by Joyce V Harrison

Created on: December 16, 2010   Last Updated: December 20, 2010

You may remember Show and Tell days once upon a time in your school classroom. Videos play the same role for marketers who want to make an impact on consumers: “Show” your product as you “Tell” the story.

A Picture is Still Worth a Thousand Words

Sometimes colors displayed on the Internet are not absolutely accurate. Sometimes the angle of a still image does not allow the consumer to see the three-dimensional aspect of a product. Viewers can read a description but there is no sales person to answer any questions.

So while a picture is essential, you improve the customer experience by demonstrating the product. Consumers can gauge the size of the product when it’s held in a hand or placed beside a familiar object, or in the context of a room if it’s a large item. Ideally, show the product where it will be used: in a garage setting if it’s a tool, on a table if it’s a lamp, and so on.

The other advantage of a video is the addition of a human element: either a smiling face or the face of an expert or simply a voice that’s pleasant to listen to. The audio portion of your video becomes the sales person who would have contact with the consumer at a retail counter.

Focus on the End Benefit

One of the biggest mistakes marketers make is to explain the nuts and bolts of how the product works, rather than what benefits it gives the consumer. The lamp for instance is not just a source of light. It may warm a room, create an atmosphere, or add a particular style and flair to the decor. Focus on how that tool solves a consumer problem or makes a job easier for the user. Always end with a call to action.

Keep it Short and Sweet

Think of an online video as a commercial. Be sure you can “Show and Tell” the story in about thirty seconds, the length of a typical TV spot. You don’t have to be that exact online.

Consumers will click out if you start the video automatically so let your shopper click the play button and allow that person to pause if he or she wants to.

Be aware of the short attention span of an online shopper. You have the advantage of a captive audience because that person has come to your Web site looking for a product like yours. Bore viewers and they will be gone.

Quality Matters

If you do decide to do a video, quality counts. This is not a good do it yourself project. If you can’t afford elaborate production, simplify the visual and hire professionals to shoot, edit and track the video.

Once it’s completed, you can upload it to your own site and other sites that allow you to post videos. If you have a brick and mortar location, you can also play the video in the store. 

Learn more about this author, Joyce V Harrison.
Click here to send this author comments or questions.