I do not spend my idle hours watching promotional videos. I rarely, if ever, sit down after a long day and turn on the television to hear folks talk about how great they are.*
I DO NOT enjoy propaganda. Why are these people lying to me?
But when I want to learn about something, like GPS dog collars (which I did recently), I’ll seek out a neutral source online, read reviews, watch videos, and decide to buy based on what source offers transparency and credibility.
Can I believe this source – can I trust them?
Therein lies my job as a video creator. People do not want to hear how great you think you are how much experience you have, and the awards you’ve won. It doesn’t matter to them. They don’t care. Instead, what can you do for them? Or better yet, how can you help them succeed?
If you want people to watch your video, give them something to help them succeed. Be selfless. This is the approach that works with video content creation. Yes, you can produce product videos. Rather than use promotional language (greatest, highest quality), keep it simple and focus on concrete details that help explain why someone should buy your product.
Your product is dog food, treats, and pet accessories. We could produce a commercial that describes who you are and how great you are, keeping it around 30 seconds – perfect for broadcast television. Or we could take your knowledge and explain how a pet owner could improve their dog’s nutrition. Or perhaps talk about protecting your pet around open water with a doggie life jacket and demonstrate how your product works.
The viewer sees and hears you talking about a subject you know much about.
That works great if you’re pointing out the features and benefits of each – or lack of features and benefits.
Find your viewer’s pain point. For example – my dog likes to take off. How can I prevent this, and once he does leave, what’s the best way to locate him? GPS Dog Collar!