Skip to content

Part 5 of a helpful 6 part guide for any B2B marketer planning a profitable web video.

Contents today include:

  • Deciding the best of 2 storyline apporoaches
  • The 35 / 15 Rule of Buyers
  • Using AIDA in video to increase the desire to buy

What web video storyline works best for you?


There are broadly 2 kinds of web video storyline, because there are broadly 2 kinds of web customer.

Take a look

This is your web traffic

Let’s say half of them are interested in your product or service.

But if you look closely, only 15% of them are actually ready to buy – within the hour so to speak.

The other 35% are interested. But aren’t yet ready to buy.

The other 50% don’t count. They’re what a car dealer would call “tyre-kickers”.

We can call this the 35 / 15 Rule of Buyers.

The question you now need to ask yourself is:

> Do you pitch your storyline at the 15% who are ready to buy?

> Do you pitch it at the broader 35% who are interested?

There’s a small but significant storyline difference here – and this difference can directly affect your video’s profitability.

The obvious answer might be to pitch the video at everyone you can.

After all, why miss out on saying something important to people who are interested!

But stop and think for a moment about relevance to the customer.

The most important traffic segment you have is those who are ready-to-buy.

Ready-to-buy customers are what drive today’s profits.

This suggests pitching the video more directly at the 15% – the ready-to-buy segment.

So how’s this done?

By immediately solving the issues & concerns of those who are ready to buy.

Here’s what it can mean in practice:

A person ready to buy is concerned about imminent ownership of a potentially valuable product or service.

So they’re looking closely at confirming:

  • Price and value
  • Immediate benefits, ie, the fastest possible payback or result.
  • Warranty, service or implementation issues
  • Support – and how well we’ll get along together
  • The 2-3 big reasons why to buy from you right now
  • Your Remarkable Proposition

Your job is to persuade them not to buy from one of those competitors’ tabs they have open – and pick you.

Here’s a case in point

The video here has a storyline aimed directly at customers ready to buy.

By comparison, competitor websites broadly tend to play showreel-type videos, ie, general please-all videos – rather like scatter guns.

Yet this site has a much lower bounce rate.

Which means the video – and the whole page – has a high level of acceptability.

Part of the secret is in the subtle points in the storyline, which focuses on the differentiators – the levels of service and production provided.

In this instance, service & production levels are rank highly as serious ready-to-buy issues, when it finally comes down to selecting a web video production company.

The video is aimed squarely at the 15% of ready-to-buy customers.

Now let’s take a look at a completely different type of market.

Suppose you were a drain unblocking company – Drain Unblock Inc

The 15% ready-to-buy message would focus on something like:

“We’ll be with you in less than 28 minutes to stop your flood – or your money back”

Compare this with a more broad-based 35% message which might state:

“Flooding? We’ll be with you within the hour – no problem too big, no problem too small, teams of operatives available, etc”

The 15% message gets right to the heart of the ready-to-buy customer’s concerns.

The specific 35% message is all the general stuff you might expect a drainage company might say.

Which approach you chose, depends very much on your business clients’ buying cycle.

Using AIDA to increase the desire to buy

There’s a sales principle at work here when pitching messages to the 15% who are ready to buy.

It’s called AIDA.

It stands for

> Attention,

> Interest,

> Desire

> Action.

What this means is that in order to make a sale or win an enquiry every customer has to pass through this AIDA process.

Here’s how it works:

Attention: First win the customer’s attention, eg, here’s a video that exactly solves your problem.

Interest: Then gain the customer’s interest – eg, this video is interesting – it’s all about things you want to know. And it’s been prominently displayed so it must be important.

Desire: Then generate desire – because no one buys without a strong desire or emotion to buy – which means getting the customer to strongly imagine the use or ownership of the product.

Action: Then offer a convenient call to action, eg, a contact form to complete.

My feeling is that too many web videos fall in the Interest category, ie, “that’s very interesting. I’ll think about it”.

Potential customers are happy to say they’re interested.

But somehow they lack the fundamental desire to complete the contact form – and make the sale possible.

This is because they don’t make the final leap of imagining the experience of ownership, and imagining what it’d be like owning the product, or using the service.

It’s this “imagining of ownership” that creates the Desire – the feeling level necessary to complete the purchase.

So for example, if you were selling a simple thing like a printer, the focus would be on:

> The printer fits anywhere – so space isn’t an issue

> Any of your staff can use the printer without training – so cost of ownership is nil

> The printer uses the cheapest, environmentally friendly ink – so it’s green, like you

> It can be delivered tomorrow at 9am, ready to use out of the box – does it get any better?

The above points focus on owning the printer.

The buyer can crystallise their imagination around owning and usage.

By comparison, a broader sales video might place more emphasis on the speed of the printer, it’s detailed green credentials, it’s superior LED print technology, and so on.

These things matter. People like all the technology bells and whistles.

But they’re only me-too benefits. All vendors say similar things.

The differences in emphasis are only small here.

But the differences are what matter.

In Part 6 we’ll see how to equate runtime and cost, then compare Sell and Tell-not-Sell, plus some practical tips on how to make your video shorter.

Thank you for reading Part 5 of Planning a B2B web video production for profit.

You can view more information and video samples on marketing video production here

2016 Guide to Digital Marketing

Leave a Comment