Creating awinning 30 - 90 second promo video simply called.. MESSAGE toMARKET MATCH

Createan Irresistible Video Message: This five-step formula will help you create avideo message that grabs your potential customers' attention and leaves themwanting more.

Butfirst... Can you

Explain to me what your message is to your prospects?

Tell me what you say in your brochures?

Ifyou are finding this difficult, this is not uncommon. Most small businesses areconfused about their marketing message. Some think it’s their slogan and othersthink it’s a regurgitation of all their awards and how long they’ve been inbusiness. Still others think it’s their vision and mission statement or theircompany slogan. It’s none of these.

The Keyto Creating a Winning Video Message 

Your video messageis what grabs your prospect’s attention, tells them how you can solve theirproblem, why they should Know, like and trust you, and why they should chooseto do business with you over and above any and all other choices they might have.

Yourvideo marketing message should “speak” to your prospect. This is done byappealing to your prospect’s “hot buttons” or those sensitivities that triggeran emotional reaction. The following is a simple five-step method for creatingyour marketing message.

5 Steps to Creating YourVideo Message

STEP 1 – Identify your target market. The first step starts out by asking, “Who is my target market?” Once you havenarrowed this down then it’s easier to craft a message to that market.

Everysuccessful business has a target market whether they know it or not. Even thelocal dry cleaner has a target market, which is probably all the professionalpeople living within a five mile radius of their store. If I hear you say'everyone' I will hurt you. Barry and I have spoken about creating the perfectcustomer AVATAR in our podcast series TheBrand Engine.

eg.As the presentation coach, my market is defined as the following;

An organisation orindividual who is looking to improve their bottom line by a minimum of 25%within the next 3 months through online video marketing.

STEP 2 – Identify the problems thatyour target market experiences. 

The second stepstarts by asking, “What problems do my target market have and how does it makethem feel?”

Each market experiences its frustrations andpains. The secret to crafting a video message that will make your market sit upand listen is to identify their problem and the pain and suffering they feel asa result of that problem.

Remember the old saying that goes, “Peopledon’t care about you, until they know you care.” Identifying your market’s painand suffering tells them that you understand and empathise with them.

eg. A client of mine recently said that hercurrent video producers were not interested in coaching or developing theirstaff in performing in front of the camera, she was told "that's not what we do, we shoot video".

STEP 3 – Present your solution to your market’s problem. 

The third stepstarts by asking, “What is the solution that I have to offer my prospect?

Present your solution as a simple cure for allthe pain and suffering your market is feeling as a result of their problem.This step is important in that most people won’t lift a finger unless they feelan urgent excruciating pain.

Now, identify all the benefits of your solutionand how those benefits will improve the life of your prospect and take away alltheir pain and anguish.

eg. We solved their problem by engaging thebest presence coaches and script writers in the business and worked alongsideeach and every individual to ensure they fely comfortable and confident infront of the camera.

STEP 4 – Present the results you’ve produced for otherpeople in the same situation. 

The fourth stepstarts by asking, “What are the results that my solution has produced?”

It’s not enough just to tell people you have asolution; you have to prove to them that your solution works. And you can talkall day about how you solved this and that problem, but people are skepticaland don’t automatically believe you.

People will believe other people who aresimilar to them that have achieved positive results. In this step you’ll needto prove your results by giving testimonials from current and former customersand provide case studies of actual problems that were solved and the resultsthat were achieved.

eg. After reading this article, take a quicklook at thepresentationcoach.com.au/meetup you will see social proof andtestimonials from past clients

STEP 5 – Explain what makes youdifferent from your competitors. 

The fifth step starts by asking, “How am I different from my competitors?”

You need to communicate your differences!

Prospects are looking for you to communicateyour differences. And those differences need to have perceived value to theprospect. It needs to be something they care about.

Think about it this way, Is there something youcan offer that is of little value to you in time and effort, but is of greatvalue to them.

eg. I offer a free MEETUP / WORKSHOP for myclients to experience the feeling of writing a 30 second script and thenpresent this in front of the camera in the studio. Feedback for this isincredibly valuable when the perceived value is enormous.

Please keep this in mind.

The biggest message mistake that we make iscommunicating “What-We-Do” instead of “What’s-In-It-For-Me.” If these were tworadio channels (i.e. WWD vs. WIIFM), which one do you think your prospect wouldrather hear?

While you are transmitting on WWD, yourprospect is looking for the WIIFM station. In order for your message to matchyour market you need to be broadcasting on WIIFM.