Many video marketers feel the need to educate and convince viewers in order to demonstrate authority and to build trust and rapport.  And to a certain extent, they are correct.  An effective marketing video should educate the viewer, but not necessarily in the way you might think.

When you think about an “educational” video, do you get an image of Ben Stein standing in front of the classroom shouting “Bueller, Bueller” in a monotoned voice?

Unfortunately, that the risk you take when creating your marketing videos, the risk is that you may go overboard in trying to explain or educate your viewers.  The goal is not to bore the viewer to death, the goal is to stir up some emotions and engage them fully.

It’s good to educate your viewers, but you have to do it in an effective way.  Don’t just ramble on about features and facts, or all of the pros and cons, or advantages and disadvantages. You don’t want to lecture your viewer, you want them to take action and buy your product or service.

The educational aspect of your video needs to be concise and to the point.  Educate only enough to lead to conversions, and no more, otherwise you risk confusing your viewer and scaring them away.

Once you’ve established trust and rapport, you need to shift the focus away from education and towards your product or service.  You need to move to a discussion of all of the solutions that are out there, and break down how they all fall short, and how your solution will work better for your viewer.

Maybe the other solutions are too expensive, or too complicated, or simply miss the mark.  You then demonstrate how your solution overcomes all of these weaknesses in the best possible way.

Line up the worst aspects of the competitors products against the most positive aspects of yours and then direct them to take action by purchasing what you have to offer.


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