In this post I want to talk about an important concept that applies not only to sales videos, but also to marketing in general. And that is what’s commonly called the “Customer Awareness Ladder”.
As you can imagine not all prospects are created equal – some have found you accidentally, some are actively looking for solutions, and some are in the middle of choosing the best solution for them.
A way to classify these prospects (according to legendary “Breakthrough Advertising”) is the so called Customer Awareness Ladder.
What comes to mind first when you hear the words “Stock Photography”? If you immediately think of cheesy photos of business men and women looking directly into the camera with a huge smile on their face, you’re not alone.
Businesses and marketers use this type of stock photo because they want to look “professional”, and because that’s what their competitors are using.
By focusing on these two simple words, you can dramatically improve the sales messages on your website, in your emails and in your videos. These two words help you say the right things, connect with your customer and close the sale.
Clients come to us for video help, but what they often need is advice on positioning, copywriting and marketing. As long as these things are not taken care of, a great sales video can not make a huge difference.
Here are some points you should address before investing in a video.
Positioning can make or break your business. Get it right and customers will come to you credit card in hand. Get it wrong and you’ll have a hard time giving your product away for free.
I’ve seen quality products fizzle as a direct result of bad positioning, and I’ve seen crappy products succeed because they were positioned perfectly.
So what is perfect positioning actually?
There are various different types of videos you can use: starting from simple narrated slides to complicated animations and everything in between.
The style of video that’s right for you depends largely on your business goals and budget. In this post we look at some of the different types of videos you can use to achieve different goals – from exciting viewers to generating sales.