Not Showing Your Product Make Great Startup Videos

Not Showing Your Product Make Great Startup Videos

Always be up to Date subscribe to updates

Subscribe to our mailing list

* indicates required First Name Original Signup Source Email Address * Whitepaper - 99 Tip Blog Weekly Webinar Whitepaper - 18 Kick-Ass Visual Analysis Tools Whitepaper - Top 10 E-Commerce Abandonment Recovery Tools Persona eCommerce Marketing Managers Employee of Online Marketing Agency Undefined
- March 24, 2011

Its fine we all make mistakes, one of ours I am going to share was to produce a little product video a year ago (see Convert Insights First Demo) and then expect people to understand all the technical terms are and jump right into our beta and convert to life-long customers. Wrong! Nobody cares about our product if they do not know what pain it solves. Watching a interview with Miguel Hernandez on Mixergy (he’s from GrumoMedia), a month ago made me realize how bad our first video actually was.

Tell a Tale

What I got as main message from the interview was that we should tell a two minute story on our homepage to explain the problem and relate it to real figure explaining the problem and solving it using your product. So no more screen-casts of yellow mouse movements and me sitting behind my laptop at home, making these. You’re not going to buy an application, you’re buying a solution to a problem your having. Check out the video of a new service called “Flow”, it’s a task management solution and do you see a product in there NOPE!

Write a script

Pick a concrete example of your problem and keep it simple. Get e scenario that shows this problem and a way to solve it (your product). Then it has to have a call to action in the end, I guess sign-up for free trial, so they do not get stuck with a nice video but no follow up step. Write a script (that you can use for voiceovers) and it should be again SIMPLE AND CONCRETE!

Storyboard

Every sentence in your script should be combined with a visual image you need to make the connection. How to make a storyboard… its all in the two minute video below.

Voice-over

Now you have a script an a storyboard. You need a voice-over. Also this is something important. We used Voices.com for our first video and I will do it again. For less than 300 USD you have an enthusiastic person telling you the script sentence by sentence and recorded in a good quality. No need to look further (unless you need Irish voice-overs, use Peihole for that)

Ready for Production

The “Flow” video above will set you back 10k at least but it can be done the 99Design way. Yep, crowdsourcing video production is now possible with Wooshii. (see video below). This is a friendly format of crowdsourcing and when you follow the above steps you will get great pitches from producers and prices are good. For a 1 minute video they recommend a budget of 1200 USD and for a two minute video a 1600 USD budget. But as always with crowd sourcing if you only have a 1000 dollar, put that as your pricing and I am sure there less professional producers that want to do it.

 

  • 24 Mar, 2011
  • Posted by Dennis van der Heijden
  • 1 Tags
  • 2 Comments

Written by Dennis van der Heijden

Co-founder and CEO of Convert.com passionate in building communities that care. Trying to make that happen inside and outside Convert. I love working with my team to make our A/B testing software better for agencies and e-commerce clients.

CATEGORIES Blogs

COMMENTS
Huge thanks for the shout out and bang on the money - Screen casts have their place (specifically once people are into the buying process) but as a sales tool they tend to suck. This guy (http://bit.ly/dKuhcL) did a whole series on web video - the overall messages are sound although the production values poor, (if you are trying to engage and build trust production values should be high on the list of priorities in my opinion) The other thing to look at is data. Check out http://wistia.com - They provide a solution which gives you really neat ways of seeing who is watching what, how much they are watching. (The first 10seconds are key) and what are they rewinding and repeating, (are they interested in a particular point or confused?) [And of course it can be neatly used in A/B testing] It’s still early days for video. I liken it to the early days of the web where everyone was having their site built by their niece. It wont be long before people realise just having video is not good enough. It needs to represent your company, brand and values…. (but it doesn’t have to cost the earth as your rightly point out.)
Huge thanks for the shout out and bang on the money - Screen casts have their place (specifically once people are into the buying process) but as a sales tool they tend to suck. This guy (http://bit.ly/dKuhcL) did a whole series on web video - the overall messages are sound although the production values poor, (if you are trying to engage and build trust production values should be high on the list of priorities in my opinion) The other thing to look at is data. Check out http://wistia.com - They provide a solution which gives you really neat ways of seeing who is watching what, how much they are watching. (The first 10seconds are key) and what are they rewinding and repeating, (are they interested in a particular point or confused?) [And of course it can be neatly used in A/B testing] It’s still early days for video. I liken it to the early days of the web where everyone was having their site built by their niece. It wont be long before people realise just having video is not good enough. It needs to represent your company, brand and values…. (but it doesn’t have to cost the earth as your rightly point out.)

Leave a Reply

Your email address will not be published. Required fields are marked *

Anchor text

Subscribe to our mailing list

* indicates required First Name Original Signup Source Email Address * Whitepaper - 99 Tip Blog Weekly Webinar Whitepaper - 18 Kick-Ass Visual Analysis Tools Whitepaper - Top 10 E-Commerce Abandonment Recovery Tools Persona eCommerce Marketing Managers Employee of Online Marketing Agency Undefined

Subscribe to our mailing list

* indicates required First Name Original Signup Source Email Address * Whitepaper - 99 Tip Blog Weekly Webinar Whitepaper - 18 Kick-Ass Visual Analysis Tools Whitepaper - Top 10 E-Commerce Abandonment Recovery Tools Persona eCommerce Marketing Managers Employee of Online Marketing Agency Undefined