If there’s one truth when it comes to gossip, it’s that it can take on a life of it’s own. As gossip spreads, each person ends up adding their own touches — a changed word here, an exaggeration there — until the final result bears little resemblance to the initial message.
A product marketer can attest to this phenomenon when they find out their carefully constructed product announcement has gone through the blender that is the sales team and comes out unrecognizable on the other side.
Sales teams are born to reshape messages
Sales departments reshape messages by design. Salespeople sell by telling stories and learn by imitation, which makes sales departments a swirling cauldron of shifting phrases, strategies, and sound bites. Whatever works is adopted by all. Typically, this means that messages take on a much more optimistic and affirmative spin.
For example, “Our software can integrate but only if you have a really good developer” can become “hands-free integration,” and “We’re considering this feature” can become “that’ll be released any day now.”
This is bad for obvious reasons: misaligned customer expectations lead to misery for both sales and product people. As a product marketer, you owe it to your team to nip this confusion in the bud by cementing these messages in personal videos that preserve your initial intent.
5 ways to help sales teams using video:
- Lay out your product vision in video: Product teams hate to lay out public roadmaps because they feel that it over-commits them. But, not having one can be just as bad, if not worse, because in the absence of any insights, your sales team will almost inevitably develop its own narrative. Take back control of the conversation and release soundbites on your product vision. It doesn’t have to be the whole story (you can certainly go wrong by over-sharing), but offer enough to dispel untoward beliefs about what’s coming. This puts an end to upset salespeople complaining about surprise features and customers complaining about false promises.
- Arm sales with soundbites: Want salespeople to be on-message? Tell them exactly what to say. Enlist the most persuasive orator on your team or draft a sales leader to record a video that’s a cinematic display of persuasive sales pitch brilliance. You’ll find sales people are dying for killer phrases and messaging that’ll give them an edge over competition, so why not hand it over rather than hoping they nail it on their own?[Video example]
- Give sales demo tutorials: Show the sales team how your product really works and record a demo for them to copy. This helps overcome the common phenomena whereby most salespeople actually get worse at demos the more they learn about the product. Why? They catch the ‘curse of knowledge.’ That’s when they learn too much to say things simply, and in their excitement to share it all, they make your product look terrifyingly complex. Help push your sales team up the demo maturity curve and teach them to say it clearly and exactly as you intended it.
- Give the sales team actual customer use cases: Social proof and name dropping are great, but if salespeople can’t describe actual implementations in detail when customers ask, it blows their credibility. It looks as though they were making it all up. Arm your salespeople with more than surface-level stories: record videos of fully-realized customer use cases with details and statistics that can be memorized and internalized. It keeps the product-story straight and helps the sales team with their intended goal: sales.
- Give the sales team competitive snippets: Where messages most often get crossed is in how your product compares to that of your competitors. Your salespeople may be the best in the business, but even they can get caught up in the fear, uncertainty and doubt (FUD) that your competitors are trying to instill about your product. Set the story straight with competitive video snippets where you outline your product’s advantages, overturn competitive FUD, and even lay what Marketo’s sales team calls ‘sales landmines,’ which are particularly tough product questions that you can arm your sales team with to trip up the competition.
When you set your product communications in stone with video, you set up both product marketers and sales teams for a win. You provide message consistency that you know accurately reflects your product while your sales teams gets more powerful messaging to go out and win more business.
The post How-to Help Sales Understand Your Product Through Video appeared first on Vidyard.
from Vidyard http://www.vidyard.com/blog/help-sales-understand-product-video/
In a WORLD … of Video Marketing
Video in the marketing process can be used as a lead generation tool, as a method of building awareness and thought leadership, or as a content tool to grow or nurture a lead base. Marketing was one of the first business departments to adopt video as a regular medium, and brands have been using video to market their products since before YouTube was popular.
“>video MARKETING … with a budget BALANCED ON THE EDGE OF A KNIFE … a few marketers blow their lead goals out of the water. Why? Probably because they’ve learned to create buzz by watching movie trailers.
Movies are a $286 billion industry and much of their success hinges on the handful of 1 to 2- minute movie trailers that promote them. Wherever an industry pours millions into making brief video snapshots as entertaining and persuasive as possible, we’re interested, and we think you should be too.
5 things video marketers can learn from movie trailers:
1. Infuse your videos with emotion
No, your marketing videos don’t have to make your viewers bawl, but they do have to make them feel something. That something could be annoyance (at their current process), desire, mirth, or camaraderie—whatever drives your point home.
How do movie trailers do this? According to the master of Hollywood teasers, John Long, “A great trailer has its own mini-story.” Long was recently nominated for multiple Golden Trailer Awards (yeah, it’s a thing) and he told Fast Company that he recommends breaking down the whole movie into a trailer with a “three-act setup” where you introduce a problem, complicate it, and then bring it back home and hint at a grand finale. This works, he claims, because audiences have grown more sophisticated over the years and aren’t satisfied with long, linear shots of people just talking.
For your marketing videos, the same holds true. Figure out how to break down your brand narrative into a mini-story. Are you saving the world by saving customers’ time or money? Are you skyrocketing end-users to career-stardom because of how good they’ll look after buying from you? Fit it into the three-act setup and you have a solid, attention-holding plot.
2. Begin with a powerful hook
Good trailers don’t open with a whimper—they launch into a mystery. Often, directors use tense music, an unexpected sound, a cloud of fog, or a curious piece of dialog to spark curiosity. Do the same with your marketing videos, and do it fast. Research shows that you only have a matter of seconds to snare viewers’ interest and unlike movie theatres, you don’t have a captive audience.
To achieve this hook, don’t be afraid to start somewhere other than the beginning. Copy the director Quentin Tarantino who is famous for capturing interest by leaping to an exciting scene in the middle or end of his story. After your hook, introduce your company logo or the title.
See the trailer for Bladerunner 2049 which hits all the right points:
3. The real story is told in post-production
If you’ve ever seen a movie and thought, “man, that was nothing like the trailer!” you’re definitely onto something—editing can completely change the story. The folks who cut movie trailers are rarely the same people who made the film and their only goal is to sell tickets. As such, they’ve been able to produce some pretty misleading trailers over the years. For example, the trailer for the Tim Burton film Sweeney Todd famously forgot to mention that the movie was a full-fledged musical because that fact may have hurt ticket sales.
Testament to the power of editing, an entire cottage industry of jokesters have recut movies to completely change their meaning. Just look at the horror film The Shining, turned into a romantic comedy:
Or Jaws turned into a Disney film.
Point being, it’s how you edit it, not how you shoot it, that determines what your video is about. Make sure that you have the appropriate tools, time, and talent to make something noteworthy out of your marketing video post-production.
4. Create anticipation
Finally, viewers need to take action after your video. An evocative trailer hasn’t done its job if you don’t want to actually see the movie afterward. Your marketing video should similarly leave out the best part while hinting at the grand finale. “You have to have a great way to end the piece,” says Long. “The way people’s [sic] brains are wired, first we remember how something ends, and then we remember how it begins.” How does Long typically end his trailers? Just after the dramatic climax:
For your marketing videos, you can do one even better: Instead of waiting for your viewer to hopefully buy from you later on, capitalize on that climax with a Call To Action