Content Marketing

10 Secrets to Producing a Video that Drives Results

badge guest post FLATTER 10 Secrets to Producing a Video that Drives ResultsAnyone can create a video and post it online, but creating an effective video that drives action is more science than art. So whether you’re shooting a quick interview with your phone, creating a fancy PowerPoint presentation, trying your hand at animation, or wanting to simply learn how to make a viral video for your business, here are 10 secrets to producing a video that sells.

1. Start with your potential customer’s pain point

Think about what your product or service can do to help your customers solve their problems, no matter how small or large they may be. Begin your video with a story that helps your customer see that you can relate to the problems they are struggling with. If you’re not sure how to find your customer’s pain point, then read more about what’s in a pain point.

Throughout this article, we’ll use clips from a video we created for CrazyEgg to help illustrate the point.

2. Present your solution

After you have engaged viewers with your story, present the solution to them in a simple way that helps them fully understand the results your product or service has to offer. Don’t just try to wow them with the “shiny new object” side of what you have to offer.

3. Demonstrate your solution

Give your customers a visual tour of how your product or service will solve their problems using screenshots and product photos. Better yet, show someone actually using what you have to offer!

4. Present a call to action

shutterstock 89793790 225x300 10 Secrets to Producing a Video that Drives ResultsDon’t just hope that your viewers know what to do next – tell them. If you want them to sign up for your mailing list, register for a customized online demo, call your sales line, or go to your product’s purchase page, incorporate that message into your video. While you can add your call-to-action beneath the video in the description or the transcript, remember that not all videos will be watched on your website, YouTube, or other video network. Add the call to action to the video itself, just in case someone else has embedded it on their blog or website. For example, if you have an AdWords for video TrueView Ad, you can create overlays for videos played on YouTube – learn more in the YouTube Help Center.

5. Keep it short and sweet

Remember that the average person’s attention span is pretty short, and you don’t want them to stray from your video before you’ve presented what you have to offer. In 2008, the New York Times found that 19.4 percent of viewers abandoned a video after 10 seconds, and 44.1 percent abandoned it after 60 seconds. This means…

6. Introduce your company in the first 30-seconds

Speaking of attention spans, you will want to let your visitors know who you are before they start cutting out of the video. Even if they only hear part of it, just putting your name in their heads will be an achievement.

7. Use clear, crisp visuals

Whether they like to admit it or not, people do judge books by their cover, businesses by their website, and videos by their quality. You don’t need to use the top-of-the-line video equipment that filmmakers use, but you do need to make your video look clean and professional. Try incorporating stock images and/or video from websites like istockphoto.com or stock animation sequences from sites like videohive.net when needed.

Also, don’t forget about your video’s setting. If you’re shooting live video, do it outside during what photographers call golden hour – the hour after sunrise or the hour before sunset. If you are shooting your video indoors, make sure to use a lot of artificial and natural lighting.

8. Add a professional voiceover

There is nothing worse than bad audio – it can make even the best video seem amateur and unprofessional. If your voice doesn’t make the cut, try voices.com where you can find professional voiceover talent for your video content.

9. Create a soundtrack

Add some music to keep your video upbeat and interesting. Just remember you can’t use the latest tunes you heard on the radio due to copyright restrictions.  You can, however, find plenty of royalty-free options online using sources like audiojungle.netpremiumbeat.com, and ibaudio.com.

10. Don’t be afraid to be funny

Your customers are people just like you – they like to laugh and be entertained. Adding humor to your video will help them see the human side of your business. Inc. suggests thinking beyond your product and more in terms of humor to maximize your advertising effectiveness and you should too!

Using these techniques will help you create better videos that in turn increase conversions and sales. What secrets did we miss?

  • Astonishresults

    RT @RyanHanley_Com 10 Secrets to Producing a Video that Drives Results http://t.co/cFq8y4vx via @jaybaer

  • http://griyamobilkita.wordpress.com/ annarasuna

    Nice article, thanks for the information.Anna @ http://griyamobilkita.webs.com

  • hdbbstephen

    These are really great tips, but I would advise you to be careful with “being funny”. Funny is harder than you think. Be sure to have several people check out the funny part before you publish that video. What you might think is funny can often be perceived as mean or insulting.

    • Andrew Follett

      hdbbstephen Earl brought up the same point. I don’t think you need to crack a joke per say, but it does help to get people smiling. There needs to be a hook, something that gets people engaged. In an impersonal online world, humor can help reveal the human side of your brand.

  • robycease

    @KellyeCrane this is perfect for those that use @rivvid

    • KellyeCrane

      @robycease I always have more to learn when it comes to video!

      • robycease

        @KellyeCrane I def have a lot to show. I would love to get in touch, even if its for a short chat. What do u say

      • robycease

        @KellyeCrane let’s chat.

  • http://www.beachcandynow.com/ Earl

    Good tips! I guess most of the problems of the tenth point is that some people are more afraid of their humor being offensive to potential viewers. Either that or the hired voice-over person rehearses the lines to a point where it isn’t funny to him/her anymore, and it shows in the voice-over work. Still, it’s a good read. Thanks!

    • Andrew Follett

      @Earl Good point, thanks for sharing. Humor is definitely tricky, and maybe I should have said “Don’t be afraid to make people smile”. Getting people to smile can help bring their guard down and allow them to better engage with the rest of the content.

    • Andrew Follett

      @Earl Good point, thanks for sharing. Humor is definitely tricky, and maybe I should have said “Don’t be afraid to make people smile”. Getting people to smile can help bring their guard down and allow them to better engage with the rest of the content.

    • Andrew Follett

      @Earl Good point, thanks for sharing. Humor is definitely tricky, and maybe I should have said “Don’t be afraid to make people smile”. Getting people to smile can help bring their guard down and allow them to better engage with the rest of the content.

    • Andrew Follett

      @Earl Good point, thanks for sharing. Humor is definitely tricky, and maybe I should have said “Don’t be afraid to make people smile”. Getting people to smile can help bring their guard down and allow them to better engage with the rest of the content.

    • Andrew Follett

      @Earl Good point, thanks for sharing. Humor is definitely tricky, and maybe I should have said “Don’t be afraid to make people smile”. Getting people to smile can help bring their guard down and allow them to better engage with the rest of the content.

  • AdamHoldenBache

    @raindawg @1060creative @designedbyVal @burneyAshley Appreciate the RT!

  • tkographix

    RT @12StarsMedia: 10 Secrets to Producing a Video that Drives Results http://t.co/uuDBH7Xm @jaybaer

  • KZOInnovations

    Great post! These are all definitely tips to consider for businesses looking to jump into the online video trend. To add to your point about creating a voiceover, it’s important for anyone speaking to have a script or speaking points and practice beforehand, working on creating a conversational tone. The last thing you want to do is bore your audience with a robotic voiceover!

  • Frank Eriksen

    I’m Frank Eriksen and Im a professional Voice Over Artist. I have my own studio. I’m easy and fun to work with. You can hear my voice demo at http://www.eriksenmedia.com. Voices.com is great if you want to sift through a thousand VO demos to find a decent candidate.

  • BrentCarnduff

    @KristaKotrla @jaybaer Thanks for the mention Krista! Great bio btw : )

    • KristaKotrla

      @BrentCarnduff @jaybaer Wow, honored! Was testing new bio out after being inspired by @TheSalesLion

      • BrentCarnduff

        @KristaKotrla @jaybaer @TheSalesLion Marcus has that effect – well done!

  • http://www.pixelsandclicks.net/ bhas

    The YouTube Creator Playbook is stuffed full of tips on how to get good at video marketing. It’s free for download, and though about 21 MB is well worth the read. I wrote a post about it- a cliff notes version, if you will-distilling a few of the essential points here http://www.pixelsandclicks.net/b2b-youtube-video-strategy/Like Andrew said it here, the first part of a video is crucial. More specifically, YouTube’s stats show that if you can’t get the attention of the viewer during the first 15 seconds you can kiss your chances goodbye

  • wildfireeffect

    @rebeccacoleman thanks for the RT how have you been?

    • rebeccacoleman

      @wildfireeffect Awesome, having a great summer. How’s biz?

      • wildfireeffect

        @rebeccacoleman thanks for asking, looking for social media education positions, do you know of any?

        • rebeccacoleman

          @wildfireeffect I haven’t heard of anything, but if I do, I’ll let you know…

        • wildfireeffect

          @rebeccacoleman Thanks that would be great. I’ve been enjoying your FB pics #lotsofjoy

        • rebeccacoleman

          @wildfireeffect Yeah, we’re having a fun summer. :-)

  • startcut

    @demoduckvideo Have you seen http://t.co/t3btjYKf They share your video all over the world!

  • startcut

    @videobrewery Interested in distributing videos? Check out http://t.co/nbcNAVXw for a worldwide solution for video distribution

  • hatch_films

    @joshhovey Great tips!

  • WordWritePR

    @publicityhound Thanks for the RT, Joan!

  • WordWritePR

    @sylviahubbard1 Thanks for the RT!

  • BrandonLeigh30

    Here is a webcast I put together educating small businesses how they can create, optimize and upload a video on to youtube. Enjoy ! http://www.youtube.com/watch?v=44D5tsJFo1E