Build a Billion Dollar Brand using Video Marketing

Your Ideal prospect is either super busy or super lazy

There are so many distractions, constant notifications, lots of tabs open on your laptop (I can see it all ;) )

So, what is it that they exactly do and how did the brands like Dropbox, Zappos, Dollar Shave Club, Headspace and many others used videos that took their brand to the moon and made them billions of dollars?

Big brands have big research departments that make sure that each of their products are appealing.

The smallest of things like colors, their shades, their perceived values, and the emotions they elicit are considered before any product goes live.

After analyzing 100s of videos we developed our proprietary method called Behavioral Lead Journey that exactly does this and I am going to explain it to you step-by-step.

We essentially want to create a message that is extremely compelling.

Without a compelling message, you can have a Hollywood quality video but it will definitely fail.

However, before we dive into the script and its components, you have to be sure to answer a few of the following questions otherwise, you will get a “wishy-washy” script which hardly works.

STEP 1: Define your exact customer Avatar

Here are the questions that can help you define your messaging:

1. What barriers/"pain points" your targeted customer might be currently facing that could lead them to need a product or service like yours, etc.
2. How is your product or service making their life better?
3. What is your “unique offer value” that separates your product or service from your competitors?
4. Who is your niche targeted audience?
5. Can you explain the avatar of your target customer? (demographic, magazines they read, events they attend, advertising channels they use for marketing, values they believe, etc.)

If you are having a hard time answering the questions above, a good exercise is to go through your past or existing clientele and list down your best clients and interview them.

A few good questions to ask them are follows:

1. What was their challenge they were facing before they came to you
2. How was their entire experience working with you and what problems did you specifically solved them
3. How is life now after using your product/service?

Please be sure that the answers need to be measurable!

Measurable means something that is a Number (sales, ROI, etc.) or an Event (Got out of depressions, fixed a broken marriage, more time with loved ones, etc)

STEP 2: Attract Script

Once the above questions are answered then we can start with the script writing process.

Here are the components of the script:

1. Call out the pain points of your ideal prospect
2. Talk about the consequences that happen as a result of these pain points
3. Introduce the solution on a high level and create an intrigue in their mind
4. Associate yourself with this solution and if possible show some credibility/proof
5. Call to action

These steps if done correctly would be good to attract someone to your brand.

The above script should not be more than 60-75 seconds which equals 150 – 180 words.

What this creates intrigue in your prospects mind and want them to know more.

Some brands use humor, some serious messaging, and some animated characters to get their business message through.

STEP 3: Engage Script

Now, the above script is good to attract your ideal prospect but the next step (script) that I am going to mention, cements you as an authority in their mind.

This step involves a follow up video script, which has the following components:

1. Call out the topic of the video (process, exact steps, etc.)
2. Explain the process in detail BUT do not make it too technical
3. Call to action

This video script can be around the 90 seconds to 2 minutes mark which corresponds to 225-300 words

Step 2 and 3 form the basis of Behavioral Lead Journey

Step 4: Visuals - Storyboard and Illustrations

Now you might be wondering, where can you use live video or when can you use animation and I get it because this is an extremely valid question.

The answer to this is two folds:

If you are a personal brand then you definitely be on a camera so people see and trust and believe in you because you show up consistently.

This might be challenging for a few but hey everything new is challenging isn't it. :)

Your 100th video will be way better than the 1st one so just do it is the only recommendation that come to mind

However, each personal brand has some system or process that you use and this can be best explained with animated video.

Showing is ALWAYS better than saying/telling because if there is no proof, then it didn't happen

If you have a product or a service, it's recommended to use Behavioral Lead Journey scripts (Step 2 and Step 3 above)

Now in this case as well, we always recommend the founders/marketing head to get infront of the camera and talk about their origin story or what led them to start their business.

This also gives face to your business which helps in gaining trust as well.

With so many great phones with amazing camera's around, all you really need is a tripod and a Lapel mic for phone which you can easily find on Amazon and get started immediately.

Now, in terms of animation videos, each graphic should be matching various parts of the scripts

Attached below is an example of a storyboard derived from the script:

Each slide from 01 to 06 represents various graphics which has Vo (which is the script) and the corresponding action that will happen as a part of each slide

Once the storyboard is finalized, you can see the convert it into an illustration as you can see below:

Here you can potentially see how the graphics for the videos will look.

Step 5: Voice Over

This stage is not being talked about much but warrants it's own step because it is the voice of your brand.

Depending on how your branding and messaging is, it can be serious, dramatic, casual, funny, etc

Below are some of the examples of various styles of voice overs depending on the brand messaging and how the business wanted their brand to be perceived.

Playful:

Dramatic:

Funny:

Casual:

As you can see, this step along with great music definitely helps your audience feel a special affiliation to your business.

Step 6: Animation

This is the last stage in the video creation process where everything comes together and you have you have the final video ready.

Now, depending on your branding and messaging , there are various videos that could potentially work.

Below are various types of videos:

Motion Graphics:

Character Animation:

Futuristic Style:

3D Visualizations:

Each business is different and therefore depending on where it is going to be used, the messaging varies.

The purpose for sharing the examples above is to show you the kind of graphics and animations that can possibly represent your brand.

Please note that there are more styles of videos that can possibly be created but I have just shown you the most commonly used ones.

Step 7: Using the videos

Here are some of the way/places you can use the Attract and Engage videos (Step 2 and 3) depending on various purposes:

1. Social Media (YouTube, Facebook, LinkedIn, Instagram, Twitter)
2. Investor meetings
3. Trade shows
4. Conferences
5. Email Marketing
6. Proposals
7. Sales People can send it to the prospects
8. Internal Training
9. Creating harmony between Sales and Marketing departments
10. Paid Advertising (Very Important for Scaling)

Final Words

If there is still any doubt that your brand and business needs video, here are some of the video statistics that will prove that video is a MUST in your business and your marketing

You now have the tools to create videos and as many of them as possible and include them in your marketing mix.

However if you are busy and want some support mapping the strategy, then my team and I have some time slots opened to map out your video marketing strategy for free.

If this is of interest, you could select a date and time here for your free video strategy session

I hope this article helps you and if you have any questions then please put them in the comments and I will be happy to answer them.