When I am talking to clients, I always recommend that their initial introductory video should be like a first date. When you go on a first date, people don’t want to hear all about you and everything you’ve done and what makes you so awesome. That, likely, will not get you a second date. So how do you avoid this? People want to be heard and they want to identify with what is going on in your video. So be interesting. Be Clever. Make your video fun.
You want the person you are sitting across from, or in the case of the video – the person who is viewing, to feel like you understand them. Make it an intimate conversation. No…not that kind of intimate! Your goal in the video is to make the viewer feel like you are speaking to them. How do you do that? Put ‘them’ in the video and speak to their key problems that your product or service solves. Here’s a typical story line that I use often during the script writing process:
Meet Carrie. She has this problem causing her stress. She discovers YOUR SERVICE HERE and gives it a try. It works great and now Carries is happy and care free. Don’t YOU want to feel like Carrie?
The idea is, you want the viewer to be nodding along with the video, seeing themselves in the shoes of the character onscreen. If someone has clicked to watch the video, they’ve already expressed interest. Now you need to speak to the big question they have:
What’s in it for me?
If you can’t answer this simple question to the viewer, they are gone. Not answering this simple question would be the equivalent in a first date of droning on and on about yourself only to look across the table and realize that your date left.
The other critical aspect you need to remember is to keep it short. This is an introduction not your life story. Make it brief snackable content to pique their curiosity make the end user want to take the next step to learn more. Whether that is watching other videos that take a deeper dive, testimonial videos or signing up for a demo. Those calls to action are your second date.
So what’s your sign…that your introductory or explainer video is effective?