You Can Be The Expert
Many of the marketers I talk to on a regular basis view video as an opportunity to position themselves as experts in their category. At a time when price competition is biting off margins, it’s important to find ways to differentiate, and video provides the perfect medium for conveying a message since it’s uniquely engaging and persuasive.
Unlike pictures or even audio files, video creates a unique connection between the anchor and the viewer. How you look is almost as important as what you say and what you sell. All of us have had positive and negative experiences buying product in the real world. The most memorable ones almost always involve a sales person we did or didn’t like. Why would this be different in the online world? Since video now enables that connection between buyers and sellers, it’s logical to think some of the basic rules of “offline salesmanship” apply to the internet.
People buy from credible experts. Experts need to be credible, engaging and they should persuade the user to buy the product they are featuring. Of all the qualities I have seen behind the camera, I came up with a short list –
1. Credible experts need to be “real experts”
Few people can act, and for most product managers and merchandizers, shooting videos for the site is not a full-time occupation. My experience working with Jimmy Healey from OnlineShoes.com has taught me the importance of being a real expert when pitching a product. He’s credible as an athlete, he projects confidence and sounds very passionate about running shoes. In other words, a self-proclamed yet credible expert in his category.
2. Credible experts talk plain English
Doctors are known for adapting their communication style and content with each patient. Likewise, video retailers need to think about the masses of people of all skills who will listen and watch — and therefore, adopt a soft and easy tone when talking. Using simple words and simple concepts make experts credible because they are able articulate better than anyone the key characteristics and benefits of what they’re selling.
3. Credible experts focus on the benefits
It’s easy to get lost in the technical specifications of a product, and while it may be necessary to outline these out for specific product categories, this isn’t exactly what video is about. Video is about establishing a human dialog between an expert, and a prospective buyer. A credible expert, someone who has lots of experience using the product he’s selling, will quickly skip the tech talk to get to the tangible benefits of what he’s selling “If you’re an overpronator, this shoe will reduce the risk of knee injury for you…”.
4. Credible experts are impartial, even to their own site
This one is quite obvious, but important nevertheless. Experts should to push specific products or brands in order to maintain the trust with their audiences.
Do you have more tips or ideas? Feel free to leave a comment below and share your thoughts with the rest.
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