{"id":29979,"date":"2012-10-02T09:00:07","date_gmt":"2012-10-02T13:00:07","guid":{"rendered":"https:\/\/mixergy.com\/?p=29979"},"modified":"2016-06-26T10:06:05","modified_gmt":"2016-06-26T17:06:05","slug":"persuasive-product-videos","status":"publish","type":"post","link":"https:\/\/mixergy.com\/persuasive-product-videos\/","title":{"rendered":"Persuasive product videos"},"content":{"rendered":"

What do Dropbox, 99Designs, and Woody Allen have in common?<\/p>\n

They all use videos to increase sales!<\/p>\n

Of course it\u2019s easy for them, right? After all, they have ginormous budgets.<\/p>\n

You, on the other hand, are just starting out. You don\u2019t have the resources those guys have.<\/p>\n

But Miguel Hernandez says you don\u2019t need them.<\/p>\n

Miguel is the founder of Grumo Media<\/a>. Grumo is the production company that businesses like Hipmunk and celebrity entrepreneurs like Ashton Kutcher use to create videos that explain their products.<\/p>\n

In his Mixergy course<\/a>, he shows you how even a camera-shy, bootstrapping entrepreneur can create an effective demo video. Here are three strategies you\u2019ll learn in the course.<\/p>\n

1. You Don\u2019t Need a Big Hollywood Budget<\/h2>\n

\"\"<\/p>\n

You don\u2019t have thousands of dollars to hire a production company.<\/p>\n

And you don\u2019t have time to do it yourself. Or fancy equipment. Or editing skills.<\/p>\n

Even if you did, you wouldn\u2019t know what to say in a video, anyway!<\/p>\n

So given all of those roadblocks, how can you create a video people will watch?<\/p>\n

Keep it Super Simple<\/h3>\n

First, forget about expensive equipment. You don\u2019t need it!<\/p>\n

Miguel says to simply use ScreenFlow or Camtasia to record your computer screen and your voice. \u201cScreenFlow is great because you can record your screen and also edit your video within the same application,\u201d says Miguel.<\/p>\n

He says the easiest way to make a video is to navigate through your site, and any other relevant sites, as you talk about your product.<\/p>\n

2. Plan Your Opening Act<\/h2>\n

\"\"
\nStand-up comedians warm up the audience to get them in the mood for the headliner. Up-and-coming bands get the crowd excited before the featured band takes the stage.<\/p>\n

Likewise, you\u2019ve got to warm up your prospects before you explain how your product works.<\/p>\n

\u201cIf you just go in right away into the features of your software, people are not going to be so excited,\u201d says Miguel.<\/p>\n

They won\u2019t understand how it solves their problem, or they just won\u2019t care. Either way, you\u2019ll lose a potential customer.<\/p>\n

So how do you get them excited?<\/p>\n

Tell Your Story<\/h3>\n

Get your audience\u2019s attention by explaining the pain that your product solves.<\/p>\n

Miguel likes to think of it like this: \u201cWe identified the problem, we are the solution, let me tell you how we solve that problem.\u201d Then, once you have their attention, you can introduce the solution.<\/p>\n

Miguel says the Greplin (now Cue) demo video identified a problem: It\u2019s hard to find information across all of the networks and platforms you use. For example, maybe you\u2019re looking for an address to your friend\u2019s party, but you can\u2019t remember if it\u2019s in Evite or in Facebook.<\/p>\n

Then, after Greplin\u2019s video has you hooked, it explains their solution: how the product makes it easy to search for those bits of information.<\/p>\n

3. Choose Your Story Wisely<\/h2>\n

\"\"<\/p>\n

When you write a video script, it\u2019s tempting to try. You want to speak in broad terms so that everyone will think your product is for them. That way more people will buy it!<\/p>\n

The problem is that prospects don\u2019t identify with phrases like \u201calmost everyone\u201d. They don\u2019t feel like you understand their problem. That means they won\u2019t be excited about your solution.<\/p>\n

So what can you do to prove you \u201cget them\u201d?<\/p>\n

Get Personal with a Few<\/h3>\n

To get prospects to identify with your product, be specific.<\/p>\n

For example, Hipmunk\u2019s video starts with a story about a problem: needing a last-minute flight to see your girlfriend.<\/p>\n

But, as the video explains, \u201cevery site gives you tons of results. And you go through pages and pages of flight combinations, and time goes by and you\u2019re getting frustrated. And you\u2019re like, \u2018I just want to book this flight now. I mean like, pronto.\u2019\u201d<\/p>\n

Miguel contrasts this with a more generic line they could have used like, \u201cMost users that search for flights online find current websites difficult to navigate.\u201d<\/p>\n

\u201cIf you say \u2018most users\u2019, that\u2019s very impersonal, right?\u201d says Miguel. \u201cThere are many words that sound more interesting.\u201d<\/p>\n

Both are true, but Hipmunk\u2019s story is more personal, so people identify with it.<\/p>\n","protected":false},"excerpt":{"rendered":"

What do Dropbox, 99Designs, and Woody Allen have in common? They all use videos to increase sales…<\/p>\n","protected":false},"author":2370,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[293,295,245],"tags":[],"class_list":["post-29979","post","type-post","status-publish","format-standard","hentry","category-cheat-sheet","category-course-cheat-sheet","category-courses"],"acf":[],"yoast_head":"\nPersuasive product videos - Business Podcast for Startups<\/title>\n<meta name=\"description\" content=\"What do Dropbox, 99Designs, and Woody Allen have in common? 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