business video

Today’s article is a guest post by Galina Orlov  who is an expert in marketing and the use of video to grow your business. You can stop by her blog for more helpful marketing content by visiting this address:

6 Tricks to Know Before Creating a Business Video

The singular thing giving businesses the most amount of pain is human desire for instant gratification which is skyrocketing by the day. People don’t have the time and patience to read about their products and services. Therefore many great brands stay in the shadows when their real place is in the hearts and minds of people.

Luckily, today’s businesses have access to one tool that is more powerful than any other marketing tool. We call it the Conversion Spree because that’s what it does; converts visitors into paying customers at unrestrained ratio. Yes, we’re talking about your favorite media- video.

Video is like any other power tool. It requires skill and expertise to handle otherwise you can easily mess it up. And you know what a messed up video is? It is one that makes viewers to never buy from you! It is not just a wasted investment, it is your pie lost to your competition. Video is one of the cheapest and easiest ways to generate leads. But to make it work, you first have to do some homework.

So let’s get straight to it. How to ensure that you get a great business Video?

Focus on Your Target Audience

The simplest formula to create a great business video is to keep your target audience at center of the stage. Identify who they are. It is easier said than done. More often than not you will come across a business that is there for everyone and selling to everyone, or at least trying to sell to everyone. And you know who they end up selling to? No one! In order to create a seller video, prioritize who your most important target is. Your product or service might be for almost every person in town, but who do you think is most in need of it? It might be a small group to begin with, but your targeted video will make you the go-to person or product for them. And it is contagious too! When you first establish your brand authority within a small group, you eventually end up expanding.

Fact: Nike used to sell its shoes to marathon runners only.

What is their Biggest Pain Point?

Finding your target audience is only the first step. A great video focuses on their single, biggest pain point. They sure can have a variety of problems. Many marketers end up stating all of them in their videos, and that’s where they lose. The key to creating a great business video is figuring out the most pressing and painful issue that your target audience is facing. Give them the ‘Ah! That’s me!’ feeling, and you got their attention. In the above video ad, what pain point of marathon runners does Nike target?

How can You Put an End to Their Pain?

They have a problem, you have solution to that problem. It seems like a no-brainer that your marketing video is there to tell your audience that you are the one with the solution. But how exactly do you tell them that you, and you alone, have the best solution? And you alone have the answer to this question. You are unique. Your solution is unique. Now you have to tell them that you, and not your competition, are the one they should seek help from. I’m sure you have a lot of things you can do for them. You have to focus on only one, distinct solution that you are offering just like Nike.

How will Your Solution Change Their Lives?

If I ask you that why do your potential customers want to get rid of ‘that’ pain, what would your answer be? That answer has a lot of value to it. Business videos are more than a simple statement of facts. They appeal to human emotions. When your viewers are in trouble they desperately want to be out of, they are actually wanting to feel better than they are feeling now. Give them a whiff of that feeling in your video. Don’t just show the pain. Show them the happiness and satisfaction they want to feel when they’re out of that pain.

Call to Action

Once you’ve done all of the above, it’s time to ask them to take action.  You might want them to buy your product or service. Or you might want them to subscribe to your blog. You might even want them to take a look at what your clients have to say about you. The rule of thumb is to have one call to action in one video. It should be easy to understand and easy to follow through. For example, if you want them to read more about your product or service, ask your marketer or designer to ensure that your viewers can click on a link for more info on or around the video.

Keep it Short

Did you hear Shakespeare say; ‘brevity is the soul of wit’? Neither did I, but I sure read that in his play Hamlet. It is perhaps the biggest test of your marketer and copywriter. Whether they manage to communicate all the above information to your viewers within 30 seconds while keeping them interested and engaged determines their level of expertise. If you can deliver your elevator pitch in 30 seconds or less, then your video should be able to convey your message in this much time too.


Video marketing is your power tool. Now it’s time we all realize its potential. The next step towards creating a great video is knowing your target audience and their most pressing pain point. Once you’ve figured that out, you can then move on to determine the best solution you have to offer.

It is your competitive advantage. It’s precise, clear and compelling.

Add emotional appeal to your video by determining that how your customers will feel when their pain is finally over. Then you can proceed towards figuring out what call to action suits you best. The interesting part of all this homework is that you already almost know answers to all these questions.

Once you’ve done this, you not only have elements of a great business video but also a solid elevator pitch. When you have all these ducks in line it will be easy for you to figure out which marketer can create a concise and compelling business video for you. Remember to ask them to keep it under 30 seconds.

Best wishes,

Galina Orlov


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