Video Marketing: Promotional VS Emotional

The best tactics for getting the most out of your video marketing.

March 28, 2019

There’s a wealth of tactics your business can use to sell your products or services, with video marketing being just one (powerful) tool. How do you choose which style of video to use in your marketing?

Do you simply do what everyone else does? Why not play it safe and choose the well-beaten path? If you do what everyone else does, you get what everyone else gets, and it’s hard to stand out from the crowd when you’re trying to fit in.

Let’s start with the comfortable, expected video marketing choice: promo pieces about your company, explaining your values with talking heads from your most charismatic and attractive leaders. Of course, we’ll add some graphics to share more information and choose an appropriately corporate-sounding music track to pull it all together.

It works. Like how getting on the bus will get you to your destination. It’s worked for so long that it’s the easy option. But there is a greater quest afoot, and if you truly believe your business is different from your competition, there’s no time for the easy option.

In days gone by, deep in my past, I used to train charity fundraisers (I’m both ashamed and very proud of this part of my heritage). The experience I gained imbedded within me two truths about sales, which I knew in theory but had never seen so clearly demonstrated: 1. Sales is all about engaging and connecting with your audience 2. People buy emotionally.

“I’m not rational and neither are your customers.” – Seth Godin

Storytelling is in our blood. Not just ours, but yours too. You can’t engage your customers by yelling product specs at them, nor can you invoke an emotional response by telling them ‘how’ you do business. Customers don’t care about what you do, or how you do it, they care about WHY you do it.

Simon Sinek found his fame promoting his book Start With Why in his TED Talk in 2010. By focusing on your company’s ‘why’ and sharing this with the world, you can find the perfect audience that believes what you believe. This story needs to be shared in your video marketing and is a process we encourage during our strategy process with our clients.

Each company’s products and services solve different problems for people. If you apply the fundamental rule of film: ‘Show, don't tell’, it reverses the dynamic from you trying to convince your clients that you’re right for them, instead they identify that for themselves. No one likes to be told what to do but everyone loves to be inspired.

I’ll leave you with this highly emotional ad by Apple (the masters of marketing). The film shares stories about survivors who are still alive today because of their Apple Watch. No pushy sales, no features and benefits. Just raw emotion that kinda makes you want to buy the Watch.

Let’s make something effective, lasting and emotional.