Why You Should Use Live Streaming Events For Your Business

A lot of marketers steer clear of live streaming because they are concerned that it is very hard work and that many things can go wrong. Although these things are true, there are many advantages to holding live streaming video events.

 

Basically, live streaming is a great marketing tool. There are many people that like to attend live events and major platforms like YouTube and Facebook know this. They provide live stream facilities and there are other platforms available too such as Twitch and Periscope which is now owned by Twitter.

 

Build Trust Faster with Live Events

 

Nobody is going to expect your live event to be perfect. People know that things are likely to go wrong and this is one of the reasons that live events are so popular. Live stream audiences like the fact that everything is unedited and that there are likely to be some surprises.

 

Your audience will appreciate it when you put on live events. They know that it takes courage to do this and they will trust you more for it. A live event is a lot more natural than a conventional video. With a live stream you will come across as more authentic and genuine. Regularly hosting live events should really boost the trust that your audience has in you.

 

Get more Engagement with a Live Event

 

With a live event you will be able to interact with your audience. During your presentation, your audience will be able to ask questions and give their opinion. You can choose to answer questions in real-time or have a session at the end for questions and answers.

 

Something that may surprise you is that live events tend to have much higher retention rates than conventional videos do. Various studies have shown that audiences tend to stick around as much as 10 times longer with a live event.

 

Increase your Brand Awareness with Live Streams

 

It is no use just hosting one live event. Be committed to hosting several of them. When you do this, you will increase the awareness of your brand in a big way. You must make a personal appearance with your live events. Overcome any fears that you have about this and do it. Your audience wants to know who you are.

 

Live Streams are easier to Produce than Conventional Videos

 

There is no doubt that it can be nerve wracking to host a live event but it will get easier for you over time. Always have a structure for your live events as this will help you and your audience. You need to know what to deliver and they need to know what to expect.

 

It usually costs less to put on live events than it does to make conventional videos. Remember that there is no editing involved with live videos. Most of the time the platform that you are using such as YouTube or Facebook will save your live event. This is good for the members of your audience that could not attend the live session.

 

Find out what your Audience wants with Live Events

 

Another advantage of live events is that you can use them to find out what your audience really wants. You can tell them about your new ideas for products and services and ask them to give you their opinion. Alternatively, you can just ask them outright what they want you to create next.

 

The 4 Habits of Highly Effective Video Marketers

If you change your habits, you will change your results. Take that to the bank. I'm willing to bet everything on that statement.

 

Because when you change your habits, you change the way you think, you change the way you talk, and most importantly, you change the way you behave.

 

Listen up, people couldn't care less about your feelings. I don't want to be the first person to let you in on that truth, but it's the absolute truth.

 

How come? Well, all people have feelings. Feelings are a dime a dozen. You're feeling one way one second, then you're feeling another way another second. So what?

 

What matters is what you do. That's when the world sits up and pays attention. That's the point in time where you actually change your world. You will be judged based on what you do, not your feelings.

 

This is why it's really important to change your habits. Because if you are any way, shape or form, unhappy with the results you are getting, it may because of your habits.

 

As a video marketer, you know that there is money to be made. You know that this is not a fantasy. You know that this is not theory, speculation or somebody's opinion. This is the real deal.

 

People are banking. People are killing it. But why not you? What are they doing right that you are doing wrong? What did you miss out on? Well, it can boil down to your habits.

 

The good news? Study the habits of successful video marketers and adopt them. Again, change your habits and you change your results.

 

Here are the 4 habits of highly effective and successful video marketers.

 

Habit #1: They reverse engineer their competitors

 

The first thing that I noticed about highly effective video marketers is that they don't reinvent the wheel. They definitely do not suffer from the classic "build it and they will come" mindset that has bankrupted so many marketers before them.

 

Instead, they focus on what works. They focus on what everybody else got right and uses that information to build their online marketing empires.

 

In other words, they build their businesses on the bedrock of tried and proven success. They're not speculating, they're not taking shots in the dark, they're not hoping for the best coming up with something hot, no. They focus on stuff that already exists and use the same topics and themes and present video with a particular brand-building twist.

 

Habit #2: They constantly test

 

I have yet to meet a successful marketer who just stuck with one solution throughout their career. If they did that, they would quickly start to starve.

 

Successful marketers understand that market sentiments and consumer trends change quickly. This is why they always try to remain several steps ahead of the market. They're constantly testing.

 

How do they do this? Well, they would take a video ad, for example, and come up with many different variations. They would run traffic through the video ad and pay attention to the results.

 

If it turns out that one variation is converting at a much higher rate, then they would take that variation and come up with even more variations of it, and run the traffic again. They then take the winner that leads to higher conversions, and repeat the process again and again.

 

They only stop once the video no longer improves in conversions. They've reached a peak conversion rate.

 

What do they do then? They buy a lot of traffic, or they go on a massive free traffic-generation campaign. And it all boils down to constant testing.

 

Habit #3: They constantly scale up their operations

 

Highly effective video marketers are not content with just one small video in one channel making, let's say, $1,000 a month. A lot of people would think that that's success. No.

 

Successful marketers understand that if they are able to make $1,000 per month, they can make $10,000. If they can make $10,000, then they can make $100,000. If they can make $100,000, they can make $1,000,000. And on and on it goes.

 

The secret? Scaling.

 

So, what they would do is they would constantly test different content and see if it converts, and then they would take what works and replicate it across many different platforms into a larger scale or maybe they can use it to promote other products.

 

Whatever the case may be, they're scaling up. They're not thinking small time. They have huge mental horizons. They don't just focus on a neat, tidy little box in front of them.

 

Habit #4: They focus on conversions

 

I have to admit, this is one habit that I should have adopted early on in my video marketing career. Unfortunately, I did not.

 

Just with a lot of marketers who are wet behind the ears, I got all excited about the fact that my videos were getting a lot of traffic. I would upload video after video on YouTube and, sure enough, just like clockwork, people would click on the link in the description page.

 

It seems like people love my videos enough to go to my sales page link. But here's the problem. They would click the link, and promptly do nothing. My videos got a lot of traffic, but I also got a whole lot of nothing.

 

It took several months for it to finally dawn on me. In fact, "dawn on me" is too mild of a phrase. It just hit me like a ton of bricks. It's as if these bricks just came out of the sky and just pegged me on the head. It was a painful realization to say the least.

 

I was focusing on click-through. I was focusing on reach. I was focusing on traffic volume. I was focusing visits. In other words, I was focusing on all the stuff that, at the end of the day, doesn't really matter.

 

Because you know what matters? Whether dollars appear in your bank account or they don't. That's what matters. Dollars only appear when you convert traffic into cold hard cash.

 

Highly effective video marketers focus on conversions from the beginning. Before they even sit down to create a video, they're already thinking of conversions. Before they even think about writing the script or outsourcing the script to somebody else or retaining a voice-over talent, they're already thinking about conversions.

 

At the end of the day, it's about conversions, conversions, conversions. That's why they're successful and most other video marketers continue to struggle.

 

Make no mistake, you need to adopt the 4 habits of highly effective video marketers sooner rather than later. You can only take so many hits before you start seriously thinking about quitting.

 

I'm sorry to report that the only way to fail is to quit. So don't quit.

 

You already know the habits of highly effective video marketers. Adopt these habits. Change your habits and you change your results.

 

How to Craft Video Calls to Action that Really Work!

I remember when I first got into video marketing, I would watch one video after another. This stuff was really fascinating because a lot of the materials that I was viewing really told great stories.

 

Many of them were well produced, they were crisp, they were clear. Many cracked jokes. In many cases, a lot of these videos connected with me on a very deep level. In fact, a tremendous amount of them were very insightful.

 

They taught me a lot of things that I did not know before. I was able to connect the dots as far as online marketing goes, thanks to these videos. In fact, I owe a lot of my skill set to these videos.

 

Interestingly enough, despite the dozens of marketing videos I consumed, I never really signed up for any of the products they were promoting. Believe me, they were promoting products. That's the main reason they were produced in the first place.

 

It's not like the marketing experts and gurus behind these materials had nothing else better to do. They definitely were not producing high quality, high cost educational videos for their health.

 

Where did they fail? Where did they go wrong? What element did they fail to include in their video? This omission, it turns out, was one of the most important lessons I, as a marketer, had to learn.

 

It's one thing to produce a video that's slick, talks about the right things, creates the right emotional environment, but ultimately, if you don't include an effective call to action, you're just wasting your time.

 

It's as if you got the viewer to get all pumped up and excited about the fact that you can solve a problem, but you did not get around to letting the viewer know that they should sign up for your solution. Talk about a joy kill. Talk about going 99% of the way, only to drop the ball when it counted the most.

 

Sadly, even the most polished videos commit this mistake.

 

Here are the steps that I use to create video calls to action that really work.

 

First, I start out with a case study. You have to remember that a human brain makes sense of the world through stories. There are lots of data in the world, but the human brain doesn't function with data.

 

When you are presented with raw data, you can't make heads or tails out of them. Instead, you want to piece it all together into a form you can readily recognize and you can readily engage with. This is where personal case studies or stories come in.

 

You can talk until you're blue in the face regarding a particular business opportunity, but believe me, people are more likely to listen to you if you tell them the story of your uncle who actually carried out and took advantage of a particular business opportunity.

 

All of a sudden, what would have been a theoretical opportunity to make money becomes a real personal experience that you would want to listen to.

 

I always start out with a case study, and I walk the viewer through the story elements of the case study. This leads me to the benefits.

 

Basically, they have a problem and we distill that problem using a story form into benefits. I spell these out. I clearly identify them.

 

And then, now that we have established that they should shoot for certain benefits, I line up other solutions that supposedly bring the same benefits.

 

But here's the catch, I use a comparison method. The other methods that competitors bring to the table may be too expensive, take a long time to use, fall apart quickly, are inconvenient, or have a bad reputation.

 

Whatever the case may be, I would line them up regarding how well they deliver the benefit, then I would find a hole. I would find a weakness. I would find the inadequacy. I would find something missing.

 

I then bring it all down to a crescendo. It is kind of like a classical concert, there's a crescendo.

 

Now that we know that there are these set of benefits that we're shooting for, but a lot of the stuff out there simply fall flat for a variety of reasons, there must be one solution. There must be at least one exception to this.

 

And that's where I talk about my solution. I talk about how my solution, which leads to the product or service that I'm promoting, succeeds where everybody else fails.

 

Of course, I do this in a strategic way. I'm not going to compare the strongest points of the competitors to the weak spot of the product that I'm selling. That does not make any sense. That makes me look like a fool. That makes my product or offer look weak.

 

Instead, I line up what's wrong with the other alternatives out there, and then I compare that or I line that up with the strongest point of the service or product I'm promoting. This is how you distinguish the solution. This is how your solution appears black and white.

 

I then create an emotional hook with the benefits. Since the video begins and ends with a focus on benefits, I then create an emotional connection between the action that they're about to take and the benefits that they will get.

 

"Wouldn't you like to live your best life today instead of constantly waiting?" "Wouldn't you like to get the best skin that leads to greater confidence and greater appreciation?" "Don't you deserve a better life because you finally let go of your belly fat? "

 

There has to be an emotional hook. And this emotional hook must be directly plugged into the benefits. Because the more you remind the viewer of the benefits that they would be getting, the tighter the connection between your solution and those benefits.

 

They develop a sense of emotional urgency and don't be surprised if they whip out their credit card at that point to fill out an online form so they can add dollars to your bank account.

 

That is the bottom line. It's all about crafting video calls to action with the right emotional punch.

What Is The Difference Between Regular Videos And Marketing Videos?

I have got a depressing statistic to share with you. The vast majority of videos on YouTube have very little views. We’re talking less than 100. You image taking the time and trouble to shoot a video and then uploading it to YouTube only to get less than hundred views. 

 

I am not talking about somebody shooting a footage of their high school dance party or dance scene from a local play. I’m talking about videos that are intended by marketers to convert their audience members into buyers. I’m talking about intentionally produced, crafted, scripted, and uploaded videos. In fact, a lot of these videos were not cheap. The marketer who uploaded them actually spent money on them. Still, there they are, gathering digital dust, stuck at 100 views or less. One of the main reasons this tragedy happens is because a lot of video marketers are unclear regarding the differences between regular and marketing videos. 

 

A lot of people are thinking that as long as they shoot videos a lot of the benefits of marketing videos will magically happen. They will be able to communicate on a very direct level. They would be able to send all sorts of signals that can convert the viewer. They would be able to present what would otherwise be complicated information in a very direct, personal, and immediate way. 

 

Unfortunately, they produce one video after another and nothing seems to work. It all comes back to this confusion regarding regular videos and marketing videos. 

 

Regular videos are supplemental in nature

 

Please understand that if you want to make money with your videos you have to know, what they can and cannot do. When you make a regular video, this is essentially video that is content. You’re either explaining stuff, you’re revealing information, or you're just entertaining the reader. Nothing wrong with that. This is supplemental to your efforts at building a brand. These videos get the reader to feel like they know what you’re about, what your brand is focused on. You might even get the reader to like your brand, but that doesn’t necessarily mean that they trusted enough to buy from it. This is the difference. 

 

You have to remember that to sell anything online you have to walk a person through the KLT process. KLT stands for Know-Like-Trust. For a person to buy, you must first trust you enough to want to buy from you. For them to trust you, they must first like whatever it is you’re offering. They must like your brand enough to trust you. For them to develop a liking to your brand, they must first feel that they know enough about the problem that your brand solution solves. There are many stages to this. There are at least four stages before you get people to rip out their credit cards and buy stuff through an online form. 

 

Regular videos only take care of you on the K and L phases. They do a great job getting the prospect to feel like they know enough about their problems and the likely solutions. Supplemental videos can also do a good job getting the prospect to like a particular approach or particular class of solutions but they don't go far enough. They don't take you to the trust stage. This is where marketing videos come in.

 

Marketing videos build trust

 

The great thing about video marketing is that you’re able to walk a person through the KLT process within the same video. First, you present the problem. This filters the viewer. If the viewer does not have the problem the video talks about, that the viewer is not going to remain a viewer for long. They are going to close the window and watch another video. The video doesn’t speak to their needs. 

 

The video then presents the general solutions or common solutions to the problem. It sizes up the advantages and disadvantages of the solution. By this point, the viewer would feel a preference for one solution over the other. Effective videos then go to the next step. They present credible and authoritative information in the form of case studies and stories that they get the viewer to trust that the specific solution that they are promoting is the solution they should use. That’s how you get people to buy. 

 

Also marketing videos are written and produced in such a way that they tightly integrate with your other marketing initiatives. This way you can easily share them on Facebook, you can tweet them on Twitter as well as share them on many other platforms. This is the difference between regular videos and marketing videos. Don't get your wires crossed. 

 

You don't have to spend a ton of money making one marketing video after another. Highly effective marketing videos take a lot of time or they cost money. Instead, you can produce cheaper regular videos to walk your prospects through the KLT process and then let your single or couple of videos convert them. That’s how you play the game. That’s how you get viewers to trust your solution.

 

This Software Can Reduce Your Marketing Video Creation Costs By 90%

A lot of entrepreneurs are under the impression that high-quality professional videos have to be expensive. I really don’t blame them for thinking this way because a lot of the best videos in their niche probably look and sound like they were professionally produced. 

 

They have got great background music, their scripts are just nothing short of amazing, they are edited in a very tight, compact, and emotionally powerful way. What's not to love. Given that level of quality, it’s very easy to assume that you probably wouldn't have to spend a pretty penny trying to come up with something similar. 

 

What if I told you that you don't have to spend all your budget on high-quality and high-budget videos. You definitely need to have at least one of those videos. For the rest of your video materials, you can use the software. It all boils down to understanding how your video conversions work. In a way, videos are like articles. 

 

When you go to a typical blog, chances are most of the material there are informative in nature. They may be written with a lot of personality, they may play up certain facts, they may even have some sort of interesting or quirky take on certain types of information. But at the end of the day, there are only a few pages on that blog that actually converts the viewer to buy something or sign up for a mailing list. This is called conversion content. 

 

Oftentimes, the typical blog is made up of 95% informative material and 5% conversion content. The same applies to video. You can get away with only one highly polished, well-produced, well-scripted video that converts. This is the video you used to convert your website visitors. However, for the rest of your videos, you can use Videoscribe.

 

Videoscribe is a handy software that you can use to quickly produce a tremendous amount of videos in a short period of time. Videoscribe makes the otherwise painstaking process of creating high-quality animated videos very easy. You just have to walk through the process. You don’t have to spend money on expensive graphics, you don’t have to spend money on expensive voice-over if don’t want to. 

 

Of course, you're going to have to do that for your converted video. For everything else, I am talking, about supplemental videos here that get people familiar with your brand as well as open your viewers’ minds regarding the solutions that you bring to the table, you can use videoscribe videos. 

 

If you choose to do that, you stand to reduce your video costs by as much as 90%. That’s how you play the game. You don’t stock your website with the very best videos you can produce. That’s just going to drive you to the pros. On the other extreme, you are not going to fill your website with middle-of-the-road or even low-quality videos because that's going to destroy your brand. 

 

There has to be a decent level of quality for your informative video content, but this doesn’t necessarily mean that you have to bankrupt it. Obviously how this works, with the little bit of automation you can go a long way in reducing your video creation costs while converting your visitors. 

 

Does Video Marketing Have to Cost You a Lot of Money?

Let’s get one thing clear. One of the main reasons why your competitors probably haven’t jumped into video marketing is because of their fear of cost. Please understand that the reason why they are not cranking out one marketing video after another probably is not due to their inability to appreciate the power of video marketing. 

 

In fact, most people in the marketing field would agree that video marketing brings a lot of value to the table. This is not the argument. This is not where people disagree. Instead, people have all sorts of misconceptions regarding the costs of video marketing. They can see the benefits with no problem. What they’re unclear on is whether the costs would justify the benefit. 

 

Most video marketing attempts fail the first time

 

What really clouds this whole picture is the fact that when you try anything the first time around and you don’t have some sort of blueprint of plan your chances of failure are quite high. This is not just a video marketing thing mind you. This applies across the board. 

 

Maybe you’re trying to ride a bike. Maybe you’re trying to build a house or an addition. Maybe you’re trying to do a painting or you’re trying to sculpt. I am almost guaranteeing that your first few attempts are not going to be all that good. You probably already know this. Why should video marketing be any different? When people just jump in both feet because they got all excited about the benefits of video marketing, they might end up making rookie mistakes. How come. They did not have proper guidance and that’s the good news here. 

 

With the proper blueprint or coaching or video marketing consulting, you don’t have to commit those beginner mistakes. Your stuff doesn’t have to look amateurish and basic. You can come up with something truly professional the first time around. In fact, it’s not uncommon for small businesses to get out of the gate with really high-quality videos that connect powerfully with their target audience members. Their secret, there is no secret at all. They just read the right resources and allow these resources to guide them in producing one hard-hitting quality video after another. If they can do it, you can do it too. 

 

This really is not an issue of cost but more of information. With the right information, high-quality videos that truly go a long way in building up your brand doesn’t have to cost a lot. 

 

There are many ways to solve the video marketing problem

 

One of the main reasons why a lot of people have this idea that video marketing has to cost a lot of money is the misconception that they have to produce Hollywood or Madison Avenue level videos. Absolutely wrong. In fact, in certain niches, audiences respond favorably to very amateurish or very basic videos. You really just have to know your niche. More specifically, you just have to know how to segment and break up your niche into little sub-markets. Put simply, the better you know your audience the more powerful your video can be and has nothing to do with how polished or smooth it is. Instead it has everything to do with your video’s ability to communicate with your target audience members on a very human, personal, and emotional level. 

 

There are many tools you can use

 

Another piece of good news. You can drastically reduce your video productions costs by understanding that there are many different levels of videos. At the top of this hierarchy, of course, are high-quality videos. These are very personal, these are professionally shot, and these really are your meat and potatoes videos. These are the kind of videos that really champion your brand, but the levels beneath this kind of video are not as quality intensive. 

 

You can use the software to crank out a video for supplemental marketing. You can use software for video that is intended to supplement or support your text content. Obviously, the relationship with these different video levels goes a long way in reducing your overall cost. Keep the facts above in mind if you are still on the fence regarding video marketing. It doesn't have to be expensive. It doesn’t have to cost a lot.

 

Do Marketing Videos Have To Explain Stuff?

It’s very easy to get the impression that all marketing videos are educational in nature. After all, highly effective sales people first educate their prospects regarding the options available to them. Once the prospect feels that they understand their problem enough, then they’re more likely to trust the sales person because a true sales professional gave them the facts or information they needed to at least make the customer feel competent enough to make a decision regarding the situation. That’s how effective sales marketers work. 

 

They disarm through education. It’s a free gift. They’re not asking for money for that free education or free information. This is a key part of them building enough authority and credibility in the eyes of their prospect for them to eventually close the deal. 

 

Unlike traditional marketing, we don’t people have the luxury of time. Either you educate, convince, and close the prospect now or you lose a sale. It is no surprise that a lot of people think that marketing videos have to necessarily explain stuff. They are absolutely correct but not in the way they think. 

 

Usually when people think about educational videos, we’re talking about stuff that’s boring, we’re talking about videos where the speaker just talks to the screen and sometimes rambles on. It’s as if your high school or college teacher shot a video explaining some sort of concept or stepping you through an idea. A lot of marketers confuse the educational aspect of marketing videos with traditional educational videos. This is where they drop the ball. This is where they screw up. The goal is not to bore the viewer to tears. 

 

Unfortunately, that's the kind of risk you run when you go overboard in the education. While it’s true that highly effective marketing videos explain the problem and the solution to the prospect they do so in a disciplined way. They don’t just ramble on and on about all the things, all the possible solutions, all the pros and cons, all the advantages and disadvantages, who cares. Your job is not to lecture to the prospect. Your job is to get the prospect sign on the dotted line. 

 

Accordingly, the educational component of the video must be disciplined. It must be compact, it must get to the point, it must be limited only to the extent that it leads to conversion. If it goes beyond that, it’s excessive. It’s saying too much. It’s rambling on. This increases the risk that the viewer will get bored, distracted, or confused. 

 

Marketing videos should explain stuff, but they should explain it in a very disciplined, focused, and concise way. What is the point, you educate only up to the point where you earn the trust of the viewer. You do this enough to build credibility. You share enough information to basically buy their trust. Once you get that trust, you then direct the discussion to where you need it to go. It should be obvious. 

 

You need it to go to your product. You need it to go to the service that you are offering. In other words, you need it to go to a discussion where you identify all the most common solutions out there and map them out one by one by focusing on the weaknesses that they all have, which your product or solution doesn't share. Maybe all the other solutions out there are too expensive. Guess what, your product is affordable. Maybe all the other products out there are inconvenient or cause all sorts of hassles. Guess what, your product is very easy to use and takes effect immediately. 

 

Whatever the case may be, line up the worst elements of the competition against the most positive elements of your solution. In other words, put simply you focus on your strongest points and then use that to direct the conversation. That's how effective sales people work. By the same token, that's how highly effective marketing videos are structured. The education is just a small part. It's very important, but it has to be tightly directed so that it earns trust. 

 

That’s is the only reason why you’ve included education materials in your video script anyway. It's the price you pay for the viewer to give you their trust. They keep doing that until you build enough credibility in their minds and then that’s when you start directing the discussion to where you need it to go. You need to make your product or solution look good at the expense of the competition.

 

Get This Wrong and Your Marketing Videos Will Crash and Burn

Let's get one thing clear, if your video has a bad script, you have lost the game.

 

That's right. It doesn't matter how crisp or clear your video images are, it doesn't matter how awesome your video editor is. It doesn't even matter if you spent a lot of money producing your video. None of those matters.

 

In fact, that money just went up in smoke. Why? You did not invest in the one element that plays an outsized role in the success of your video. I am, of course, talking about your script.

 

Get this wrong and your marketing video will be toast. I'm not exaggerating, I'm not getting all melodramatic, I'm just telling you the cold, hard truth.

 

It's about time you heard the truth. Because a lot of people, some of them self-proclaimed video marketing gurus or consultants, try to get you all pumped up about slickly produced videos.

 

They might even get you all excited about signing up for some sort of video marketing creation tool. Like you just plug in some sort of text document and this software just produces an instant video.

 

Don't be fooled. Don't get taken for a ride. It's not that easy. Because if it were, then everybody would be a millionaire. Everybody would be riding around in Lamborghinis, Ferraris or top of the line Mercedes Benz.

 

Obviously, that's not happening. Why? Most people screw up the script. Either they think that they can write it themselves or they outsource it to people who have no clue about what they're doing. Whatever the case may be, they drop the ball.

 

Get your script wrong, and your marketing videos will be worthless. I hope that much is clear. I'm just trying to drive home this point.

 

What are the hallmarks of a solid video marketing script? It should have the following.

 

The more of these hallmarks are present, the higher the likelihood that the video that you produce from that script will work. However, if you miss too many of these elements, chances are, your video will simply not connect.

 

Now, this doesn't mean that your video will obviously suck. It might be cute, it might be interesting, it might even go viral on YouTube or Facebook. But don't for a moment think that popularity means conversions. At the end of the day, there are millions of video views on certain videos on Facebook, but those videos are not making any money.

 

Instead, your video marketing is all about conversions. It's all about taking the bacon home. It's all about adding dollars to your bank account.

 

Don't get your wires crossed. Don't screw this up. Because if you think that your script has to be funny, cute, clever, but it drops the ball on the following factors, forget it. You're just wasting your time.

 

It Must Speak Plainly

 

Great scripts don't screw around with $10-words or $5-words. Instead, they just focus on plain, basic English that everyday people speak.

 

It's not like you're talking down to people. Instead, you are making sure that almost everybody can get what you're talking about.

 

You come off as sincere. You're not hiding behind a series of hard to understand words. People don't have to whip out their dictionaries just to figure out what you're saying.

 

Because when you do that, you're coming off as somebody who has something to hide. This is not good when you are trying to sell something to your prospect.

 

Get to the Point Quickly

 

Highly effective video marketing scripts get to the point quickly. Sure, they tell stories, they discuss case studies, but in the beginning, they tell you, "this is the problem, and this is the solution you should be looking for."

 

And then they go through the case study. They educate you. And then they repeat it again, "This is the problem, this is the solution." And then they compare the solution to other solutions out there, only to reveal that most of those other solutions really fail.

 

They are either too expensive, too slow, or they're not all that durable. Whatever the case may be, your solution comes out on top. It comes out smelling like a million roses.

 

Get to the point quickly because if you allow yourself the luxury of producing a very long and drawn-out video, it's very easy for you to ramble. It's very easy to for you to talk about stuff that doesn't really matter or doesn't really get people to convert.

 

In other words, your video just basically feels like a long, drawn-out lecture. Who wants that?

 

They Pack a Lot of Emotional Points

 

Now, a script that has emotional points doesn't necessarily have to be an emotional script.

 

What I mean by emotional points is that the speaker, whether it's you or somebody you hired, can look at certain parts of the script and know exactly what kind of emotional slant to put on that item.

 

Maybe they should act surprised, maybe they should sound disappointed, maybe they should sound tentatively excited. Whatever the case may be, there has to be enough cues as to the emotional state the speaker has to be in.

 

Because highly effective scripts connect at the heart level and it's very hard to do that when the speaker sounds like he's reading some sort of grocery list. Do you see where I'm coming from?

 

Your Case Studies Must Be Believable

 

You have to understand that the human mind has a certain range of believability. Otherwise, people are going to be skeptical. They might conclude that whatever you are saying is just too good to be true.

 

If that's the case, then they really have no business trusting you. Do you see how this works? You must select your case studies very strategically.

 

My favorite are case studies that apply to the vast majority of people. This makes my product all the more approachable. Because the case study can happen to anybody. Do you see how this works?

 

Great Scripts have an Emotional Call to Action

 

Great promotional videos or online marketing videos do not leave the viewer hanging.

 

By this point, you got them excited about the case study, you got them excited about the solution, you knocked out all the competing products, you got the horse to the water. Now, you need to say the right thing in the right sequence to get that horse to drink.

 

This is where the emotional call to action is. You can't just rattle off a series of product features. Buyers couldn't care less that a product has two canisters or uses two bags or has a new motor.

 

Instead, you have to speak their language. Do they save money? Is this product going to last longer? Is this product easier to store away?

 

You have to think along those lines. You have to think in terms of benefits in the real world instead of just some hyped up acronym that supposedly sums up the range of features a product has. Know the difference.

 

And once you're clear on the benefits, then you call the viewer to action: "Gain your life back by burning all these pounds with this video course" or something to that effect. It all must come back to the raw emotional power that the benefits bring to the table. Otherwise, your script is dropping the ball.

 

Make no mistake, if you get your script wrong, your marketing videos will crash and burn. Please pay close attention to the 5 factors I've outlined above.