We have all seen them. Short, fun videos that are easy to watch and quickly tell us what a company’s new product or service does. But how do you define a “superior demo video”? Is it one that runs in HD or does it have a bunch of fancy effects? Is it an animation that makes you laugh? Should it be something you remember after you’ve seen it? Well, in our opinion, it’s none of these.
The key question we like to ask our clients is this.
“When you’re sitting down with a customer who’s really interested in why your company, product, or service is better than other options, what’s the one discovery they make in that conversation that makes them sit up and go, ‘Wow! Brilliant!”
If your explainer video can make the viewer really “get” that thing that is truly valuable, unique, and different about your product or service, then you have a superior demo video.
In real life, the best salespeople have a knack for using the right words in the right order at the right time every time they deal with prospects, and your explainer video should be the same. The secret advantage of animated videos is that no live actors are needed, so you can take your time on the script, choose the right voice artist, and then think carefully about the visuals that accompany the narrative.
However, the secret to all great videos is a great script. If the script is strong, everything else will follow. A good script starts with knowing your audience, learning about the misconceptions they have about your product or service, and knowing what they want when they search for a provider in your market segment. Too many business owners want to make videos based on an idea they think is great instead of one based on the needs of their customers.
So before you go down the road of brainstorming your video ideas, stop and ask yourself these questions:
– Who is my audience?
– What misconceptions do they have about my product or service?
– What fears do you have about buying or asking questions?
– What is the benefit they get when buying my product or service?
– What do I want them to do after watching the video?
– What is the one thing about my product or service that is genuinely unique and will make them say “wow!”?
If you’re clear on those things, you’ll be creating a video that converts more sales and makes your salespeople’s lives so much easier.
However, the key is to know, without a doubt, what is the magic of your proposal. If you don’t know that, then you’re not ready to make a truly top-notch animated video.
I hope this helps!
