I was shocked to read some sample scripts for video commercials being filmed at the studios of iMotionVideo last week in Orlando. People are still confusing features and benefits in their marketing messages.
Some videos are great to watch, even if you’re not interested in what they’re selling. But others…OMG, it’s just sad.
The iMotionVideo service allows businesses to write and submit their video scripts, then they format and use actors or voice-overs to turn your script into great video commercials.
But many people aren’t clear in writing their marketing messages, confuse features with benefits, speak in jargon, and assume their viewers know what they know.
Here’s what small businesses and independent professionals are doing wrong with their video scripts that they submit for one minute commercials:
- Some marketers try to promote the features of their products and programs instead of benefits. “Our ABC program is offered at a one-time only discount,” instead of promoting what the ABC will do for them, what benefit it will provide to the viewer, such as save them time, make them money, make them happy. Half the time, I couldn’t figure out what their “ABC” was.
- They assume the viewer knows what their company does, and use insider jargon and terms.
- They try to appeal to everyone, and don’t clarify who their target audience is. Since videos are posted to YouTube and other video directories besides their own website pages, their viewers need to know who the commercial is for. Read More→