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Here Are 2 Of The 7 Mistakes To Avoid
1. Video Animation Is Different
The first mistake is thinking that video animation is different. Yes it is interesting; yes it captures and keeps attention; yes it is engaging, but remember, it’s just another medium. You must still follow the classic direct marketing rules.
A whiteboard animation is prefect for telling a great story. Focus on the user’s problems and then convince your viewer to trust you and that you can solve their problem.
Do not make the video about you!
It’s not about you and your products and services, it’s about the viewer and their situation. Remember – people hate to be sold to, but they love to buy. Paint a picture as graphically as you can.
In your script, count the number of times you use the words “we” and “I” and compare that to the number of times you use the word “you”. If there are not 4 times the number of “You’s” compared to the number of “I’s” and “We’s”, rip it up and start again.
2. Presenting Facts And Features – Not Benefits
The second biggest mistake is not using emotion. When you create your script, think about the problem that the user is trying to solve. Then think, how does that person feel right now – are they frustrated, confused, angry, in pain?
How can you describe that pain – you could say “is your back in pain?” or you could say “are you in excruciating agony every time you turn your back, even slightly?” Try to make the description of the pain as colourful as you can.
At this minute you might think – ah, but I sell printer cartridges to businesses or some other B2B product and there is no emotion in that sell. But that is not true. You can talk about the frustration of running out of ink and the anger you feel having to pay massively inflated prices at PC World just for convenience.
You can talk about the fear of making mistakes in your purchasing and getting sacked, which can be addressed by offering guarantees.
We are all the same We Buy Emotionally – Then Justify Logically.
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