Lights, camera, action! It’s time to make a product demo video. However, before you turn on the lights and place your product in front of the cameras, you’d be wise to consider how your product solves a problem. A truly great product demonstration video illustrates the problem and positions the product as a solution. When prospects view the product video, can relate to the problem, and see the product solving that problem, their natural impulse will be, “I want that product.”
The infomercial is a classic example of an extended product demo video that first shows the problem and then delivers the solution in the form of the product. Love the format or not, infomercials often identify problems prospects didn’t realize they had. Yet, if the problem rings true and the product adequately solves that problem, then desire is created. Before creating a product demonstration video, it’s not a bad idea to watch some late-night television and analyze how those marketing messages solve problems. This doesn’t mean that you should create a product video that feels like an infomercial. It simply means to get comfortable thinking about what your product offers and how it benefits its users.
Steps for Producing a Problem-Solving Product Demo Video
- Identify your product demonstration video’s audience – Before you can identify a problem that resonates with your product’s potential users, you must first identify who those potential users are. A product video produced for elderly, house-bound patients will feature different problems than one produced for busy business executives. Identify your primary audience and focus only on that particular audience. If your product appeals to a wide audience, consider making separate product demonstration videos for each market segment.
- Find out what problems your audience has – Once you understand who you want your product demo video to appeal to, identify the problems this audience has. For instance, elder patients may be fearful of falling, may struggle with grocery shopping, or may have trouble reading the fine print on labels. Busy business executives may not have time for exercise or may worry about funding their retirement accounts. Brainstorm as much as you can about your audience, even if these problems don’t relate directly to your product. As you learn more about your audience, you’ll be more likely to find ways your product can help them.
- Position your product as the answer – After identifying a problem that your product solves, it’s time to focus the product demo video on just that.
- Show how your product is unique – Is your product the only product on the market that solves a given problem? Not likely, but it might be better at it, easier to use, or longer-lasting. Consider what makes your product the best choice for your market and make sure that your product demo video clearly positions it as the ultimate solution.
- Show your product delivering results to people just like your audience – Your prospects want to know that your product works as promised. By including people in the product demonstration video that your audience can relate to, and by showing their delight with the results, you can build trust and show that your product does deliver. For example, if your product is lightweight, easy-to-assemble shade canopy that appeals to the retired RV crowd, your product video would be more effective if it shows an older couple setting it up without difficulty than if a young, fit man set it up. Your audience needs to be able to see themselves using the product and benefitting from it. The product demo video format lends itself to doing just that.
The golden rule for producing a product demonstration video that solves a problem is to answer the age-old question, “What’s in it for me?” Solve your prospects’ problems and show them how they will benefit by using your product and your product video will have answered that question perfectly.
What do you think about producing a product demo video that solves a problem? Share your thoughts in the comments section below: