Recently, I was contacted by a previous client who is now working for an American multinational company; he had an interesting and exciting request.
His company wanted each of the sales team to produce a one-minute video which they will include in emails etc. that they send to prospects and customers.
Using the word video in an email subject line boosts open rates by 19%
So far straightforward you might say …
Why I was contacted was very evident when he sent me some sample videos they had produced internally with the help of one of their videography partners.
I have no doubt you are very familiar with this type of video, where the speaker talks not to the camera (you) but to some imagined prospect in the far distance. All the participants looked stiff and uncomfortable and you would not be inclined to give them a call.
Here’s how I went about creating interesting and engaging videos for my new client.
I explained the three requirements a speaker should demonstrate if he or she is to be engaging.
1: Have EARNED right to speak on the subject
2: Be EAGER to speak on the subject
3: Be EXCITED to speak on the subject
All the team met the requirements, so we were over the first hurdle.
Decide on structure/template for the CONVERSATION.
I very deliberately use the word conversation here; prospects do not want to be pitched to, preached to or lectured to.
Elevator Pitch is the usual title given to a meeting where you get very little time to introduce someone to your business.
The story goes, you are at a conference and the person you were trying to meet all day gets into the same elevator as you on their way to the 47th floor. What an opportunity to give them your pitch! (usually the whole 9 yards)
Based on my previous experience of elevator pitches, this person is very likely to press the emergency button and run from the elevator on the third floor.
Here is the outline of the conversation (pitch) I suggested my clients use:
1: Get attention
A headline that gets attention in the first 20 words or 7 seconds (this is what newspapers do)
’HEADLESS BODY FOUND IN TOPLESS BAR’ – headline from New York Times.
2: Tell the prospect about the problem you can solve for them
(If you do not know what problems you solve, don’t bother them).
3: Introduce yourself
If you have got this person’s attention, they will now be more likely to listen and remember your name.
4: Tell them very briefly what you do!
(it’s an app, patented device, etc.)
5: Paint a word picture about how they or their organisation are BETTER
(e.g. reduced absenteeism, increased output, more environmentally friendly, win more proposals)
6: Agree next action
(date for next meeting, send a sample, demo product)
I then worked with the team to create conversations that engage and excited them, a pre-requisite to doing the same for the prospects and customers.
These conversations should not turn into a script that has to be followed word for word, but rather a conversation outline that would keep the speaker on track.
I then provided some space and time for the speakers to get comfortable with the conversation he/she has created before we started filming.
The scary bit for the participant.
My input here was to help make a room full of bright lights & cameras as unintimidating as possible. I engaged with each speaker giving them an opportunity to rehearse their talk in this space and only then did we roll the camera and capture a talk that demonstrated the 3E’s: Excited, Eager, Earned the right.
I recently spoke on the same platform as senior people from LinkedIn and Facebook, and they say if you are not including video in your Social Media Marketing you are missing out on a huge opportunity to grow your business.
When marketers include a video in an email, the click-through rate increases by 200-300%