Don’t know what to talk about in a marketing video? Here are 10 ideas that solve sales problems, gracefully address competition and actually convert.
“I don’t know what to talk about in a marketing video! What do I say?!”
It’s one of the most common questions we get. And we understand why.
Your words are the core of your marketing video. They communicate your message or sales pitch to your audience and, hopefully, convert leads to prospects and prospects to new clients. It’s a lot of pressure.
So how do you get it right?
Well, here are 10 solutions to the common problem: I don’t know what to talk about in a marketing video!
What To Talk About In A Marketing Video
Why did you start your business?
This is a great place to start because it shows people why you were passionate about your business in the first place. It’s humanizing. Anyone can relate to being so passionate about an industry that you’re driven to go out on your own.
Quick Tip: Connect your why to what you’re doing in your business right now. Bring it back to the here and now for maximum impact.
How do clients get started with you?
Explain your onboarding process in enough detail, so your audience can begin to see and feel what it’s like to work with you. It encourages people to start thinking as if they are already your customer. Once you get them to do that, you’re halfway to a sale!
Quick Tip: Be as clear and concise as possible, and always appeal to the emotional reasons people buy.
Describe a job that produced a happy customer and tangible results.
This prompt essentially covers a common question — “What sets your business apart?” — without all the pressure. Rather than going into sales pitch mode, why not show people an example of what sets you apart, instead?
Quick Tip: Make sure you tell a story, touch on your client’s emotional reaction, and communicate the tangible results of working with your business.
What problems do you solve for your clients?
Every business was started to solve a problem. And people hate problems they can’t solve. That’s why they hire businesses to take care of it for them. The more you demonstrate an understanding of that fundamental relationship, the more trust you build with your audience.
Quick Tip: Open with three pain points you hear from clients the most often, and then explain how can turn that pain into relief, confidence and a job well done.
What’s the most common myth/question about your business?
Now, when choosing the myth, FAQ, or misconception you’d like to address, think strategically. Pick something that frequently complicates your selling process. What gets in your way all too often? What don’t people understand about that misconception? Where’s the disconnect? Then explain away!
Quick Tip: Wanna go above and beyond? Create a series you can use in your lead generation strategies, to properly educate your clients before they get to the point of sale.
What product or service is the hidden gem of your business?
This is a great way to highlight a product or service that doesn’t get enough attention. Product demo videos are always great because they’re so visual. Give your demo video that element of surprise by featuring something most people don’t know you do or offer.
Quick Tip: Have fun with this one and let your passion show through. Quickly list the benefits of this product/service and let your excitement do the selling.
How do you define quality in your business and in your industry?
This is a more subtle way of separating yourself from the competition than going into a rant about what’s wrong with your industry. It gives you the opportunity to explain how you do it right, and gives your client base the questions they need to ask your competition.
Quick Tip: Stay in the positive, and focus on your business. Try to stay away from directly commenting on your competition, and you’ll be seen the expert without getting into a negative space.
What questions should your clients be asking, but aren’t?
This is another great way to address your competition without directly bringing them up. By educating people about the questions they should be asking, you’re creating an audience of prospects who are more likely to choose you over your competition, once they’re ready to buy. It also helps position you as the expert, once again.
Quick Tip: Make this super easy to follow with a list or even some text. Turn your video into a lead capture campaign by making a downloadable, PDF version, then ask people to input their email address to gain access to the PDF. No you have a point of contact and interest.
Introduce the faces of your business.
A great way to humanize your business is to put a face to it — or many faces! Why is this valuable for your business? It’s harder to say no to a person you know and like than it is to say no to a brand. Emotional connection is what drives people to buy these days, and real faces definitely forge an emotional connection.
Quick Tip: Try featuring one staff member per video. Start with your executives, to set a good example for your staff and create buy-in. Then make sure to keep it light, personal and genuine. That’s what creates the draw.
What charities and causes do you support — and why?
You don’t want all your marketing content to focus on what you can do for the customer. You also want to show that you have the big picture in mind because that’s become increasingly important to people, especially in Santa Clarita. Show people you’re great outside your place of work, as well.
Quick Tip: Don’t just highlight a charity; make sure you explain why you’ve decided to do this. Don’t miss the opportunity to humanize yourself and connect with people on a different level.
It’s Time For Video
Now that you have 10 killer ideas to help you convert leads to clients, we hope you never have say, “I don’t know what to talk about in a marketing video.” Trust yourself. Trust the process. And just jump in. And remember, it’s about progress — not perfection.
If you want to see examples of SchlickArt’s business videos — and see these ideas in action — check out our YouTube channel.
About Our Santa Clarita Business Videos
Don’t know what to talk about in a marketing video, and don’t have time to learn yourself? SchlickArt Business Video Sessions are story-driven films about your business, non-profit, product or service. Our goal is to discover your ‘why’ — the true reason you do what you do. Our specialty is telling stories, and we believe communicating your story is the best way to build your brand. We can’t wait for you to see how the world notices when you take the time to tell your authentic story. And we bet you can’t wait to stop saying: I don’t know what to talk about in a marketing video.
About SchlickArt Photography and Video
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.