I was sent a link recently to a video that was powerful in the way it presented the idea of going the extra mile for customer in ways that were easy, but unexpected. I left the viewing of the video inspired and wanting to find new ways to make my own businesses better.
While I was inspired by the video and would willingly send anyone to the site I also discovered this video to be a video marketing strategy for a series of inspiring books and motivational downloads.
The video was the marketing tool. It was emotive, challenging and powerful, but it was also designed to BE the selling tool for the affiliated products. Testimonial after testimonial located after the viewing of the video indicated this series was an excellent resource and empowered employees to find job satisfaction in serving customers well.
I think the reason I was so taken with the approach was that it was vastly different from most video marketing strategies.
In most cases the video presented is a sales tool telling you why the available products are just what you need. The videos will provide the testimonials and bits of details that leave you with partial answers to thought provoking questions.
These are key elements in video marketing and they are effective, but the novel approach to giving you a complete and motivational video download was unexpected.
Here's why I believe this approach works. The emotive video does not actively sell a product or service. Because this is true there is no pressure, just the emotional connections associated with the viewing. Once the video is over the viewer will think of others that would benefit from viewing this feel good motivational video.
The soft sell of the video is literally making it possible for an incredible number of potential buyers to visit the site and find encouragement.
Even if they have no interest in buying the product they will likely keep the link handy to share with others over the long-term and I'm pretty certain there will be some of those that find the motivational material a strong enough reason to make a purchase.
What's more is that the video is essentially timeless. The end product could change from time to time, but the video remains the cornerstone of the marketing plan. And because so many will forward a link to business associates, family and friends the end result is a positive experience even after the viewer understand there is a no-obligation set of products that can be purchased following the viewing.
This is a great example of giving more than you have to, and by doing so you end up with improved traffic and a higher conversion rate.
I think part of the problem with most sales videos is that they often breed distrust from the beginning. Most people see the sales pitch and watch for the angle they know is coming. This secondary type of marketing approach takes them off guard it is a simple straightforward story that turns out to be true, emotional, motivating and inspirational. And that story ties very specifically into the product being sold, but in the end the video stands on its own merit.
Scott Lindsay is a web developer and entrepreneur. He is the founder of HighPowerSites and many other web projects. Use the Easy Website Builder with HighPowerSites.com or the Website Builder at BuildAGreatSite.com. Make Money and Sell Ebooks at BooksWealth.com.
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