BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

MASTERCLASS | PLANNING | 2: MAKE A LIST OF WHAT REALLY MATTERS TO YOUR CUSTOMER

Part 1 - Planning an effective marketing video

2: Make a list of what really matters to your customer

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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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