Persuasion Time on Video

The problem is that most folks don’t understand the time constraints. To convince or persuade you have:

• 3 to 7 seconds to get their attention
• 3 to 5 seconds to eliminate non-prospects
• 7 to10 seconds for them to decide to view more
• Max 10 to 20 seconds per scene
• A minute and 37 seconds on average before they hurtle off elsewhere
• Max of three minutes get them to click on your call to action

There is no magic formula.

Video is only part of the solution. It is one element among many you can use. The key is to use it at tipping points in the customer’s romp through your sales funnel. Here’s where it can add power:

• Initial Contact (particularly on social media
• Landing Pages (especially those that require demonstration)
• Website (A greeting from a principal in professional sites, a demo with an offer in a B2C site)
• For an Up sell or Cross sell (B2C or B2B)
• In remarketing e-mails

Emotion is what makes video powerful.

If you can pack a genuine emotional reaction into the first few seconds of our video it will increase the number and length of views. You can use laughter or sadness, inject sound and/or visual effects, be cheeky or complimentary to connect.

Be clear about who you are talking to.

You don’t want to waste the time of someone that is not a prospect. Tell people up front the kind of folks the product is for…or not. Examples:

If you lose electricity in your home more than once a winter, you need…..

Only new Moms should watch this

Not a cat person? Scat!

Getting Results.

Problem solving shown on camera or through the prospect’s eyes that starts with the problem and shows the result of applying your solution will prove compelling.

Build a “Dagwood Sandwich" to keep prospects tuned in. Remember you’ve got at most about 3 minutes to get them to take action. Keep in mind:

• Start with an emotional hook
• Tell ‘em who the target is (or isn’t)
• Explain a benefit
• Inject some emotion (a laugh would be nice)
• Another benefit (perhaps in the form of a testimonial)
• An emotional kicker (possibly from the testifier)
• Demonstrate a benefit
• Show the emotional reaction
• Explain your offer (including any time constraints)
• Include a call to action (your landing page or sales page should handle pricing)

What’s your slant?

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His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development on and off-line. He is also a sought-after International Speaker.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com