Video is a Powerful Way to Persuade

Case Study: How a local community produced a 7 minute video to persuade voters to pass a school bond issue. Their high school was overcrowded and in dire need of a makeover. They needed to show voters how bad the conditions at the high school really were and how this was adversely affecting the learning process.


If you would like to see the video that was produced (click here)

Through the vision of Bob Harris and a number of other community members they put together a video on a shoestring budget that was instrumental in getting voters to swing the vote. The video was not a Steven Spielberg spectacular, but it was well written and it delivered a strong message to the voters.

There were a number of hurdles that they faced, the biggest one was getting the video duplicated and distributed to all the registered voters in the community. By law, copies of the video could not be sent home with the students, so distribution had to be made by door to door delivery. They also asked each household to pass the video along to neighbors in order to keep the duplication costs to a minimum.

The bottom line is that it worked, the levy passed by a margin of 25% after being defeated several times before by margins of at least 25%. It was a major success.

Don’t underestimate the power of video to help get your message across to your target audience. Today, disseminating your video through the internet is an inexpensive, fast, and easy way to get your message out to your targeted audience. Here are some tips to consider for your next project.

If you would like to see the video that was produced (click here)

1. In video you need to have a plan, this plan is called the script. It is a complete blueprint for the production and editing of the video. It describes every visual and audio element just as an architect’s plans specify every detail of a building. Great buildings, movies and videos are all made on paper first. So whether you hire a script writer or do it yourself, take the time to get the script right before you spend any time or money producing a video.The length of your video is another element that is determined in the script. In marketing videos, shorter is better so try to keep it between 5 – 8 minutes. Like an effective TV commercial, your video should be clear, concise, and compelling. Save more detailed information for a printed fact sheet.
2. Since the audience is the only reason to make a marketing video, it’s quite important to define the target audience including their concerns and aspirations. Then list a few main benefits – show how your client’s company can solve problems, save money, or improve the lives of this target audience. Every element in the video must build on these benefits rather than merely describing the features of a product or service.
3. Plan the distribution of the video before you produce it. Adding words like “Send for Free Video” to advertisements and other marketing venues will increase the effectiveness of the video. A video can also be shown at trade shows as an “endless loop” and used in one-on-one meetings. A widely distributed video helps both you and your client. You get more duplication business and your client gets more business. If international distribution is a possibility, it’s a lot easier and cheaper to produce a foreign language version if the English version uses an off-camera narrator and text testimonials rather than people who speak on-camera.
4. 4. Study the best TV commercials and marketing videos that promote a similar product or service to the one you’re promoting. Adapting the styles and techniques of others is a time-honored tradition in filmmaking. Just don’t infringe copyrights by reproducing any of the content of other films. One successful technique that is easily adapted to the low-budget video is the series of short testimonials. Rather than hiring actors, ask satisfied customers why they like the company.
5. If your client has attractive publicity photos, consider using them in the video. Some very effective videos and films have been constructed entirely from still photographs. One catch — a photo can appear on the screen for only a few seconds.
6. For the cost of a copy, industry associations and the U.S. Government can provide stunning footage e.g. NASA space shots. This footage can stretch a small budget into an impressive production.
7. When filming, always shoot a lot of close-ups. On TV these close-up shots are generally more compelling than wide shots. They’re also a lot easier and cheaper to light, arrange and shoot.
8. Like script writing, good editing makes a major difference in how successful the video is for both you and your client. Keep the show moving and always directed to the most important viewer – your client’s clients. Ruthlessly eliminate anything that’s weak. Remember, shorter marketing videos are generally better than longer ones. Keep your client involved in the editing process just as you do in the scripting process. Seek their input, criticisms and suggestions on each new script or offline edit master. A professional narrator and just-the-right music are essential.
9. Special effects and cool animations are fun to watch, but can be expensive and time-consuming to produce even when you’re working on your own system. In most cases this “eye candy” contributes little to the sales message. So if the budget is tight, concentrate on a telling a story that addresses the needs of your audience.
10. Let the press know about the video. Send every appropriate local journalist a well-written press release announcing the video you just produced. Send them a copy of the video and be sure to include information about your client. This can help your business and your client’s.

No matter what your company sells, videos are being used to market all types of products and services. Modern society has become used to seeing something visual they can relate to. The concept of using videos in all types of marketing has become almost a necessity in order to sell services or goods. The viral effects of using videos are highly effective in attracting new customers.

It is quickly becoming more and more evident as each day passes that if you are not using any type of video in your marketing efforts; you are pretty much, leaving money on the table. With Google Video, YouTube and all other video submission sites, the sky’s the limit. With millions of internet users visiting these sites each and every day, marketing online really has arrived at the NEW ‘Video Age’.

If you have any questions about how to make video marketing on the internet help you to achieve your business goals, please give me a call at 440-519-1500 or e-mail me at john@x2media.us

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.

Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one! From X2Media I would like to thank you for your time.

John E. Hornyak

X2Media, LLC