The Formula for Great Marketing & Sales Videos [VIDEO]

Zach Basner

Director of Video Training & Strategy, Video Workshop Trainer, Creator of the Facebook Group ‘Film School for Marketers’

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The Formula for Great Marketing & Sales Videos [VIDEO] Blog Feature

Published on August 3rd, 2018

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Do you feel like every time you start a new video project you're basically starting from scratch?

Or if you're reviewing content that somebody else has made for you, do you find it hard to clarify why it's not good or what could be fixed to make it better?

If so, don't worry -- you're not alone. 

In this video, I'm going to show you a super simple formula that, if used properly, is going to radically improve the quality of your videos and also cut your production time in half.

(Psst! I'm also going to be talking about this very topic at IMPACT Live next week. I hope to see you there!)

Transcription:

"Hey, guys, it's Zach from IMPACT. So glad you're here to spend some time with me today. I really feel like at times we over-complicate the video process.

I think maybe we're under the impression that it takes some sort of supernatural, creative talents or ideas to create awesome videos that really connect with our customers and our prospects, when in reality it's actually not that difficult, and it can be broken down into a very simple step-by-step formula, which I have done here.

And we've named it The Video 6.

These are six steps that, if followed, from beginning to the end of a video will likely guarantee that it's going to be a cohesive message, that you're going to educate your customers.

You're going to create better relationships. You're going to get those marketing results that you want. It's a phenomenal thing, and it's super easy, and you've actually already been watching three of the those elements already in this video.

Can you guess what they were?

Well, the first one is called the teaser. The teaser is the first 10 to 30 seconds of a video in which you really got to capture the viewer. It doesn't matter how great the production value is or how great the content is in the middle of your video.

If you can't get them past that first 10 to 30 seconds, well, it really doesn't matter. 

The second element of The Video 6 is called the logo bumper, and we've all seen these before even if you don't know what it is or didn't call it that.

Generally, these are just motion graphics that include our logo, and they brand the video and give it a certain production feel, like, this is going to be a produced piece of content. It just kind of sets an expectation. Logo bumpers are really easy to make.

You can even buy premade ones that you can customize from places like VideoHive, Envato Studio, put some links in the description that you can quickly get to those. Don't overthink this. Don't over-complicate it. Just make a quick one that can be reused over and over again.

The third element of The Video 6 is the intro. Now, I know what you're thinking: "What's the difference between the teaser and the intro?"

Here's the deal: The teaser is more to grab that viewer and quickly explain why they should explain why they should stick around. The intro, on the other hand, is the point in which the subject of the video or the person who's in the video is going to introduce themselves and introduce the content.

At this point, you're going to elaborate a little bit more about what's in the video. This is kind of going to be a spoiler. If you do it properly, you should explain exactly what to expect and simplify it for the viewer, so they really have a reason to stick around.

You can use this opportunity to get buy-in, too, depending on what you're talking about. You might want to clarify why you're talking about your particular subject or why it's important to them.

The intro's a really great spot for this, and it's also a great spot to introduce your segments -- the fourth element. 

Have you ever watching a longer video that's got no breaks in it? How did you start to feel as that content progressed on? Did you start to get bored, uninterested?

You kind of start zoning out thinking about what you're having for lunch, looking at those suggested videos on YouTube. All of these things happen because our brain hasn't really had the chance to digest information yet.

Segments are crucial for two reasons. One, they're going to improve view duration. It's going to be easier for your viewers to stick with you and keep up with what's happening if you divide everything out into separate segments.

It's also going to improve recollection. If you're trying to really educate your customers and teach them -- it might be five things or it might be a how-to or whatever.

Keeping things step-by-step or just bringing them out into bite-size chunks is going to help them remember exactly what you talked about. So, segments are absolutely vital, and one of the most important parts of The Video 6.

Once again, they increase view duration and recollection, so use segments whenever possible.

Now, onto our fifth element of The Video 6, and it is the call-to-action. What's a good marketing and sales video without a good old call-to-action, right?

The idea here is that there will almost always be a next best step that the viewer can take after they're done watching the video, or once you've armed them with this information, what is the next thing they should go and download or the next thing they should go research? Or even just now that I've taught you this thing, go out into the world and use it and be a better person for it!

Who knows what the call-to-action might be, but it's important to be specific -- exactly what they should do next and why they should.

Use visual cues to show what that thing looks like. If it's directing them to a certain page or a certain video, show what that page looks like. The idea here isn't just to give them something to do. The idea is that what's the next best thing they can do now that they've gotten this information.

Finally, the last part of The Video 6 is the outro. This is the last opportunity to leave your viewer with a positive feeling, so you got to make this one count.

Sometimes it could be your slogan. It could be your call-to-action. It could be a funny one-liner. I mean, whatever you want it to be, but just make sure that this thing, you really make it count. You leave that viewer with a positive feeling.

If it's on YouTube, you can ask them to subscribe, like the video, much like I do in these videos. Whatever it is, just smile, give your salutations, and leave the viewer with a great feeling.

So, that's it. That's The Video 6. It's literally that simple. You got your teaser, your logo bumper, intro, segments, call-to-action, and your outro.

You're not going to use all of these all the time. But if you use some of them in conjunction, you're going to take some of that guesswork out of your videos and start to create really great content.

You're goin to build those relationships, get your marketing and sales results, help out your viewers, and educate them."

IMPACT Live 2019
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