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Hi, I'm Steve Washer with BrainyVideo.com, author of the Video Brain and creator of
Audience Builders Blueprint and
SellOnSite, the complete video sales course.
Last time,
we looked at Zappos and the
200,000 videos
that they have used to such good effect
on their website to sell shoes and clothing.
And I promised you that this time we would take one of those videos,
deconstruct them,
figure out the formula, and then improve on it and apply it to your website. So
let's get started with that
right now.
First of all, a little bit of context.
You should know, of course, that when people come to the Zappos
website, they already kind of know what they're looking for,
and a lot of the brands that they deal with are household names.
So they don't have to provide much context or education. Basically, they're
using the videos to create a more real experience for people and differentiate
one shoe from another very similar looking shoe on the same page.
The videos take place
in a very small
white room with all-white walls and a white floor, the better to
provide color contrast.
So the way it works is they have a person that talks directly to the camera,
basically says like one sentence,
then we cut to what the shoes look like
on the person's feet, and then some music comes in.
Then we cut back to the shoe being held in the person's hands, only this
time we don't see the person
talking, we hear them talking, and they say quite a lot
about all the features and benefits,
and, of course, in this case I think sometimes they're reading which allows
them to create these 400 videos a day because they can do it really,
really fast.
And then finally we cut back to the person on camera once again, they say one or
two very little things,
and then they literally
walk off camera
with some kind of an attitude.
And the whole thing takes place in about a minute.
So,
why don't we look at one of these videos
right now.
"Why hello there, friends, welcome back. My name is Randy and I am gunna show you
the Buckingham from Bass.
This shoe from Bass is not only extremely comfortable and good-looking, it's also
extremely lightweight. It's got a nice bit of flex to it so you're gunna feel great all day
long and a very soft upper.
Traditional lace-up design's gunna give you a custom and perfect fit, and a leather lining
inside is going to feel great on your feet.
Foot bed is very comfortable as well, is gunna add hours of cush and you've got a midsole
that's gunna help absorb shock with a tread pattern on the outsole
that's gunna aid in your stability. Lightweight comfort and style can be yours when you
get the Buckingham from Bass.
"Yes, I'd like the Bass Buckingham.
Right, I think I saw it on a TV show.
Right, and an extra one for after..."
Oh, sorry...Hi!
One of the things that you probably noticed in that video was that they
don't use
a professional model.
They basically use all their employees to make their videos because they find
that using a real person makes the videos convert better.
Now, isn't that interesting?
That probably means
that more than likely
the best spokesperson for your own company is going to be you. Who woulda
thunk it.
Let's take a look at
your videos now.
How can we improve
on this very successful formula and apply it to your website? Well, the first thing
to understand
is that, you know, for better or worse,
your brand is probably not a household name,
so you're going to need to provide a little bit of context, a little bit of education.
But that's quite alright because once people come to your website they're
looking for a little bit of education, so you can take a little bit more time with
it.
So how do you do that? Well, we found that the best way to do it is to find the
buying emotion
for each product or service
and then wrap it in something concrete.
And that something concrete
is a story. That's right,
because business today runs on stories.
So, you tell a little story, could be very very short, maybe even just a couple
of sentences,
then go into the features and benefits,
and then do one more thing before the call to action
that I call the slingshot
You know how you pull back the rubber band on a slingshot
and then put the payload there in it? Well the payload that we're gonna put in
our slingshot is the buying emotion,
only we're not going to develop it like we did at the beginning of the
video
we're just going to mention it.
That's stretching it back. Then,
we let it go,
and letting it go
is basically telling people
where they can get this product or service
on your website.
Now the one-two combination
that is made up of the slingshot is incredibly effective and you should try
it
So what you have then is the introduction,
you have the mention of the story,
then you have the features and benefits, then the slingshot, and the call to
action.
So why don't we take a look at
a typical one of these videos
and see how they work. This happens to be one of our fantastic clients who we
helped make this video for recently.
It's Golden Moon Tea. So see what you think about the video and then see if
by the end of the video
you don't feel just a little bit
thirsty. "You ever just wish you could kind of leave
all your troubles and stress behind,
head off to a wonderful tropical island in Bora Bora?
Well, if you ever do happen to make it there,
they have this wonderful tea there they make with fresh coconut and coconut
milk and combine it with a nice light tea base. It is absolutely delicious.
And that was the inspiration for our coconut pouchong.
This is our #1 seller by far.
With this tea here, what you're gunna find
is
almost a room-
filling aroma of this fresh coconut, not this kind of candy stuff that you might
find in the grocery store, but a nice,
fresh, authentic-smelling coconut.
And as far as the flavor,
you'll find that the coconut
mixes with the pouchong leaf which gives it a nice kind of creaminess
that enhances the fruitiness of the coconut,
that just melds together so perfectly.
Now this tea is fantastic hot
or also iced it is amazing.
So if you've ever wondered why some people go to Bora Bora and never come back,
maybe this is your answer here. So if you'd
like to try this, go to our website at goldenmoontea.com
and I recommend trying out our one ounce package. It's about 10-12 cups which is the perfect
size.
So, just remember when it comes to really good tea, the bigger the leaf
the bigger the flavor.
This is Marcus Stout from Golden Moon Tea.
You know, if you can sell things from your website,
you can multiply your profits and open up new markets.
Selling programs is a little more complex than selling things but the
principles are exactly the same.
We'll be happy to talk to you about it if you'd like to open this up for your own
website,
or just apply these principles
and watch your profits soar.
I'm Steve Washer with BrainyVideo.com