For more than 20 years I’ve used demonstration videos to sell many consumer products like the Juiceman juicer, Sonicare toothbrush, George Foreman Grill, OxiClean, Rug Doctor, GoPro, and many more. From years of scouting trade shows, I learned that the most successful products — the ones that grabbed my attention — were those that made me see and feel how things would be better if I bought them (and worse if I didn’t). The most effective way to make that connection is through demonstration.
One of my earliest infomercials featured pitchman, Jay Kordich, whose passion for adding more fruits and vegetables to our meat-based diet was contagious. Jay’s focus on the benefits of juicing was inspirational to his customer base. They believed him because they could watch the juice machine liquefy an entire grocery bag of carrots and leafy greens into a vibrant concoction of healthy goodness. And while Jay demonstrates the features of the machine, he also declares the life-changing benefits of the natural drink. Video gave us a way to capture Jay’s persuasiveness and share it with the world.
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Jay’s sensational demonstrations catapulted our company to more than $75 million in sales in four years at a time before consumerism was dominated by video and social media. Today, if you aren’t using video, you should be!
Did You Know?
- Viewers retain 95% of a message when they watch it on a video compared to only 10% when reading it in text format
- Including video on a landing page can increase conversion rates by 80%
- Using video on Amazon listings can increase sales by 20% or more
5 Tips for Making Great Product Videos
Step 1 — Introduce your product — tell us what problem it solves
Who can benefit from using your product? When we made the Oxiclean video, we clearly stated that Oxiclean is a powerful stain remover. You may remember the tagline, “OxiClean gets the tough stains out!” We also underscored the product benefits: the power of bleach, but safe for clothes.
Step 2 — Demonstrate
By using video to demonstrate your product, you show proof of its effectiveness. Close-up shots display the product working and/or solving the problem. For the George Foreman Grill, our competitive angle was cooking your favorite food with less fat and grease. We featured close up shots of fat draining away from the meat on the grill.
Step 3 — Features tell. Benefits sell.
Features are important. Benefits close the sale. Take a look at how we marketed the Juiceman Juicer and ask yourself which category you find more compelling?
- ½ horsepower motor
- Stainless Steel Blade
- Non-stain plastic
- Live Longer
- More Energy
- Relieve Pain
- Lower Cholesterol
- Reverse Heart Disease
- Look Younger
- Better Skin, Hair & Nails
Step 4 — Add authentic testimonials
Hearing about someone else’s experience with a product establishes credibility and helps us overcome objections. This “social proof” element is one of the most powerful marketing tools available because it helps persuade people to make a purchase. One of the most vivid examples of testimonial use is GoPro’s use of viral media to drive up sales — by telling your story. Every day more than 6,000 videos shot with the unique camera are posted to the company’s YouTube channel and viewed by thousands of people. Who doesn’t want to be the next GoPro star?
Step 5 — State Your Call-to-Action (CTA)
Once you’ve captured a buyer’s attention, provoke them to make an immediate response, usually using a prompt such as “call now,” “find out more,” or “visit our website” for more information. I like adding a special offer, if they sign up on my website:
For free information on creating effective video content, go to my website. If you like what you’ve learned here and want to see more marketing tips for boosting sales, go to my YouTube channel or buy my up-coming book, Video Persuasion, due for release in September.
Originally published on Rick Cesari
Rick Cesari has been in the direct response and video marketing industry since 1994 and consulting since 1999. His passion is continuing that work and speaking to organizations to share that breadth of knowledge. You can follow his updates on RickCesari.com.