Let’s say you’re selling B2B and your product or service really needs to be approved, either directly or indirectly, by several functional groups within the organization. The folks in Sales, Accounting and IT are all impacted by the implementation of your product or service and need to understand that your product is a good thing.
As you’re no doubt already aware, to be effective, your marketing and sales efforts need to speak to each of these audiences. If you’re going to provide your Future Clients a video to check out, then you’re going to need to make your case to each of these groups individually in the video.
You can make your case in a single video or several and will depend on the complexity of what you need to convey as well as your budget and/or time constraints. It’s a bit more challenging to edit Your Story together in a single video, but if you use good segues and use music effectively to create chapters in your video, then it certainly can be done in a single video.
Just be certain to speak directly to these audiences in a way that they will understand and that they will find real and compelling. In a Testimonial Video, use real Clients that can give your audience details and important insights into the in and outs of your product or service. Be sure to let your Clients address the very real concerns that they had going into implementation. This will deepen the emotional connection between your Client and the Future Client that is watching. During the interview process try to get the Client to express their fears prior to implementation and how those fears were addressed and resolved to their satisfaction.
In his blog, Thomas Clifford ( http://www.directortom.com/ ) reminds us that there is only one person you need to keep in mind when creating your organization’s video and that is the single person that is watching at that moment. Put yourself in their shoes and you’ll give yourself the proper prospective for creating a video that has true meaning to them.