Corporate videos allow companies to invite the audience in for the first meeting without them ever having to leave home or pick up the phone. A poorly done corporate video is like the door-to-door salesmen of the Internet. A person may have accidentally let them through the front gate, but now this poor person is desperately looking for a way to get rid of them, or, in the case of video, a way to turn them off.
Just like door-to-door salesmen can be boring and annoying, so are videos that fail to speak to viewers on their level and fail to address the viewer’s wants and needs. To avoid having the door (or in this case, laptop cover) slammed in your face, take into consideration the following tips for communicating with consumers in a way that will captivate them:
1. Avoid jargon: As experts in our company, we are well-versed in the technical language of everything that goes into what we create, whether it be cars, TVs, lawnmowers or Barbie doll houses. Although we know the name for every part of the awesome product that we’re selling, viewers unfamiliar with our company jargon will most likely be confused, rather than impressed if we choose to try to use all of our company jargon in our video. Not only that, but if viewers are stumped by a key phrase early on in the video, it can prevent them from understanding everything that we say after that key phrase and that can cause them to lose interest quickly. So what’s the solution? Do your best to avoid using language that only people inside your company would understand. If you find that it is necessary to use certain words or phrases, try to simplify the language as much as possible or briefly define the words or phrases you are using.
2. Avoid elevated language and informal slang: What’s elevated language? It’s when you try to sound smarter than is necessary in an effort to make yourself look more important. A common mistake that companies do is trying to use overly intelligent language in an effort to build their credibility with their audience. Rather than building credibility, these companies are actually alienating their viewers. On the other hand, informal slang can make viewers doubt the seriousness of your company. You need to try to strive for a balance between the two. Ultimately, it boils down to speaking to consumers where they are at. You need to know who your target audience is and understand who they are so that you are able to communicate with them in a way that actually reaches them.
3. Focus on benefits rather than features: The goal of video marketing is to make your product stand out from the crowd. In many videos, the product’s benefit to the potential buyer can become lost in all of the excitement about every fact and feature. Most consumers don’t care that the latest iPhone model stores 16 gigabytes. What they do care about is how that memory space will make their lives easier by enabling quick access to contacts, emails, photos, etc. on the go. It all goes back to knowing your target audience and understanding what will be most important to them when you are talking about your product.
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