when I 1st started doing Web Video’s I positioned them like Icing on a Cake. Something to enhance what you already had. Sugar coat it. Make it better.
I’ve learned that its more important than that. And its best if you can start with video
If you have a 100 watt light bulb, you can illuminate a cupboard under the stairs, If you have a 100 watt laser, you can cut through steel……
In short, marketing needs to be focused – and nothing focuses the mind like the need to get your message across in a 90-180 second video. With a web site or brochure or mailings you can keep on going. Add more ‘stuff’ to convince the marketplace.
You risk boring your potential customers, but you might (just) get away with it. After all, they can dig about a bit in your ‘stuff’ and convince themselves……
But with Video, you can’t get away with it. They hit the STOP button the moment they’re borred with pretty much anything which, to them, is irrelevant. So you have to make what you want to say count – and keep it down to one or two sentences if you can. Be brutal. Keep it short. Cut the waffle.
And once you’ve done that, you’ll find your WHOLE MARKETING STRATEGY is, well, just a whole lot easier to put together and much more effective because you GOT THE MESSAGE clear in the 1st place.