Promotional video

DRAFT: Promotional video is not what you think

Let me tell you a quick story that might change your perspective about promotion.

Back in 2022, when I was writing sales copy as a freelancer, one day I got a task to rewrite a product description for running shoes.

The original version was average at best. The structure was upside down, the writing was sloppy.

So I got to work; I rearranged the copy and trimmed the fluff. I added the benefits, dream outcomes and all that essential copywriting stuff to make a convincing pitch. And I sent it off to the account manager.

Next day, the task boomeranged back to my inbox. The account manager, who was acting as the middleman, simply said that it needs to be more “selly”. It needs to “urge people more to buy.” I wanted to vomit.

From what I know, doing that does nothing good to your copy.

While for the uninitiated a direct command to buy means good copywriting, rest of us know better.

I was so annoyed at this request that I rewrote a new copy with ChatGPT in 5 minutes to be more “selly”. Soon after I quit that gig.

 

So why am I bringing this up?

It’s easy to think that promotional content means just pushing people to buy. 

But we all know that doesn’t work. I’m suggesting something else.

 

Promotional Content 101

To use the marketing term, a VSL, video sales letter, is designed to evoke a feeling in your audience, give them logical reasons to support it, and then call them to take action.

  1. Emotion is the primary driver to all human behavior. 
    You don’t buy a Lambo because it makes sense. You buy it because how it makes you feel.

    So this applies to your content as well. Whatever you want to sell, you’ll need to make people feel first.

    How will people feel after they buy your stuff? Have you really thought about it? What does it mean to their STATUS?

  2. Logic comes as a close second.
    You don’t buy a new computer just because the case and LEDs look cool. You need to make sure that it has the right components under the hood.
    Same goes for your stuff as well. Give them logical reasons, show numbers and facts to support the feeling with logic.

    Why should people buy from you? How can you overcome the most common objections? What facts and figures support your offer the most?

  3. If you did the two previous steps right, some people will be interested to buy. Now you simply need to tell them what to do next. It also helps, if you tell them what happens after they buy. Reduce uncertainty, increase clarity and sell more.

    What is the next step they need to take to buy from you? Tell them to do that, and explain what happens right after.

 
 
 

So, I strongly recommend you structure all your promotional videos following this 3-step formula. Start by telling a story, then explain that story to give your argument some logical reasoning and proof. At the end, tell people what to do next. Just analyze what you read on this page so far.

 

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Now let’s go deeper. 

How to evoke emotions in the viewers to make them resonate with what you are saying?

To avoid any misconception, we’re not looking to win any Oscars here.

The feeling you want your audience to have is an empowered, positive belief to reach the dream outcome. You want to make them excited about the new opportunity. You want to make them feel that they are moving ahead in life if they do what you propose. 

 

So how to do that in practice?

The most impacful way to influence people is by telling a story of your personal transformation. And how it convinced you, so it can convince others, too.

So what is the key to a powerful transformation story? 

  1. People want to hear a little bit of a relatable backstory, what was the problem and how you felt about it.   
  2. Then, how you discovered the new thing and how you felt then. Describe the thoughts and feelings in detail.
  3. What happened in your life when you applied it? How did it solve the problem? Why the grass is greener now?
 
In each step, it’s essential to include the emotions and feelings.

By doing this, you are TRANSFERRING those same emotions that convinced you to the person watching. 

Keep it concise and relevant

Focus on that single transformation point, what happened before it, and what happened after. This is just a chapter of your life. 
Don’t bore people by starting from your childhood. Save it for the podcast interview.


If you did this part right, now people will feel something. And you just made yourself more familiar to them. 

Next step is to show them proof why this makes sense. 


How to get that analytical left-brain also on board?

Now you can tell people how this turned into an offer to solve their problem, as well. 

And don’t be afraid to admit your failures or doubts, or the obstacles you faced. If you make everything sound too good to be true, people can’t (and shouldn’t trust you). 



Logic: 7 movers


CTA: 


Use this same structure for case-studies and testimonial, and any other format of promotion you can cook up.