My videotape demonstrations on my local retail web site generate a number of high end retail sales every month. Lately, a client asked me what should be included, and what ought to be left out. He sent me a videotape of a vacuum cleaner demonstration that was correctly made, and dramatically proved a point in their product presentation. He then asked about placing their price in the videotape. Here are my thoughts about that.
ought to your video tell everything including their price?
Everything you leave out of a videotape presentation or direct mail piece will still be thought about by their prospect before they buy. they will fill in any areas you leave out with wild guesses. Here's their thing about rough guesses
they are always wrong.
If the thought is negative, the imagination will usually make their situation far worse than it is. If they are thinking of aquiring your product, a positive thing….the customers will fill out omitted portions with their thoughts. the customers will be wrong, and will about always presume on their side that benefits themselves.
If you don't state the cost, and your merchandise is $800…
their consumer will estimate something like ""well, it's much better than that piece of rubbish I paid $50 for. So I should think it's nearly $100. I'll just drive the 30 miles to check out that $100 merchandise".
the customers will not be happy. the customers may even tell you that your videotape said their price was $100.
By no means make them speculate. Gray areas anger customers, make themselves feel ripped off, and start disagreements.
Selling is communication. Clear comprehensive communication.
By stating the cost in their video, you erase any price resistance when the customers visit your store. If the customers already know their cost, it's impossible to try to negotiate a lower price when the customers show up.
And as I watched my client's videotape, it struck me that it very dramatically illustrated the great airflow of the vacuum. the demonstration was comprehensive, and strong.
But…..
You should have more. Your product demonstration should answer, not one objection...but each objection they may conceivably bring up. It must show every strong benefit. every effort must be made to appeal to as many specific needs as possible. And "Value" is build based on the quality of the product and what you get with it.
So you need to show what the product will do, but you also require to show that it's worth more than your asking for it.
Creating curiosity to get people to call you (or stop in) seems like their sensible way, but it's not. It's just about impossible to create strong enough curiosity to get someone to change their plans & drive to your store.
the customers have to be sold. These videos have to get their people in a hot lather about purchasing the demonstrated merchandise. That's their only way the customers will get off their behinds and come to your store.
their natural next question could be "Won't you make their video exceedingly long if you include everything?".
How long is a motion picture that captures your interest? Two hours? Is that too long?
Whether it's a motion picture, conversation with a friend, radio talk show, sales letter, or product demonstration video...here is the reality;
If they are keenly interested in the content, the more you tell them, the more value you build...the better. Their video can be as long as it needs to be, to build the most value...and people paying attention will watch their whole thing.
If they are not involved in your content...it does not matter how much you shorten their videotape...the customers aren't going to watch it anyway.
Have you ever said "You know, that film on TV last night was terrible...but it was no more than an hour and a half long, so I decided to watch the whole thing." No.
Make the videotape as long as it has to be to tell everything the customers will should have to know to want to buy your product...then stop.
That's how you make a demonstration video.
Author Resource:
Local small business authority Claude Whitacre is the author of the book The Unfair Advantage Small Business Advertising Manual. You can acquire a free complete copy at http://www.local-small-business-advertising-marketing-book.com You can also buy a copy at http://www.claudewhitacre.com.
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