Join Ashley Kennedy for an in-depth discussion in this video Talking about selling, part of Making Video 1: Sell Something.
- Selling a product and a business is interesting, rewarding, and difficult work. We've already talked a lot about the considerations that we need to take in understanding the audience, developing the brand, figuring out what content to include, making sure that we're aware of how the video will function in its ultimate home on the web and more. There really is so much to consider. But before we go further into planning Lolita's video I want to talk a bit about this notion of creating a video whose purpose is to sell a product.
We're looking at making about a two minute promo and we're aiming it at a specific audience in a specific way. That said, even if we hit the nail on the head perfectly it's still often difficult to get people's attention and even harder to get them to actually open up their wallets. There are so many distractions online, a plethora of options, and if your message doesn't capture and hold attention your customer will be moving on before you've had a chance to tell them what you're selling. So, let's talk about this so we're aware of a few things before moving forward.
First of all, I just want to say something you're probably already aware of. We, as consumers, are creatures of habit. A study from Harvard business school says that in the United States families tend to buy the same 150 products over and over again, which equals 85% of the stuff in their lives. So, it can be really difficult to get people to break out of their normal purchasing zone, and with so many things occupying that extra 15% of things people buy outside of their routine how do you make sure they take a look at your product, and even better, how can you make them loyal to you once they try you out.
There are a number of ways that you can cater to customers. For example, you first need to find a way to clearly show how your product is superior to the other products in terms of its value, effectiveness, convenience, and aesthetic. In this way, you're building your brand, which again, is how your product sets itself apart from other similar products and this brand identity needs to be clear in the video that we create. The better you articulate the advantage of your product the more the product will market itself.
It's good to make sure that the product fits into the customer's already existing lifestyle. We just mentioned that people are creatures of habit, so it's often important that you don't make customers really work very hard to change their habits and you should also make sure that the product is ready to go upon delivery, not adding any extra work for the buyer. It's also important that the product is as identical as possible to what the customer thought they were ordering. Making the purchasing experience easy can help encourage repeat buyers.
Selling successfully also involves a well planned out inventory and an attractive showing of that inventory. When you're selling online it's important to sort of think like a brick and mortar shop, offering a collection of products that cater to different price points and that can appeal to a variety of different types of shoppers. Finding a way to cater to both enthusiasts and gift givers and showcasing everything in an aesthetically pleasing way is essential. Try to make the online shop and the video featuring the online shop incorporate different colors, designs, and layouts.
Another really nice way to differentiate yourself in a potentially crowded marketplace, especially to new customers is to offer a deal. Whether it's a way for customers to try the product before they buy in risk free experimentation or some type of discount or introductory offer, people new to your product will appreciate some type of incentive. Now that's true not only of new customers, but also of repeat customers. Finding ways to keep customers loyal is important. You can get creative with this.
Whether its coupon codes for return customers, attractive referral incentives, or rewarding customers for social media shares and comments, there are always ways that you can incorporate incentives into your product plan. Let's talk with Lolita about these types of questions, and this will help us to define her brand and help sell her products. - Lolita, we're making a video here to sell a product and promote your business and that's really tough work, and so, before we do that I just want to dig into some questions so that we're both aware of the answers to these questions before we make the video and the first one is, what is it about Wood Inspire that separates itself and separates you from your competition? - I know my product is really high quality because I put a lot of effort into it.
I make sure every piece is done just right. I do not send out a product that I don't think is good. I also really, really love coming up with new products and I love the colors and I think that's really what's going to attract people. - So, we'll definitely highlight the high quality nature of your product and assuming everyone was able to see this video and to watch it and to experience that high quality nature will obviously buy it, but it's not that easy. You have to actually get the customers and then once you have them you have to keep them.
So, you have to find ways to get new people in and you have to find ways for to keep people loyal. And so, I'm just wondering if you've thought about that, as far as people who have never had experience with air plants or your products, how is it that you're going to speak to brand new customers? - So, I definitely think that for the new customers you really want to show a really nice presence online, have consistent pictures, really beautiful photographs, and of course, always coming out with new products is going to get your old customers back for more.
Offering discounts occasionally is really important I feel and then engaging customers on social media and getting them, like keeping them interested is really what is important to me and then of course I think that being able to have this template for this video is going to be really exciting for my future, so I can actually make my own promotional videos for like new products, maybe how I package my stuff, talk about what some of the species of air plants, how to care for them, et cetera.
- So, we'll really do our best to create this engaging, beautiful template in this first video so you'll be able to sue it again and again in what ever ways that you want. - Yep. - Okay, I think we've really done a lot to focus our intentions and define the brand. Now, let's move forward and talk about the actual style and structure of the video.
- Video workflow and techniques
- Sales fundamentals
- Pre-production basics: planning, script writing, location scouting, and scheduling
- Production basics: interviewing, shooting b-roll, lighting, and sound
- Editing and post-production basics: organization, editing, and refinement