1: What’s in & what’s out in video marketing
THE B2B MARKETING VIDEO MANIFESTO PART 1
Today’s internet customer has never been smarter
Yet marketers traditionally take the customer for a fool
- with their spins, deceits and flatteries.
This needs to change.
Here are today’s IN-OUT guidelines:
CUSTOMERS
| WHAT’S IN | WHAT’S OUT |
|---|---|
| Answering customer questions quickly & honestly | Ignoring genuine issues, the elephant in the room |
| Advising customers for the best, even if it hurts | Being a Yes-Man who promises everything & anything |
| Developing content that answers customer questions. Giving quick, honest answers | Content that talks about you. Viewing rates drop off the moment you talk about you - and not them |
LANGUAGE
| WHAT’S IN | WHAT’S OUT |
|---|---|
| Strong bold nouns & verbs | Lardy flowery adjectives |
| Clear one-line statements | Paragraphs |
| Eighty word messages | Five minute explanations |
| Simple facts people can remember & repeat | Company boastfulness & puff |
PRICE
| WHAT’S IN | WHAT’S OUT |
|---|---|
| Telling customers what they get in a simple way | Complex, fussy pricing structures |
| Offering unbeatable propositions. Everyone expects a bargain | Spinning added-value to bolster high price |
| Showing exactly what-you-get-for-what-you-pay | Fudging on promises, results or specifications |
Do what’s IN and avoid what’s OUT
-
Trust rises,
customers smile -
Sales rise,
boss smiles -
Profits rise,
CEO smiles
Then it’s your turn to smile!
Learn more about what’s in and what’s out in video marketing
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