Drew's Marketing Minute header image 1

Entries Tagged as 'Uncategorized'

Video can make a prospect’s concerns go away

October 8th, 2012 · Media, Psychology, Sales, Uncategorized

Video is a very useful medium that most companies underuse. But when they are used…they’re typically used to sell or teach.  All of that is well and good.

But I think you might be missing the boat on an opportunity to make your prospects concerns go away.

I’m in Arizona for 10 days — a mix of working with clients and speaking at a conference. I didn’t want to pack enough clothes to cover all 10 days so I decided to pack for 5 or 6 and hit a laundromat on my day off, in between meetings.  I know…the glamours of business travel!

So now it’s Saturday and for me, it’s “find a laundromat” day.  I’m in a city I don’t know and I’m heading to a laundromat, which is usually not a high end consumer experience.  So I have some concerns.

  • Will it be clean?
  • What hours is it open – can I go during daylight?
  • What’s the neighborhood like?
  • Is it crazy expensive?
  • How many machines do they have? Will I have to wait?

So I turn to the digital yellow pages.  Now I am really flying blind. But, on one of the listings — the laundromat had a video. They showed me how clean it was. They showed me the neighborhood.  They demonstrated that there’s always a staff person on-site.  They even showed me how much the detergent etc. would cost.  Their video made my concerns go away.

It wasn’t the closest laundromat. But, because of the video I was happy to pay for a longer cab ride to go to Ginny’s Washhouse. Why? They’d nullified my concerns.

All the laundromats had text in their ads that said they were clean and safe. But only Ginny’s proved it to me by showing me that it was true.

How is this relevant for you? Your potential customers have worries about you too.  They might worry that you’re too far away or hard to find. They might be concerned that you’re too expensive or you don’t understand their industry.  But deep down inside, every prospect has a worry or two about you.

Some of them will show up anyway.  Or pick up the phone and ask about their concern. But many will simply fade away, not ready to proceed with that nagging worry in the back of their head.

The old marketing model would have been to put the spotlight on all that you do right and ignore those worries, hoping they’d go away. Today, we know better.

Attack those buyer concerns and worries.  Pull them out into the light and deal with them.  And a really powerful way to do that is with video. Our brains may believe bullet points and text but our hearts believe what we see.  Video packs a multimedia punch that can use emotions, strong visuals and even music to create a tone of reassurance and confidence.

Keep in mind that sometimes their fears aren’t as easy to visually deal with as whether or not the floors are clean.  You may need to use a testimonial approach where a current client looks into the camera and says, “I thought AB&C was going to be way out of my budget range so I was pleasantly surprised when I found out it only cost $X.”

Get creative — but get to their worries and answer them right up front.

 

Enhanced by Zemanta

→ 5 CommentsTags:······

7 keys to compelling case studies

October 2nd, 2012 · Content Marketing, Marketing, Storytelling, Uncategorized

Why do case studies work so well?

It’s simple really. Everyone loves a good story. And there’s a reason why Aesop and others opted to teach their life lessons through stories that have been told and re-told for many years.

Smart parents know this trick too. They teach lessons to their children through stories of their own foibles, tough lessons and triumphs.

This same technique can deliver incredible results when it comes to your marketing as well. There are lots of different ways to use stories in your marketing efforts but one of the most compelling is through good case studies.

Case Studies are the marketing version of Aesop’s Fables. Stories told to make a point or teach a lesson that demonstrates the value of your product or service.

So how do you create a good case study? These tips will get you well on your way.

Case Study Tip #1:  Structure it like a story. Make sure there’s a logical flow.  Explain the problem (identify the villain).  Introduce your company/product (bring in the hero). Describe how the challenge was overcome (tell of the battle). Sum it up (give it a happy ending).

Case Study Tip #2: Include lots of details. Don’t just say, “We were losing customers.” Give specifics. Our sales were down over 42%. Just like a good fable, the details make it work. So be sure to talk about your initial goals, the exact steps you took, any pitfalls you ran into along the way, and of course, the results.

Case Study Tip #3: Use quotes to give your case study its authenticity. Be careful not to dumb them down so they sound generic. Or even worse, don’t clean them up so they don’t sound authentic. Remember, we all tend to write more formally than we speak. So the minute you edit their comments – odds are you’re adding formality. Use real people, real names and when possible, real pictures.

Case Study Tip #4: Don’t get stuck in a rut with your case studies. Most people present a case study in writing, on a plain 8.5” x 11” piece of paper. But you can approach it in a variety of ways. How about a video case study? Or an infographic case study? Have you thought about journaling through a challenge and letting the entire journal be your case study?

Case Study Tip #5: Let your customers do the talking. Your voice can outline the problem and tactics you took to attack the problem. But when possible, use your client’s voice to celebrate the successes and to talk about the outcomes, both long and short-term.

Case Study Tip #6: Visuals are key. Before and after shots, growth charts, photographs of the results and infographics are all really powerful ways to help your audience really capture the value of your case study’s outcome.

Case Study Tip #7: Make sure everyone signs off on it before it goes public. The power of a case study is that it reveals an actual problem and its solution. Some businesses may be reticent to air their dirty laundry. Before you pitch your case study to a reporter or post it on your website, get everyone’s blessing.

Case studies are incredibly compelling when done right.  If you’re lucky, you’ll tell a story that people will tell over and over.

What’s the best case study you’ve ever seen?  What made it so memorable?

 

Enhanced by Zemanta

→ 6 CommentsTags:···