Marketing Videos … Product Videos: How to write a compelling video Part 1

September 24, 2012

Whiteboard animation marketing video bored man

Rip Media Group is an multimedia marketing agency in Los Angeles that produces video and promotes companies online. This 6-part blog celebrates the best animated video and product video for business – and teaches you how to prepare for a great video production…Need an explainer video, a product video, sales video and its going to be filmed live, a whiteboard animation, or an animation – you need to build a good story.

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In advance of the book release, for the next 6 weeks, Rip Media’s is releasing the series: How to write compelling video.

When it comes to advertising, writing a great script can be the difference between a smashing success and a crashing failure. Unless you’re Don Draper on MadMen, writing ‘copy’ may be one of the hardest parts of marketing for you.

As a producer, and business development professional, Rip Media’s CEO, Maury Rogow, discusses his new book “The Sales Force”. In it we found there are six secrets to writing a successful commercial script.

If you are writing a whiteboard animation, creating a motion graphic animation, or a about to film a live action video, critical rules apply. First, start with….

Part 1: The Experience

Forget what you want – it’s about your buyer. Your first urge may be to show off all of the cool things your company or product does – be it the way you grow your flowers to the kind of technology that goes into your devices.

You must resist what you want – it’s about your buyers’ experience.

Not sure? You are dying to tell tales of your great wizardry and expertise? Yes, you will, but not at first. We need to entice our audience to want to learn more details.

Let’s look at the experts: Does Apple talk about processor speeds, pixels and chips? Are there even computer parts inside?? Judging by their advertising, you wouldn’t know. Because Apple knows the most important part is how incredible life is with an Apple product in your hand. It improves your life, and that’s why you need it.

So, what about your product?

How does it improve your buyers’ lives?

What’s in it for them?

Why would they buy your brand?

Bottom line, think “what’s in it for me?”, but from the buyers’ perspective. It’s about their needs. What are they thinking when they come across your video, in the maze of the internet with so many offers, so many options.