Video for Website Template example:
OK… So you are going to make a video for your website on your own, or at least direct, edit and produce it, whether or not you get help are two different things.
First things first, start as though you are going to have only 1 minute to deliver the message, along with a trial close as well as a catchy ‘hook’ or slogan tossed in there for recall purposes. Now I am pretty sure if produced well and professional people will watch more then 30 seconds or a 1 minute goal, as we have set out to achieve. However, once again budget is an issue otherwise you probably would not be doing it yourself, as well as you probably don’t know that many Actors who will work on your project. So it is most likely a solo endeavor. Video for Websites, walk a fine line here for entertainment as well as a message and a trial close.
A classic example would be a commercial you recall that you have recently viewed. What was the message and what was the Slogan or Recall device used for when you call upon your memory? Cleaning products at this time are pulling all the stops. If you think for a moment about a floor cleaner or window cleaner you will think about the background music first or slogan they embedded into the video commercial. Lets delve into that a bit.
I am going to call out an old American commercial and I bet you recall before I even divulge which commercial I am referring too. Mr Whipple—-Squeezabley soft. I bet no soundtrack comes to mind no matter how catchy it is or was. Conversely, another commercial relies heavy on it’s background music to help you recall it’s benefits or reasons to use it’s product. That song or tune is “Baby Come Back!” Now after you read the product name below, this product may have been on the tip of your tongue or at the edge of your mind; but once you read the Product you may instantly track or recall the tune and message conveyed. A new mop the old way is no more; jilted for the new Swiffer. Same goes for recall on the Charmin tissue above… OK hopefully you agree with my viewpoint on recall and what helps sell or create a familiarity of said product(s).
Now on to your project… Message… What do you want to convey? Say it’s a fishing hook. This fishing hook is better then any other out there. How are you going to get that across? Well…One could catch Moby Dick with it? Or we could show it being passed down from Grand Father to Father to Son or Grandson as it’s the only hook that will ever be needed.
Keep in mind we have an attention span or time limit to deal with.
So we have the message of, “The best- last fishing hook ever needed”. Plus we want to have that prospective Buyer visualize that hook in their tackle box or fishing arsenal. How about having Captain Ahab reeling Moby DIck up on to his Whaling vessel, a close up on the fishing hook in the Whales mouth and the Captain saying; “If you are serious about fishing as I am?” Or “If a second chance is not an option, then use Tuff Hooks!” By the Captain implying using that particular hook, implies that this is what serious fisherman use and if not, then you are not that serious about fishing; or you have all the chances in the world to catch the ‘big-one’.
Now that you have your message delivered you need to have your audience recall this at the tackle place when it comes time to paying 20% more then the other hooks. That, by-the-way are right next to the ones the consumer already has a comfort level with, as they have been using that brand until you’ve presented them with an alternative; that may very well be the last hook they ever need to purchase.
This is done with recall, slogan or music. Like that Swiffer commercial I mentioned, it would be tough to implement music into most packaging, so the next best thing would be to use the song chorus of “Baby Come Back” on the package like Swiffer used. Then as the consumer views the product, recalls the tune and triggers that Message, ‘Why that’s the newest or better way to mop up.
I digress back to the hooks. Perhaps a close up of the Hook in Moby’s mouth on the package this might do it to recall that fishing commercial mentioned above? Or if you went with the Grandfather to Father to Grandson then perhaps a written Slogan that matches the close of your website video. Such as the last hook you will ever need and show an older man giving it to a young boy on a dock as the picture on your packaging.
Then hopefully your consumer will recall the video of it being handed down and probably would say, as he or she busts it out of the tackle box say, “Look out boys, I got the best last hook I will ever need!”. Thereby Branding the consumer to pitch it for you while amongst their friends and sphere of influences. So there you have the message, trial close and brand recalling done either by visual or musical and able to recall with the message on the package, subliminally selling when the consumer stares at the packaging and decides which one to go with.
I have found that in 25 years of outside and inside sales that a trial close is most important as well as informing the consumer with enough information to make a comfortable decision.
Another Avenue (Budget Ave) could go something like this…Having 1 minute to get a Message across in our Website video or commercial. Using the Hook as our Widget or example.
One could introduce oneself, then share with the consumer the best material or longest lasting material out there today; then letting the consumer know this is what the TuffHook is made of. Thereby implying it is the best or longest lasting because of it’s material. This is Testimonial of the material being used instead of Joe saying it is so.
So, the video could go like this, “Hello my name is Joe Fisherman, I have been fishing for over 50 years. I came across is this material Kryptonite. Perhaps you have heard of it?” <--(That was the trial close). Because it made the consumer recall or want to delve into this new material. Back to the pitch, Joe Fisherman: "In my travels and fishing expeditions, I have lost more 'big-ones' then I care to remember. I then decided I needed a hook that would not break, I was tired of coming home with a story instead of the 'big-one'." Another opportunity to have the prospective buyer take ownership of your product would be to use another question, almost a rhetorical question but not too obvious that the consumer is being treated like an idiot. So the spokesperson says, " How many have you lost out there?" Instead of,"You don't like to lose any fish or don't you hate when your hook breaks?" Once they envision your product with them on their tasks you have successfully branded them and should look for increased sales of your product, it is inevitable. Then a Slogan or Motto close at the end. Could be a jingle or phrase or rhyme. Mine is, "When they are surfing the net and you don't want them to forget!..Netcommercial.net" The cue cards for this shoot would look something like this: "Hello Joe fisherman here, I have been fishing for over 50 years.I came across a material called Kryptonite perhaps you have heard of it?" "In my travels or fishing expeditions I have lost more big-ones then I care to remember. How about you?" <--Trial close "Now with TuffHooks it's my fault if I lose the big one, not the hooks." <--Implying you won't lose any fish "When enough is enough---- Tuff Hook, the last hook you will ever need to buy!" <--Slogan or Motto Now put some relevant music behind it and you got your video website commercial or even could use it on Cable if you save it in the right format. Hope this helps you and remember if you need help, just email me. My prices are reasonable and my work is guaranteed. If you plan on commenting and want it posted please include the words Video for Website at the beginning of your comment. This way I know you are real and not spam. Help bring the internet up to speed, get a commercial for your website!
“When they’re surfing the net and you don’t want them to forget!”