Gideon Shalwick is a blogger I follow. He recently posted a YouTube video called “Why Your Videos Suck“. You can view it below.
In the video Gideon repeatedly talks about What’s In It For Me, the old WIFIM acronym we use in sales. I think this term is a basic Sales 101 philosophy as well as marketing. You must constantly think about the value your viewers get from watching your videos or from anything you present to them.
Shalwick says it is so easy to forget about that concept when you create a video. I think he is absolutely right. You should be thinking about your audience. Forget about your wants and desires. Your audience should be able to say they enjoyed watching. They have to walk away believing it contained good, useful information. This further establishes you as an expert and strengthens your position in the sales buying process.
Gideon makes another strong point when he says speak only to one person in your videos, one person only. After all, that person viewing the video is probably doing it alone in front of a computer. Try to make sure the viewer believes your offer a solution specific to his or her needs.
Let’s face it. Your customer or prospect is not thinking about how they will make you rich by buying your product or service. They are thinking about alleviating their pain or fulfilling their desire, i.e. making themselves rich! If you do not focus on those benefits you might as well say adios and farewell.