Tuesday, June 17, 2008

3 tips for video commercials

If you use video commercials to promote products, be sure to keep in mind these tips:

(1) Show the product or client in use, solving a problem for a user.

NOT just "show the product".

NOT just "show the product in use".

NOT "show happy people fondling or dancing around the product".

NOT "show yourself talking about the product".

NOT "show a customer raving about the product".

NOT "show the client talking about his product or services".

NOT "show other authorities raving about the client or product".

NOT "show employees raving about the product, customers, or service".

(2) Imaginatively dramatize the product's Unique Selling Proposition (USP).

Demonstrate and prove visually what it is that makes this product different, better, easier, faster, sturdier, more fashionable, more cost-effective, more affordable, more in keeping with the user's self-image or lifestyle.

Rosser Reeves, in his book Reality in Advertising, p. 46 - 49 defines the USP, a concept developed by Ted Bates & Company in the 1940s and more relevant today than it ever was. A product's USP is a clear and real user benefit, that will appeal to the masses, and that your competitors either have not claimed, or, even better, cannot claim about their product.

Help the customer decide if this product is right for them. Accurately, modestly, and sincerely convey the results your audience wants to achieve: save money, look pretty, lose weight, save time, do something with less effort.

Present the product's distinct features and coveted benefits, but do it in an entertaining, enlightening, and memorable manner.

NOT "repeatedly hype the benefits of the product".

NOT "push people to order the product".

NOT "make emotional, hysterical, high pressure sales points about the product."

NOT "bully people into buying the product".

NOT "trick people into buying the product".

NOT "annoy people with constant sales pitches for the product".

NOT "announce: here's what we offer, how much can we sell you today?"

(3) Have someone interview your engineers or CEO ... focusing on how your product solves customer problems ... that you understand better than your competitors do.

NOT "interview the CEO about how great his or her company is."

NOT "interview the engineer about how much he loves working at your company."

NOT "interview actors who pretend to be satisfied users of your products."

NOT "interview celebrities who pretend to use and love your products."

NOT "interview the CEO about how much he or she loves the products."

NOT "interview colleagues who rave about your company, because you're going to reciprocate and rave about theirs."

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