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It never ceases to amaze us just how many businesses simply don't "get it" that what they sell is NOT what their customers buy.

During the early stages of analysing a client's brief, we often hear "We want to show prospective clients what we do" or "We want to show them what our product does". Unfortunately, few video producers have professional marketing and sales expertise so they will do exactly that, not understanding the mind-set is precisely the wrong way around.

One of the first things we ask of our clients is "Stop seeing it from your own perspective and start seeing it as if you were the buyer."

Okay, that's not too difficult to follow, is it? So how should you go about theming your promo or advert? Tell them that they will get a better product or service from you than they will from your competitors? Hardly, because that's what your competitors are probably also saying in comparison with you.

Your communication must engage with and inspire your viewers but there is an earlier hurdle you must first overcome. It can only do that if you first satisfy their emotions. Uhh, what does that mean? Well here's a very easy-to-follow example:

It's early October. A shopper goes into an electrical store and says "I want to buy an electric fire." "Great," says the sales assistant "We've got just the thing for you." then rattles off all the features and benefits of the top-selling model. Now, do you think the shopper went into the store wondering what features and benefits the top-selling electric fire has? No, (s)he went in thinking, it's going to be winter soon. I want to stay warm. (S)he might have also been thinking I don't want to waste money on expensive electricity if it's only slightly nippy but if it's freezing cold I want to be toasty warm.
To engage with your viewers, you must first satisfy their emotions
So to increase the chances of making a sale the advert must first satisfy the shopper's emotions. "We've got just the thing for you. This electric fire will keep to warm, no matter what it's like outside. You'll be sat in front of your TV, feet up and all cosy." "You can also choose the right temperature setting to stay comfortable without spending more money on fuel than is necessary."

Not a single feature or part of the product's list of wonderful assests has yet been mentioned but the shopper already knows it's exactly what (s)he is looking for. The same principle can be applied to any product or indeed service that a client buys.

In the world of video production it's too easy to rely upon a montage of moving images or to fall into the trap of showing what you do or what your product does. Your promotional video, along with all your other marketing or sales materials, has to engage with and inspire your viewers but it can only do that if you first satisfy their emotions.


If you would like to engage with and inspire your prospects, why not give CorpFilms [UK] a call? It's what we're known for
"It's what we're known for. It's what we do well"

CorpFilms [UK] specialises in 'high-end' corporate film production. * Company Promotions * Web and Point of Sale adverts * Training, Employee Inductions and e-Learning * Product 'How to' User Guides & Demonstrations * Live Events and Award Ceremonies * Interactive Interviews
Call or email for an informal chat.

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