Using Video To Increase Your Conversions
Whenever we do videos for a client, we focus on the ideal client and do some scripting around their pain point, how you help them, and what action you are calling them to do. We also try our best to shoot as good-looking videos as we can, but ultimately, the magic of what you're doing when you do a video is how you are speaking to the needs of your ideal client, versus talking all about yourself. Most videos out there focus on core values, services, and, you know, why ‘we were the best dental office’. There is a big focus on the practice, rather than the client. Instead, you have got to focus on the client. So, you have to ask, ‘What is their struggle?’ and ‘What journey are they on?’ and ‘What's the next step for them?’ That's how we talk about an ideal client and what we like to focus on when we're doing a video. That's what leads to high conversions. People get hooked in this person that understands them; they know how to help me; they're calling me and inviting me into a relationship. That is huge for conversion.
The Ideal Video Format
A couple of other things you want to keep in mind is keeping the video short, at least the one that you're putting on social media. You want that to be under a minute, even under 30 seconds, with just really really clear message. You can just go:
‘Hey, my name's Brendan and I help therapist create videos. Here are three tips for creating better videos: {list three tips briefly}. If that's interesting to you, click below to read a blog or to see the full video.’
That's a really really high converting format. We found that even if it's a 15-second video, introducing yourself, and telling them about five tips to help overcome your anxiety, then to watch the full video below. Boom! Conversion! People like it when there's clarity, and it’s quick and simple.
Placing Videos On Your Website
Furthermore, when you put your video on your website, you want to do a Youtube or Vimeo upload and then embed that on your website, above the first fold on the main page. We have created videos for people who have gone through the whole script-writing process, have filmed the video, have paid money for it, and then they bury the video in some obscure side tab, and it's at the bottom of the page. And, they’ve positioned it there because they don't want to ruin their website and rearrange anything. We actually encourage people to build their website around their video. If you do a video with us, for example, we do all the branding with you and, especially if you don't have a website, then you already have the brand in the tag lines and, even some of the design, and can build your website around the video. My point is, you want to have it above the first fold, with a call-to-action button below, so that people can see what it is you want them to do. Above the fold means, when you open up the webpage, you don’t have to scroll down to see the video, it’s one of the first things that appear on your screen.
Scripting Your Video
When it comes to scripting your video, you don’t want to be like, ‘If you don't do counseling, your marriage is going to fall apart’. That’s manipulative and feels really ‘icky’. Instead, you want to do it in a way that someone feels like, ‘I don't want to miss out on a better life’. An analogy for this has to do with baking. When you bake a loaf of bread, you don't need to put very much salt in, you just have to sprinkle a bit in, and it tastes good. But, if you leave the salt out, even just what little salt you were supposed to include, it just tastes terrible. Same with videos. You don't need to put a whole lot of that in your videos, just a little bit is worth it and will make the difference. Just leaning into their existing pain points works. For example:
‘Hey, if you're struggling getting out of bed in the morning, maybe because you're dealing with depression, and you're losing hours at work, and you're worried about your relationships, you don't have to worry anymore. Come in for therapy.’
Now, you've already empathized with them, so you don't really need to do a whole lot of, ‘Hey, if you don't come in, your life is going to fall apart’. Speaking their language is what is going to result in a conversion.