Over the years I have watched thousands of marketing videos.  I found many of them entertaining and compelling, and they told great stories.

A lot of them had humorous elements or taught me something new or interesting, or provided some needed insight.

I developed a lot of new skills from these videos, but very few of them compelled me to actually buy something or sign up for their offer.

It’s not that the video marketers behind these videos didn’t want to get me to take action, they must certainly did, and they produced high quality, educational videos in an attempt to do so.

Where did they fail?  Why didn’t they compel me to take action?  What elements were missing, that would have pushed me into taking the next step?

What was missing was something was one of the most important lessons that I, as a video marketer myself, had to learn.

It’s not enough to create a slick video that says the right things and conveys the right emotions, if it doesn’t include an effective call to action, then you’re just wasting your time.

It’s like you get the viewer all worked up and excited about finally discovering a solution to their problem, but you don’t get around to actually presenting them with directions on how to actually engage with you.  Talk about taking them right to the edge of satisfaction, and then dropping the ball.

Unfortunately, most videos make this mistake, even the really polished ones.

Here are the steps you need to take to create video calls to action that really work.

  • Start out with a case study.

The human brain thinks in the form of stories and metaphors.  There’s a lot of information in the world, and the best way to communicate this information is through stories and creating mental images.

As adults, we identify and associate new information based on what we already know, and what benefits we perceive from this new data.  Your video must present things in a way that is recognizable by the viewer and engages them visually and emotionally.

This is where personal stories and anecdotes work the best.

You can talk until you’re blue in the face about facts and features, but people are more likely to listen to you if you tell them a story that they can relate to their own personal experiences.

stories that provide social proof that someone actually took action and applied the solution you’re presenting and achieved the desired outcome will be far more compelling than mere facts and figures.

  • Compare and Contrast

Present the options that are available to the viewer, and demonstrate how they fall short of the goal, and how your product or service will succeed.

You see, the viewer has a problem they want to resolve, that problem can be identified and distilled through a story.  The solution can be presented in the form of benefits to the viewer, which should be spelled out very clearly, so the viewer can easily identify them.

Discuss the competitor’s solution, and find the holes in it, that your product or service will fill.

  • Present your solution as the saving grace

Once you have demonstrated how many of the solutions out there simply fall flat, now it’s time to present your solution, clearly highlighting where your solution fills in the gaps that the other solutions don’t.

  • Create an emotional hook

One you have everything lined up, create an emotion hook.  Talk about the positive outcomes and benefits the viewer will receive from your solution, and how they will miss out if they don’t take advantage of your offer.

“Wouldn’t you like to achieve all of your goals and dreams today, instead of continuing to struggle as you have?”

Remember, people buy on emotion, and the strongest emotions are those that come from gaining pleasure or avoiding pain.

  • Create a sense of emotional urgency

People hate to miss out, or lose, so by creating a sense of urgency with a limited quantity of product or time, you can compel the viewer to take action quickly.

  • Present a clear call to action

Now is not the time to be vague or clever.  Your call to action should be clear, concise and immediate.  “Act Now”, “Buy Today”, “Get Instant Access” and then provide them with the easiest way possible to act on your call.


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