One big problem…

We see it all the time when it comes to messaging.  A client wants to produce ONE video about who they are – to be used on their website, sales presentations, social media, blogs, etc.  There is this instinctual feeling that every single thing a company does has to be crammed into a 2-3 minute video, especially since all of the company’s target audience is male and female students, teachers, parents and benefactors with an age-range of 15-60.  We often hear, “We just want it to be relevant to everybody.” Wow – that’s kind of a hard target to hit.

And just to set the record straight, I’m not picking on any particular client.  Here’s the key problem: one video will not solve this. You know the saying, “Jack of all trades but master of none.” It’s sort of the same concept here. If you want to be everything for everybody, you can’t get too specific. Even a silver bullet can’t hit three targets sitting next to each other.

Our recommendation is the following: create a generic, high-level identity video that briefly touches on who your market is. Then create specific, very focused videos for your buyer personas on their particular product. This ensures that you have specific videos that are buyer-centric and that clearly spell out how your product relieves their pain points. This will result in better engagement, higher interest, and ultimately sales – which is kind of the reason why people are producing videos. Don’t get me wrong; they’re super fun, but at the end of the day if you want to see results, this is just one way how we do it. So be sure to keep this in mind with your next video production.

For more tips, tricks, and techniques about how to get the most out of your videos, sign up for our Optimum Guide to Video Marketing or give us a call today!