The Foundation Of A Web Video That Sells

I am not going to go over the technical aspects of creating a web video, there is plenty of information on that on the web. I am going to go over probably the most important factors to incorporate in the planning stages of your web video - especially the scripting stage of the video.

Here they are...

1. Your Web Commercials Should Be No Longer Than 30 to 60 Seconds Long

We all have short attention span, 75% of all web visitors leave a site within 3 seconds. Videos keep them on the page longer - but they won't watch a video more than a couple of minutes. So you have to hit them fast, and get your message across quickly -- or their internal clock tells them to close their browsers or hit the back button and move on.

Video commercials should always be 30 to 60 seconds long, and never longer than 2 minutes. There are 2 reasons for this:

1. Television has already programmed our attention span to that length of time.

2. Advertisers have tracked every aspect of TV commercials and determined exactly how long commercial videos are watched. They have been able to identify that '30 seconds' is the 'Sweet Spot' for viewers to take action.

Of course, there are exceptions where longer infomercial videos are watched to it's entirety - but it's not the norm. Typically after 2 minutes the viewer-ship drops dramatically.

2. Introduce The Video By Stating A Problem

For a commercial that lasts 30 seconds long, you must be quick at getting the attention of your viewers -- and the best way to connect with them is to connect with 'their problem'. Start the video by asking them a question that relates to a problem they may be having.

Example:
Are you 40 and single? - Not into the bar scene? - Turned off by dating sites? - Don't have time for starting over? - But are tired of being alone?, etc.

Each of the questions that relates to a problem can be a 3 to 4 second scene.

3. Demonstrate The Benefits by Solving The Problem

You may be wondering how you are going to say everything you want to say in 30 to 60 seconds.

What you are going to do is 'Cut The Fluff" and "Work With Your Major Benefits". Each benefit should take only 4 seconds to list, which means you can hit the viewer with 15 benefits about your product in just 60 seconds. Most products don't have 15 benefits to begin with, they may only have 3 to 4 major benefits.

Next, you want to demonstrate the benefits of your product visually and by using text. Demonstrate how your product solves each of the problems you stated previously. These scenes must be no longer than 3 to 4 seconds each. You can use stock photos or short video clips of people benefiting from your product.

4. Tell The Viewer What To Do Next

You got your viewer's attention by addressing a problem, you have demonstrated how your product can solve their problems, you have shown them several benefits -- now, you need to ask them to take action.

You don't want a person to be tired or bored watching your web video commercial. Your web video commercial should leave the viewer wanting more.

Direct Response Television Commercials

These are the "As Seen On TV" commercials for all sorts of gadgets. Ignore the gadgets, the hype, and the too-good-to-be-true claims. Instead, watch how these commercials are produced.

Notice how many benefits they cram into 60 seconds, how well products are demonstrated, how they do scene transitions, keep your attention and ask you to do something at the end. Again, watch these through the eyes of someone who makes videos...not through the eyes of a consumer and you can learn a lot.


About The Author:
Abe Cherian is the founder and CEO of Multiple Stream Media, LLC., a company that helps online businesses find new prospects and clients, who are anxious to grow their business fast, and without spending a fortune. Getting targeted traffic to your website and making more sales is easy when you have the right people to guide and do it for you. Give Multiple Stream Media a call 1(845) 247 2565 or visit their site at http://www.multiplestreammktg.com and make your web marketing a lot easier.

Copyright © 2008