In today’s world, video brochures have proven to make videos even more effective for sales and marketing. However, some videos perform better than others.
How To Get The Best Response To A Video Brochure
Video brochures have been growing in popularity for several years now. While ROI with them is reportedly outstanding for most companies who use them, some results would be even better if the video content was planned a little more strategically.
With that in mind, here is some advice for helping videos be more effective in video brochures:
- Keep viewers “right brained”. The right side of the human brain is known for feeling emotions and processing feelings. In marketing, arousing emotions has proven to be much more effective than having viewers listen to data, hear statistics, or think very much at all. In other words, arousing emotions helps viewers feel more interested and better connected to what they’re watching. On the other hand, bombarding them with details and statistics often causes them to feel less interested. For example, if you’ve ever been pursued by someone who told you all about themselves in the very beginning of a relationship, you know exactly what I mean. Then, rather than focusing on their most attractive attributes and feeling intrigued about learning more, their less attractive attributes get just as much attention and moving on feels best. Essentially, it’s better to keep prospects intrigued so interest will remain and fondness can grow.
- Shorter videos work best. People are busy and attention spans are reportedly now shorter than ever. One of the greatest advantages videos provide is they combine images with sound and motion so they can present more information in less time. For example, it’s easier to learn about a product or service while watching a demonstration than it is to read about it, and it takes less time. Also, videos feel more trustworthy and don’t need to go on very long to help viewers feel “sold”.
- Presenting a clear call-to-action can be a huge difference maker. A call-to-action often draws a better response when people feel emotions that motivate them like when they watch a video. A written call-to-action simply doesn’t produce the same results.
- Clearly show viewers how they will benefit. Without a doubt, people are more interested in how using a product or service will affect their lives more than anything else. For example, will it alleviate or reduce their problems? Will it make them less busy? Will it make them happier? With these questions in mind, it is important for marketers to remember that not all videos have to be outstanding. They just need to clearly show viewers how their circumstances should improve if they use what is being presented.
Following these four principles while making videos to use in video brochures should help writers and producers make their videos more effective.
A Video Brochure Can Produce Great Benefits
Video brochures have proven to be extremely effective at getting decision-makers to watch videos. ROI with them is reportedly outstanding, and they definitely help salespeople perform better.
Likewise, when companies send them to targeted prospects, they increase the chances of their messages being even more effective because they rarely ever get screened out or thrown away. Also, decision-makers usually can’t resist showing them to others who influence their decisions. As that happens, companies gain the benefits of having their messages get seen and heard first-hand by family, friends, and co-workers of prospects who usually make a difference in how they respond.
Having owned an advertising magazine in Utah, I’ve worked in marketing for over twenty years.
I started writing for MediaFast in 2014. The first time I held one of their video brochures, I thought something like, “Wow! This blows away our magazine and any other print advertising I’ve ever seen. This is like a TV commercial, and I’m holding it in my hands. Amazing!”
Since then, video brochures, video mailers and video boxes have become leaders in marketing performance. It’s a privilege to write about them. I also love MediaFast—with its top-notch product quality, industry leading customer service, and all of the wonderful people I get to work with.