BUSINESS VIDEO MASTERCLASS
Part 1 - Planning an effective marketing video
2: Make a list of what really matters to your customer
I’d start by answering the questions we asked earlier.
Do an Analysis like this:
|> what are my customer’s pain points? What currently annoys them?||Answer here|
|> what is my customer’s biggest fear?||ditto|
|> what single key feature in our product/service/solution eliminates the customer’s pain?||ditto|
|> name 2 other features that matter to the customer, as seen from the customer’s point of view?||ditto|
|> who is your customer’s biggest customer? You may need to explain how your proposition needs framing for customer’s customer benefit.||ditto|
|> What are their 2 other big objections?||ditto|
|> what is the single most unbeatable proposition you have, your Remarkable Proposition?||ditto|
You’ll likely know all the above already, but it’s always refreshing to see it written out clearly as a single piece for a video.
Now add in who your competitors are, and what are they saying? What do their videos look like? How are they perceived by your customers?
Congratulations - you know exactly what your customer wants, and what your competitors are doing, so you can readily differentiate yourself by calculating your edge.
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