The Art of Marketing in the Age of Video

The Year is 1995. Bill Gates, the quintessential technologist, is on the brink of releasing The Road Ahead, a book that would outline his vision for the future of technology. But there’s something peculiar about how he wrote it. Gates didn’t sit down at a typewriter or a computer. Instead, he talked—endlessly—into a recorder, and let technology transcribe his thoughts. It was a bold move, one that hinted at the symbiotic relationship between human creativity and the emerging tools that would soon redefine our world.

Now fast forward to today. At Soon , we find ourselves in a similar space of innovation. This newsletter, for instance, is being dictated, not typed. It’s an experiment, yes, but also a reflection of a broader trend that’s sweeping through the landscape of marketing. It’s about embracing new mediums, adapting to shifting attention spans, and, ultimately, understanding where the future lies. And for us, that future is video.

The Shift to Video: Why Words are No Longer Enough

Think about the last time you read a white paper. Did you get through it in one sitting? Did it captivate you in the same way that a well-crafted video might? Chances are, the answer is no. Attention spans are shrinking, and people crave content that’s both informative and engaging. This is where video comes in.

There was a time, not so long ago, when the most effective way to sell a product was through the written word. Advertisements in newspapers, long-form articles, and even books were the norm. But then came television, and with it, a new breed of marketing—the infomercial. Companies like Telcel and Showtime understood that if you could hold someone’s attention for just a few minutes, you could sell them anything from a set of knives to an RV.

And then there’s Winnebago Man. A video intended to sell motorhomes became a viral sensation for all the wrong reasons. But what it inadvertently taught us was this: video is a powerful tool. It can entertain, inform, and yes, even sell, in ways that text simply cannot. Watch the Winnebago Man video here.

Another classic example is the Ronco Rotisserie, a product that wasn’t just about functionality—it was a masterclass in pricing strategy and psychological marketing. Ronco’s infomercials didn’t just tell you what the product could do; they built up the perceived value, suggesting that this machine should cost over $400. But then, in a series of dramatic price drops, they would reveal that it wasn’t $400, or $375, or even $300. By the time they got down to the final price—just four easy monthly payments of $39.95—it felt like a steal. This tactic, breaking down the price into smaller, more digestible installments, made the product seem both affordable and irresistible. Check out the Ronco Rotisserie infomercial here.

And who can forget the Slap Chop? With its fast-talking pitchman, Vince Offer, this video didn’t just sell kitchen gadgets—it became a pop culture phenomenon. Vince’s over-the-top, rapid-fire delivery was so funny and memorable that it quickly went viral. His antics even caught the attention of Hollywood, landing him a cameo in an Adam Sandler movie. Relive the Slap Chop magic here.

Secretly, this is also my plan. While we're focused on showcasing our product’s best features, who knows? Maybe we’ll end up going viral too. And hey, if a Hollywood cameo comes with it, I won’t complain.

What Infomercials Do Better Than SaaS Videos

Infomercials have mastered a formula that most product videos in the software industry, including our own, often overlook. Here's what they're doing right:

1. High Energy and Enthusiasm: Infomercials are brimming with energy. The hosts are enthusiastic—bordering on manic—about the products they’re selling. This high energy isn’t just for show; it’s contagious. It makes viewers excited about the product, too. SaaS videos, by contrast, often feature a founder or a product manager mumbling through a screen recording. The energy level is low, and it shows.
2. Humor and Engagement: Infomercials often sprinkle in humor, making the viewing experience enjoyable. A joke here, a funny comparison there—it’s all designed to keep you engaged. How often do you see a software demo that makes you smile? Probably not often enough.
3. Benefits Over Features: Perhaps the most crucial difference is the focus on benefits rather than features. Infomercials don’t just tell you what the product does; they show you how it will improve your life. The narrative is always about how this product will make your day easier, save you time, or solve an annoying problem. In contrast, many SaaS videos get bogged down in the minutiae of features, missing the opportunity to connect emotionally with the viewer.
4. The Call to Action: Infomercials are masters of closing the deal. They push you towards a clear call to action—ordering the product—often sweetening the pot with a ridiculous guarantee, like a 30-day money-back offer, no questions asked. This taps into the psychology of risk aversion, making it easier for viewers to say yes. SaaS videos, however, often lack this strong push, ending with a lukewarm suggestion to "learn more" or "sign up for a trial."

The Challenge: Translating These Tactics to B2B Software

Now, there’s an important distinction to make. Infomercials target consumers, whereas B2B software typically targets businesses. When you're making a decision on behalf of your company, the stakes are higher. It’s not just about what works for you as an individual, but what’s best for your entire team or organization.

That said, there’s a lot that B2B software marketing can learn from these high-energy consumer pitches. Software demos don't have to be boring. They don’t have to be dry, feature-focused monologues. By taking a few cues from infomercials—raising the energy level, focusing on benefits, and crafting a compelling call to action—we can create videos that are not only more engaging but also more convincing.

The Future of Marketing at Soon

So, where does that leave us at Soon? Our focus is now squarely on video. We believe that to showcase the most powerful aspect of our product—our product itself—video is the most effective medium. This week’s newsletter isn’t about what we’ve done; it’s about what we’re going to do.

We’re ramping up our video content production, and you can catch our latest creations on YouTube. These aren’t just product demos; they’re carefully crafted narratives designed to engage, entertain, and inform. We’ve already seen positive responses from our LinkedIn posts, and we’re excited to expand our presence to platforms like TikTok and Instagram, where short-form video thrives.

A Glimpse into the Future

In our last Substack newsletter, we delved into the future of user interfaces—how the tools we use to interact with technology are evolving. Today, as I dictate this newsletter, I’m reminded of just how far we’ve come and how much further we have to go. If you’re curious about our vision for the future of scheduling and workforce management, I highly recommend giving that piece a read. Here’s the link to our Substack newsletter.

But for now, let’s focus on what’s ahead. The age of video is here, and at Soon, we’re ready to lead the charge.

Are you not entertained?! Check out more videos and subscribe to our YouTube channel: https://www.youtube.com/@Soon_HQ