . .a close up of the keyboard and his hands.

CO-OP Case Study: Separating Yourself from the Competitive Herd

CourVo at Vegas Video CO-O

Today’s CO-OP Case Study opening question:

To separate yourself from the competition, how do you establish your own credibility without claiming it?

Dave Courvoisier is a voice over artist. He’s been in the voice over business for several years and has been successful. To take his VO business to the next level, he’s decided to add video to his online marketing mix.

The reasons? There are two.
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