When we talk to potential clients, the objections we hear most often is this: “I don’t know how to do a video ad”, or “I’m too scared to get in front of the camera.” If that is you, you are not alone. In fact, most people are very much intimidated by the thought of having to deal with the technological aspects of recording a video or having to “perform” in front of a camera. I have seen even what I considered to be a technologically savvy person turn all thumbs when dealing with video equipment, and saw the most vivacious person turn as stiff as a board in front of a lens. The good news is, with a little preparation and forethought, being in front of a camera isn’t that difficult, really.

There are several components to creating an effective video ad:

  1. Prepare a script – know what you are going to say
  2. Say it well – speak from the heart and with conviction
  3. Give your potential buyers a reason to engage with you
  4. On the day of shooting do whatever it takes to feel good about yourself (make-up, hair do, a new outfit, etc.)

Here are a few tips on crafting a really good script for your video ad:
1. Think about the problem(s) you are solving for your customers/clients. Most business owners get caught up in talking about features rather than benefits. Start by making a 2-column list:

The first column is titled: Customer Hot Buttons and the second column is titled: Benefits We Offer

The benefits you offer will be what you need to talk about in your video clip.

For example:

In the retail industry the hot buttons consumers have are generally related to PRICE, SELECTION, BEFORE AND AFTER SALE SERVICE, and CONVENIENCE.
Price – don’t just claim to be the cheapest supplier in town, rather say something like: “On average, we charge 20% less than our competitors” or perhaps “it is our policy to match all our competitors prices”

Selection -don’t say “We carry the largest inventory west of the Mississippi,” be more specific, like “We carry 2,354 parts in our warehouse and what we don’t have in stock, we can get for you in 24 hours”

Service – don’t say “We have superior service”, rather “It is our policy to respond to your service requests within one business day”, or “Our sales staff is there for one reason only, to help you find what you are looking for and make sure that you are happy with your purchase.”

Well, you get the idea…strive to be as specific as you can.

Remember: It’s not about YOU, it’s all about what’s in it for THEM (the prospect deciding who to buy from).

2. Give them a reason to step into your store or call you now! Create an “ACT-NOW” offer such as discounts, added value (i.e. – bundling products, adding a service contract, free trials, free consultations, free evaluations, buy one get another for less, etc. usually work well.

3. Create an “ASK FOR MORE INFORMATION” type offer to help educate those that are not quite ready to buy now.

This strategy works well for buyers and sellers, and here’s why:

The buyer gets the information he/she needs to make a buying decision, and the seller can build a mailing list for follow-up marketing to warm prospects.

4. Using your benefit statements and the offers, you now have created write your script.

5. Check for meaningless platitudes. Webster defines platitudes as trite and banal statements like:

Greatest, largest, biggest, in business since, honest, lowest prices, best service, biggest in the State, family owned, highest quality. These claims have been overused and roll off your prospect’s back like water off a duck.

6. Read scripts aloud and hone until it rolls off your tongue easily, then go practice in front of mirror. The goal is for the infomercial to sound natural, not stilted and rehearsed.

7. Tidy up your surroundings before shooting the ad. Remember, you are being judged not only by how well put together (professional) you look but also how put together the world around you looks.

8. On the day of shooting the video ad look your best. Nothing is more confidence boosting than knowing that you look your best. Imagine the camera is your best friend or your favorite relative. SMILE and talk from your heart. Talk as if you were telling your Aunt Millie what your business is all about. If that doesn’t seem to help, pretend to be an actor on stage playing your favorite role.

8. Call The Video City Directories (888) 484-3823 to get on their video production schedule. The VCD will get your video produced, edited and hosted on TheVCD. The Video City Directories are designed to drive more business to your door by giving you increased visibility on the search engines so potential customers can find you. For more information on The Video City Directories, visit TheVCD.com.

This article was written by Birgit Rickert of Results Marketing and The Video City Directories, and may not be copied, reproduced or altered without prior consent.