Marketing with Videos: What’s Wrong with the Script?

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.

It’s a good thing iMotionVideo provides a professional actor, John Eastman. His rich baritone voice can make even the worst marketing message sound good.

Here’s what small businesses and independent professionals are doing wrong with their video scripts that they submit for one minute commercials:

1. 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.
2. They assume the viewer knows what their company does, and use insider jargon and terms.
3. 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.
4. They try to say too much. One minute is probably about 100 words. Less is more. Repetition helps carry home a message.

Thanks to services like iMotionVideo, even small businesses can create low-cost videos and get found on the Web. A great video can get more eyeballs than a fly. But a few basic marketing tips apply if you want yours to be effective.

I know my vids aren’t perfect. But alot can be overlooked with great visuals and special effects. And with a monthly service like iMotionVideo, I get practice and get better at writing a good video script that gets people’s attention and drives home a message with a call to action.

I think this last one they did for me on ContentforCoachesandConsultants.com is one of their better ones.

What are you doing with video these days? Are you making your own? Those are also effective and can be great for connecting personally with thousands of people who feel like they get to know you.

It used to be videos were really expensive, and you could spend $15,000 or more for a TV-quality spot. You may want to do that some day, even film an infomercial. But for now, if you’re a small business or a professional, start with one minute professional video commercials. Then add your own Flip camera messages, or use your webcam.

But don’t skip video. I know, I know, I should film this blog post with my webcam, but I’m in my pajamas….