Great Product Demo Videos Solve a Problem

Product Demonstration

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

  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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:

Website Video Production: 3 Success Factors

website video production has a set of success factors unique to the nature of the Internet. While just about any video production company would agree that videos in general should have strong production values and be produced according to established standards, the way people view videos on the Web influences how online videos should be produced. A successful Web video production takes the following three success factors into account: length, focus, and call to action.

Website Video Production Success Factor #1: Length

While many people watch full length movies online, few have the attention span for a marketing-oriented Web video production of that length. Just as online website visitors tend to scan text, online viewers expect short videos that get to the point quickly. If your website video production involves a marketing message, keep it short. A sixty to ninety second video should be sufficient to get your message across. Anything longer and your viewers may stop watching and hesitate to share the video with others.

Tutorials and training sessions can be longer; however, it’s smart to break these longer videos into smaller modules. Doing so makes for smaller file sizes and minimizes issues with bandwidth and video streaming. As you plan these longer videos, ask your video production company to break up the video into shorter segments. Your viewers can watch each segment all at once or over several days.

Website Video Production Success Factor # 2: Focus

Just as your articles and blog posts should have a narrow focus, the same is true of Web video production. This isn’t the time for an in-depth exploration of your company’s history, values, and goals; it’s the time to drive home a single message. Work with your video production company to identify that message and write a tight script around it. The entire Web video production should remain tightly focused on that single message.

For example, if your website video production is focused on how your products relieve stress, focus on the stress relief aspects of your products and avoid the temptation to add other benefits such as return on investment or durability (unless those benefits contribute to stress relief). A video production company can help you develop the concept and write the script to appeal to a Web audience.

Website Video Production Success Factor # 3: Call to Action

In addition to length and focus, a successful Web video production tells viewers what action to take next. This is known as the “call to action.” For example, a Web video production focused on detailing the benefits of a given product or service will have a call to action along the lines of “order now” or “download a free trial version.”

You should know the call to action long before website video production begins. As you write the script, ask yourself what action you want viewers to take after watching your video. Again, your video production company can help you here, especially if you choose a video production company with a strong marketing background such as Visible Conversions. During the planning stage, you can come up with as many different calls to action as you want, but you’ll only want to include one in your final Web video production. Carefully consider what action you want your viewers to take (order now, sign up for a newsletter, participate in a trial, and so on) and then focus the website video production on leading up to that action, making that action a natural choice.

A successful website video production incorporates all three success factors. It is short and tightly focused with a strong call to action at the end. Choose a website video production company that embraces these three important factors and your next Web video production is sure to be a hit with viewers.

What do you think is the most important factor involved in website video production? Share your thoughts in the comment section below.