I’ve been working on videos for startups and small businesses for awhile now and one of the constant points of tension is in trying to convince my clients that they don’t have to include every detail about their product in a video. I understand they built this amazing new thing and it’s going to change the world. They put their blood, sweat and tears into the product. However, when you’re marketing your service or product you need to keep it simple.
For potential customers who come across their video or webpage, they want to learn what it is that this service or product is going to do for them and why they need it. If they can’t relate to what they are seeing, they won’t stick around. You need to convince people there’s a good reason to choose your product over another equally good product. Think of it like the cherry on top of a sundae. That cherry isn’t going to make a bad sundae good, but if you have the option of the sundae with the cherry or with-out, the one with the cherry is going to win. The video adds little to the service but it makes that sundae look even better.
Skip all the marketing jargon, explain it in a simple easy to follow manner. Capture their attention and don’t bore them with details. Give your customer that cherry and you’ll win them over.