Now we have Objective 4, creating action in your target market. Customers who take action are good.
What action or actions do you want your audience to take once they’ve seen your professional video production? The answer to this question will help decide how your professional video is shot and edited.
Do you provide a service? (Think health care, dentist’s offices, plumbers, accountants, attorneys, ahem…northern Colorado professional videography services, etc.) If so, you need to create the ubiquitous Top of Mind Awareness, so that when a potential customer’s need comes up, your information is the first thing they think of.
Do you make widgets? (Shoes, custom perfumes, catalytic converters, thingiemabobs, etc.) If so, you actually need your customers to “click here to order.”
Do you need traffic to your website so you can stay on page one? If so, you need regular shareable content that will make people subscribe to follow you and share what they see.
Know what you need your customers to do in advance. It’ll help you craft your commercial video.
Tips from Higher Education
In 2007, Princeton University did a study on what makes people take action. What brings average folks from having an opinion to stepping up and doing something about that opinion? They discussed taking action from social/political, social/humanitarian, and God/evangelical angles and here are the trends that they came up with:
- People are primarily relational – get them connected. Make them see that either other people are taking this same action, or that taking this action will be a good thing.
- Make the connection as personal as possible. Move your audience with individual-driven emotion.
- The feeling of collaboration is important. Again – connectedness, but from the viewpoint of everyone being part of the goal or the fun.
Basically, create emotion and connection and they will come.
Bringing it All Together
Alright – recap:
1. Know who your target market is. Once you that you’ll know what to say to them. Keep it simple.
“If you can’t write your message in a sentence, you can’t say it in an hour.” – Dianna Booher
“If you have an important point to make, don’t try to be subtle or clever. Use a pile driver. Hit the point once. Then come back and hit it again. Then hit it a third time – a tremendous whack.” – Winston Churchill
“Stories open the hearts of your listeners, and then their wallets.” – Arvee Robinson
How This Applies to Hiring a Professional Videographer
Think of it like buying your first car. Or planning a wedding. Or planning for retirement. When you start the process you need to already have a good idea what you want. You hire the professional to make sure it’s done the absolute best it can be done.
Your identified need + their expertise = a good end result for everyone.